Craig James is a big problem for Texas Tech. Candidate James is a very unpopular man. That is not news anymore. His unpopularity is causing Texas Tech to take a beating in the media. Numerous sports and political sites have taken notice of how unpopular Craig James is in Texas. So, these sites have tried to explain to their readers why Craig James is so unpopular.
No doubt, may supporters of the university will try to make any publication that says anything negative about Texas Tech into an entity with an anti-Texas Tech agenda. In part, that is because what most people consider the truth is what Texas Tech might regard as an agenda. However, it is a really tough sell to make sites like The Huffington Post into some sort of anti-Texas Tech, pro Mike Leach publication.
So, why would an explanation of why Craig James is so unpopular be bad for Texas Tech? The conservation inevitably leads back to Adam James, Texas Tech, and the firing of Mike Leach. Texas Tech would like that story to be about an out of control football coach that they were forced to fire after he allegedly mistreated a player. Unfortunately that is not the story that is coming out.
The story that all of these sites seem to be putting out there is about Craig James being a helicopter dad. His son, Adam did not get as much playing time as Craig James thought he should. So, the James gang made up a story about Adam being mistreated and hired a PR firm to get the story out there. Furthermore, the older James used his position as an on air personality at ESPN to lobby for the firing of then Texas Tech Football Coach Mike Leach. A petty Texas Tech administration that did not like the coach, willingly went along with the sham. That is essentially the story that is being put out there.
It is a story that makes Craig James look like a small, vengeful man. As a result, it makes Texas Tech look the same way. So the more people hear about unpopular Craig James is, the more they hear about the misdeeds that he and Texas Tech allegedly committed against Mike Leach. The more they hear of the Mike Leach story, the more they would like to see Craig James and Texas Tech punished.
There is very little that Texas Tech can do about their image now. They refuse to settle with their former coach, even though he has shown a willingness to do so. It also is not helping their image that both their football program and men’s basketball program are perceived to be well below average. Even if they do find a way to shift the focus off of them for the next few months, it will right back at the start of next football season. That is when Mike Leach’s return to college football is bound to generate more stories about Leach and Texas Tech. The university is in a bad PR box.
Since Texas Tech does not want to settle the Leach case and try in some way to reconcile, they will not get out of the box anytime soon. Their reputation for honor and integrity has been badly damaged and their credibility concerned the firing of Mike Leach is completely gone. Even the local Lubbock media like the Lubbock Avalanche-Journal is starting to back away from Texas Tech’s version of the story. Craig James and his candidacy are making Texas Tech look almost as bad as they are making Craig James look.