I've worked with the Dallas Mavericks on and off since the 2017-18 season, advising on media and communication. Over the years, I've gotten to know the people inside the organization well -- they're like family. I've watched the highs and lows, seen the inner workings, and felt the passion that runs deep through every level of the team. That's why what's happening right now isn't just sad, it's tragic. And the worst part? It was entirely preventable.
A lot of people are calling this a public relations disaster, but let me be clear: This is not just a PR issue. It is an organizational disaster.
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In times like this, it's easy to scapegoat the communications team, but the truth is, they had very little control over what unfolded. Crisis communication only works when leadership is willing to listen before the crisis happens. The job of a communications team isn't just to put out fires, it's to prevent them from ever starting. Their role is to keep a constant pulse on how the organization is perceived from the outside, to anticipate the potential fallout of decisions and to guide leadership in making choices that align with the values of the team and its fanbase.
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But none of that matters if no one is listening. Communication isn't just about messaging, it's about awareness. It's about understanding how a decision will land before it's made, not scrambling to control the damage after the fact.
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If I had still been advising the team, I would have done everything I could to prevent this. But my gut tells me that even if I had, no one at the top would have listened. And that's exactly the problem. Last week, Mark Cuban said in an interview, "It's not so much what you do, it's how you communicate why you do what you do -- and that's their challenge without me in front." He's exactly right. Fans weren't just blindsided; they were left feeling unheard, unconsidered and, ultimately, unimportant. That's not a PR problem. That's a leadership problem.
From a crisis communication standpoint, this is as bad as it gets. I've been in this business for over 15 years, and I've learned that most crises are preventable. This one certainly was.
AdvertisementThe culture disconnect
One of the biggest failures in this situation was a failure to understand culture -- not just team culture, but also Luka Doncic's culture. Luka is Slovenian. His worldview, his approach to the game, his expectations, everything is shaped by where he comes from. When you bring in a generational talent like Luka, you don't just bring in a player -- you bring in a culture. The mistake wasn't just in how this decision was made; it was in how Luka was understood, or more accurately, how he wasn't.
I've met Luka. I've chatted with him, mostly small talk. He's a good kid. He loves basketball in a way that is pure and unrelenting. It's his passion, his purpose. The game is everything to him. And just because he approaches it differently than an American-born player doesn't mean he's wrong. In fact, it made him an incredible fit -- not just for the Mavericks, but for the city of Dallas. He was somehow both relatable and astonishingly gifted.
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Management didn't just fail Luka -- they failed to understand what he meant to this city. I've read thousands of comments from fans saying they'd rather lose with Luka than win without him. That should tell you everything you need to know. Some players transcend the game itself. Luka did. And I knew he would the moment I saw 10-year-old kids in the stands, chanting his name when he was just a rookie. He was that special. He had "it." And "it" wasn't just about basketball. Forget the on-court heroics -- this was something bigger. Something beyond the game.
AdvertisementThe ripple effect
I like Nico Harrison, the Mavs general manager. He's a good guy, and I know he wants to win. His intentions weren't bad -- I truly believe that. But good intentions don't always lead to good decisions. Harrison, the front office and those who ultimately made the decision didn't just fail to understand their star player, they failed to understand their fan base. They failed to grasp the gravity of their decision, not just in terms of roster moves but in the broader picture of what makes a team successful long term.
You don't make decisions like this in a vacuum without understanding their full effect. Every action has a ripple effect. The ability to attract elite talent? Most likely, gone. The trust of the fan base? Severely damaged. The culture that made Dallas a destination for players? Dismantled.
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That's the true tragedy here. The shake-up wasn't worth it. Even if you agreed with the intent behind the move (believe it or not, I can see what they were trying to do), the way it was handled was completely sideways. You don't blow something up just because you're not sure how to fix it.
How to avoid disaster
Crisis isn't just about managing fallout, it's about preventing it in the first place. That starts with leadership that listens. With leadership that understands that how you do something is just as important as what you do. With leadership that values culture as much as it values talent.
Luka wasn't just another player. He was the heart of this franchise. And what happened here wasn't just a bad trade, it was a failure of understanding. A failure of leadership. A failure of looking at the bigger picture.
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The Mavericks had something special. Something rare. Something that doesn't come around often in this league or any league. And instead of nurturing it, they let it slip away.
Moving forward
I don't write this as someone who is bitter. I write this as someone who has been in the trenches with this organization as a communication adviser and a fan who cares. As someone who has watched it grow, evolve and fight through adversity. And most of all, as someone who loves this team -- a fan through and through. After all, family is family. And you stand by your family, not just when things are good, but especially when times are tough.
I want to believe the Mavericks can recover from this. That they can learn from it. That the people in leadership -- if they're willing to truly listen -- can understand that winning isn't just about making moves on a chessboard. It's about people. Culture. Vision.
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The city of Dallas deserved better. The fans deserved better. And Luka Doncic? He deserved better, too.
Richard Harmer is the founder of UNCOM Media Inc., a corporate communications firm, and the publisher of East Dallas Magazine.