Plus: Olympic hockey player responds to AI deepfake shared by White House; Paramount poised to acquire Warner Bros.
Some members of the U.S. men’s Olympic hockey team have expressed regret after a video showed them laughing at a joke made by President Donald Trump about the U.S. women’s hockey team.
During a congratulatory phone call after the men’s team won Olympic gold, Trump invited the team to the White House, but could be heard joking that he would “probably be impeached” if he didn’t also invite the women’s team, who also won gold, to celebrate.
Footage from the locker room captured some players laughing and the clip quickly spread online.
Their reaction sparked backlash, with critics saying the laughter appeared dismissive. The story quickly shifted into a public debate about respect, gender equity and leadership in sports, The Athletic reports.
Hillary Knight, the captain of the women’s U.S. Olympic hockey team called the joke “distasteful,” adding that “Women aren’t less than. Our achievements shouldn’t be overshadowed by anything else other than how great they are.” She reiterated that both teams were supportive of each other during the Games.
Men’s team Captain Austin Matthews said: “It was unfortunate. We love the women’s team. We support them…and what they were able to accomplish.”
Charlie McAvoy, another player, said: “Certainly sorry for how we responded to it in that moment. Things just happened really quick there…it’s certainly not reflective of how we feel and look at them and their accomplishments.”
Other teammates said that the video was taken out of context, due to high emotions minutes after their overtime win.
Brady Tkachuk said: “I don’t really have an answer. Honestly, it was just a whirlwind of a moment that can’t really control what somebody says, and it’s just caught off guard a little bit.”
Why it matters: Despite how the moment was perceived, it’s clear the men’s team wants to emphasize support for the women’s team and their accomplishments, which many did, rather than defending Trump’s joke. This can help soothe concerns over intent and help manage reputational fallout.
However, with multiple, individual statements trickling out, instead of a unified team response, it leaves the door open to further speculation. Yes, some players expressed remorse and owned the mistake. But others downplayed the situation as being taken out of context. Differing messages can create confusion or the appearance of insincerity. That’s not something you want during a moment of crisis.
The strongest responses will start with, “We understand how this came across,” not “Here’s what we meant.”
Editor’s Top Reads:
- If that controversy wasn’t enough, U.S. hockey player Brady Tkachuk is defending himself for another reason. The White House’s official TikTok account shared an AI-generated video that appeared to show Tkachuk insulting Canadians, calling them “maple syrup eating f—s.” It has 11.2 million views. Tkachuk, who plays for the Ottawa Senators in the NHL, called the post “clearly fake,” NYT reports. “I’ve been seeing stuff that people think it’s me, but if you watch the video, that’s not my voice and something that I never say,” Tkachuk said. “I don’t really know how that kind of took a storm on its own when I play here (in Canada) and give everything I have here.” He added that he has no control over the video or how it’s being shared. Tkachuk did his best to shut down the video, plainly stating it’s not real and pointing out the ridiculousness of saying something so derogatory When dealing with disinformation, responses must be quick and explicitly clear in order to help control reputational harm. And then they must be reinforced again and again.
- After recent talks, Warner Bros. Discovery said Paramount Global’s latest takeover offer is stronger than a competing proposal from Netflix. The Wall Street Journal reports that Paramount could take over a deal that would give them control of major networks including HBO and CNN, pending regulatory approval. If Paramount ends up controlling CNN, it would be a major moment of media consolidation, putting even more news and entertainment power in the hands of one company. Craig Aaron, co-CEO of media advocacy group Free Press, told the WSJ: “The idea that Paramount should be allowed to control CBS and CNN should be unthinkable.” This move raises questions about how independent CNN can remain, especially during politically sensitive moments, and whether, under David Ellison, Paramount’s priorities will shift news coverage. Fewer owners at the top can mean fewer distinct voices in news and more concern about who ultimately influences what stories get told and how. This is a good time to think about what’s working in media strategy and what’s not. Shifting coverage means PR teams will have to get more creative with their outreach, diversify storytelling platforms and think about how pitches resonate with individual journalists.
- Block CEO Jack Dorsey recently laid off 4,000 people, nearly 50% of its total workforce. The CashApp parent company announced the changes in both a formal stakeholder letter as well as a lengthy post on X. In each, Dorsey explained that this was not due to weak profit margins, but rather, a matter of innovation. On X, he said: “i had two options: cut gradually over months or years as this shift plays out, or be honest about where we are and act on it now. i chose the latter. repeated rounds of cuts are destructive to morale, to focus, and to the trust that customers and shareholders place in our ability to lead.” Dorsey emphasized a hefty severance package for affected employees and a chance to say goodbye: “we’re not going to just disappear people from slack and email and pretend they were never here. communication channels will stay open…so everyone can say goodbye properly…i’ll also be hosting a live video session to thank everyone…i know doing it this way might feel awkward. i’d rather it feel awkward and human than efficient and cold.” Dorsey was detailed and thorough. Some people online criticized the message for being too lengthy or overexplaining, which can risk confusion. But Dorsey took accountability, clearly explained next steps and offered support. It wasn’t good news, but he did a good job showing honesty, respect and empathy.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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