The Sanders Family Gave a Masterclass in PR During the Recent NFL Draft—And We Should Take Notes

Photo Credit: Coach Prime Fan's FB

I was speechless as I watched the NFL draft last week and quite frankly, my soul was deeply disturbed as one of the top QB in the nation was snubbed. When Shedeur Sanders’ name wasn’t called until the 5th round – number 144 pick during the NFL draft, many expressed outrage – me included.   

But not the Sanders family. The way they celebrated when Shedeur’s name was finally called, you would have thought he went first round. And how they reacted through it all – I am taking notes, and you should, too. 

Here is what I learned as I watched how the Sanders family responded. In my view, what we witnessed from them was a masterclass in grace, class, strategy and, yes, public relations. 

The Sanders family—led by champion superstar NFL Hall of Famer Deion Sanders—chose not to stoke media fires or cry foul. They didn’t attack the process or tear down others. Instead, they focused on what they could control: their message, their dignity, their brand and their vision. 

Deion reframed the moment on social media, not as a loss, but as a redirection. He amplified Shedeur’s discipline, leadership and future potential—reminding the world that draft day does not define destiny – and neither do the owners of the NFL. 

And yes, the irony is real. How dare NFL owners – who demonstrate on a regular some of the most entitled and privileged actions and behaviors – call Shedeur “entitled” This could be considered “teaching these entitled Negros a lesson” and an egregious display of NFL white male ownership privilege and racism, underscored by Boomer Esiason’s recent revelation that NFL owners ordered ‘entitled’ Shedeur Sanders be taken off draft boards.  Not to mention, the Sanders family had to endure a prank call from an entitled brat, Jax Ulbrich, the 21-year-old son of Falcons defensive coordinator Jeff Ulbrich, from whom we received nothing but an “oops” from Falcon leadership (I dare think what would have happened if…).  AND, we have watched other sons of NFL quarterback legends with thinner résumés get the spotlight during the NFL draft, while Shedeur, whose performance and pedigree speak volumes, was sidelined.  

But the Sanders family didn’t lash out. They leaned into legacy – the Sanders legacy - and took the high road. 

From a public relations standpoint, this was a case study in strategy, restraint, clarity and brand integrity. It’s a reminder to all of us — especially those in leadership, communications, whether dealing with high-stakes industries, your small and emerging business and everything in between — that class, positivity, controlling your message and narrative and integrity can be the most powerful responses when dealing with such situations. 

Class is strategy. Legacy is louder than outrage. And the long game always wins. 

#PRStrategy #CrisisCommunications #Leadership #BrandIntegrity #ShedeurSanders #DeionSanders #NFLDraft #PublicRelations #MediaStrategy #Longgamewins #TSPRG #PRGuru #SASSEE 

E. Gayle Saunders, APR 

E. Gayle Saunders, APR, is a thought leader in public relations. With over 40 years’ experience in counseling clients in strategic PR strategies, reputation management and is committed to driving change and building community through effective public relations approaches and social impact. She leads her team at The Saunders PR Group through those values. She also leads The SASSEE Foundation, a nonprofit focused training youth interested in PR and lifting up women’s narratives and stories of success. She is a sought-after speaker, mentor and community leader.