Pavia’s post is a lesson coaches, parents and athletes can’t ignore

Vanderbilt quarterback Diego Pavia’s historic Heisman run ended with a viral social media post that shifted attention from achievement to judgment. It’s a cautionary tale for athletes navigating fame, money and pressure.

🔹 Words and tone stick

When Pavia finished second in Heisman Trophy voting and posted “F-all the voters…” on Instagram, the message quickly went viral for all the wrong reasons.

On a night that celebrates college football, his social media post became a teaching moment for any kid coming up or already looking at high-profile playing positions and paydays via name, image and likeness (NIL) deals. College athletes (many high school athletes, too) are public figures, much like seasoned pros, and emotional reactions can define a narrative just as much as on-field performance. 

Pavia’s classless reaction highlights a core lesson in NIL responsibility and personal publicity. Once you post something online or say something out loud, others will interpret and share. Their interpretation can become the story, eclipsing even major accomplishments like being the first player from your school to be a Heisman finalist.

🔹 Context matters for credibility

Pavia had an outstanding season and made history as Vanderbilt’s first Heisman Trophy finalist — a big achievement on its own. But the blunt social post overshadowed that moment for even his fans and media, shifting attention from his college football career to his post-award reaction. In that instance, he became the most cautionary example in college sports.

PR takeaway:
Positive achievements can be diluted or even erased by negative public communication. Athletes, especially in the NIL world, need to think strategically about how anything they post reflects on them.

🔹 Apologies matter, but sincerity will be doubted

Pavia later apologized, acknowledging he handled emotions poorly and expressed respect for the process and the Heisman winner.

That’s important but many saw it as an attempt at damage control instead of sincerity. A sense of maturity, a dose of class and event preparation might have prevented it.

🔹 Athletes operate in a 24/7 media world

It’s no secret that today’s athletes are, like it or not, considered brands with followers, sponsors, NIL deals and digital footprints. One impulsive post can ripple across national headlines, podcasts and talk shows. In chats with parents of high school and college athletes after Pavia’s post, it clearly tarnished his public perception. 

🧠 Key PR lessons for athletes (and anyone with a public platform)

✔ Pause before posting: Emotion is real, but social media is permanent.
✔ Think about broader audience impact: Words reach more than just your fan base.
✔ Have a plan for tough moments: Prepare with thoughtful messaging to preserve your reputation.
✔ Character is earned, not given: Even in disappointment, respectful communication reinforces character.

This isn’t just about one angry post. It’s about how public figures manage disappointment, communicate under pressure and protect the narrative around their performance and persona.

©2025 Gail Sideman; gpublicity.com; nilpublicity.com

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