Tuesday, February 08, 2000
Bengals working to polish image for free agents
BY GEOFF HOBSON
The Cincinnati Enquirer
After a season fraught with current and former players assaulting the way they do business, the Bengals plan to rehabilitate their reputation on Paul Brown Stadium's goalposts.
The NFL's free-agent period starts this week. Starting this week, the club is also trying to install a fresher daily atmosphere that's grown as stale as the 32-year-old practice site at Spinney Field.
“We've got an advantage over most teams because our practice site is the new stadium, and both are going to be the best in the league,” said Jeff Berding, the Bengals' director of community affairs. “The con venience is a major point.
“But we know it goes beyond new facilities,” Berding said. “Environment is very important and we're looking to give our players what they need to win on Sundays.”
Where do the Bengals rank in the pecking order? Pretty far down, judging by comments at last week's Super Bowl.
St. Louis' Marshall Faulk said he was relieved he wasn't drafted by the Bengals in 1994; former quarterback Neil O'Donnell said there was “negativity” around the Bengals complex; and former quarterback Paul Justin called Cincinnati's “the worst clubhouse atmosphere I've ever been around.”
Earlier, former fullback Brian Milne criticized the Bengals for not serving breakfast to players, and running back Ki-Jana Carter was upset that he learned from ESPN, not the team, that he had been placed on injured reserve.
“Whether it's real or not, the perception is they have the worst image in the NFL,” said one agent who requested anonymity.
The Bengals think the image is off base, and team president Mike Brown is fighting back. He has instructed Berding to do what he can to improve conditions for players.
“I think we treat our players pretty well,” said Katie Blackburn, the Bengals' counsel. “I think there are things that have been said a long time ago and they keep getting perpetuated whether they're true or not.
“At the same time, we want our employees to be happy and we're not ignoring what's being said,” Blackburn said. “We're looking at things and reviewing them.”
The stadium is the centerpiece of the Bengals' efforts to improve their image.
Jim Lippincott, director of college and pro personnel, will take a stadium tour in the next few days so he can be a tour guide for free agents on visits — which can begin as soon as Friday.
Berding said the team is looking beyond the stadium and at initiative programs that will get their players involved more in the community and charities. The club is also looking at internal relations with the players.
With the retirement of Tom Gray, the Bengals' only equipment manager, the club has doubled the equipment staff to two full-timers.
Former and current players have complained about lack of attention to their equipment needs. Berding said more manpower will allow the club to do more for the players.
Berding knows it will take time to change perceptions. But he also knows he's got a huge calling card in the new stadium. “You can't do everything overnight,” Berding said.
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