PR Plan for Dwight Howard to Handle Yet Another Dwightmare

Dwight Howard is intoxicating. At times in his career, the superstar center has proven to be one of the top players in the game, a physical specimen without rival in the NBA.

And then he opens his mouth.

It's really not clear how he can even fix this self-created mess. He's nearly burned up every bridge he has, with his coaches, his teammates and—most importantly when looking at it from a public relations standpoint—his fans.

If there's any real PR advice to give Howard, it's to shut up and play basketball.

Look, it's a tad unfair to pile on a guy and tell him to shut up and play the day after he gets hurt, but Howard's latest shoulder re-injury serves as just another bump on a tumultuous ride in Los Angeles that is riddled with infighting, overt complaining and the same kind of nonsense that saw the maligned star wear out his welcome in Orlando.

The most infuriating thing about Howard is as great as he is on the court, he has developed the misguided notion that his value exceeds his talent. Simply put, Howard thinks he's better than he is, and that has consistently gotten him in situations he isn't good enough—on the court or in front of a microphone—to escape.

It's exasperating to watch a guy like Howard, who has consistently proven to be one of the best and most efficient players in the game while simultaneously managing to somehow underachieve. Howard is a career 18-point, 13-rebound-per-game player—Hall of Fame-caliber numbers at this point in his career—but he's been fairly maligned throughout his career for not developing a better offensive game.

Ironic, isn't it? Because Howard's conduct off the court has, at times, been completely offensive to the game.

PR advice for that? Know how good you are, not how good you want people to think you are.

Howard may be one of the most talented players in the league when he's health...

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