Shedeur Sanders’ Draft Fumble: A Busted Public Relations Play

Shedeur Sanders' NFL draft PR playbook is a masterclass in what not to do.

Shedeur Sanders’ has it all: a rocket arm, dazzling stats, and a name primed for NFL glory. Yet, his historic plummet from a first-round “top five” lock to the 144th pick in the fifth round dominated NFL draft news.

Sanders didn’t suffer from a lack of talent, but rather from a pre-draft PR campaign that fumbled the ball and badly misread its target audience, likely costing millions in lost sponsorships.

As a communications strategist with over 30 years of experience, including high-stakes messaging as a White House Senior Executive, I’ve seen narratives make or break careers. Here’s where Sanders went wrong, how to avoid the same trap, and steps he can take to recover.

Talent Eclipsed by Messaging

Shadeur Sanders’ college stats—14,216 passing yards, 127 touchdowns, 70.1% completion rate—are impressive, far better than those of three-time Super Bowl champion Patrick Mahomes’ college career.

But Sanders' PR strategy -- from off-message pre-draft team meetings, to an audacious custom-made draft room, pre-draft merch sales, and a slick social media blitz -- prioritized "flash" over career substance.

Shadeur literally "messaged" his way out of a top-five draft pick. NFL executives, who value teamwork and humility, saw a player more focused on branding than blending into a team. His posture didn’t signal a rookie ready to learn; it suggested a star who believed he was already crowned.

Teams recoil away from those types of distractions. Case in point: Super Bowl quarterback Colin Kaepernick.

In communications, it’s essential to understand the audience - their values, preconceived notions, and how they filter the messages they receive. On this play, the Sanders’ team badly misread the room. Somehow they thought all the glitz and flash would draw positive attention from NFL execs. It did just the opposite, as these execs prize coachability over clout.

Mahomes vs Sanders - Draft Demeanor

Contrast Sanders with Patrick Mahomes, drafted 10th overall in 2017 after the Chiefs traded two future first-round picks and a third-round pick to move up from the 27th position. Mahomes’ college stats (11,252 yards, 93 TDs) trailed Sanders’ by a lot, yet his draft-day demeanor helped seal the deal. At home in Tyler, Texas, with family, Mahomes was calm, gracious, and showed an eager willingness to learn from veterans like Alex Smith. His low-key approach let his talent shine.

Contrast that with Sanders’ high-wattage campaign—glitzy draft room, media hype—cast him as image-obsessed—and you can understand why NFL executives left his name on the table. 

Three PR Takeaways

• Know Your Audience: Always make sure your message resonates with your most important stakeholders. NFL brass don’t care about Instagram buzz. They want team players who are coachable and driven by success, not by popularity. Sanders’ team was tone-deaf to what these execs wanted to hear and see. 

  
  

• Don’t Operate in a Bubble: Somebody needed to step up and question the strategy. Did anyone in Sanders’ circle of confidants do that? PR professionals must be willing to give clients honest, unvarnished advice, whether that client is a CEO, a top NFL prospect, or even the President of the United States.

  
  

• Posture For Success: Sanders’ hyper-swagger made him look unteachable and quite possibly unwilling to earn his position through hard work and respect. A humble confidence says you’ll step up when called upon, but you’re also not afraid to watch and learn.

  
  

How to Recover?

If I were Sanders' PR strategist, I'd immediately cancel all of his post-draft parties -- like the comical celebrity-laden post-draft party Sanders' hosted glorifying his 144th draft position.

Rather, I'd show the face of a contrite, determined competitor who 1) recognizes his fall from the top, 2) has confidence he can succeed through hard work and determination, and 3) is focused on making the Cleveland Browns the best team on the planet.

Simply, I'd trade glitzy branded merch media huddles for humble, gym-bag-toting walk-ups to the Browns' workout facility, with a determination to get the job done. Then proceed to earn accolades on the field.

The Lesson

In today’s world, effective public relations can make all the difference. Sanders’ skills are elite, but his PR missteps cost him dearly. For athletes, professionals, or anyone in the public eye, the takeaway is clear: make sure you understand your key audience’s values before communicating. Choose advisors who value frank discussion and evaluation of strategies. Demonstrate a posture that attracts respect and draws the right kind of attention.

Sanders’ epic draft slide will be talked about for years. In the game of perception, the wrong narrative can be costly.

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Tim Clark is a 25+ year veteran communications strategist, including extensive private sector experience along with being a former White House Senior Executive and former Acting Assistant Secretary for Public Affairs at the US Department of Health and Human Services.