Call me a sceptic but every chance its an orchestrated story to extract some public sympathy. His brand is damaged and he'll have PR and media advisors telling him what he needs to do to recover quickly.
Step 1: Lay Low
Step 2: Leak story's that he is struggling
Step 3: Exclusive (fully scripted) interview (with a mate) to confirm Step 2
Step 4: Leak some news about how he is working for charities since his departure from Collingwood
Step 5: Have the Holden center renamed the McGuire center and erect a statue of him out the front - job done.
King K
I think we need to include a few more steps to Eddies redemption
Step 1 Stepping down .control the narrative and show your human side .at the first press conference. Become emotional when recounting all the good you have done (gloss over the bad stuff). Be emotional but don’t tear up too much .touch on your family and being connected to the community and just how much it means to you .it’s your passion. Being good and helping others .give some vague examples of this.
Step 2 Lay low
Step 3 Leak the story that he is struggling but staying strong for the benefit of others and the club
Step 4 Leak some news about him working for a Mental health/indigenous organisation’s since his departure from Collingwood
Step 5 Exclusive story in New Idea on his ground breaking work with a ‘remote indigenous community’.
Step 6 Appear on some soft media talk show (the Studio 10 show or keeping it on channel 9 today extra would be perfect) talking about his weight lost program and his new found identity ( pre and post pictures would be perfect again) The narrative .he is a new man, new focus on life and he needed to go through this ‘re-adjustment’. Explain in some detail what is important to him now and how he can fix the negative culture of the AFL , now that has work with ‘the indigenous communities’
Step 7 get on a board of a high profile company with links to sport and the indigenous community
Step 8 leak this news (see step 7) on channel nine ( the late news would be fine)
Step 9 become of committee member of a local afl club ( pictures of him cooking the BBQ)
Step 10 Rename the road that runs down the front of the Holden McGuire center
Step 11 a media blitz on Eddie returning to the board of Collingwood, not as the president but as the a general committee member in charge of indigenous support programs within the Club.
Redemption = Tick