From tip-off, this was destined to be an uphill battle. While making trades is an art in itself, so is effectively communicating the reasons behind them.

When you chop an era off at its knees, transparency isn’t just advisable — it’s imperative. In the end, Mavs did answer why they chose to make the trade, but fans were still chewing on the sour taste of how it happened.

Where is Leadership?

It’s good counsel to save your “big wig” spokespeople for the most important moments. So, it’s natural to ask why the top Mavs brass wasn’t partaking in the narrative… until almost a week after the fact.

They did show up to squash the rumors that ownership was planning to move the team out of Dallas. That was crucial and had to come from the top office. Way to avoid a city-wide riot.

Timing is Everything

Mavs were quick to hold a press conference after the trade but a statement or recorded message could have held fans and reporters over for one day, and it would’ve given the team time to organize a press conference that answered why they traded Luka and gave people hope for the future by introducing the new players. Pair the negative with the positive whenever possible – it’s a much better look.

Give Audiences an Outlet

“Culture” has been a fascinating word to track through this debacle. The Mavs are using it as justification for the trade, claiming the new players add to the culture they want to build more than Luka did. But many would argue that message has missed its mark with the public. For Mavs fans, “culture” is equivalent to “loyalty.”

Nothing could placate fans after losing Luka, but the Mavs have offered some items in a show of good faith: A promise to win championships (sooner rather than later) and refunds for season ticket holders who no longer desire to watch the Mavs, sans Luka.

What we know for sure is if you don’t acknowledge how your audience feels and allow an outlet for them, they’ll create avenues of their own – and those don’t always work out in your favor.