You are the Commissioner of the National Football League (NFL) and are facing a media onslaught as your most popular athlete has just tested positive for steroids and will be suspended from participation for a specified period of time (i.e., per NFL and NFL Players' Union labor contract). This player is the face (i.e., image) of the NFL and has a great reputation with the general public in all franchise cities (e.g., New York, Denver, Seattle). Endorsement deals to promote this athlete (as well as the NFL) are constantly being solicited and potential revenue has previously existed from several industries.

What is your plan of action towards the media regarding the NFL's, the athlete's, and franchise's images? In addition, how will you discipline the athlete's recent behavior? Obviously, the public will be evaluating your decisions.