The NFL Digs Itself A New Grave, This Time With Its Chief's Latest Faux Pas

Look at what Roger Goodell has done now. It seems the National Football League digs itself a new grave each time it tries to address the Ray Rice situation.

Roger Goodell

And at forefront of most of these faux pas is none other than the NFL Commissioner Roger Goodell.

The 55-year-old, who is sometimes regarded as "the most powerful man in sports," has exposed himself to criticism on several occasions in the past few months for trying to sweep the Rice controversy under the rug. He finally had the opportunity to clear his name and present to the media a more humane side of his personality rather than the one that protects convicted wife-beaters.

When he faced reporters in Friday's press conference, what resulted was a highly controlled and robotic speech with monotonous answers to every possible question. At the time it seemed Goodell did a fine job of sidestepping all the probing queries without falling into any unseen traps, but it wasn't that simple.

It turns out that Goodell had his speech written by famous political consultant Frank Luntz.

"That speech was all Frank," one of Luntz's associates told "As soon as I heard Goodell's intro, I was laughing."

Now that we think about it, it did seem a bit odd when Goodell used the "We will get our house in order first" line twice in the space of a few minutes to answer two questions.

"That's textbook stuff that Frank uses all the time," says the source.

In fact, it's a phrase that Luntz has given a prominent place in his book "Win: The Key Principles to Take Your Business from Ordinary to Extraordinary."

Under Goodell's leadership, the NFL has established itself as the most lucrative sports league in the world. While he may be a shrewd business leader, he is certainly not a people person. It's about time Goodell and company cut their losses and hire a seasoned PR team to handle the situations they frequently run into.

Here's the said Roger Goodell press conference: