we're joined by howard bragman who represents michael sam. he is in los angeles. sid is in new york he broke this story. nfl wide receiver dante' stallworth, free agent with the new england operates he works who principlal 6. organization focused on ending homophobia in sports. he is in miami here in the studio jared bell, the nfl columnist for usa today. sid, you broke this story, why is this a big story? >> it's a big story because it's history. we've never had an openly gay player try to enter the nfl or play in the nfl and there laugh been so much talk about how this will be impossible. last year i had meeting that what we are seeing unfold right now was literally impossible. that the front offices and locker rooms in the nfl weren't ready for it. we are seeing this unfold before our eyes. the nfl is ready for it. fans are ready, america is ready for it. the kids who are struggling with their sexual orientation they are really read auto to see this. >> schieffer: i also read "sports illustrated" this week, they say this is something that goes far beyond sports

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howard bragman, founder of 15 minutes public relations and vice chairman of reputation.com is here toive us some ideas. so great to see you. >> thanks for having me. >> this is complicated because i think a lot of companies don't know, do i respond, or don't i respond to that criticism. >> yeah, and i take a step back. companies have to understand, 85% to 90% of customer decisions are made based on these kind of results. they will google your company, they will google the category, be it restaurant or dry cleaners, and they will look at your reviews. >> yep. >> and that's how they're making decisions. >> okay. so you don't want that criticism out there if you can help it. any kind of criticism. you say get ahead of the game. how do you get ahead of something -- >> well, first of all, you have to have a strong social media presence. you want to be on twitter. you want to be on instagram. you want to be on facebook. you want to constantly put out positive messages. if you're a restaurant show a new dish that you've created, or a special you're doing for a holiday. if you're another type

they hired a publicist who got it, the best in the business, howard bragman. s with howard before. he kind of brought me in and together we crafted a plan of how to do this. >> greg, i want to talk to you about this. he really wanted to be the driver in this. he wanted to come out with this story himself. he wanted to be the one that said, i am gay and not have somebody else do that for him. i'm thinking about you and the era you were active in sport, being gachlt tey. tell us about what a difference it must be from that time to now. >> it is a lotelely different time. i came out in '95 breaking the surface. we weren't quite sure how things were going to pan out. i had friends and family that were afraid for my safety. it was really liberated. i was able to speak my truth. we have had matthew mitchum come out, tom daley, about his sexual orientation and it was met with -- it was really embraced. there was very little criticism. it is a huge thing when you are talking about a team sport. in a team sport, you need the support of your players. this is something th

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joining me to dig deeper into this, in los angeles, howard bragman, founder of 15 minutes pr which represents michael sam and oversaw the rollout of his announcement this week and in boston, daniel flynn, the author of "the war on football, saving america's game" who wrote on breitbart.com about what he thinks is the hidden negative reaction to sam's coming out. daniel, i want to start with you, before earlier this week before the wells report came out you wrote you feel players and coaches are saying one thing in public and another in private. why do you say that? >> i think there's something inherently dishonest in the whole conversation that, you know, there's an expected opinion that you're to give publicly on twitter when you make announcements and if anyone sort of veers from that accepted position on homosexually or michael sam you will get in big trouble. think about the two players in the cfl who tweeted negative reactions to michael sam coming out, they got fined by the cfl. if you think about peter king at "sports illustrated" all he did was get some anonymous sources to talk about

howard bragman, michael sam's publicist, vice chairman of reputation.com. thanks for being with us. >> thanks for having me, craig. >> start with the timing. before the combine, before the draft, why make the announcement now? >> well, it became very clear to micha michael's agents and myself and michael, based on the questions at senior bowl, a lot of people knew. nfl scouts knew a lot of media knew, and this was going to break, whether we did it or not. michael was very adamant he wanted to do it in his words, in his timing, on his terms. so we wanted to get ahead of this story. we wanted michael to use that time to define himself, to tell his story before somebody else stole that from us. >> obviously a big part of the story the fact, you laid it out, the whole team kept this thing quiet. there were, of course, rumors, michael's coach gary pinkel, in his statement had this to say this past august, michael's very direct with the team when they decided to lettism know he's gay. michael decided that he didn't want that to be the focal point of the season. h

preview of some of the ads everybody is going to be talking about is the founder of 15 minutes pr, howard bragmante and we're going with the one i can't stop watching. let's watch puppy love from budweiser. here we go. ♪ ♪ if you only leave the light burning low ♪ ♪ only miss the sun when it starts to snow ♪ ♪ only know you love her when you let her go ♪ ♪ and you let her go >> all right. the whole thing just works absolutely. but when i sent this link to my son to watch, he goes, yeah, it's really cute, mom, but are you going to go out and have a beer afterwards? so are you? >> you know, these are -- these are image. this wasn't pour a beer into a frothy mug and you want to run into the kitchen. this is reinforcing the brand, and the clydesdales are so iconic. almost every year at the super bowl budweiser men and their agencies manage to come through with something that's really pretty awesome like this. so they get a lot of credit for that. and this one, you know, the puppy love is you, baby. >> oh, my god. target audience, i'm sure. there are going to be ads from search different car makers. v