How would you handle Jack Ginnivan?

Colleagues in comms, how would you handle the Jack Ginnivan situation at Adelaide Airport?

The facts are that a young star player flips the bird to Adelaide fans after a tough loss, gets fined, and posts "best coin spent" on Instagram. At the airport, he has an awkward exchange with a Channel 7 reporter and doesn't answer her questions. The crucial context is that this isn't an isolated occurrence. Jack has a history of inflaming opposition teams and their fans, creating tensions wherever he plays.

Some would go straight to damage control mode with an apology statement, media training, and keep him quiet until it blows over. But when you're dealing with a pattern of behaviour, not just a one-off mistake, the solution needs to be much deeper.

I see this as an opportunity disguised as a crisis. I'd focus on addressing the pattern and developing sustainable behaviour change by understanding his patterns and triggers, the reasons why he engages in provocative behaviour, and minimising his exposure to public situations that put himself and the club at risk.

For the Hawks, this becomes about demonstrating they can develop difficult personalities, not just manage them. I'd put the case forward for leadership to acknowledge Jack's pattern publicly while outlining specific steps they're taking to support his growth.

Jack's confidence and willingness to be outspoken could become genuine leadership qualities with the right guidance. The goal isn't to suppress his personality, but to help him understand when and how to use it effectively. This requires ongoing support, clear boundaries with consequences, and consistent follow-through.

What's your take? How would you approach this situation? Would you go with traditional damage control or try something more innovative?