Dana White not a big fan of E:60

Remember during Dana White's most recent video blog where there was weird PR standoff that White talked about in hushed tones. Well that involved the E:60 crew.

E:60 is the investigative unit for ESPN and they recently filmed an interview with Dana White at UFC 97 for a May 12th piece. White and Steve Cofield discussed it on Cofield's radio show. (via MMA Moz)

Notable quotes,

"You think that's going to be a big positive story on Dana White? But I don't care. It is what it is," White told Cage Writer.

"'Dana White is this foul-mouthed, lunatic who got the company to this point (but) is he the guy who can take it to the next level? Will he be around?' That's going to be the tone of this thing?"

White and Cofield go on to discuss how the media takes angles and run with it. This is nothing new. We often hear of 'narrative' or 'storyline' within journalism and everyday events. Part of that is how we as consumers expect our news to be packaged, and part of it comes from the entertainment side of journalism. For instance, Rick Reilly said he was a 'story teller' more than a sports journalist. 

But this is what happens when you go on a deranged rant and put it up on youtube and think nothing bad is going to happen. 

I would argue with one other point that White made. Dana talks about how news outlets that don't cover MMA or the UFC only picked up on 'The Rant' storyline to get a few hits, thus using White. 

Well what did you expect Dana?

It is your job as president and head of the largest and most successful MMA promotion, to give the major media outlets a reason to cover MMA. If you don't give them a postivie reason they will seize the negative. That is why you have PR department to ensure you don't act like a raving lunatic and attack a journalist .