De Smith Creates A Key Position For An NFLPA Outsider

As the long-term status of entrenched NFLPA executives continues to remain unclear, the notion that new Executive Director DeMaurice Smith will be reluctant to shake things up has taken a major blow.
According to Liz Mullen of SportsBusiness Journal, who spotted the announcement on the NFLPA’s web site, Smith has hired George Atallah to serve in the newly-created position of Assistant Executive Director of External Affairs.
Given the clumsily formal title and Atallah’s background in public relations, it appears to us that Smith is essentially demoting Communications Director Carl Francis, without actually demoting him.
Basically, Atallah will have Smith’s ear -- and likely will be Smith’s voice -- on all matters falling with the scope of “external affairs.” The union’s relationship with the media will surely be a major part of Atallah’s jurisdiction.
The move shouldn’t come as a complete shock. Shortly after Smith was hired, he issued a statement regarding an NFLPA-related issue not through Francis’ department, but via Atallah.
That said, Atallah’s experience doesn’t make him a natural fit for his new job. Here’s a portion of his bio, from the Qorvis Communications web site: “George Atallah joined Qorvis Communications in 2006. His extensive professional experience constitutes financial services, non-profit organizations, international affairs, government and politics. Atallah works primarily on the firm’s international clientele, with an expertise in the field of U.S.-Arab relations. Qorvis relies on Atallah to develop media relations and crisis communications strategies, and to implement corporate communications strategies across various sectors. Prior to joining Qorvis, he was with Fahmy Hudome International, a government relations and strategic consulting firm in DC, specializing in international affairs and the energy sector.”
Needless to say, his new job will be much different. And the selection of Atallah notwithstanding his experience suggests to us that Smith plans to fully utlize the time-honored spoils system when it comes to hiring his lieutenants.
The move also suggests that there will be other “Assistant Executive Director of [insert made-up title encompassing work that someone else on the payroll already is doing]” hires in the future. This also means that, instead of having a true No. 2, Smith will essentially have a cabinet of “Assistant Executive Directors” who will serve as the immediate supervisors of the folks who used to report directly to Gene Upshaw.