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	<title>Maven Communications Blog &#187; Serena Williams</title>
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		<title>Serena Double Faults in Public Eye</title>
		<link>http://mavenagency.com/blog/2009/09/serena-double-faults-in-public-eye/</link>
		<comments>http://mavenagency.com/blog/2009/09/serena-double-faults-in-public-eye/#comments</comments>
		<pubDate>Mon, 14 Sep 2009 16:42:34 +0000</pubDate>
		<dc:creator>Rebecca Devine</dc:creator>
				<category><![CDATA[Crisis Communications]]></category>
		<category><![CDATA[Reputation Management]]></category>
		<category><![CDATA[Kim Clijsters]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Serena Williams]]></category>
		<category><![CDATA[Tennis]]></category>
		<category><![CDATA[US Open]]></category>

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		<description><![CDATA[For Tennis fans, this weekend&#8217;s bizzare behavior by Serena Williams was tough to swallow.    The former U.S. Open Chamption shocked fans with an expletive-laced tirade after being called for a foot-fault just two points from losing her semi-final match with Kim Clijsters.  After the (some say inconclusive) call was made, Serena went after the line judge, pointing her [...]]]></description>
			<content:encoded><![CDATA[<div id="attachment_174" class="wp-caption alignleft" style="width: 310px"><a href="http://images.google.com/imgres?imgurl=http://www.latimes.com/media/photo/2009-09/49240907.jpg&amp;imgrefurl=http://www.fox43.com/la-sp-serena-williams14-2009sep14,0,5727925.story&amp;usg=__HmeemV9FmB-mpPCNhiOiIXFghWI=&amp;h=451&amp;w=300&amp;sz=31&amp;hl=en&amp;start=10&amp;sig2=GupVQElksx2xEkdLkYv3eA&amp;um=1&amp;tbnid=7_yB1ihpTz8IbM:&amp;tbnh=127&amp;tbnw=84&amp;prev=/images%3Fq%3DSerena%2Bwilliams%2Bus%2Bopen%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7GFRD%26um%3D1&amp;ei=4HGuSoKoEpfatAPivtWNBQ"><img class="size-full wp-image-174" title="Serena" src="http://mavenagency.com/blog/wp-content/uploads/2009/09/Serena.jpg" alt="Serena Willams at US Open" width="300" height="451" /></a><p class="wp-caption-text">Serena Willams at US Open</p></div>
<p>For Tennis fans, this weekend&#8217;s bizzare behavior by Serena Williams was tough to swallow.    The former U.S. Open Chamption shocked fans with an expletive-laced tirade after being called for a foot-fault just two points from losing her semi-final match with Kim Clijsters.  After the (some say inconclusive) call was made, Serena went after the line judge, pointing her racket in the woman&#8217;s face and threatening to &#8220;shove this (impolite french word) ball down your (impolite french word) throat,&#8221; in a nearly minute long tirade.  Really?  I&#8217;ve seen better manners at an Eagles game with battery-packed snowballs.  The outburst, coupled with her temper tantrum earlier in the match when she smashed her racket on the court, cost Serena the match when the officials issued a point penalty that ended the game.   Serena&#8217;s behavior cheated Clijsters out of a &#8220;true-win&#8221; that was righfully hers and regrettably watered down Clijster&#8217;s victorious return to tennis following the birth of her child.</p>
<p>You can view the video of her outburst below:</p>
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<p>What followed the match was even more bizarre.  After the game, under the stadium, an overprotective handler tried to cover a CBS camera and prevent him from seeing Ms. Williams exit the locker room.  The cameraman managed to catch Serena smiling and chatting with her older sister, Venus.  Given Serena&#8217;s number of  years in the public spotlight, myriad sponsorships, meetings with President Obama and presumbably, lessons on good sportsmanship,  one would think that someone on Serena&#8217;s team would advise her to give an immediate public apology.  Not so.  Instead, Serena gave a smug post-event press conference in which she appeared not to understand the magnitude of her actions.  She issued a blase  apology on Sunday night, but without much conviction.</p>
<p><a href="http://www.youtube.com/watch?v=-uWFMj1ohFM">Serena Williams Post SemiFinal Press Conference</a></p>
<p>In the end, Serena has been fined $10,500  total by U.S. Open officials, the highest possible fine that can be issued for unsportsman-like conduct.   She deserved to be disqualified (even McEnroe was never so outlandish),  and any fallout that ensues to her public reputation is of her own doing.  Her conduct was completely unacceptable, and for an athlete of her caliber, inexcusable.</p>
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