Dianna Russini’s career in sports journalism could recover once she steps out of the spotlight after a bombshell photo with New England Patriots coach Mike Vrabel surfaced.
“Can Russini’s career recover? That’s a possibility,” public relations specialist Ryan McCormick exclusively told Page Six. “The problem is that for the controversy to visibly subside and public interest to subside, Mr. Russini would have to step down, but that is not the case at this point.”
When Russini is ready to return to the spotlight, McCormick believes she should return and take control of her own narrative.
“My advice to Mr. Russini would be to start your own podcast or streaming channel,” he says. “Deanna has 425,000 followers on Twitter and 201,000 followers on Instagram. She definitely has a captivated audience and this program has the potential to be a hit.”
He added: “I don’t think Mr. Russini will return to mainstream media any time soon, but it could happen at some point.”
Chrissy Bernal, founder and CEO of Be a Better Brand, agrees that a sportscaster’s career is “not over” and believes they should focus on “rebuilding trust” with viewers.
“Her credibility is one of her most important brand assets, so it’s important that she takes intentional steps to rebuild trust, especially amid the current overall trust recession,” she explained.
“She should step away temporarily to make it clear that she can handle the truth, and then re-enter a lane where she can rebuild trust over time. Perhaps her own platform, where she controls the framework, such as a podcast, Substack, or long-form/in-depth reporting, could re-establish her authority and credibility in the field.”
Meanwhile, public relations expert Stephanie Alston told Page Six that Russini’s career is “not automatically over,” but that she needs to focus on “authenticity.”
“The issue is not just the scandal itself, but whether viewers, sources and future employers believe she can still operate with credibility and professionalism,” Alston explained. “A hasty comeback usually backfires. The smartest move is to distance yourself from the noise, let the facts settle, and then come back with clarity, consistency, and a strategy that shows growth rather than panic.”
While there’s no need to close the door to sports “forever,” Alston advises Russini to “reinvent itself through commentary, an independent platform, podcasting, or a role where he can more carefully control the narrative before returning to traditional reporting.”
He added: “The biggest mistake celebrities make after a scandal is treating recovery like a quick PR move. Career recovery is actually about action, patience and trust. The public may forgive, but employers and audiences usually need to see a pattern of stability before they are completely convinced and forgiving.”
Last month, Page Six exclusively obtained shocking photos of Russini and Vrabel staying at the luxury boutique resort Ambiente in Sedona, Arizona.
Sources told Page Six at the time that the couple had breakfast on the hotel restaurant patio around 10:30 a.m. on March 28, then spent an hour in the pool and hot tub.
Later that day, the sports journalist and the Patriots coach were seen holding hands and hugging each other in the private area of their hotel bungalow at dusk. Sources claimed that the two briefly danced together.
In response to the photos, Vrabel told Page Six at the time: “These photos show a completely innocent interaction and any suggestion otherwise is laughable and does not merit further response.”
Russini, who has two children with Shake Shack executive Kevin Goldschmidt, added: “The photo does not represent a group of six people hanging out during the day. Like most NFL journalists, the reporter interacts with sources away from the stadium and other venues.”
Just days later, Russini resigned from his position at The Athletic amid an investigation into the photo.
“I have covered the NFL with professionalism and dedication throughout my career, and I stand by every article I have ever published,” she said in a letter released Tuesday. “When the Page Six article first appeared, The Athletic clearly supported me and expressed confidence in my work and pride in journalism, for which I am grateful.”
But Russini added that in “the following days,” “commentators in various media outlets have been making self-serving speculations that are simply being left out” from the facts.
“Furthermore, this media frenzy is proceeding at breakneck speed in disregard of the review process The Athletic is attempting to complete. It continues to escalate, fueled by repeated leaks, and is unwilling to respond to a public investigation that has already caused more damage than I can accept.”
“Rather than continue this, I have decided to step aside before my current contract expires on June 30th. I do so not because I accept the narrative built around this episode, but because I refuse to give it any more oxygen or let it define me or my career.”
As the reporter resigned, The Athletic’s Stephen Ginsburg also spoke out.
“While I cannot share the details of the investigation into Ms. Deanna’s conduct, I want to emphasize that athletic leadership has taken this matter seriously from the moment we learned of it,” he said in a statement also released Tuesday.
“When this situation was brought to our attention last week, we had obvious concerns, but after receiving a detailed briefing, we instinctively decided to support and advocate for our colleagues while we continue to consider the matter.”
Ginsburg concluded her statement by saying that “additional information” has emerged along with “new questions” that have been raised as part of the ongoing investigation.
“I would like to sincerely thank everyone for continuing to produce the industry’s best sports reporting under these circumstances,” he added. “I look forward to continuing this momentum with a focus on journalism.”
