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Jerry Sullivan's Power Take: Bills' image guru should start with owners

What do you know? The Bills hired an image consultant. Gerry Matalon, who spent 27 years showing ESPN talent how to project a good public image, will work with coach Sean McDermott, the players and maybe Doug Whaley if he remains employed.

So the media isn't the problem? I've said for years that the Bills were clueless about PR, that they had a rare ability to make any crisis worse. Ralph Wilson quoted himself in a press release after firing John Butler. He blew off his own Hall of Fame ceremony at halftime of the 6-3 loss to the Browns.

Terry Pegula can be awkward in public settings. But the worst PR of all is hiding, which the Pegulas have done routinely since coming to Buffalo. Kim Pegula has a degree in communications. How can you tell when she stands behind her man in the shadows?

The national embarrassment of the Anthony Lynn and Whaley press conferences convinced ownership they needed help. But part of the problem was the Pegulas hanging those two out to dry alone.

The owners should be Matalon's top priority. If not, they're wasting their money.

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