Cautious Bulldogs spin out of control

Damian Barratt - Herald Sun

THE Western Bulldogs aren't good at publicly managing the good times.

Like most clubs unfamiliar with success, they panic when they begin to feel they could be in line for some.

This week the Bulldogs, unbeaten after five rounds, have devoted much effort in attempting to manipulate the image in which the public views it.

Questionable strategy has seen the Brian Lake issue from Sunday afternoon become a saga, maybe even a charade.

Lake no doubt felt something "go" in his hamstring just after he took that sensational pack mark in the final seconds of the game against Richmond, and that he chose to vacate the field, leaving Will Minson to take the score-equalling kick, is now almost irrelevant.

What is of issue, though, is how the Bulldogs, clearly sensing people were about to ask questions about the legitimacy of Lake's departure, have gone way over the top in stage management and spin.

By first thing Monday morning, the word was put out that Lake would be having scans.

Even teammate Daniel Cross was made aware of the scan news, which he proudly passed on to SEN.

Then we had Lake refuse to talk to media about the injury, when a quick stand-up conference would have removed much of the football world's cynicism.

Hopefully, his silence wasn't club-ordered.

Bulldogs coach Rodney Eade, a long-time media master, later said Lake's hamstring was "tight", that it might have been "cramp" or a "spasm", and that there was "no tear".

Then we were told by the club that Lake was offended by claims he dodged the pressure kick. Please.

Lake will play against West Coast at Telstra Dome on Saturday night.

While the Lake matter has played out publicly, behind the scenes the club has applied a few more gags to the mouth of Jason Akermanis.

A scheduled video appearance on this newspaper's website was cancelled yesterday. It followed heavy club editing of recent columns he had prepared for the sports pages of the paper.

The club was annoyed Aker dared say on Herald Sun video last week that Geelong might be considering conspiring to rest some of its players from the Hall of Fame game.

Heavy stuff, as you can see. Heavy enough for the order to be given that yesterday's video would not be happening.

Aker also has had his trademark handstand banned.

Remember the pride of the Bulldogs when they recruited Aker?

"It's going to be unleashed . . . it's entertainment," said Bulldogs chief executive Campbell Rose last year of Akermanis and his handstand.

The Bulldogs regularly scream out for publicity. They are good at that.

But they're terrible at dealing with the news they can't control, and they'll need to improve drastically if they are to cash in on what is shaping as a pretty good year.