I’m not a sports journalist. I’m just a blood and guts cops reporter with public relations experience. As my fourth or fifth job, I’m teaching a public relations course at Newbury College this semester, and the concepts I’m lecturing on made me think of what the Red Sox should do to improve their image.

The Red Sox need an empowered public relations pro. I know they have a good PR team already, but the PR people need to be given more power. One of the biggest challenges PR pros face is in convincing management of its benefits — and encouraging management to empower public relations people AND spend money on the cause. Fixing the Red Sox will need both, not just a likely-planned guerrilla radio appearance.

But John Henry’s appearance on 98.5 The Sports Hub was interesting, because he called the team’s crisis largely “external,” and he blamed the media for a lot of the team’s image problems. This is also common in the corporate world. The fact is, even if the team got along perfectly in the clubhouse and worked their asses off on the field, the public did not see either. That is a public relations crisis.

Of course, it’s pretty clear that some players did not get along, and a lot of players did not work their asses off. That is a second PR crisis.

The key to managing PR is in managing personnel. It’s the same as any corporation. The employees are the face of the company, and they have to sell a positive image in their words and — as importantly — their actions. If you believe the news reports, then this year the employees failed to do their part to cultivate a positive image for the company. At the same time, job performance suffered, the company lost money (playoffs = cash) and now people have lost their jobs.

Professional sports are a challenge, because such a high percentage of employees are constantly in the spotlight. There a lot of things they can do to mess up. Even well-intentioned actions or airing of inside jokes can hurt image since inside jokes are, by their nature, not meant for others to understand.

In the end, image is related to performance. The team would do better if it looked better and if its employees were on the same page.

This year, teammates did not seem to get along, forming cliques and sometimes flat-out disagreeing with each other in the public eye. You don’t always hear the term “team building” in sports at the professional level, but it’s surprisingly common. It’s something that teams like the Red Sox and New York Yankees need to invest a lot of money into, since they have a lot of star players with high paychecks and big egos. Whether it’s ropes courses, trust games or ballroom dancing, the final Red Sox roster needs to get away for a few days, privately, and have some professional team builders come in to work with them. These guys need to remove the “I” in team and learn to move as a unit.

PR pros have good ideas. Sometimes they are controversial ideas. Sometimes they are ideas that are expensive but that may have long-term financial benefits that are hard for management to understand.

Right now, the team needs two sweeping and broad new rules, and those rules need to be enforceable by fines, suspensions, etc. But the key to these rules is that if they work, fines and suspensions would not ever be needed.

Sweeping and Broad Rule No. 1: All healthy players will be in uniform during games and will sit in the dugout or bullpen.

The previous game’s starter can be in a box or away following their first day rituals. No players, including starting pitchers, inactive players, and injured players, are allowed in the clubhouse during games unless it is at direction of the coaching or training staff. No alcohol may be consumed during games.

Players on the Disabled List may be absent during games, may sit in the dugout with the rest of the team, or may watch the game from a team box.

Sweeping and Broad Rule No. 2: Players will adhere to a strict physical fitness policy. Conditioning staff will have the power to levy fines and suspensions for failure to work to the policy.

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And now a player-by-player PR breakdown: (No stats here, just image)

Alfredo Aceves: Two words: Endorsement deal. Get this guy on television. How’s this for a Dunkin Donuts commercial — Alfredo’s alarm clock goes off at 4 a.m. and he rises, saying “Time to make the donuts.” A fan recognizes him at their local Dunkin and says “Whoa, Alfredo Aceves, you really are the hardest working guy in baseball.” “I just do my part,” he replies. “Here, try a pumpkin-spiced latte.”

Matt Albers, Scott Atchison, Daniel Bard: Maybe start a bullpen band like Timlin did in 2007? I loved that, and it showed friendship in the bullpen, which performed amazingly in 2007.

Josh Beckett: Keep him. He can turn his image around. Not through endorsements, but through community service. Beckett has to work to get the fans to support him again. Beckett took this year. He took beer, and chicken, and probably took wins away from the team in the process. Now he has to give back.

Erik Bedard: Gone.

Clay Buchholz: He needs to work hard this off-season. Injured for much of the second half of the season, Buchholz was actually spared much of the negative imagery thrown at the rest of the starting pitchers. If he comes back strong, healthy and in-shape and puts up the numbers, Clay can be a huge part of a resurgent 2012 team.

John Lackey: Lackey’s image can not be repaired in Boston. There is almost always a way to manage a crisis, but in this case, Lackey just has to go. Some employees are toxic to image.

This is where good public relations practice can cost a lot of money in the short-term but have a lasting positive impact. Even if the team needs to eat most of his contract, Lackey needs to be traded or released. He cannot contribute to the team’s image.

Jon Lester: Lester is in the Beckett division. He has to show that his lazy, chicken-eating, beer-drinking ways were a one-year digression. He needs to lose a few pounds and come back and win his first few starts. Starting hot next year (which he has struggled with in the past) will result in cheers and help galvanize the rest of the team.

It may be crass and controversial to think along these lines, but Lester’s cancer battle is a story that touches a lot of people. I didn’t hear about cancer one time this year with Lester.

Jonathan Papelbon: Re-sign him. If the Yankees gave up on Mariano Rivera after 2004, they would have missed out on more than six amazing years. Beyond that, Rivera has a reputation as a worker who puts the team first and always takes them on his shoulders when the game is on the line. People love that. Sound like anyone we know?

Tim Wakefield: He needs a sit down. Wake is one of the nicest guys in baseball history, and he does arguably more community service and charity work than anyone else in the game today. His comments at the end of the season about the fans “deserving” to see him chase the team’s all-time wins record instantly black-marked his tenure.

Also, the nine tries, over two months, to score his 200th win didn’t help his image much. Wake’s time may be up in Boston, but if can still pitch and can prove he’s still a team player, there may still be room for him.

Jason Varitek: It’s time to end this. Varitek’s alleged partake in the chicken and beer scandal tarnished his reputation as the captain who led the team to two World Series titles. He never should have been on the team this year, and it showed, badly, for him and the team.

This year, he earned a reputation as a lazy, broken down Old Yeller of a catcher who can’t throw to second and can’t hit. He is a symbol of what went wrong this year.

But beyond Varitek, something else has to go. The captain title is not required in baseball. It did nothing for a team comprised of individuals and egos this year. So next year, there should be no captain. As much as Dustin Pedroia might have earned it, 2012 has to be all about teamwork and less about titles, records, stats, and names. No Varitek in 2012. No captain in 2012.

Ryan Lavarnway and Jarrod Saltalamacchia: These are your catchers next year. Lavarnway is a good story. The smart Yale grad who stepped up when it mattered story goes far with fans. He’s not proven to be an everyday player yet, but Lavarnway has shown he can play at this level. Salty is the main catcher.

Internal public relations rules say that we need to make sure these guys get along with each other. They should make up a secret handshake. Seriously, where has that gone in baseball?

It’s a little thing, but people notice this: If one of them hits a home run, the other should be the first one out of the dugout to congratulate him.

Adrian Gonzalez: Gonzo doesn’t need any more endorsements. He needs footage of him coming in six hours before the game to work out and practice.

Jed Lowrie: Lowrie is partially a victim here. As the other half of Jacoby Ellsbury’s two-man clique, he has to go. Ellsbury needs to make friends with the rest of the team, and a good way to start is by getting rid of his sidekick. Plus, Lowrie’s reputation is falling. He’s unproven and injury-prone.

Dustin Pedroia: While there should be no captain, the team needs to build a brand around Pedroia, including using him more in advertising. He has emerged as a clubhouse leader, and he will receive more respect on a properly trained and team-built team.

Marco Scutaro: Scutaro worked hard this year, and he performed well when most of the rest of the team sucked it up. He earned a lot of respect for that, so the team should keep him.

Carl Crawford: Talk about someone who needs a public relations overhaul. Even the owner said he was against signing Crawford. Couple that with an abysmal year, and Crawford has a PR crisis of Lackeyian proportions. The difference is that Crawford is likely to stay. The team needs to take a stand with him. Do not shop him around. Either pull the trigger on a trade or keep him and stand by him. If he feels unwanted, he will not perform.

J.D. Drew: Done. Happy trails. Fresh start in 2012. Getting someone like a Michael Cuddyer from the Twins would improve this position’s reputation.

Jacoby Ellsbury: Ellsbury will be here for two more years, then it is likely that he will be gone. If Ellsbury is going to be a super star, then celebrate his stardom for as long as you have him. Don’t treat Jacoby like the speedy kid who can hit a little too. Treat him like Ken Griffey Jr.

Josh Reddick: He can’t field or throw. Be cautious if you’re going to have him replace Drew. Fans have a short fuse in right field.

David Ortiz: It might be time to part ways with Papi. Even if Ortiz goes to the Yankees, it will be on him, not the team. Complaining about a scorer taking away an RBI and interrupting his manager’s press conference are not the kinds of actions the team needs going into next year.

Kevin Youkilis: Kevin should be moved to DH. He is a worker, who tried to play through serious injury — something unique to the 2011 team. But now we know that he is injury prone, having lost much of the last two seasons. Convert him to DH, and know that he can play the corners if needed. National League park problem = solved.

Also, play up the friendship between him and Pedroia.

And Finally…

Daisuke Matsuzaka: Sometimes Tommy John surgery works and has amazing effects on a pitcher’s performance. If anyone can make a giant PR leap next year, it’s Daisuke. All he needs to do is win a few games early in the year, and he can be a shining beacon of change in Boston. Staff should monitor him closely. He has a bad reputation right now, but he was not part of the September collapse, the laziness, the beer, or the fried chicken. Imagine that? Daisuke is a breath of fresh air.

Why did the chicken cross the road?

If recent reports concerning the Red Sox historical collapse are any indication, the chicken may have been fleeing from the Boston clubhouse.

Among other accusations, Red Sox captain Jason Varitek and starters Josh Beckett, Jon Lester, and John Lackey have been ousted for eating fried chicken and drinking beer in the clubhouse during games. This revelation, paired with the news that the trio decided to cut back on their training regimen, provides Red Sox Nation with an all too familiar feeling.

While the Curse of the Bambino may have had a more weighted mystique than the aura surrounding a bucket of Popeye’s chicken, it seems as though the end result is the same: overweight athletes are once again causing Boston’s problems.

However, rather than perpetuate the storm of negativity that has been raging since the Red Sox fell short of the playoffs, it seemed about time to take a glass half full perspective.

The following is a list of foods that could be deemed unhealthier than Popeye’s fried kryptonite that seemed to plague Fenway Park.

1. PB & C Milkshake – Cold Stone Creamery

This fun-filled beverage received the title of America’s Unhealthiest Drink in 2010. Weighing in at respectable 2000 calories, one of these shakes equals a days worth of calorie intake. Whether you like it, love it, or gotta have it, this is one desert that makes a fried chicken breast look like a mixed greens salad.

2. Fettuccine Alfredo – Olive Garden

The Fettuccine Alfredo dinner at Olive Garden contains 1,220 calories and 1,350 mg of sodium. If John Lackey had spent the seventh inning stretch digging into this delicious bowl of carbohydrates he might have shattered the Red Sox record for worst earned run average by a starting pitcher. Oh wait, he did that anyway.

3. Cheesy Breadsticks – Papa Gino’s

I’m not going to lie it stung a little to throw this particular menu item on the list. However, with a stat line of 1,300 calories and 3,730 mg of sodium in a small breadstick (2 servings), it couldn’t be avoided. The fact that this could be considered a precursor to a few slices of pizza makes for a scary combination.

4. – Large Tuna Melt – Quiznos

This large sub approaches the 2,000 calories club thanks to a generous serving of mayonnaise. The sub itself is big enough that it might’ve taken John Lester four whole innings to eat — which is pretty close to the length of his average start in September.

5. Chicken Carbonara Bread Bowl – Dominos

1,300+ calories and almost 200 carbohydrates are used in the construction of this fairly new addition to the Dominos menu. With Dominos uber-efficient online ordering system, the Red Sox rotation would’ve known exactly when it was time to go “stretch out” in the clubhouse.

6. Jalapeno Smokehouse Burger – Chilis

5,250 mg of sodium almost manages to overshadow the fact that this particular burger packs a whalloping 1,750 calories. Let’s just be thankful that it isn’t offered in bucket form.

7. Sausage, Egg, and Cheddar on Asiago Bagel – Au Bon Pain

You thought you were safe breakfast, but I couldn’t overlook your potential to ruin a John Lackey day-game start. This particular breakfast sandwich features 810 calories and 1,500 mg of sodium. If you’re going enjoy this breakfast item in bed, you may want to get comfortable.

8. Chicken and Spinach Salad – IHOP

That’s right, salad. Don’t let the leafy greens fool you. This IHOP menu item is making a run at the more traditional taboo foods with its 1,600 calorie count. It lures you in with the nutritional reputation of spinach, and next thing you know you paid $15 million for a salad that never meets your expectations, and spends every post game interview passing the blame to other salads. That got a little weird.

9. Crispy Calamari – Red Lobster

I cast my rod out into the Atlantic to find this seafood dish that boasts an impressive 1,500 calories and 3,060 mg of sodium. One time Marlin Josh Beckett may have met his match in terms of former sea creatures being detrimental to health of New Englanders (Clearly I’m still a little bitter).

10. Fried Chicken Breast – Popeyes

We have come full circle. It is time to put the star of the Red Sox dietary drama under the microscope. One fried chicken breast from Popeyes contains 440 calories and 1,330 mg of sodium. Okay, so maybe the guilty pleasure of Lackey and company can stand toe to toe with the rest of this list. However, I have to assume that if these three pitchers shared a bucket of chicken like they shared their inability to protect a 9 game wild card lead in September, then maybe it’s not so bad.

Beckett walks the red carpet with Avalanna Routh, a 5-and-a-half-year-old with a rare brain tumor.

Boston Red Sox pitcher Josh Beckett donned not  his cleats but those oh-so-attractive bowling shoes at Lucky Strike Lanes in Boston for the fifth annual Beckett Bowl, a star-studded bowling tournament to benefit Children’s Hospital Boston, the top pediatric hospital in the nation. The annual fundraiser, held this year on Aug. 29, was organized by the Josh Beckett Foundation, which supports community-based programs that improve the health and well-being of children, especially those who are seriously ill, disabled, poor or otherwise disadvantaged.

The night was clear and warm, a great relief in Boston, which had been battered by tropical storm Irene just the day before. As the sun began to set, an impressive lineup of Boston’s professional athletes and celebrities began to walk the red carpet with some very special guests: several of the pediatric cancer patients currently being treated at Children’s Hospital. Blast caught up with some of our hometown boys to get their thoughts on the event.

Though he’s modest about his bowling skills, Beckett said of the event, “This is something that’s close to my heart and any time you can touch other people’s lives, your life ends up being touched just the same.” Of course, we couldn’t let “Big-Game Beckett” walk by without getting his thoughts on this week’s Yankees series, especially with Jeter and A-Rod out. “It makes their lineup a little easier, but I’m sure they’ll replace them with somebody that’s pretty good, so you gotta go out and make the pitches,” he said.

Following Beckett, Sox second-baseman Dustin Pedroia described his bowling skills as “Not very good, but I’ll give it a shot,” he said. “I’m here to support my teammate, and it’s pretty fun. I’ve been here every year to support Josh and it’s just great to do anything I can to help him and his charity out.”

Other celebrities spotted lacing up for this great cause included John O’Hurley of “Seinfeld” and “Family Feud” fame, NESN broadcaster Heidi Watney, former New England Patriot Max Lane, several members of the New England Revolution, current Stanley Cup champions Bruins players Dan Paille and Dennis Seidenberg, and Staind lead guitarist Mike Mushok. Many of the Red Sox roster were also in attendance, including Adrian Gonzalez, Jon Lester, Jason Varitek, Mike Aviles, Jacoby Ellsbury, manager Terry Francona and Red Sox president Larry Lucchino.

Inside, Beckett kicked off the event by thanking the local sports and business communities, and helpingWilliam Oulton, a pediatric brain tumor patient from Medford, Mass., throw the first ball, which of course looked like a giant baseball.  William and his family, who are avid Sox fans, were excited about the event, which provided an amazing distraction during this tough time. Although his tumor damaged his optic nerve and left him legally blind in one eye, William sees no reason he cannot realize his dream of becoming a professional baseball player himself.

Beckett helps pediatric brain tumor patient William Oulton throw the first ball.

A few lanes over, Blast also spoke with Red Sox center-fielder Jacoby Ellsbury, who was busily signing autographs and chatting with fans. “This is great. I’ve been coming each year and it seems to get bigger and bigger and it’s great to be here on behalf of the kids,” said Ellsbury.  While he felt “alright” about his bowling skills, Jacoby approached the Yankees with more confidence. “We’re excited. It’s a big series, and it should be a great three games. We want to win. We want to be in the playoffs, but we just want to keep on winning games and go out there each night and beat them,” he said. A great outlook for Ellsbury, who went on to smash a two-run homer over the Green Monster in Wednesday’s victory, proving why he is an American League MVP candidate.

The Josh Beckett Foundation also hosted the Beckett Bowl Ultimate Jeep Raffle presented by After FX Customs, where fans had a chance to win Monster Seat tickets to Red Sox games, autographed jerseys, or the grand prize of a fully customized 2011 Jeep Wrangler Unlimited Sport 4-door. The tournament was followed by an afterparty where lucky fans mingled with their idols.

In just a few short years, the Beckett Bowl has raised hundreds of thousands of dollars for Children’s Hospital Boston, and funded the 2009 opening of The Josh Beckett Cancer Treatment Room, which features a miniature Fenway Park scene, giving patients the chance to experience a ballpark-like atmosphere.  Just back from a brutal travel schedule, and in-between a hurricane and a pressure-packed Yankee series, our Red Sox players took their only day off to give back to Boston and proved once again why they are heroes on and off the field.

BOSTON — One of the defining moments of sportsmanship in the Boston Red Sox 2007 season was when Tim Wakefield took himself out of the roster before the World Series because he knew he was hurt and couldn’t give the team 100 percent.

In case you forgot, the Red Sox won the World Series in 2007.

Josh Beckett is hurt and can’t give the team 100 percent, but he won’t admit that and clearly thinks he can dope his way around whatever injury he clearly has.

And he just got embarrassed by the Tampa Bay Rays.

No one can blame Mike Timlin for taking the loss Saturday (Sunday morning) because the Red Sox never should have been tied 8-8 after 10 innings.‚  All eight of those initial runs were charged to Beckett and his dead arm, shoulder or whatever it is.

Josh Beckett should not start another game until team doctors can medically prove he isn’t playing injured.

Give all the credit in the world to the Rays and their good, pure, young talent, but Boston set itself up to lose by starting a hurt pitcher.

Amalie Benjamin, the Boston Globe’s Red Sox beat reporter, called it in the pre-game show. Beckett is hurt. He’s not the ace if he’s hurt.

The Sox have depth, they’ll make due with what they have. Remember, the Rays closer, Troy Percival got hurt this year, and they stepped up with Dan Wheeler, whose 89 mph fastball embarrassed Boston hitters Saturday.

A busy birthday week- yes the big 22- took me a little out of the huddle. But I’m back. The Patriots won on Sunday as everybody knows and was shocked to hear.

The Pats were the underdog for some godforsaken reason. Wait,‚ what?‚ Compare the two teams. New England is stronger is every aspect. Compare the players in each position. New England wins. Maybe not QB. I am the first to admit that the QB is one of the most important positions on the team- but it certainly isn’t the only one. Cassell isn’t a dead-beat. He knows the playbook. The Jets barely beat the terrible Dolphins. Brett Favre knows 75 percent‚ of the playbook.

I mean the list is so long it would take me two hours to write out. But it doesn’t matter. They won and analysts everywhere wished they had thought once or twice before hopping on the J-E-T-S bandwagon.

Prediction: Jets don’t make the playoffs.

Now let’s talk baseball. With Brady mayhem it seems that we may have forgotten that Boston is a self-proclaimed baseball town. The Sox are back at it. Winning, or demolishing, the Rays last night putting them in‚ tie for first. Beckett is pitching tonight and‚ is pitching to win.‚ 

If they lose, it won’t kill their chances of taking the AL East crown. Not even close.‚ But a win would give them the momentum- the energy they need- to take off and never look back. The elements seem to be in place. With the pitching and‚ hitting (Pedroia MVP?) both in a comfortable place.

Watching the game last night took me out of my Pats frenzy for a few hours. Part of that was because they hit the Rays under the table. It was also because the race is on and the Sox look like they are capable of getting it- again- without too much drama. That happened two months again. Manny anyone?

So here is my‚ medical advice‚ for any Pats fan who may‚ be thinking a bit too much, studying analysis‚ until midnight and scouring rumor websites hoping that it was some kind of Coach B joke.‚ Sit back and watch the Sox.‚ for minute and remember we DO have a playoff team in Boston. The team we all love, but temporarily forgot about as they won games and we were on PatsWatch ’08.

Trust me,‚ it’s the perfect and winning perscription.