So the players, owners, and fans all think its relevant, and presumably the lawyers and agents do, too. But they're all wrong? I'm not convinced.
Sure they are wrong, it's just herd mentality. You're not convinced, but where is your evidence that you're correct? Let me make my argument by listing examples of situations where PR has an impact:
- Company X's product does bad thing Y. Consumer backlash/boycotts absolutely have an effect, because they can just switch to a competitor. Damage control goes right to your bottom line. Take a gander at the airline industry, or at a Toyota recall.
- Almost anything to do with elected office, from school board to senator. You can get thrown out by the voters. I could list a hundred things here.
- Trial of the century ala OJ, the jury is made up of the public. Reasonable expectation for professional impartiality from judges, no such animal for workaday schmoe who gets called for jury duty and knows how to read a newspaper.
The impact of "public opinion" is clearly visible in all above cases. Where is it in this labor dispute? Fans can't do anything except howl at the moon, neither can members of the media. Do you think sponsors will care? Ask LeBron what happened to his meal-ticket after he took a public dump all over Cleveland.
The players are giving ground on the CBA, and they are also "losing the PR battle", but those two things are not necessarily linked. The players, after all, simply just had a worse bargaining position to begin with, and that was obvious from the get-go.
So there you go.