Joe Lockhart, the league’s executive vice president of communications since January 2016, has instituted an in-your-face approach learned in part from his days as White House press secretary under President Bill Clinton. The change has led to a more open and accessible NFL that is not afraid to mix it up.
https://www.bizjournals.com/newyork/news/2017/09/28/in-shift-joe-lockhart-has-nfl-s-pr-playing-offense.html
I guess they will reap greatly due to Joe’s in your face approach.