It is often said the news media loves to put people (and organizations) on a pedestal—and then kick it out from under them.

That seems to be exactly what the NFL is experiencing as the league has been repeatedly pummeled for its handling of domestic violence cases and other crimes. The news media seems to be hell-bent on keeping this problem alive and well past its normal media shelf date of a few days.

One outlet that seems particularly intent on kicking the NFL is USA Today, which again today has a major piece attacking Commissioner Roger Goodell titled, “NFL has history of leniency” pointing out the lax sentences for domestic violence since Goodell took over the top spot eight years ago.

Why is the NFL being attacked now? After all, domestic abuse has been a fairly regular occurrence dating back to the days of the great running back Jim Brown. Brown once tossed a young girl off a hotel balcony and threatened to kill his wife (LINK).

The main reason the media is pouncing today is the league’s absolute arrogance.

For those of us who have worked with the NFL in the past, the arrogance of league officials has known no boundaries. The league has treated the news media and others with disdain for years. The attitude has been “You need us, we don’t need you.”

The Kansas City Chiefs had no qualms about laying out the rules for how it would be covered. If a normal organization laid down those kind of rules for coverage the media would be up in arms. Not with the NFL.

You want to interview a player? We will tell you when and where and how long. And if we don’t like the article you are in trouble. You could lose your press pass or be moved to a lousy seat in the press box. Future interviews? Good luck.

Who knew the NFL wanted entertainers to pay it for the honor of performing during the Super Bowl? It almost seemed laughable that the League demanded that all photographers covering games must wear vests promoting “Canon” and “Reebok.” Its heavy-handed tactics worked.

Do as we say or you are out. In 2003 ESPN broadcast a TV series titled “Playmakers” that was a hit with viewers. However, the NFL thought it did not portray the image it wanted and demanded ESPN cancel it. And the network did (LINK).

These hardball tactics have served the NFL very well. But just like a company that ignores or treats the media like dirt for years, the worm will often turn and it will be time for the pedestal to be kicked out.

With very little goodwill accumulated, the media pile-on will occur and it can get ugly.

The key is for individuals and companies to work “with” the media. PR is a relationship business. Relationships are built over years with mutual trust. Just like any relationship, there will be ups and downs, but the lines of communications need to be nurtured.

The NFL has always made media relations a one-way street: We will tell you what to do and you will do it or else.

That attitude is the main reason the league is being pummelled today.