Analysis of the Deflategate Scandal- New England Patriots

In at least three brief paragraphs (30 to 50 words each) describe:

1 -- How you think the organization was effective or not, and why.

2 -- How did the organization's past reputation influence the public's perception of the situation, and how it was punished by the league.

3 -- How did the personalities of the team's star, coach and owner impact news and social media coverage of the crisis. 

References to crisis communication research/theories from the textbooks are also suggested.