That's some kind of p.r. Urlacher has found

The article Sunday seemed intended to be a paid political announcement.

The Chicago Tribrian -- er, make that Tribune -- provided Brian Urlacher with a forum to state his case for a contract extension.

Instead the middle linebacker, a former Pro Bowl player, with the emphasis at this point on former, barked out the wrong signals.

What Urlacher said makes you think, "This is a guy who wants more of the Bears' bucks?"

Nevertheless, the club likely will go against all economic and athletic logic by giving Urlacher more, more, more money.

It's what wealthy sports franchises do, even in a salary-cap system. They make wealthy players wealthier and pass on the expense to the poor saps often referred to as fans.

Unresolved questions include how much Urlacher will benefit and how much customers will suffer in the next ticket increase.

The Trib reported the Bears already offered Urlacher another $5 million up front, plus more cash annually.

That wasn't sufficient. Apparently the $57 million in Urlacher's current contract -- agreed to in 2003 with a $13 million signing bonus and running through 2011 -- isn't adequate for him to live comfortably the rest of his life.

Still, why would the Bears do anything else for him now?

The Trib story gave no valid reason. In fact, if it's conducting public relations for Urlacher, it probably should focus more on its industry's own diminishing revenue streams and let someone else handle the big lug's account.

Anyway, let's extract a few quotes Urlacher blurted to make his case but instead sabotaged it.

About living in Phoenix instead of closer to Halas Hall: "Warm weather, golf, what more could you ask for? It's a little bit easier to do things and be a normal guy here."

Receiving millions of dollars more would require being a special guy, which is an odd way to try being a normal guy.

If Urlacher wants to anonymously eat at Denny's like the rest of us, he should quit making commercials that splatter his face all over the media.

NFL players aren't normal, especially the ones who sacrifice privacy by accepting big dough to be the face of a franchise.

If Urlacher wants to be normal, he should quit giving interviews designed to promote public sympathy for a new contract.

Now, about his motivation in negotiations: "It's not all about the money. I want to feel appreciated."

Where have we heard that before? Oh, yeah, from Frank Thomas, Sammy Sosa, Scottie Pippen and nearly every other athlete seeking a new deal.

You see, appreciation is money to athletes, and enough is never enough.

A $13 million bonus and multimillion-dollar annual salary no longer satisfy Urlacher. Nor does management's praise for his great games and excuses for his less-than-great games.

On spending less time at Halas Hall and more with his fractured family: "Last year I missed a couple weeks because I wanted to be here (in Phoenix) with my family. Whoop-dee-doo."

More family time is great, but demanding more money at the same time qualifies as a big whoop-dee-doo-doo.

The McCaskey family should expect more of Urlacher's time if they ante up again, not less.

Seriously, the guy should fire the Trib for botching this p.r. campaign so badly.

By the way, Brian Urlacher didn't approve this message.