9 public relations lessons from fernando torres
DESCRIPTION
Fernando Torres’s departure from Liverpool didn’t have to spark that much outrage (resulting in the burning of Torres shirts) if he had adopted some basic communications best-practices. There are important PR lessons to be learnt from this crisis, and the implications of speculation when you’re not forthcoming with your story.TRANSCRIPT
9 PUBLIC RELATIONS LESSONS
FERNANDO TORRESFROM
LIVERPOOL – CHELSEA TRANSFER JAN 2011 Image Credit: Lucy@_@
a MelJC presentation
Fast Facts on Fernando Torres
• Former Liverpool FC player who joined Chelsea FC for an English record fee of £50 million on 31 Jan 2011
• Was highly revered by Liverpool fans not only for his skill but his oft spoken commitment to the club and respect for its culture and long standing traditions
• Sparked outrage among Liverpool supporters when he submitted a written transfer to Chelsea 3 days prior to the closing of the transfer window
• Torres is speculated to play against his former club, Liverpool, just 6 days after the transfer to Chelsea
Image Credit: Nigel Wilson
Torres’s departure from Liverpool didn’t have to spark that much outrage (resulting in the burning of Torres shirts) if he had adopted some basic communications best-practices.
There are important PR lessons to be learnt from this crisis, and the implications of speculation when you’re not forthcoming with your story.
Image Credit: Cesar Pics
1. PLAN FOR CRISIS MANAGEMENT Especially if what you’re
embarking on will invite a lot of controversy.
Image Credit: Ben Sutherland
HONEST & TIMELY COMMUNICATIONS
Minimise the shock impact!Take ownership and answer questions before they’re asked.
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2.
3. WORDS CARRY
WEIGHTYou’re remembered by what you’ve said.
Image Credit: Lucy@_@
4. SHOW PROFESSIONALISM
Keep working hard even when unhappy because our attitude shows.
Words constitute 7% of our communication. The majority of communication is done with body language, vocal tone, movement and gestures.
Image Credit: Nigel Wilson
5.ACKNOWLEDGERELEVANT STAKEHOLDERS
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Thank those who have supported you throughout your journey.
6. PROVIDE CLOSURE
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Address your previous organisation and its stakeholders before moving on. Exit professionally.
7. BE SENSITIVE TO YOUR SURROUNDING
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Consider the impact of your messages. Once again timing is key.
8. ENGAGE A CAPABLE PUBLICIST
Get someone who can help you understand the public’s standpoint and advise you on what you should say.
Image Credit: Fred Seibert
9. KNOW YOUR SUBJECTFootball is emotional
Image Credit: Gunni Cool
a MelJC presentation
Thanks!
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