Sunderland football club has messed up. It is was disgraceful that they lifted Adam Johnson’s suspension and allowed him to play for the first team in the months leading up to the trial. He should have been removed while the legal proceedings were taking place and if found not guilty (like some have been found) been reinstated to his position within the club.
According to reports at the time, he was brought to answer questions to the management and admitted to them he acted in a manner which was totally inappropriate. At this point the should have taken action. They didn’t and now they are dealing with consequences.
I don’t know much about how the game of football works but I know about how public relations work. I am not an avid follower of any team and have no so-called loyalties. I know that Newcastle United as well isn’t too good. They are dragging their heels in keeping someone in a post who is clearly not getting the job right. I am sure that there are others out there might use stronger words in their description of how the club is run.
I know that some celebrities do rely on stories in the press to keep their persona in the media spotlight. I know that they will make up stories and work together to get their names into print. It’s a common practice and articles will appear every day in tabloids where somehow a celeb will be out shopping. If the photo hasn’t been taken surreptitiously and the makeup is perfect etc you know it is a fake story.
If you are promoting a business or a cause you need to have people on your side and quickly responding to questions or information relating to your chosen field. Sitting on your hands and not using social media in the way it was designed will only have a negative impact on your work. I have spent 13 years building up a decent eBay profile. Getting the answers dealt with and responding quickly and clearly to potential buyers is crucial. If you have a smartphone you have no excuse for not replying to questions within 24/48 hours of them being posted.
This is how I have built up followers on my twitter account. If someone makes a joke or a comment that is longer than three words I will always reply to someone. It reinforces that you have read their comment and taken what they have said on board. This doesn’t mean you have to agree with what they said just acknowledged the comment in the first place. The worst thing you can do is fail to answer a question.
I think PR should be sharper than a pin in the way in which it is run. You aren’t going to please everyone all the time but you should at least aim to please some of those who you come into contact with. You risk alienating supporters and those who financially contribute to you.