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.

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1. PLAN FOR CRISIS MANAGEMENT Especially if what you’re

embarking on will invite a lot of controversy.

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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.

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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.

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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.

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9. KNOW YOUR SUBJECTFootball is emotional

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a MelJC presentation

Thanks!

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