Director of Football? Newcastle need a Director of Communications

So that’s that then. Joe Kinnear is Newcastle United’s new Director of Football and the word ‘crisis’ is yet again being chucked around to describe another episode of high farce that has unfolded on Tyneside. A fair assessment?

I’d say so. Not only is it a crisis, but it’s one completely of Newcastle United’s own making. Employing the unemployable is bad enough, and I’m sure there’ll be chapter and verse written on that subject by people far more qualified to comment than I, but the sound of silence has inflamed a delicate situation.

Nature abhors a vacuum. A statement should’ve been forthcoming the moment Joe Kinnear decided to go on national TV to talk about his new role. Instead the fans and press were left to pick over every line of the interview.

joe kinnear newcastle united

A carefully worded statement wouldn’t have solved all the club’s woes. They would’ve still been in full damage limitation mode. Kinnear isn’t the most polished interviewee the world of football has ever seen, nor does he care much for facts. His record at press conferences during his first stint at Newcastle United should’ve served as fair warning and it should’ve been made clear to him that he wasn’t to talk to the press a) until the club announced the appointment and b) he was then only to do so through official channels/with the express consent of the club. Considering Joe did neither we can only assume these instructions were not conveyed.

By late Monday evening, after Kinnear’s second baffling interview with a national media outlet it was apparent the club had lost complete control not over only the message, but the man who cannot be relied to stay on-message! There was little the club could do to placate supporters or pretend this hadn’t been anything other than an unmitigated disaster. On Tuesday lunchtime, almost 48 hours after Kinnear’s first interview, a short statement was released confirming the appointment. As far as denouements go it wasn’t a particularly satisfying one for Newcastle United’s support.

joe kinnear swearing

A press officer’s nightmare

It must be said that I do not believe any fault lies with the club’s media team for this disaster. None at all. It’s apparent they were hamstrung, I assume by the hierarchical structure in which they’re expected to work, and simply unable to say anything until they’d had word from on high. Considering the deal was apparently done on Sunday afternoon such a delay suggests to me a lack of understanding of the role of public relations from those in charge.

If clubs can learn anything from this sorry saga it’s that they desperately need PR knowledge and representation at boardroom level. At no point over the past few days has any one of the decision makers stopped to think how this would be received by the fans, how to announce this decision or even whether letting their own employee loose on the media would cause further woe. The individuals who had the expertise to at least attempt to deal with this situation, the employees who had began to build bridges with fans that have since had petrol and a lit match chucked on them, were left in the dark.

Director of Football? How about a Director of Communications?

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3 responses to “Director of Football? Newcastle need a Director of Communications

  1. Nice article, Matt

    Experience tells me this remains typical of a number of organisations. PR remains the ‘nice to have’. The discipline with the soft underbelly. Then stuff like this happens and then it’s all a bit late. Damage is done.

    I don’t envy any of the comms team at NUFC. Impossible job because the owners will never view their role with due importance.

    Nothing in the last 48 hours suggests any forethought to involve comms professionals at any stage. Shame.

  2. Pingback: Banning journalists – what does it achieve? | matt-briggs.co.uk

  3. Pingback: Banning journalists – what does it achieve? | The Online Rule

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