The Monday After – Playing a different PR game in Fife
Imagine that you are a player sitting in an apartment on the other side of the world, browsing your social media and seeing your face on the club's Twitter message announcing your return.
Now, imagine three posted tweets containing quotes that could be attributed to you and that would explain how you're happy to be back, but it's a quote that seems to come from all the signatures.
Also imagine that accompanying these is a really blurry picture that you would see on a police thread or even on Crimewatch rather than on a glorious action shot during your last two seasons with the same club.
There is also no link to a full article on the website or anything from the coach who says how great you have been in the last two years and that he had to bring you back when you returned.
It's probably what Danick Gauthier of Fife Flyers must have felt Saturday (or Saturday night in Sydney for him) when he attended one of the worst signing announcements of recent times.
Now, I do not know enough about Gauthier if he cared enough about his lack of fanfare, but you would like to think he would have been very disappointed.
The fan favorite said the following when re-registering at the club: "I'm really excited to be back for a third season and I'm looking forward to starting the season.
I can not wait to play in the stable again, in front of the loyal fans of the Flyers. " pic.twitter.com/ArcDFFTijt
– Fife Flyers (@FifeFlyers) July 13, 2019
Naturally, the Flyers fans did the same, with an example below, about the poor quality of their ad and the fact that they complained that this type of strategy was dropping the club. And they were right.
First of all, knowing who usually had Fife signing ads was certainly not. They are currently on vacation and I must be honest, even if they had to deal with this disaster, I would not have blamed them for that.
From what I understand, this individual is a volunteer, that's what he does for the love of the club and for his joy to participate. The flack they took is completely out of order, especially since they are not even present in the country.
But it is a malaise that must be addressed, otherwise the club may continue to party among supporters.
Knowing Tam Muir and Jack Wishart, they can not be satisfied with the many criticisms they have made about it and Todd Dutiaume and Jeff Hutchins will have been embarrassed and angry about it too.
It's just not enough for a professional league team and whoever runs the PR strategy and the media has to look at itself.
Now I I will not give a lecture on what clubs should do. That's all their choice, but I have enough public relations and signed ads to find out what's going on for good news about newcomers or recent arrivals.
It does not have to be a blazing two-minute video showing them signing their papers, but in reality, they want the individual to explain why they signed, engaging with support instead only on repetitive platitudes.
Fantasy graphics for social media are also useful, but the formula is simple. Posts on Twitter, Facebook, Instagram, etc. should always be the teaser of a complete story on the website.
As long as the play or video contains real quotes from the player and the coach, it's more than enough for the fans to be angry, so that the fans salivate for what is coming.
It's not rocket science and all that Fife did wrong Saturday is within everyone's reach. I mean, who is posting the news signed at 6 o'clock in the morning on Saturday morning?
Embarassant! Fans who donate their hard-earned money deserve better! A lamentable release !!! While the return is a brilliant signature, she is eclipsed by this kind of public relations! Whoever does it ransack them and keeps your money!
– Jamesy Boy (@james_mavor) July 13, 2019
I know that local media in Kirkcaldy have offered their services by advising and directing them in the right direction.
Whatever you think of themselves, they and the others really want to help and this debacle must force the management to consider it even now if they really have the desire to update their club in this department.
Fife Flyers have often been accused of selling their fans in the open, which is probably the best example to date, especially given the esteem with which they hold Danick Gauthier.
If the advertisement is to be made, it obviously does not, and that must change. For a club that is passionate about tradition, has a proud history and is doing the right thing, it has had a spectacular goal here.
Fife fans, players and coaches deserve better than that.