Showing posts with label PR. Show all posts
Showing posts with label PR. Show all posts

Thursday, 22 August 2013

‘An education’, or a footballing education?

               A few weeks ago, academy-graduate Matthew Pennington signed a professional contract with Everton. The official announcement on the club’s website pointed out that, remarkably for someone at a dedicated football academy, Pennington had also been awarded ten A* grades at GCSE. But when asked about his academic achievements, he insisted that football had always come before his grades. ‘Hopefully,’ he said, ‘I won’t need them at all and I can make a career in the game’. Obviously he does not believe that education can contribute to his career in football, something that might well be true as long as we are talking about time spent as a player. Being able to mathematically determine what proportion of Brendan Roger’s face is made up of nose will obviously not help Pennington become a 20-goal-a-year-striker (especially as he is a defender).

                But what about when his playing career is over? Let’s say Pennington wants to make the transition from player to manager as seamlessly as Alan Shearer - will an education not come in handy there? On the surface there are few areas of a manager’s job that do not look like they would benefit from the skills gleaned from an education. We as a society value education not for the specific knowledge that it imparts, but for the broader proficiencies that come with it: it helps us to express ourselves effectively, think critically and logically and to understand the complexities of the world around us. All of this has obvious relevance to the career of a manager. They are at the helm of extremely rich and popular businesses. Many play a central role in directing the investment of capital on new players, and every manager is the most important point of media contact between the club and the outside world. If you look outside of the football industry, anyone else who occupies a similar position of importance in finance or public relations is expected to be highly educated and trained in their area of expertise
                I know what you are thinking. But what about Harry Redknapp? For those of you that don’t know, dirty ‘arry is currently the manager of the recently-relegated Queen’s Park Rangers. He has had a long and patchily-successful managerial career, presiding over the ruination of Portsmouth as a footballing institution at his worst and taking Tottenham Hotspur to the Champion’s League and setting himself up as bookies’ favourite for the England job as his best. This career is no more or less illustrious than the vast majority of working managers, suggesting that Harry is, at the very least, competent. But then, in 2012, Harry stunned the world with his in-court arguments against charges of tax fraud. His defense, in a nutshell, was utter incompetence. In his own words he ‘writes like a two year old’ and ‘can’t spell’. Neither can he work a computer or send a text. As a result he ‘doesn’t keep anything’ and at work ‘couldn’t even fill a team sheet in’. He also told the court that he was a terrible investor of money, losing 250,000 pounds of his own money when ‘persuaded… at very short notice… to buy [shares in] Oxford United’.  So, this man was entrusted with  control of a club worth roughly 300 million pounds when he openly admits he is a terrible businessman, unable to communicate through standard long distance methods and not capable of even basic tasks like filling out a bit of paper with his player’s names on it. I don’t need to expand on how absurd that is or how a man like that would not be allowed anywhere near a PR or finance job in the real world.
                Or do I? When I say ‘Harry stunned the world’, I’m lying. It caused nothing like the stir it ought to have, and, though Harry was out of work at the time, he was quickly hired as a manager at a new club. I know. Mad. So why does no one care that Harry has these obvious deficiencies? Why was no one surprised?

Harry wonders who he can persuade to write his team sheet
                The answer lies in a widespread belief in the footballing world that the only preparation you need to be a manger is ‘a footballing education’. The idea is that you can pick up all the skills needed to manage through playing football and watching your manager at work. If, as a player, you never learned to read and write, well these are obviously not skills a manager needs! In fact, this is such a strongly-held view that it is actually very difficult to get a job as a manager if you haven’t played football at a high level. The only problem is that it’s obviously not true. A squad needs to have absolute faith in the manager’s decisions and to obey his commands unthinkingly. Thus it is vital that a manager keeps his players completely separate from the decision-making process and even discourages independent thought on managerial matters - if players were party to things like transfer policy it could obviously have a serious effect on their performance. So, if this is true, how is it possible for a player to learn anything meaningful from their manager? Analogy  exposes the absurdity of the idea – would you employ a builder as an architect because he claimed to have worked with Brunel? In fact, a footballing career is, in many ways, a bad starting point for a managerial career, especially in regards to money, because the culture that surrounds footballers is fundamentally detrimental to their ability to deal with their finances (as Timothy Kennet discusses in a forthcoming article on bankruptcy). 
                So, if this is as obviously false as I claim, why do so many chairmen swallow it and appoint people who are obviously not qualified for the roles they fulfil? A slightly uncharitable explanation is that most chairmen are too stupid to know any better. Stupid is unfair; not stupid, but, like the managers they appoint, fundamentally unsuited the role they fulfil. Remember, anyone can buy a football club – the only ‘qualification’ they need is a hatful of money. Normally, the assumption is that this money is indicative of a high level of business acumen in some area of life that can be transferred across to the successful running of a club. This again is clearly not correct, no one appoints a toothpaste magnate to the head of their Hollywood studio; different industries require a completely different set of skills - none more than football.  Case in point is Mr Fernandes, proud owner of budget airline AirAsia, who funded an insane spending spree at his newly-promoted club QPR to try and keep them in the premiership. He sanctioned the spending of nearly 70 million pounds on transfers in 2011/12 and 2012/13 season, mainly on older players with no resale value and high wages. They were promptly relegated at the end of last year with a shamefully low points score and are in a messy financial situation in the significantly less-profitable Championship. He is also the man who hired Harry Redknapp.
                Fernandes, to his credit, recently came out and admitted that in some ways he had ‘could have done it better’. However, he then went on to claim that the reason for the relegation of his team was that he had not spent enough time directly involved in the running of his business compared to the time he spends at his aviation company - ‘If I spent… every day at Loftus Road [the QPR ground], I dare say it would have been a bit different’. Unfortunately, I worry it wouldn’t have made a lick of difference; as long as Mr Fernandes equates the football business with the aviation business he is going to make no progress whatsoever. He needs to recognise that it is an industry in its own right and approach it as such. How can a self-admitted amateur be expected to hire the best person to do an extremely technical job?
                Further evidence that chairmen are not able to exercise the appropriate judgement in the area of managerial appointments comes when we look at the early career of Redknapp’s successor at Tottenham, André Villas-Boas. In 2010 the young manager submitted an application for the vacant managerial post at Burnley which was described by chief executive Paul Fletcher as ‘Amazing. Even by today’s standards there was some complicated stuff in it, with some things that I didn’t understand.’ But Burnely turned him down. The club was relegated at the end of the season whilst AVB went on to have an undefeated treble winning year at Porto, his next team. And why was he turned down? Fletcher explained it this way: ‘Tommy Docherty used to say he never said anything to his players his milkman wouldn’t understand. I don’t think any milkman would fathom the meaning of a lot of André’s presentation.’ Perhaps thirty years ago, when Docherty was in his prime, football was a very different place, a place in which all a manager had to do was to explain simple tactics in babytalk to his players. However, in today’s footballing world that is simply not an acceptable selection criterion for a role as complicated, multifaceted and demanding as managing a football club. The idea that someone as woefully as unqualified as Redknapp managed to sneak into a managerial position no longer seems all that surprising.

Harry and André embrace
                But you know what? I’m not even convinced that Harry Redknapp is that unqualified. The truth is that I absolutely don’t buy the defence of incompetence that he gave in court - there is just no way a man like that could survive in a footballing institution. Recently, Everton gave the world a peek at the ferociously complex and comprehensive scouting network that served their now ex-manager David Moyes[1]. Sure, Moyes is commonly considered to be ahead of the curve when it comes to the thoroughness of his managerial style, but I would be amazed if other clubs didn’t have similar systems in place. When you remember that this is just one small part of what a manager does you realise how vast their responsibilities are. Even Harry must be hard working, capable of processing vast amounts of information and able to communicate effectively. So why present himself as an ignoramus? Obviously not wanting to be convicted of tax fraud was part of it, but I believe that this incident is actually part of a wider trend. The sad fact is that presenting yourself as an idiot is actually no bad thing in football – it may even be a positive attribute (in the footballing culture of the United Kingdom at least).
                Let me explain. One of the reasons football is so fantastically popular is that most of the people involved present themselves as no different from the average man. If he looks no cleverer or more talented than you as a supporter there is nothing to stop you disagreeing with him and even coming up with your own (apparently) equally informed solutions to his problems. This is why football is such an easy thing to talk about and spawns so many discussions in the pub. Only in football do we have supporter organisations of such vast size and with such strongly held views, and only in football do chairman with no qualifications feel in a position to make important decisions. Unlike entertainment industries in which you are supposed to sit back and admire superior talent, football encourages the supporter to imagine himself as a part of it. By cultivating a false atmosphere of accessibility, football has become as close to interactive as any fixed consumer activity ever has. No wonder, therefore, that managers who refuse to join in with this semblance are criticised for being cold and inexcusably arrogant. But realistically, these men do an extremely complicated job; those that do it well have every right to refuse to pretend to be no better than the average supporter. So I don’t for a second accept Harry’s self-presentation.
                But what does this all mean in relation to education and managers, should they be well educated? Well yes and no. They absolutely do need the skills mentioned earlier that are granted by education, no doubt about it, but they don’t necessarily need to obtain them in that way. It is notable that most uneducated managers devoted large amounts of free time in their playing days to developing these talents though other avenues: looking for extra responsibility within the team, investing their own money and participating in the club’s PR programmes. The only difference between these men who have worked hard to educate themselves and their more formally educated co-workers are that they may find it easier to portray themselves as the average man they are not. But I don’t for a second think there is anyone as fundamentally incompetent as Harry pretends to be working in as a manager in the Premiership. Chairmen, on the other hand, are definitely idiots.

 




[1] http://www.independent.co.uk/sport/football/premier-league/scouting-system-that-reveals-david-moyes-mind-8756011.html


Brodgers Watch: Luis Suárez Transfer Special, or, What do you think they're smoking over there at Emirates?

Brodgers Watch is a regular feature where we enjoy the management-speak idiosyncrasies of Brendan Rodgers's press-conferences. In our first edition, we take a bumper look at some of Brodgers's quotes on the Luis Suárez Transfer.

The B-Rod, brooding. (from goonerhead.com )













18th July 2013: "There has been lots of speculation about Luis moving to another club but, as I said, he is very much a Liverpool player". [I like this because the second clause in no way confutes the first. The tenses are very strange. There “has been” lots of speculation about a transfer – playing down the possibility of this transfer happening in the future by making the speculation itself seem old and outdated. But, “he is very much a Liverpool player”. Which, of course, everybody knows. No one would be trying to transfer him from Liverpool if he wasn't already a Liverpool player. And him being a Liverpool player doesn't mean that he won't be someone else's player in the future. Is this a clever hedge by the B-Rod has he tries to placate his fans, or an unwitting reveal of his future plans?]

25th July 2013: "The support he has received from the supporters [just say this clause in your head a few times: the support he has received from the supporters. In the abstract, it's a great tautology. What else do supporters do but support?] and the people of the city of Liverpool has been unrivalled," Rodgers added. [It seems quite absurd to suggest that the people of Liverpool who aren't supporters of Liverpool F.C. are in any way involved in supporting Suárez. Why does he bother? Is he just trying to upset those Liverpool-dwelling Everton fans who have no love at all for Suárez? I think it's part of Rodgers's larger rhetorical strategy, where he represents Liverpool F.C. as an important pillar of local community, a shining symbol for solidarity and love in the city, a source of glory and pride for Liverpudlians. In Brodgers's eyes Liverpool is some kind of populist moral champion, rather than an American-owned sports multinational. Whether this is actually true is debatable. N.B. Some fans sent Suárez death threats.]
"In this period of time he's missed a lot of games for the club through various reasons. [Minor pedantry, but the “through” is agrammatical. He means 'for'. Through should be used to describe geography, or, slightly more abstractly, the sort of metaphoric geography of networks, as in 'I met him through Brendan Rodgers.'] The people have stood by him like a son and really looked after him. [This sentence is the worst offender in the 'presser' (Liverpool F.C.'s website refers to press-conferences as “pressers”, which makes me want to weep). Firstly, “people” is a plural noun, and the people (plural) are acting like a “son” (singular). But the reason for this grammatical failing is that Brodgers has failed to use his simile correctly. What he meant to say was, presumably, that the people stood by Suárez like he was their son. And we won't even go into what, exactly, the people of Liverpool have done to look after Suárez. Perhaps they are, as a city, getting together to provide Luis with nursing care, valet service, happy ending massages, maid services, kitchen work and so on.] Whatever happens in the coming weeks that will be in his mind because it's something you can never forget."

4th August 2013: "I was surprised," said the Liverpool manager of Arsenal's second bid for Suárez. "I've got to say I've always associated Arsenal as a club with class and so there was a wee bit of a game there.” [I've got to say, this seems like a low blow. It's not entirely clear to me what exactly lacks class about bidding on a player. Unless it's the specificity of the £40million + £1 bid, thus revealing contact with the agent. But given that earlier in the summer Liverpool bid Henrikh Mkhitaryan's release clause, causing him to fail to show up to Shakhtar's pre-season training, this hardly seems a fair accusation. Notice how the accusation is more subtle than the newspaper headlines made it out to be, however: he was “surprised” because “I've always associated Arsenal as a club with class”, implying, not stating, that Arsenal are lacking class.]
"The owners have been brilliant. If it was another club needing the money or desperate for the money it could have been a different story. But John Henry and Tom [Werner, the chairman] have been first class [After receiving Arsenal's bid, John Henry tweeted “What do you think they're smoking over there at Emirates?” This seems to me to be a reasonable and classy response to a previously private transfer negotiation.] through the whole process, so there are no arguments there and it gives you the confidence they are not in any hurry to sell because they understand we are trying to build here." [I don't really have a lot to say about this last series of clauses other than they have appalling diction, and the “no arguments there”/“we are trying to build here” juxtaposition makes Anfield seem a very geographically confused area.]
“We're focused on Luis being here and getting more in so we are part of the conversation about being at the top of the table." [This I actually like: Brodgers's doubly distances Liverpool from winning the title. They are not “at the top of the table”, they are “part of the conversation about being at the top of the table.” Excellent expectation management, saying that Liverpool will be challengers while admitting that, realistically, they won't be very strong challengers.]

8th August 2013: "There were no promises made and no promises broken," insisted Rodgers. [To suggest there were no promises is very disingenuous: clearly, a contract is a promise, and by signing it Liverpool and Suárez both agreed to keep to it.]
"The club and his representatives had several conversations and he knew exactly where he was at.” [“where he was at” is a common Brodgers idiom that I really dislike, and not just for its agrammaticality. Evidently, Suárez knew where he was located; just as evidently, he did not know very well what his contract situation was. If he didn't think a transfer was likely, his behaviour would just seem self-destructive.]
"My job is to fight and protect the club. The conversations I've had with him he knows I've had, and they will remain private." [A beautiful tautology. One of the reasons it sounds so stupid is that Brodgers has chosen to only use the first person pronoun, essentially eliminating Suárez from the conversation as an active participant. Presumably, if this is calculated, it is to make the manager seem more powerful: “conversation” here is a euphemism for Brodgers telling Suárez exactly what's going to happen, and Suárez listening meekly. Although, to be fair, I'd imagine that a conversation with Brodgers would be a fairly one sided one, with lots of B-Rod monologues.]

9th August 2013: "It's been a difficult period for him but it's my job to protect the group," he said. "Once he's back with the spirit he'll rejoin the group." [I assume Brodgers meant to say 'when Suárez gets his attitude sorted he'll return to being a valuable team member', but it isn't exactly clear. Unfortunately, it sounds like Suárez is going to be baptised or something.]

17th August 2013: "At the minute, the concentration is on the players who are available to play. [I like the use of concentration as an active noun. It is not Liverpool's concentration, or Brodgers's concentration, or even the fans' concentration; it is just the concentration, the abstract entity.] Luis is doing his work and there's nothing to be said there. For us, it's about continuing with the momentum coming through from last season and winning games, which is what we're here for.” [Again, this sentence has dire diction. There are problems with Brodgers's use of the verbal participle “coming through” as a preposition, which throws the clauses off-balance, creating ambiguity over how separate a clause “winning games” is, and therefore over which clause the sub-clause “which is what we're here for” refers to.]
"He's a part of our team and a part of the club. The supporters are a class act here - the classic Liverpool Way is to always support the players and the manager. [It's clever of Brodgers to include the manager in the list of always-supported untouchables: it could make some fans feel guilty when they abuse him if results become poor, like they did to poor Roy Hodgson.] That's what they always do."
Rodgers continued: "I won't be saying anything on Luis Suárez [this seems an odd thing to say midway through a fairly large monologue about Suárez] and it's only purely out of respect for the players that are working hard at the minute.
"All I will say is I am very satisfied with how everything has been resolved and we as a club are now looking to the future and moving on." [This is a nice positive note to end on. We'll see you next time for more Brodgers Watch.]