Crisis management UK: Boris Johnson and Raith Rovers

What a contrast this week in the world of crisis management UK.

It’s a perfect example of what we explore on our crisis management training courses.

This week, we’ve seen politicians backing an untenable viewpoint.

And Scottish football fans turning their back on a club they love.

The first group, the UK Government, clinging desperately to power.

With the second, Raith Rovers supporters, enjoying the power of freedom of speech and of will.

The MPs refusing to condemn parties being held during lockdown.

The directors, sponsors and supporters condemning the signing of a player ruled to be a rapist.

But what can we learn about public relations, dealing with the media and moral authority?

Let’s investigate this soap opera set in Downing Street and Kirkcaldy.

Playing politics

Let’s start at Westminster, where the PM was under pressure.

At the dispatch box, Boris Johnston was asked a simple question.

Would he publish the Sue Gray “partygate” report in full?

He refused to give a straight answer.

Would he confirm he was at the party in his own flat at Number 10 on November 13?

He again refused to give a straight answer.

His predecessor, Lady May, condemned him, as did other Tory MPs.

But friends lined up to defend the indefensible.

Transfer trouble

Later that day, 400 miles north in Fife, Raith Rovers made a last-gasp transfer.

Signing proven goal-scorer David Goodwillie from Clyde.

But in 2017, the player, along with another footballer, was ordered to pay £100,000 in damages.rel=”nofollow”

After both were ruled by a Civil Court to have raped a woman in her West Lothian flat.

And the signing, rather than being widely celebrated, provoked an outcry among Raith Rovers fans.

First thing on Tuesday morning, best-selling thriller writer Val McDermid tweeted.

I have this morning ended my lifelong support of @RaithRovers over their signing of the rapist David Goodwillie. I have cancelled next season’s shirt sponsorship over this disgusting and despicable move. This shatters any claim to be a community or family club. 1/2

— Val McDermid (@valmcdermid) February 1, 2022

Other sponsors followed, along with two directors, in walking out the door.

Former Chairman Bill Clark asked how he could go out into the community for support, given their latest signing.

He had argued against moving for the player.

Raith Women’s captain Tyler Rattray quit after 10 years at the club.

Then the whole women’s team disowned the club.

But the beleaguered Board battled on, saying:

“David is a proven goal-scorer…

“has previously played for Raith Rovers…

“we fully support rehabilitation…

“first and foremost, this was a football related decision.”

Then, 24 hours later, the game was over.

Raith Rovers reversed their decision and announced that they’d decided against playing David Goodwillie.

And, in a statement, Chairman John Sim admitted “the club got it wrong” after four days of turmoil.

I’ll leave it to you to judge if second chances should be given without contrition or regret.

Instead, let’s examine what we can learn from London and Kirkcaldy.

About public relations, freedom of speech and moral authority.

Question time

So here’s a list of the issues.

Question One: Is it good PR to hold parties in Downing Street while banning them across the country?

Question Two: Is it good PR to sign a man court-ordered to pay damages for rape?

Let’s continue.

Question Three: Should colleagues of the PM back him:

1. Because they like him or
2. Because he’s acting with integrity?

Question Four: Should football directors, women players, stadium announcers back the club

1. Because they like it or
2. Because it acts with integrity?

Question Five: Should you:

1. Issue a press release about a ‘proven goal-scorer”, but refuse to give interviews (like Raith Rovers)
2. Do television and radio interviews, like Val McDermid and Bill Clark, and handle all questions put to you

We’ve been running face-to-face media training courses in Glasgow, Edinburgh and across the world since 1989.

And our advice to clients is consistent on these issues.

1. Stand up for what you believe in regardless of short-term consequences
2. Consider the reaction of your worst critics before stoking controversy
3. Back the good behaviour of people rather than just people we’re close to
4. Say what you believe on radio and TV rather than hide behind a written release
5. Immediately own up when you’ve made mistakes

The board of Raith Rovers may now share something in common with the Prime Minister.

They face a nervous wait to see if they have a future in charge, having lost the respect of much of their community.

Taking responsibility

A final word: football can offer rehabilitation.

Ask Davie Martindale, the refreshingly honest ex-convict in charge of Livingston FC.

Who spent over three years in prison after admitting drug and money laundering offences.

Asked on the radio if he “got in with the wrong crowd”, he replied:

“No – I WAS the wrong crowd.”

If there’s any future in football for David Goodwillie, he’ll need to learn to take responsibility for past actions.

Bill McFarlan is co-founder and Executive Chairman of Pink Elephant.

You can read more about him here.

Crisis management UK blog first published 4th February 2022.
Photos in Crisis management UK blog by Stevie Doogan / UK Prime Minister / sludgegulper on Foter / Pink Elephant Communications.
Crisis management UK blog edited by Colin Stone.

Crisis management UK blog