The recent incident involving Luis Rubiales, former president of the Royal Spanish Football Federation (RFEF), and the footballer Jenni Hermoso, shook the football community, not only because of the seriousness of the act, but also because of the implications in terms of management of communication crisis, an issue of key importance for a good corporate reputation.
In a world where gender equality and respect are essential, organizations, especially high-profile ones such as the RFEF, must take care of their behavior and maintain clear and honest communication.
From my point of view, this is a clear example of how poor communication can negatively impact the reputation – what it does, what it says and what others are saying about an organization -, jeopardizing the trust that fans , and the players had the RFEF as an institution.
The Rubiales-Hermoso case: the importance of a good corporate reputation
But what happened? What should have been a moment of total celebration for Spain’s victory in the Women’s World Cup was overshadowed after Luis Rubiales kissed Jenni Hermoso on the mouth during the awards ceremony. The images, which went viral and generated controversy on social networks and international media, even described the event as abuse. As if that were not enough, in the midst of the euphoria, Rubiales touched himself inappropriately in celebration, right next to Queen Letizia.
Faced with criticism, the sports leader tried to mitigate the scandal by apologizing through a video on social networks, in which he regretted having “wrong” with his actions. However, a few days later, he declared that he did not plan to resign due to this event, and assured that it was a “mutual and consensual” kiss. The RFEF even issued a statement in Hermoso’s name, downplaying the matter. But this only made the situation worse, because in another communication, the player denied the above, and she and 80 other players asked for sanctions, and declared that they would not play while Rubiales was on the board.
To date, the case has generated the resignation of part of the coaching staff, the support of the Spanish men’s team for their teammates, the late apologies of the RFEF, a complaint in the Spanish prosecutor’s office and the recent resignation of Rubiales as president of the RFEF and as vice president of the Union of European Football Associations (UEFA).
Poor communication crisis management
Without a doubt, the mistakes and mistimes in communication ended up generating a communication crisis that, in my opinion, today will have a negative impact on the image of the RFEF, with damage to its reputation and the trust of the fans. stakeholders. Likewise, I believe that the lack of an adequate response and management damaged its image in the short term, but it may also have long-term repercussions, in terms of sponsorships and support.
Here are some considerations that this case can teach us, in terms of communication crisis management.
1. The role of the leader in corporate reputation
The image of the leader, in any organization, is crucial, because it represents the values, mission and vision of the entity he or she leads. In this case, Rubiales, upon being involved in an act of this nature, called into question not only his personal integrity, but also the image of the RFEF. The fact that he has given little importance to the issue and has not taken action reveals a disconnection with current reality, where acts of this type are unacceptable. I believe that with his actions, as a representative of the RFEF, he caused reputational damage to the organization.
2. There must be coherence with the organization’s values
When an institution’s actions do not agree with its principles, they can seriously affect its image. Observing Rubiales, his initial attitude and his subsequent rectification are a clear example of that discrepancy. Companies must act in line with their mission and principles, prioritizing the construction of a trustworthy bank that strengthens their good reputation and serves as an “iron dome”, founded on truthfulness, morality and commitment. An authentic apology is key to alleviating negative impacts, evidencing a true intention to correct mistakes.
3. Don’t underestimate the signs
From the first moment, social networks made the incident viral, and although there were conflicting positions on it, the RFEF had to act immediately to mitigate the scandal. It is clear that no brand or organization should be oblivious to what is said about it on these platforms. Although there are those who still downplay the importance of social listening, this case shows us the opposite; It is necessary to know what is being said about our company, because sensitive information can intensify and expand a crisis. With Rubiales, for example, images of his behavior spread quickly, attracting more attention and criticism.
4. Be careful what you do in public!
Every manager, executive and collaborator of an organization is a representative of it, and as such, they need to take care of what they do and say on behalf of their company. Although the gestures that the former president of the RFEF had, in the box of honor, could be worthy of a subjective appreciation, the truth is that given the circumstances, they did call into question, as commented in various Spanish media, the good image, a leader of international football.
5. Inadequate communication crisis management
In situations like this, the first step was to assess the situation, appoint spokespersons, publicly acknowledge responsibility and express empathy and concern for those affected, and communicate solutions transparently and proactively. However, the decision to keep Rubiales at the helm and the way in which the RFEF assembly was initially handled, I consider – in accordance with the best practices of communication crisis management – show a lack of sensitivity and a total ignorance of crisis communication, which is reinforced by the fact that the players were forced to attend the organization’s assembly to show their support for Rubiales.
Undoubtedly, this controversial case has attracted the attention of locals and strangers, and has transcended the sphere of football. The news was not the devastating victory of the women’s team in the World Cup, positive information that would give a good reputation to the RFEF and its directors; but that kiss on the lips and the “storm” that this generated.
Public relations are crucial in managing communication during a crisis. Its role is to reduce adverse impact and turn challenges into opportunities, building a solid bank of trust. As we have seen in this case, in turbulent situations, PR plays an essential role in preserving an organization’s reputation and ensuring effective recovery. His ability to transform difficult moments into valuable lessons demonstrates his unquestionable value in the landscape of corporate communication in times of adversity.
Editor’s note: This text belongs to our Opinion section and reflects only the author’s view, not necessarily the point of view of High Level.
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Hector M. Meza General Director of InfoSol. MBA and Communication Consultant. He was Vice President at IBM Mexico.