Five brand mismanagement lessons from Fifa
What can we learn about managing your brand during a crisis from Fifa's ongoing turmoil?
1. Speed is of the essence
2. Accept responsibility
3. Communicate openly
4. Lead from the top
5. Be transparent
In 2007, Fifa unveiled its new £100m complex. With much of the outside of the building made of glass, Blatter has suggested that it can "allow light to shine through the building and create the transparency we all stand for." Despite such statements, Fifa is largely regarded as an organisation that could give the Illuminati a run for their money in the secrecy stakes.
Christopher Clarke of Epoch PR, explains: "While it may be difficult, often the best route for communicating a tough situation is to be as transparent as possible. You’re always better off being straight with people rather than allowing the story to trickle out with incorrect or misrepresented information. The perception of anything other than complete transparency leads to greater levels of suspicion and unease than the situation warrants. The way in which Fifa has handled its current difficulties has magnified the issues to the degree whereby the entire operation and reputation of the organisation is at risk."
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Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.