This post first appeared in Anthony Bullick’s Daily Post column.
All environmental eyes were on Nottingham Forest this month, with the Premier League outfit under fire for flying to a game against Blackpool rather than opting for the usual coach journey.
Putting to one side the obvious argument domestic flights for sports teams should be banned with the planet facing a climate emergency, it highlights a clear disconnect between messaging and actions.
Forest extended its partnership with E.ON in November with the aim to “raise awareness of the climate crisis”, a goal the club has inadvertently achieved.
Any further messaging the club pushes out about green credentials will no doubt be met with resistance and finger pointing.
Forest isn’t alone. In 2021, the Premier League signed up to the UN Sports for Climate Action Framework, which brings together sports organisations from all over the world to achieve climate change goals. The Football Association (FA) and FIFA have also signed up.
The Premier League’s apparent lack of action in forcing its member clubs to use more environmentally friendly transport options flies in the face of its “commitment to a more sustainable future”.
It’s a challenge all businesses face: gaining or maintaining a competitive advantage while adhering to your core values and principles.
This is where PR comes into its own. Public relations is much more than just a tactic to issue a press release to the media. It’s a strategic management discipline, with organisations that allow PR to have touch points in all departments set up best for reputational success.
Decisions that are made across the business such as within HR, at board level, or, within Forest’s case, the operations and logistics team, impact the positive or negative thoughts and comments of its stakeholders.
In addition, ahead of interviews with the media, the PR team can advise the company spokesperson of potential questions outside the original topic of discussion, as well as what the relevant lines and key messages are to take.
The PR department will also undertake stakeholder mapping and management to truly understand what’s important to the people who matter most to the business.
Also, in the event of a situation being thrust into the spotlight, like Forest’s 20-minute flight to a north west seaside town, crisis communications will be called into action.
In addition to issues and crisis PR planning work, reputation management professionals will be able to liaise with the media including issuing statements as well as key messages and guidance for spokespeople across the brand.