FFC Survey Results: The Transfer Merry-Go-Round

The results of a recent Football Fan Census survey on the summer transfer window are used in a PR Week feature published today giving a behind the scenes insight into the PR side of transfer activity.

The article looks at the 6 Premier League Players, Cristiano Ronaldo, Michael Owen, John Terry, Darren Bent, Carlos Tevez and Emmanuel Adebayor

Extract from PR Week article

JOHN TERRY THE ONE THAT GOT AWAY

Key PR players
Manchester City PR chief Vicky Kloss.
Club owner Abu Dhabi United Group retains Edelman

Chelsea Director of comms and public affairs Simon Greenberg

Agent Aaron Lincoln

Ironically, the deal that attracted most attention during the summer was not consummated, with Manchester City's billionaires failing in their audacious attempt to land England captain John Terry.

City's comms strategy was a refined variant on a traditional favourite. The longer Terry kept his silence, the more widespread the interpretation that he was angling for a move. 'City used the media very cleverly,' says Synergy deputy MD Dominic Curran. 'Some of the comments (Man City manager) Mark Hughes made could have been construed as slightly unsettling Terry.'

Terry eventually broke his silence to confirm he would be staying at Chelsea.

Greenberg refuses to accept the long silence was the wrong policy. 'As long as you are certain your line is right, you have to stick to it,' he says. 'We were not prepared to give a running commentary. We feel the appropriate course of action was the one we took.'

The announcement was made via Chelsea's website and TV channel.

The story also illustrated the increasing respect being afforded to the Manchester City project, after negative coverage of its attempt to sign Brazilian superstar Kaka earlier in the year.

'When City went for Kaka, it became a joke,' says a source familiar with City's comms operation.

'But people are now realising it is deadly serious.'

Football Fans Census Stats

Terry's reputation slipped, with 32% of UK football fans viewing the Chelsea veteran less favourably now. 42% disapproved of his conduct, compared with 27% who felt he conducted himself positively.

Full article at PR Week online