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FIFA Communications Plan

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ollie loz

on 12 December 2016

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Transcript of FIFA Communications Plan

Rebuilding Bridges with Other Organisations
FIFA have lost respect and professional integrity after everything that has gone on.

This has meant that other footballing federations (UEFA, CONCAF, CAF, AFC) and sponsors (Coca Cola, Gazprom, Adidas) are wary to continue with their connection with FIFA.

FIFA need to capitalise on the new leadership and bring in new connections whilst consolidating the wavering ones they currently have.
(Gibson 2015 & 2016)
FIFA is the World Football Governing Body.
Sets the rules and regulations of the game.
Sepp Blatter was President of FIFA from 1997-2016.
Recently suffered several highly publicised faults.
Gianni Infantino elected the new President of FIFA in February 2016.
(ESPN, 2015)
PR Model Analysis-Grunig and Hunts Four Models of Public Relations (1984)
Corruption Scandal
Swiss authorities arrested seven FIFA officials with charges of corruption.

This started and unfolded into one of the biggest corruption scandals ever seen.

Blatter and UEFA president Michel Platini where suspended for 90 days and consequently banned from all football activity for eight years. These have since been lowered to six apiece.

Several former FIFA executives still face trials for allegations relating to previous World Cups and broadcast contracts.
(Wahl, 2016) (Howson, 2016)
Human Rights Allegations
Fédération Internationale de Football Association
Election of Giovanni Infantino
Stakeholders & Publics
The man who has been tasked to lead FIFA up from the ashes.

The former UEFA vice president won a unanimous decision.

FIFA has cash reserves of $1.5 billion dollars.

This money now is under immense scrutiny at his hands. He must now delve into this and rebuild a fallen organisation.

He has many key issues that he must fix, and formulate new PR strategies to help FIFA return to it's former high status.

(Wahl, 2016) (BBC Sport, 2016)
Worker safety is another problem on Infantino’s hands.

Workers who are preparing the stadiums and parks for Qatar 2022 are being put into working environments that are entirely inappropriate and unworkable.
Human Right Allegations Con...
Up to 4000 workers could die before the start of the tournament in 2022.

This has been a common talking point within the media ever since construction started on the venues.

As you can see from the diagram this is sufficiently more than any other major sports competition.

This clearly needs immediate attention.

(Gattoni & Crowe, 2014)
Stakeholder definition – “a group or individual that can affect or be affected by the achievements of an organisations objectives” (Freeman, 1984)

Publics are stakeholders that have a problem/issue with the organisation (Grunig & Hunt, 1984)

Example- The FA remembrance saga

Mendelows Matrix (1991)
7 C's of PR
4 Step PR Model
Continuity & Consistency
Capability of the Audience

(Broom & Sha, 2013)

Situation Analysis

McDonald & Hammer argument

Use of the Stakeholder Theory to decide “who or what really counts?” (Freeman, 2014)

Link to Mendelow’s Matrix

Taking Action
Using Two-Way Communication
Driving credibility-One of Broom & Sha’s 7 C’s of PR

Active engagement-building trust and respect

Social Media? Taking feedback and suggestions from stakeholders?

Not to be used on key issues

(Broom & Sha, 2013)

Building Media Relationships
Suggestions by Smart (2009)

Engage with them via social media
Meet with journalists to develop personal relationships
Give journalists what they want and become a valued resource.

Using the Excellence Theory to Identify Key Issues
Research tested through 327 organisations

FIFA must avoid sublimating PR to marketing-often leads to asymmetric communication.

Look into equity and diversity-The research suggests women have difficulty entering managerial roles.

FIFA could look into their management structure to avoid ethical controversy.

(Grunig, 1992)
The Use of PR Campaigns
One of FIFA’s most recognised PR Campaign- Live Your Goals

Production of content on current key issues, sex abuse?

Format similar to UEFA’s Kick Racism Out Of Football

FIFA Sponsorship
(FIFA, 2016)
BBC. (2015).
FIFA corruption crisis: Key questions answered
[online]. Available at: <http://www.bbc.co.uk/news/world-europe-32897066> [Last Accessed: 7th December 2016].
BBC. (2015).
FIFA corruption crisis: Key questions answered
[online]. Available at: <http://www.bbc.co.uk/news/world-europe-32897066> [Last Accessed: 7th December 2016].
BBC Sport. (2016).
FIFA presidential election: Gianni Infantino succeeds Sepp Blatter
[online]. Available at: <http://www.bbc.co.uk/sport/football/35673743> [Last Accessed: 7th December 2016].
Broom & Sha. (2013).
Cutlip and Centre’s Effective Public Relations
[11th Edition] Harlow. Pearson Education Limited (pg. 332-333).
Corruption Watch. (2013).
Investigation into Qatar World Cup award
, Sport & Law Journal, 21, 2, pp. 47-51, [Last Accessed 7th December 2016].
Daniels. (2014).
FIFA World Cup reputation assignment too hot for two PR firms
[online]. Available at: <http://www.prweek.com/article/1323131/fifa-world-cup-reputation-assignment-hot-two-pr-firms> [Last Accessed 10 December 2016]
ESPN. (2015).
FIFA timeline: Blatter and Platini banned, more officials arrested
[online]. Available at: <http://www.espnfc.co.uk/blog/fifa/243/post/2630853/fifa-timeline-blatter-and-platini-banned-more-arrested> [Last Accessed: 7th December 2016].
ESPN. (2016).
Sepp Blatter, Michel Platini bans reduced to 6 years by FIFA
[online]. Available at: <http://www.espnfc.co.uk/blog/fifa/243/post/2814374/fifa-cuts-sepp-blatter-and-michel-platini-bans-to-6-years> [Last Accessed: 8th December 2016].
FIFA. (2016).
FIFA’s “LIVE YOUR GOALS” Campaign. Introduction and guidelines for Member Associations
[online]. Available at: <http://www.fifa.com/mm/document/footballdevelopment/liveyourgoals/02/43/90/34/flyg_applicationguidelines_en_neutral.pdf> [Last Accessed 8 December 2016].
FIFA. (2016).
FIFA Partners
[online]. Available at: <http://www.fifa.com/about-fifa/marketing/sponsorship/partners/> [Last Accessed 10th December].
FIFA. (2016).
[online]. Available at: <http://www.fifa.com/governance/index.html> [Last Accessed: 8th December 2016].
Freeman, R. E. (1984).
Strategic Management: A Stakeholder Approach
, p46, Boston, MA: Pitman.
Gattoni, M. and Crowe, B. (2014).
, ITUC Special Report.
Gibson, O. (2015).
Scandal-hit FIFA lose three more major sponsors
[online]. Available at: <https://www.theguardian.com/football/2015/jan/23/fifa-lose-three-sponsors-castrol-continental-tyres-johnson-and-johnson> [Last Accessed: 7th December 2016].

Bibliography Con...
Gibson, O. (2016). Gianni Infantino and Fifa must turn greed into need for game’s global good [online]. Available at: <https://www.theguardian.com/football/blog/2016/feb/27/gianni-infantino-fifa-greed-need-president-football> [Last Accessed: 7th December 2016].
Gregory. (2015). Planning and Managing Public Relations Campaigns [online]. Available at: <https://tonz94.files.wordpress.com/2016/07/gregory_planning_and_managing_campaigns.pdf> [Last Accessed 8 December 2016].
Grunig & Hunt. (1984). A critical review of the Four Models of Public Relations and the Excellence Theory in an era of digital communication [online]. Available at: <http://wadds.co.uk/wp-content/uploads/2013/06/chartered-practitioner-paper-FINAL.pdf> [Last Accessed 10 December 2016].
Grunig. (1992). Excellence Theory in Public Relations [online]. Available at: <http://kdpaine.blogs.com/files/encylopedia-of-communication-9781405131995_chapter_399.pdf> [Last Accessed 8 December 2016].
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. Prism. Vol. 6, no. 2.
Howson, N. (2016). Gianni Infantino faces years to rebuild FIFA’s shattered reputation [online]. Available at: <http://www.ibtimes.co.uk/gianni-infantino-faces-years-rebuild-fifas-shattered-reputation-1548757> [Last Accessed: 7th December 2016).
Keri. (2016). Irwin keri 6107 class slides [online]. Available at: <http://www.slideshare.net/Kirwin13/irwin-keri-6107class-slides> [Last Accessed 8 December 2016].
McDonald & Hammer. (2016). Stakeholders [online]. Available at: <http://www.hma.eu/uploads/media/Section_3_i_Stakeholders.pdf> [Last Accessed 11 December 2016].
Proctor, W. (2014). With 2022 World Cup Around the Corner, Worker Safety a Major Issue in Qatar, Sports Litigation Alert, 11, 9, p. 8, [Last Accessed 7th December 2016].
Rosenberg, M. (2015). Blatter Infection. Sports Illustrated, 122, 23, p. 68, [Last Accessed: 7th December 2016].
Smart. (2015). Building Media Relationships [online]. Available at: <http://www.prsa.org/Learning/Calendar/display/5648/Building_Media_Relationships#.WEy5Z2SLR68> [Last Accessed 10 December 2016].
Tench, R. (2009). Inventing CSR: Media perceptions of responsibility and irresponsibility in corporate reporting and behaviour. Paper presented at the International Communications Association Conference, 21-25 May 2009, Chicago, Ill.
Wahl, G, & Keith, T. (2015). World Corrupt. Sports Illustrated, 122, 23, pp. 13-15, [Last Accessed: 7th December 2016].
Wahl, G. (2016). IN OVER HIS HEAD, Sports Illustrated, 124, 6, pp. 66-69, [Last Accessed: 7th December 2016].
Withnall, A. (2015). FIFA key sponsors visa, Adidas and Coca-Cola pile on pressure in wake of corruption scandal [online]. Available at: <http://www.independent.co.uk/news/world/europe/fifa-key-sponsors-visa-adidas-and-coca-cola-pile-on-pressure-in-wake-of-corruption-scandal-10280496.html> [Last Accessed: 10 December 2016].

Who FIFA Need To Keep
With sponsors wanting to keep the integrity of their own company intact many have been hesitant to be related to FIFA in the wake of their scandal.

On the other side, FIFA want to rebuild but they will need to maintain the sponsors they currently have to do this successfully.

Certain companies are more imperative than others; their business partnership more fruitful to FIFA in terms of income and credentials.
(Withnall, 2015)
$290 Million
$186 Million
$200 Million
FIFA’s current strategies are not near the standard they should be.

It is very traditional and back dated; the one-way communication is still used due to FIFA having the power to do so.

The potential way FIFA could keep people engaged is to use two-way communication.

Stakeholders and publics who have high interest in the organisation can be informed in the correct way

By communicating with the publics and media more, a better outlook for FIFA can be created.

(Grunig, 1992 & 2009)
(Broom & Sha, 2013)
Full transcript