This week’s PR Disaster of the Week award goes to Bruce Arena, head coach of the USA Soccer Team at the FIFA World Cup.
Bruce, we all know the “agony of defeat.” And, yes, the press may be there at absolutely the least convenient times. But “Right now, I’m just an idiot” ranks up there as one of the worst things ever said in a post-loss interview.
We are not alone in our opinion. A headline at the New York Times reads “Comments by Arena draw fire.” The Times quotes Arena further as saying, “We do need to get more of our younger talented players in Europe….We need them in a year-round soccer environment. We need them playing in more intense games to help develop them mentally, as well as soccer-wise.”
MLS officials were justifiably upset. The Times quotes MLS Commissioner Don Garber as saying, “I think it’s ridiculous. If I were him, I’d take a deep breath and think about what I say before I criticize anyone in American soccer.”
One of the key public relations issues that is addressed in this case is the fact that not only do soccer fans see what the coach has said, but the rest of the world sees it as well. The Internet has become a powerful tool for letting everyone know what is going on.
The soccer coach should have been brief and simple– but to the point. It would have been more appropriate to praise their opponent, state that they are disappointed with their performance– but at the same time bring up positive highlights about the team (ex. team chemistry, overall individual perfromances) and conclude that it was an honor to represent the United States at this prestigious event.
We will have to see what happens next– maybe things will change for the USA Soccer team for the next World Cup.
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