Opinion

Brendan Mulgrew: Paddy Jackson's statement `10 days too late'

Paddy Jackson's statement is 10 days late and real damage has been done
Paddy Jackson's statement is 10 days late and real damage has been done Paddy Jackson's statement is 10 days late and real damage has been done

WHEN you are in a crisis situation, get as much accurate information out to the public as you can, as quickly as you can and try and stay ahead of the narrative. That's the golden rule of crisis communications and one which Ulster Rugby abandoned utterly over the last 10 days.

I offer no view whatsoever on the `rugby rape trial' or the verdict except to say that everyone involved knew there was a limited number of potential outcomes, and any amount of time to prepare for them. Ulster Rugby had nine weeks to prepare a response, consider the mood, agree a position, anticipate the legitimate questions bound to come from the media and the public and agree the most appropriate way to respond. The level of public interest in the case was demonstrably huge and there was no reason to believe that interest would suddenly disappear after the case concluded.

Yet Ulster Rugby merely said publicly, and only in a written statement, that it would conduct a review. There was no timeframe, no terms of reference, no detail on who would carry out the review and no overall acknowledgement of the huge public concern about the culture which was portrayed in the public eye as the case went on.

There was also no figurehead for Ulster Rugby. Any organisation caught up in such an important issue needs a face and a voice to convey a response, to assuage public concerns. A written statement from a spokesman is a poor substitute.

It got worse for Ulster when the usual pre match press conference at the beginning of this week ahead of the away game to Edinburgh was attended by Jono Gibbes, a coach who is soon to depart the club and who declared in the course of his interview that Craig Gilroy was available for selection. The next day a terse two line statement reversed that position and suddenly Gilroy too was included in the vague review process and unavailable to play in the interim.

Meanwhile Ulster Rugby social media response was to block any Twitter users they judged to be negative towards them. What was the result of that? Another negative story, and another trending hashtag #Ulsterrugbyblockedme. It was almost as if no one was in charge at the club and no one had grabbed the situation and acted assertively and with authority, the kind of thing a chief executive really should be doing.

The premeditated actions of a couple of Malone RFC players at the beginning of this week only added to the toxic atmosphere enveloping rugby. That's unfair to the thousands of of decent people playing at all levels and coaching kids, week in and week out, but it's now a perception firmly in place and it needs to be addressed.

The statement issued yesterday by Paddy (sorry, Patrick) Jackson hits a lot of the right notes and the tone is apologetic and appropriate. If it had come within a day or two of the verdict it may have headed off a lot of the criticism of the player and the club and even defused the situation overall and allow the Ulster / IRFU review to go ahead as planned. However, it is 10 days late and real damage has been done. Even at this stage Ulster Rugby has added nothing of substance to its initial `review' statement.

On the field Ulster Rugby is drifting towards the conclusion of a disappointing season, but the supporters, like fans of all sports teams, will get over that in time. Off the field, its a season Ulster will never want to repeat.

:: Brendan Mulgrew is Managing Partner at Communications Consultancy, MW Advocate. @brendanbelfast

Read more:

  • Paddy Jackson: I'm ashamed rape accuser left my home distressed
  • Stuart Olding's apology outside the court
  • Allison Morris: Ulster Rugby handling of trial fall-out a PR disaster
  • Claire Simpson: Educating young sportsmen on acceptable language would be a good start (Premium)