Manchester United is to create a communications director post in a
bid to improve its public image. The club hopes to fill the role before
United’s first Premiership game of the next season on 19 August.
The post will report to deputy CEO Peter Kenyon, who is overseeing PR
strategy. Earlier this year the team created a new group marketing role
- filled by Peter Draper - to focus on advertising. The richest football
club in the world is working out the details of a new PR structure
before advertising for the senior post. The new PR position will
concentrate on addressing what Kenyon has identified as the two most
important external audiences: fans and the news media.
’We are currently reviewing how we can best communicate and putting
together a structure to that end,’ Kenyon said.
The club already has a press officer in Ken Ramsden and a deputy, Diana
Law. The communications director role will slot in above the existing
function. Kenyon told a United magazine that recent PR blunders, such as
the team’s display at the world club championship in Brazil in January,
make communications a top priority. Kenyon also highlighted the linking
of captain Roy Keane’s pounds 50,000 weekly wage with ticket price
increases as a PR blunder. ’Gone are the days when anything we do is
We’ve got to be more upfront in the way we communicate,’ Kenyon
The club, with a worldwide following and a market value of almost pounds
1billion, uses Holborn PR as its financial PR agency.