Hibernian, the embattled Scottish football club, has called in Citigate
Scotland to devise a public relations strategy and advise on its
relations with the media.
The Premier division club hit the headlines this month when its manager
of ten years, Alex Miller, quit following a home defeat to Hearts in the
Edinburgh derby. The club’s management has also come in for criticism,
particularly chief executive Tom Farmer.
Owner of the Kwik-Fit car repair chain and Hibernian’s majority
shareholder, Farmer has been criticised by fans and the sports press
over the costly redevelopment of Hibernian’s Easter Road stadium. In
addition he does not attend matches and shows little interest in
Robin Dunseath, deputy chairman of Citigate Scotland, explained that the
club’s board had asked the agency for assistance rather than Farmer
himself, even though Dunseath has advised Farmer as chairman and chief
executive of Kwik Fit for ten years.
He added that the Hibernian brief involved devising a strategic PR plan
for the club and advising on how best to present the new manager, once
appointed, to supporters and the press.
‘They decided they would like a professional PR person to help them
out,’ said Dunseath. ‘The football media is voracious and supporters
need to be able to communicate with the board.’