Football clubs must ensure there are communications processes in place, and that they are followed on all occasions and by all staff. Because the person involved is senior this makes the matter even more high profile - and more appealing to the media. The club has also let itself down by not apologising quickly.
Generally enquiries from fans would be handled by the communications department. A standard response, or one slightly tailored to the enquiry, would have been appropriate. There should also be other ways for fans to voice their concerns such as a forum or webchat. The club should maintain its professional approach.
Fans are the customers of the clubs and feel they have a right to voice an opinion - in this case the club has only reinforced the already negative view of the fan and brought negative media attention on itself.
- Jonathan Neill, sponsorship PR director, Generate Sponsorship.