When different logics meet: the crisis communication of a national head coach in elite football

Abstract

Through a longitudinal study of how a national head coach in men’s football defended and explained persistent losses, the following questions were addressed: What was the content of the media criticism, how did the coach react and why, and how did the media react to his response? Despite persistent losses, the coach praised his team and never admitted having done something wrong. The media, in turn, criticised the coach for his rhetoric, his lack of humility, and his lack of professional skills. He consistently responded with denials, which reinforced the media criticism. As such, he himself created a space for the ‘media hunt’. Overall, this study illustrates the dynamics that arise when professional sports logic and media logic meet. It indicates that the ‘media hunt’, at least to some extent, can be avoided if coaches know media logic and which crisis responses are the most effective in different situations.