Agenda

1
Communications in Sport
Chelsea FC Reactive Strategy to drug
allegations
Diederik Dewaele Laura Gonzalez Ryan Healy Daniel
Israel Daniel Michelucci
2
Communications
an accusation that one of the athletes in our
club has failed their first (sample A) drug test
3
Agenda

• Facts/background information
• Internal Communications Strategy meeting
• Conclusion

4
Facts Background information

• December 2002
• Mark Bosnich tests positive for cocaine use
• Banned by FA for 9 months and sacked by Chelsea
  FC
• October 2004
• Adrian Mutu A sample tests positive for cocaine
• Later admits drug abuse
• Banned by FA for 7 months and sacked by Chelsea
  FC

5
Facts Background information

• 25th November 2004
• Unnamed Chelsea players drug tested out of
  competition
• Results wont be known for at least 2 weeks
• 30th November 2004
• Story is run by a major tabloid newspaper
  including unsubstantiated rumours that a players
  A sample has tested positive for cocaine
• Suggests wide spread drug use within the club
• No reference made to the players identity

6
Facts Background information

• 1st December 2004
• Widespread speculation in the media over the
  exact identity of the player
• Rumour and gossip on the internet leads to direct
  harassment of the suspected player and his family
• 2nd December 2004
• Team manager CEO hold meeting with player who
  strongly denies allegations
• Chelsea FC executive board and Communications
  department holds emergency meeting

7
Communications Meeting

• Roles
• Dan Israel CEO
• Laura Gonzalez Communications Director
• Dan Michelucci 1st Team Manager
• Diederik Dewaele Legal Advisor

8
Key messages Objectives

• Main objectives
• What is our position?
• Clarify strategy
• Key messages
• We are united as a club
• Privacy of the player should be respected
• Our Corporate Social Responsibility
• Innocence until proven guilty
• Chelseas Zero tolerance of drugs

9
Target Audience Strategies

• Internal
• Players
• Employees (staff)
• External
• Media
• Supporters groups - fans
• Local Community
• FA/PFA
• Partners and Suppliers

10
Long Term Strategy

• Dependant on results of A Sample
• Possible outcomes
• A Sample returns NEGATIVE
• A Sample is POSITIVE player demands B
  sample
• A Sample is POSITIVE player admits drug use

11
Conclusions

• Procedure
• First step get the situation under control, cfr.
  questions of the media
• press release no further comment
• key messages!
• Second step after A sample 3 options gt press
  conference
• Third step confirm anti-drugs policy cfr. Social
  activities in schools, education youth players,
  own drug tests
• Fourth step no matter the result player
  background research before transfer!

12
Conclusions

• Key messages
• Respect of players privacy
• Innocence until proven guilty
• Chelseas zero tolerance policy on drugs
• Social responsibility aspects
• Fans
• Employees
• Players
• Stakeholders
• Partners and Suppliers

13

• Thank you for your attention
• We are happy to take any questions