The Kiss of Death: The Reputational Fall of Rubiales

In the world of sport, as in any other field, unforeseen situations or crises can arise that require a quick and well-managed response in the communications of teams, athletes, players, and their leaders.

Just as there are high-performance athletes who need specialized daily training, it should be a priority that our sports leaders are 100% prepared. Why do we see more and more sports officials who are less media-trained and mired in disciplinary cases?

Let us review some (because there were many) capital sins of Rubiales, former president of the Royal Spanish Football Federation, in his communications.

Capital sins

• No prior spokesperson training. Such training improves communication, public image, crisis management, and relationships with the media, which ultimately contributes to the success and positive reputation of teams and sports organizations. Rubiales had already been exhibiting behaviors that were not aligned with the Institution's values, such as grabbing his genitals in the presence of the public next to the Queen and her Infanta.

• No communications and legal counsel before publishing his position. Going on air with a tepid two-minute video through the Federation's social networks, a day after the incident, without analyzing the legal and reputational consequences or the possible crisis scenarios, was a mistake that public opinion will not forgive — neither him nor the Institution going forward.

• Underestimating the audience. Failing to know our audience can lead to a lack of connection with their interests, needs, and values. This can hinder effective communication and prevent our messages from resonating, which could affect how we are perceived. Rubiales did not anticipate that, at the moment of the crisis, a large part of his audience was made up of women, NGOs, feminists, female and male football players, associations, and adversaries, among others.

• Not resigning immediately (while the case is investigated). The presumption of innocence holds, and every human being is innocent until proven otherwise; this is a fundamental element of a fair trial and the rule of law. However, it was critical for Rubiales to step aside while the investigation was carried out. Whether innocent or guilty, it gives the public confidence that due process is taking place.

• Arrogance in his discourse and lack of empathy. "I have no choice but to apologize if there are people who have felt hurt, I have to apologize. And we must learn," was his first post-kiss statement, and he continued in his second: "I have already apologized for the gesture. And I have explained that the kiss was consensual. Do you think that deserves this hunt? Does this deserve my resignation? Well, I will tell you one thing. I will not resign." An arrogant tone can generate unnecessary conflict. If the spokesperson adopts a condescending or superior attitude, it can provoke defensive and negative responses from those interacting with him.

To summarize, effective communication is built on empathy, humility, and openness to different perspectives. A spokesperson who can communicate respectfully and considerately is more likely to build solid relationships, earn public trust, and successfully advance the objectives.