Fernando Torres’s departure from Liverpool didn’t have to spark that much outrage (resulting in the burning of Torres shirts) if he had adopted some basic communications best-practices. There are important PR lessons to be learnt from this crisis, and the implications of speculation when you’re not forthcoming with your story.

1. 9PUBLIC RELATIONS LESSONS FROM FERNANDO TORRES aMelJCpresentation LIVERPOOL – CHELSEA TRANSFER JAN 2011 Image Credit: Lucy@_@

3. Was highly revered by Liverpool fans not only for his skill but his oft spoken commitment to the club and respect for its culture and long standing traditions

4. Sparked outrage among Liverpool supporters when he submitted a written transfer to Chelsea 3 days prior to the closing of the transfer window

5. Torres is speculated to play against his former club, Liverpool, just 6 days after the transfer to Chelsea Image Credit: Nigel Wilson

6. Torres’s departure from Liverpool didn’t have to spark that much outrage (resulting in the burning of Torres shirts) if he had adopted some basic communications best-practices. There are important PR lessons to be learnt from this crisis, and the implications of speculation when you’re not forthcoming with your story. Image Credit: Cesar Pics

7. 1. PLAN FOR CRISIS MANAGEMENT Especiallyifwhatyou’reembarking on willinvite a lot of controversy. Image Credit: Ben Sutherland

8. 2. HONEST & TIMELY COMMUNICATIONS Minimise the shockimpact! Takeownership and answerquestionsbeforethey’reasked. Image Credit: fimb

9. 3. WORDS CARRY WEIGHTYou’re remembered by whatyou’vesaid. Image Credit: Lucy@_@

10. 4. SHOW PROFESSIONALISM Keepworkinghardevenwhenunhappybecauseourattitude shows. Words constitute 7% of ourcommunication. The majority of communication is done with body language, vocal tone, movement and gestures. Image Credit: Nigel Wilson

11. 5.ACKNOWLEDGERELEVANT STAKEHOLDERS Thankthose who havesupported you throughout your journey. Image Credit: feltonf

12. 6. PROVIDE CLOSURE Address your previous organisation and itsstakeholdersbeforemoving on. Exitprofessionally. Image Credit: Free-ers

13. 7. BE SENSITIVE TO YOUR SURROUNDING Consider the impact of your messages. Onceagain timing is key. Image Credit: Alex McGibbon

14. 8. ENGAGE A CAPABLE PUBLICIST Get someone who canhelp you understand the public’sstandpoint and advise you on what you shouldsay. Image Credit: Fred Seibert

15. 9. KNOW YOUR SUBJECT Football is emotional Image Credit: Gunni Cool

16. Leave a comment or get in touch to discuss Thanks! aMelJCpresentation Image Credit: Aeropagus