Claire Holt on building or breaking trust
Press conferences are a football manager’s moment to show command, shape the story, and build or break trust. And this week has reminded us how vital tone really is.
Thomas Tuchel’s honeymoon as England manager is already looking shakier than a Katie Price marriage. The games this week weren’t hugely significant, but were his media performances a litmus test of things to come?
He was clearly keen to distance himself from Gareth Southgate’s approachable style, and instead Tuchel came in with a tone akin to Donald Trump. If his aim was to jolt his players into urgency then I’m not sure it worked. If you’re going to be all mouth, you need to make sure your players have the trousers to match and England were just very Englandy.
The British media is uniquely aggressive, it’s tribal and it’s relentless. Tuchel has had a crash course – not helped by bringing his mum into it, saying she was ‘repulsed’ by Jude Bellingham’s behaviour on the pitch. If you read or listen to the full interview, he also praised the player - but this very silly and flippant remark had him splashed across front pages instead of staying on the back ones. And it has now become the story. Will journalists want to know what his mother thinks of future England players’ performances?
The media isn’t a distraction - it’s part of the job. And if they’re as spiky as the British press, then you need to be extra careful.
Ange Postecoglou started off very well - with a charming Aussie style. But by the end of this season, he was locked in spats with journalists and losing his temper, and by association control of the Spurs narrative – even if he did then go on to win their first trophy in a gazillion years.
The best managers know the gig. Klopp did it very well. From an England perspective, Southgate brought calm composure during his tenure. Consistency builds trust and defensiveness erodes it. And he was largely given a much easier ride as a manager than as a player by keeping his cool.
Ultimately, the press wants a story. Tuchels already learning that the hard way.
Media training isn’t just for times of crisis. It’s for every interaction with the press. Oh and when it comes to dragging your family into things - it’s probably best just to stay mum.