Judging by the reaction to the Alexander Isak situation, Newcastle United have lost the trust of some fans. The excuse of “minor thigh injury” didn’t wash with fans as a reason for Isak missing the tour, especially as the recuperating Lewis Hall travelled.
Newcastle have good comms people and they need to work with Eddie Howe and the board to reclaim the narrative. It’s about sending a message to fans that the “project” will not be derailed by the possibility of a star’s exit, that they are ambitious and they are simply working within PSR strictures however frustrating those may be.
They also have to send a message to Isak, leaving the dressing-room door open in case he changes his mind or a deal can’t be done. Messaging is key now. Such as: it’s because of how well Isak has done at Newcastle, how much he has been supported in his goal sprees by talented team-mates, developed by an outstanding head coach, and backed by one of the most passionate fanbases around that he has become one of the most admired players in the world. Newcastle did that for Isak. They’ve helped make him this superstar.
Ultimately, it may not change his mind but it sends a message to potential signings of what a good stage St James’ Park is. If the situation seems irretrievable, and he is set on leaving, then re-emphasise his elite quality and why club value him so highly. So highly there is a £130m+ value on him.
Also on the comms front it’s important for the board to emphasise how much they value Howe. And, should Isak go, use the money properly. They lost Andy Cole and rebuilt. Isak’s situation has highlighted the problems in recruitment.
And rebuild trust of fans. Even normally supportive fans’ platforms are being hugely critical of the club as well as Isak. Don’t kid fans. Posting pictures of smiling players, Hall and Tino Livramento, Joelinton and Bruno Guimaraes, sitting on the plane to Singapore, is all very well, and usual for clubs, but this is not business as usual. There’s an empty seat on the plane.
It’s all very well posting a “Hello, Singapore!” shot of the club coach outside the team hotel, but the slew of “where’s Isak?” replies were inevitable. And tricky for the admin. One of the more measured comments from a Newcastle fan was “could do with some communication from the club, some clarity and info on next steps and what’s happening”. Wise words.
A reminder from the board that they share the fans’ frustrations and remain ambitious would be timely. Newcastle fans deserve an explanation about the present and some reassurance about the future #NUFC
🚨💣 EXCLUSIVE: Anthony Elanga to Newcastle, here we go! Deal in place club to club with Nottingham Forest for £55m.
Agreement also in place with player’s camp on long term deal. 🤍🖤
Excellent addition for #NUFC.
A win that generations of Geordies have been waiting for.
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