Sponsorship information for:
The community expects leadership rather than perfection when sporting organisations face a crisis according to strategic communications expert Vanessa Liell.
The Sydney Swans’ response to the controversy involving five players will be judged against the club’s stated culture and values, she said.
The co-founder of consultancy, Orizontas added, “In a crisis, stakeholders like sponsors and members and fans and authorities don't expect perfection.”
“What they expect is leadership.
“The real test is whether leaders make decisions consistent with the organisation's values when they're under pressure.”
The Swans had met that immediate expectation by acting quickly and suspending Riley Bice, Nick Blakey, Isaac Heeney, James Jordon and Chad Warner for the remainder of the AFL season over a serious breach of club standards.
Earlier this week the players had been linked to a Victoria Police investigation into an alleged sexual assault at the Melbourne hotel where they were staying.
It is not suggested any of the players are accused of sexual assault.
Liell said the club had appropriately separated its decision about player conduct from the legal process.
“They haven't prejudged them. They've said, there's something here that doesn't meet our standards. That's why they've been stood down.
“That's what the community expects, and that's what leadership requires.”
The Swans said its sanctions were independent of the Victoria Police investigation, with any further decisions to be made after that is completed.
“The community expects two things.
“They expect, one, that there's a legal process, and then secondly, that there is an organisational process, and they are two different things,” Liell said.
“The organisation can respond straight away …, but the legal response takes time.”
Liell added that further communication would be critical as the issue develops.
“If you don't communicate, other people are going to.
“The biggest reputational risk for them is not this week's headlines, it's whether people see this as the actions of individuals or evidence of a deeper cultural problem in the club.”
The Swans have historically built a strong reputation around club culture, increasing the importance of demonstrating that its response is consistent with those standards.
Liell said the club should be prepared to examine whether there were any broader systemic issues and communicate what it finds rather than allowing others to define the issue.
The response should also demonstrate concern for those affected.
The Swans said it condemned all forms of abuse and disrespectful behaviour towards women and acknowledged the impact of the allegations on its AFLW athletes, staff and the wider community.
For longstanding Swans Principal Parter, QBE, Liell believes its response to date appropriately recognises the seriousness of the situation while allowing both the club and legal processes to continue.
The sponsor’s statement in full reads:
“QBE acknowledges the seriousness of the allegations that have been reported.
“We have no tolerance for conduct that compromises the safety, dignity or wellbeing of others and we support the club’s position in condemning all forms of abuse and disrespectful behaviour towards women.
“Given there is an active police investigation it would be inappropriate for us to comment any further.”
Liell said, “I think it would be premature for QBE to do anything else at this stage.”
“I think it's right for [QBE] to see the outcome, how the organisation deals with it, and then also the legal process.”
The players themselves have limited options from a reputation management perspective while the processes continue.
“They would be expected to fully cooperate and to align with what's asked of them at this point,” Liell said.
“At this stage, I don't think it's about those players.
“I think it's about the victims, and I think it's about the broader impact that it has on everybody else,” she concluded.
It reads.
"We are deeply concerned by the serious allegations involving several Sydney Swans players. We are aware there are investigations currently being conducted by the relevant authorities and await the findings of those investigations."
