The Canucks Communications Disaster
I am a communications consultant. I’m also a hockey mom. Rarely do these worlds collide, but here we are.
Our hometown team is the Vancouver Canucks, and this week our team made headlines around the world (Forbes, The Washington Post, and too many others to mention) for all the wrong reasons.
All because the Canucks committed one of the biggest corporate communication blunders I’ve ever had the misfortune to witness in real time. And it all has to do with how they handled the firing of their (now former) head coach Bruce Boudreau.
Coaches regularly get fired from teams and I’m not saying a change wasn’t warranted. But it’s all in how an organization handles a change like this. And to say the Canucks handled this poorly is as they say, being generous.
Usually, change is swift and decisive. Not this time. Instead, the Canucks left Bruce hanging for almost three months after the first rumors surfaced. Weeks of intense speculation and breathless media reports. Weeks of the Canucks obviously looking for a replacement, and then finding one, all played out in in the public eye. It was like Bruce’s marriage was collapsing in front of us all, and his partner was already engaged to someone new but didn’t have the courage to break up with him.
And the Canucks stubbornly refused to deal with the situation. It seemed like they were thinking if they ignored it, it would all just go away. This is never an effective strategy.
It did not go away. Instead, the opposite happened. How the Canucks were treating Bruce became the story, and then a communications and public relations disaster.
The fact that the Canucks finally and officially fired Bruce over the weekend is now almost inconsequential. The damage was done. And then that damage was compounded by the cold press release they issued announcing his firing, and the tone-deaf social post wishing him well.
“Bruce Boudreau Thank You” said the graphic. “Your dedication and passion for the game have created a lasting impact on the Vancouver Canucks and our community. Thank you, Bruce.”
Seriously? What a phenomenally effective way to add insult to injury! It came across as disingenuous and lacking empathy. (If you have time, I encourage you to take a deep dive through the comments – I am honestly surprised their social media manager didn’t disable them. Virtually all of them are scathing, and overwhelmingly in support of Bruce.)
One of them says “HIRE A PUBLIC RELATIONS FIRM AND QUICK!!! … ACTUALLY, MAYBE 2”
Ha, far too late for that! Because so much is wrong with how all this played out, no public relations firm (not even mine) could help turn this one around.
Not only have the Canucks looked terrible throughout this agonizing process, public trust has also been eroded. Trust is everything, and losing it has consequences.
There will be (at least) short-term revenue loss. People aren’t going to games. Season ticket holders are leaving. It’s going to be harder to recruit not just players (because who will want to play for a team that treats people like this?) but also for roles within the organization. The way this was handled speaks volumes about the culture and character of this organization. It’s arrogant. It lacks compassion, and it will forever change how people (fans and players alike) think of the Canucks.
So what can you learn from all this?
Treat people humanely and with respect. (always). Have a clear and focused message from the outset. Don’t try to dodge rumors (it never works, it only fans the flames). And if you find yourself feeling like you’re in hot water, call a professional.
**If you have communications questions, reach out! We would love to help you and your organization communicate clearly and with respect, no matter how challenging the situation.