Leadership to blame for 49ers lack of communication

Three years ago, the San Francisco 49ers hired a new Vice President of Communications to do a job – polish the image of the San Francisco 49ers.

 

Last night, actions of the 49ers leadership reflected none of the intended changes of the communications department.

 

After ongoing speculation, Mike Nolan was released as head coach of the 49ers and replaced on an interim basis by the assistant head coach Mike Singletary.  These rumors started around noon yesterday.  At about that time, the 49ers twitter identity began confirming rumors.  The big news outlets and radio shows were not satisfied with the tweets and hearsay and anxiously awaited official word from the Niners before confirming the coaching changes to the public.  It wasn’t until 10:15 Monday night until the press was officially informed about the personnel change via teleconference. 

 

This teleconference was held in the 49ers Santa Clara headquarters. The press was seated in a room located 15 feet below the polycom that Jed York delivered the news. 

 

Three years ago, the 49ers Vice President of Communications was quoted in the Silicon Valley, San Jose Business Journal in saying that the 49ers had a communications problem – “it’s not so much bad PR, but no PR, or at least no one helping them communicate.”

 

Last night’s press conference has yielded headlines in the San Francisco Chronicle and Mercury news that criticize the organizations lack of leadership.   

 

If your VP of Communications realizes that messaging is a problem and communications efforts have changed little over three years, the problem isn’t in the communications department – it’s the leadership.

 

Jed York couldn’t be bothered to moderate a live press conference.  The news wasn’t released until 6-7 hours after ESPN’s Mike Smith reported the “leaked” report.  Insight broadcasted in the teleconference was so poor in messaging that the news reporters and radio personnel criticized the 49ers communications rather than celebrating the commitment to change.

 

These are signs of ineffective communication that can’t always be helped by a communications program.  If leadership won’t approve effective messaging, there is no reason to have a communications program.

 

Moving forward, the 49ers will only see changes to their public image when the 49ers leadership can make a commitment to change the way they communicate with the public – and by necessity the media.