Crisis Communication: When sorry is the hardest word in elite sport

Abstract

Social media platforms breathe life into crises {McLean, 2014), and the world of the elite athletes, who often enjoy a privileged existence beyond the reach of their fans, is no exception. Sport inherently is a breeding ground for crises, particularly of a reputational nature. Fueled by social media, transgressions -- or wrong-doings -- by elite athletes spread like wildfire worldwide. This can range from in-game competitions (Brown & Billings, 2013) to 'the conscious and emotional decision' to engage in doping (Overbye et al., 2013), Summers and Morgan (2008, p, 176) observe that the 'constant demand and supply of information, competition and excitement breeds heroes, villains, celebrities and superstars', where a 'sporting celebrity is subjected to scrutiny and the increasingly high expectations of fans'. This is not surprising, given Dimeo's observation that 'Sport is fundamentally about winning, hierarchy, elitism arid losers get nothing' (2017, cited in Lopez, 2010: p, 134),