We like to bring you something a little different in our media training blog on a Friday.
Perhaps something a bit more amusing or lighter than a review of the latest crisis media management incident or analysis of a high-profile media interview.
And this week a particularly heart-warming story caught our attention.
Not only did it create huge traditional and social media coverage, but it also helped to break down a stigma.
And it wasn’t even a deliberate PR exercise.
It came when Barnsley Football noticed that one of its supporters, Chris Ryder, was suffering with mental health problems through his social media posts.
It responded by writing him a letter from chief executive Gauthier Ganaye insisting that the club would support him through the difficult time.
Mr Ganaye wrote: “You’ve been a fan of the club for many years and always supported us, so we want you to know that if the favour needs returning and we need to support you, please do let us know.
“You are welcome to swing by any time. My office is always open.”
The letter also brought Mr Ryder’s attention to the MIND charity – an organisation he admitted in a subsequent interview that he had not ‘thought to look into’.
Mr Ryder posted the letter on Twitter alongside the caption ‘best club in the world’. And from there things went viral.
👏 | @BarnsleyFC Chief Executive Gauthier Ganaye sent this letter to a fan, inviting him to his office for a chat after seeing some of his recent tweets.
— LOVE SPORT Radio (@lovesportradio) August 14, 2018
Absolute class from Barnsley.
📸 by @CWRyder pic.twitter.com/cr0Xmeq1yH
At the time of writing the original post has attracted 1,700 comments, 132,000 likes and has been shared 27,000 times.
Everyone loves a good deed and inevitably that level of activity captured the interest of the traditional media, resulting in some glowing headlines.
Here are a few examples:
Barnsley FC wins new supporters by cheering up fan with the blues The Times
Barnsley sends heartfelt letter of support to fan suffering from depression The Sun
Barnsley chief executive sends touching letter to fan suffering with mental health problems Daily Mail
Football club sends letter of support to fan who wrote about depression on social media Mashable
Author JK Rowling was among those who showed support for the story on social media, where there was plenty of praise for the club’s actions.
— J.K. Rowling (@jk_rowling) August 15, 2018
Hi Chris, it's so lovely to see such a warm, supportive letter. We'd like you to know that we are always here if you need us. Take care, Eifion at Mind.
— Mind (@MindCharity) August 14, 2018
Absolutely class letter from Barnsley 👏🏼#YouReds🔴 pic.twitter.com/VXy1CKgSo4
— Ladbrokes (@Ladbrokes) August 14, 2018
A Barnsley football fan battling depression has been sent a really lovely letter from their CEO:https://t.co/qInM2FS5pD
— BBC One (@BBCOne) August 14, 2018
Must admit that I'm not a huge fan of football, both in terms of the game and its image, but this letter from Barnsley FC to a fan struggling with depression is one of the loveliest things ever. https://t.co/B93DmmdBQz
— Stuart Willis (@sillytrouts) August 14, 2018
That Barnsley CEO letter to the lad with mental health issues. That’s a club genuinely in touch with its fans. Really good to see...
— Dave Morrow (@davemorrow64) August 14, 2018
Cynics might suggest that the letter was just a PR stunt and that the club achieved the positive coverage it was looking for.
But it simply does not feel like that was the intention and it is worth remembering that no-one would have known about the letter had the recipient not posted it on Twitter. And I’ve not seen any comment from the club in the subsequent media coverage or on its official social media channels.
It is a story which shows a chief executive – the youngest in the league incidentally – not only connecting with supporters but also genuinely showing that he cares about them. And that is a lesson that other organisations should take on board, particularly when things go wrong or when dealing with crisis media management incidents.
It also highlights the role organisations can play in breaking down stigmas and raising awareness of crucial issues, such as mental health issues in football.
And it also shows that good comms doesn’t always need to start with digital. Probably one of the greatest bits of publicity Barnsley Football Club has achieved for some time began with a personal letter.
From a moral and PR standpoint Barnsley deserves to win the league this year.
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