LESSONS IN SPIN: Turning The Story Round. No 1 of an occasional series.
First lets look at the wrong way to deal with leading questions that aim to shift the debate onto a pre-determined negative agenda :
Question: "So, a disappointing crowd of just 24, 541 for a UEFA Cup quarter-final?"
Answer: "Yes, we are very disappointed with it . We have done everything we can to get people in the town to games but they are just not interested. "
Now the right way:
Question: "So, a crowd of just 24,541 for a UEFA Cup quarter-final?"
Answer "Yes the crowd were magificent from start to finish. Did you hear them? We are proud of evey single one of them. That is the kind of passion that has taken this Small Town In Europe this far, and it the kind of passion we see on the pitch too. That's the kind of passion that they have shown every inch of the way as their team has knocked out Champions League regulars like Stuttgart, Roma and now Basel."
Question: "Yes, but just 24,541?"
Answer: "Yes, what a fantastic turn out. You know, some of these people have just got their credit card bill for the trip to Rome and the bill from Basel probably hasn't even arrived yet. Teesside is not the Home Counties. It is a relatively poor area where honest people work hard for a lower than average wage. Some of these magnificent supporters are having to juggle their finances and make sacrifices to be here tonight, to be at Charlton and hopefully West Ham in the FA Cup and we know they will make even bigger sacrifices if neccessary to go to Cardiff and to Eindhoven. We are grateful for that and want to make it worth their while."
Question: "Yes, but 24,541?"
Answer: "Yes, we are proud that we have recorded the three biggest crowds of all the Premiership teams in the UEFA Cup this year. It shows how much desire Teesside has for this competition. You know, Bolton had attractive games like Sevilla and Marseille at home and their biggest gate was 19,728 and Everton highest in the competition was just 21, 843 when they went out to Dinamo Bucharest so we aren't doing too badly."
Questions: "But... 24,541?"
Answer: Yes, heroes every one. Now do you want to talk about the brilliant performance and result?"
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