Analysis of Luis Suarez Rebound - Essay Example

He is currently, the most prolific hat-tricks scorer in the English Premier League. Before joining Liverpool, Suarez was playing for Ajax where he was the captain and League’s top scorer scoring in almost every game he played. Indeed, he is a legend in Ajax having scored his one hundredth Ajax goal in 2011. He joined Liverpool in 2011 on a €23 million transfer fee (Warring web).

However, Luis Suarez's career has encountered various setbacks that include suspensions and fines for racial discrimination and biting players. Indeed, after biting PSV Eindhoven's Otman Bakkal on the shoulder in 2010, he suffered a seven games suspension. He also suffered a 10 games suspension after biting Chelsea's Branislov Ivanovic on the arm in 2013 (Warring web). On a different note, Suarez suffered yet another professional blow when he allegedly racially abused Evra and was suspended for 8 games (McClatchy).

Seemingly, Luis Suarez's history depicts a person with a troubled mind and troubled actions because he always denied these incidents claiming that it is not in his nature to react that way. He claims that such things happen in the field. Notably, biting is an emotional response and hence the need to evaluate Suarez’s mental health (Rumsby and Sutcliffe web). Indeed, Liverpool is already providing support and counseling to Suarez and FIFA is likely to recommend for his mental health evaluation in the recent investigations. This will help Suarez to bounce back.

As his marketing manager, I have a plan to get public relations going in the right direction for this talented and controversial Liverpool and Uruguay striker. Indeed, my main objectives are to change the public’s negative perception of Suarez, present Suarez’s mental troubles, and his success, and convince the audience that Suarez will bounce back. This will maintain or increase the value of the player. The target audience for this plan includes the media, Liverpool Football Club, Uruguay Football Federation, football fans, football players, Suarez fans, football sponsors, Suarez sponsors, FIFA, and other football stakeholders. I have developed a strategy and tactics for the public relations plan.

The strategy will include promoting the public image of Luis Suarez in the media and to the football fraternity. The tactics involved will include maintaining sponsors, public debates on international media, attending counseling sessions, community campaigns, and selling Suarez’smerchandisee. The key message for the public relations plan is that Suarez will bounce back. This message is consistent and will be identical among various audiences that are following the current Suarez scandal. The implementation of this public relations plan will require some resources. As such, I have drafted a budget for certain unforeseen expenses. The implementation of this public relations plan will follow a strict task list and schedule that will guarantee maximum efficiency. Read More