Commentary: Thomas Reinscheid, David Schmitz, Arne Steinberg
In the colorful world of so-called business advisors, this truism is set: there is no second chance for a first impression. If this is true, then 1. FC Köln and its new media director Fritz Esser will have a huge problem. Because a little more than 24 hours after the announcement that the “billy goats” have found a successor to the shot Tobias Kaufmann after months of searching, it should be clearly stated: At first impression, those responsible at the billy goat home with the obligation of the former ” Bild “editor, no construction site closed, but opened several additional ones in the classic Cologne manner.
Just a few minutes after the FC had published the personnel on its own homepage and the report made its rounds in the social networks, abysses opened up among the horrified supporters: Esser had not only worked for the unloved “Bild” newspaper, but As deputy head of the politics and economics department, he played a key role in shaping and supporting the editorial team. Comments on people seeking protection or “asylum crime” in Germany and benevolent assessments of AfD speakers. In addition, on his Twitter account you can find, among other things: His expert classification of protesting FC fans as weak mates. In short: a first impression that leaves little desire for a second one.
The findings, which barely five minutes of superficial research unearthed, put 1. FC Köln in dire need of explanation: Does a former “photo” journalist with such views correspond to the values to which this club has committed itself? Is a media director with such views politically and politically acceptable for this club, which has “noticeably different” on the flag and brings its own charter into play at the first opportunity? Many fans have a clear opinion: Fritz Esser and 1. FC Köln – they don’t go together at all. The fact that those responsible for the association should be just as surprised by the extent of the rejection as by the abysses of the statements made by their new media boss: That in turn fits into the image that the billy goats too often give of such piquant personalities.
Big questions about the selection process
It also fits into the picture that the FC apparently shied away from the all too offensive announcement of the “newcomer” on the right wing: Neither on Twitter nor on Facebook or Instagram is the attitude of the new head of communications, which the media department seems to be too sensitive for its own Channels considered. Of course, this raises questions: Did FC expect a shit storm about Esser’s “Bild” past and did not really know about the scandal potential of this new line-up? How did it come about that at 1. FC Köln the impression arose that these people could get a more positive echo around this club? How far have those responsible now moved from the grassroots to give their consent to such a decision?
FC Board of Directors: Wettich, Wolf, Sauren | Photo: imago images / Herbert Bucco
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And of course it raises big questions about the selection process, because no matter what view you take on this story, it does not benefit the club or the selected headhunters. For example, the FC might not have known the previous history of their new media director – that would not speak in favor of a meticulous and professional background check, which is actually appropriate for filling such a position. Or the people in charge of the association were well aware of Esser’s verbal abuses, but they either didn’t care or they didn’t care. None of the interpretations gives a particularly convincing testimony, especially to the board of the “billy goats”, who played a key role in promoting this personality.
Either way, the damage to the corridor is immense
Actually, the association only has one option to keep the damage to its image that has long since occurred: Fritz Esser is not allowed to hold the post of media director, which he is supposed to take up on May 1st. Even a trip to Canossa with a heartbreaking plea for apologies should no longer be sufficient in view of the justified anger about the personnel, especially since the credibility should not be particularly good. Anyone who has known FC for longer, however, fears the usual approach: Especially due to the lack of fans in the stadium and the tight schedule, the billy goats could use the current situation to sit out the problem as uncommunicatively as possible. It would be unworthy of 1. FC Köln – but those in charge of the club are already moving in these spheres with this decision.
Hello @fckoeln! When will you introduce the new head of communications to us on Twitter? After all, he has, among other things, proven expertise as a department head at BILD.
Here are a few suggestions for decorating the proclamation Thank you, #effzeh! pic.twitter.com/sPZErieWeL— TimKalation (@TimKalation) February 2, 2021
In the meantime, the damage to the land is immense in one way or another – no matter what the decision on the fate of the new media director might turn out to be: Once again, the board of directors, which disappointed the low expectations of its own supporters from the beginning of the term of office, has important parts of its own supporters before bumped the head. The peculiar closeness to the “Bild” newspaper, which the association has cultivated in the recent past, as well as the general media strategy of the Presidium had already caused a lot of head shaking, at the latest with the replacement of the head of communications for the majority of the group, which in 2019 for the election of Wolf and Co. to the head of the association had finally cut the tablecloth. The hopes of climate change around 1. FC Köln have ultimately fizzled out. Seldom has anyone alienated its supporters faster in the history of the association.
FC board pours oil into the fire instead of ditches
From “Everyone wins together” in less than 18 months to the engagement of a media director who calls parts of his own fans “weak mates”. No one can imagine more vividly how much the current Presidium has moved away from those who brought it into this position. Instead of filling in trenches, the board of directors pours fuel on the fire with such personnel – whether this is okay with them in view of the tasks ahead is left to the imagination of the observer. The fact that many fans perceive the club’s noble social commitment as hypocrisy, at the latest after the announcement of the replacement, is in any case a collateral damage that should still hurt the FC. The fact that some people get the impression that the club has finally arrived on the right path after the mate with the former Union of Values spokesman and AfD lawyer Ralf Höcker should not surprise anyone thanks to the at least naive personnel policy.
The last word should not have been spoken here, however, when the almost unanimously negative opinion of their own membership penetrates into the management floor at Geißbockheim. Where else on the social networks one can find out about lineups, performances and transfers, the fans react shocked across the board at this decision. Angry requests to speak are posted on the Internet almost every minute and also sent to the club by email. It is abundantly clear: from a technical point of view, the new head of media, who does not even get his own social media channels house-trained in the run-up to such critical communication, has already disqualified himself three months before the start. In terms of character, the former “Bild” journalist is completely disavowed just a few hours after the announcement. Or to put it in the words of Alexander Wehrle: “Fritz Esser is an excellent match for us.”
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