England’s Football Association gave us a lesson this week on how not to secure change within FIFA to rid it of the ‘alleged’ <cough!> corruption.

For too long FIFA has been a self-serving and inefficient organisation.  Like many international governing bodies it’s executive committee has become distant from the supporters who actually and in this case own the game.  For FIFA football is all about the business – getting and securing the best sponsorship and trickling these deals down into local associations, many of which are run on a shoestring.  That said and as has been reported those who sit on the top table of this once venerable organisation have become unconnected with the people who play this sport.

The politics of sport is ugly and ruthless.  But let’s be objective, FIFA has 208 national member associations – more than any other international governing body.  The UN itself has 192 states as members.  These national member associations represent the world and it’s various and diverse cultures.  What is acceptable in some of these countries would be deemed unacceptable in western democracies.  But equally, some of the West’s own behaviours would be deemed wrong in many of the states that are represented within the FIFA family.  That still is no excuse for much of the activity that has become endemic within this broken organisation.

All this doesn’t excuse the moralising of the UK press towards how FIFA operate.  If you read the media from around the world you would be forgiven for thinking that it is all above board.  In fact, read Spain’s sports daily Marca or As or any other title from South America or Africa and the only quotes about the alleged corruption come from local titles that quote the stings made by The Times and Sunday Times.  Moralising in my opinion doesn’t help with change.

To coincide the publishing of stories about corruption to days before the voting for the 2018 and 2022 World Cup was short-sighted by UK newsdesks.  Yet ask UK journalists and you’ll get an answer about public interest.  Really?  Is it better to run a story before the voting or possibly just after?  Would news outlets have got better stories in the lead-up to an English World Cup?  All very odd.  I’ve had conversations with a few journalists who’s view is that they should be independent and I agree.  But the question from a public relations perspective is how you secure change?  Are some outlets chasing numbers rather than using their skills to enable better transparency?

Public relations can be a force for good.  Sure, many people see this profession as one that focuses on spin and misinformation.  But, in countries such as the UK, with a good relationship with media outlets PR could work in harmony to achieve the change that is required within FIFA.

So as we approached this week’s FIFA’s 61^st Congress we noted the media and the English FA once again making a stand for what they thought was right.  It was a question in my opinion of preaching and not teaching.  What they did was get it very wrong, to the extent that their behaviour possibly helped Blatter secure a fourth term in office.

The public relations campaign activity by The FA leaves a lot to be desired.  Fit for purpose?  I leave you readers to decide.

There used to be days when Britain was good at understanding the world, at doing deals and assisting and promoting best practice.  FIFA needs to change, but so does The FA, who is in grave danger of becoming irrelevant to the football family.