I suppose you might be one of those who is wondering why some coaches are more successful than others, although they have, for example, the same level of knowledge and expertise? Why are some of them moving easy to more reputable clubs, constantly progressing and acquiring the financial and status benefits?
Why do the media like to interview and quote them, and players like to train with them?
What is it that distinguishes them from their colleagues?
Some will say that they are charismatic, some will add they do follow modern sports trends, and have more feelings for the players. Someone might think they have better contacts or know more influential people. Parts of the truth can be contained in all of these responses, but a comprehensive explanation that applies to all such coaches, regardless of their personality or communication profile, is that for success it is no longer enough to be just a professionally recognized as a coach who delivers results.
Today, a football coach must know how to present his or her knowledge and achievements both to the environment and the public. To achieve success in a coaching career, it is very important to get familiar with communication and marketing skills. Primarily because today’s sports public are under the influence of marketing communications. And the sports audience consists of players, parents, fans, administrations, media, sponsors – they do not evaluate the football coach according to his professional work and results achieved on the pitch solely – he is also evaluated as a person, according to his communication with the public. The public will, of course, remember the sports results of a coach, but the way he presents his personality is crucial for gaining respect or disrespect of the public. Each coach’s appearance is communication – a message that spreads and creates either positive or negative image.