I suppose you might be one of those wondering sometimes why are some coaches more successful than others, although they have, for example, the same level of knowledge or abilities?
Why are they better “sold” on the football market, how come they are moving without any problems from small to more reputable clubs, constantly advancing and achieving financial and status benefits?
Why do the media like to interview and quote them, and players like to train with them more than with others?
What is it that distinguishes them from their colleagues?
Someone might think that they are charismatic, someone will add they follow modern sports trends more than others, and that they have more feelings for players. Someone might even think they have better contacts or know some influential people. There could be a part of the truth in all these answers. A comprehensive explanation that applies to all such coaches, regardless of their personality or communication profile, is that to achieve success it is no longer enough to be just a professionally recognized coach who delivers results.
Today, the coach has to know how to present his/her knowledge and results achieved both to his/her environment and the public. To achieve success in the coaching profession, it is very important to get familiar with communication and marketing skills.
Because the sports public today is more or less influenced by marketing communication.
The sports audience, which consists of players, fans, club management, viewers, media, sponsors do not evaluate the coach according to his coaching work and results achieved solely. He/she is also evaluated as a person, according to his/her communication with the public. The public will remember the sports results of the coach, but the way he/she presents his/her 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.
If you want to build a successful coaching career in football, you have to master basic communication and marketing skills at least. If you do not know how to present yourself and your knowledge it is highly likely there will be no results.