Leadership, reputation and 52 swear words

There’s an old saying that runs along the lines of “…behaviour is not the main thing that influences reputation…it’s the only thing.” In trying to create “a siege mentality” within a beleagured English soccer club, Newcastle United,┬ánew manager Joe Kinnear swore 52 times at a media conference often directly attacking journalists. What does this do for the club’s reputation, Kinnear’s or those who appointed him? More, how will the prospective new owners feel about Kinnear’s custody of their brand reputation? PR disaster or what?