When Gerald Ratner informed a stunned audience in 1991 that the secret of his jewellery business’s success was that he sold ‘total crap’ - it was arguably the biggest PR own goal in history.
The chain subsequently collapsed, stores were closed and hundreds of employees were out on the street.
The gaffe has gone down in history to the extent that ’doing a Ratner’ is now a popular idiom for shooting yourself in the foot.
In a ‘hold my beer’ moment in 2019, Prince Andrew took a shot at Ratner’s undisputed world title of PR disasters when he agreed to a now infamous TV interview to clear his name from allegations of sexual misconduct. It was probably the most cringeworthy thing on the BBC since Eldorado. It was a total car crash.
It appears to be the case that rank arrogance and PR disasters go together hand and glove and in this respect, the board and management of Celtic FC has outdone itself this week with what can only be described as a self-inflicted maiming.
In a season which has gone from one clueless disaster to another, last week’s Glasgow derby defeat all but tied red, white and blue ribbons around the league trophy for Rangers. The chances of Celtic sealing 10-in-a-row were already slim before kick-off but by the time Bobby Madden blew the full time whistle at Ibrox, the writing was on the wall.
Nineteen points separated the two teams at that juncture and, despite the noise coming from Govan, the champagne was surely being placed into the fridge. Neil Lennon, meanwhile, dusted himself down and packed his bags. Sadly, not for good in the opinion of many supporters - but for a sunshine jaunt to Dubai where he and his squad were off for a good old jolly up.
Pictures emerged of the manager and club skipper Scott Brown supping pints by the pool. If Callum McGregor’s own goal was hard for Celtic fans to stomach, this was taking the proverbial biscuit.
While the rest of us sit in the house watching re-runs of Game of Thrones, unable to socialise with friends, go to the pub, watch a film at the cinema or even visit wider family - these jokers thought it would be a good idea to board a plane for a sunshine mini-break in the midst of a global pandemic. That the trip was pre-planned - and allegedly approved by the Scottish government - is neither here nor there. It was at best ill-advised and at worst points to an arrogant, ‘devil may care attitude’ towards the Celtic support who pay their wages.
Those who protested outside Celtic Park in the wake of the disastrous League Cup defeat to Ross County were labelled arrogant, spoiled and entitled. And after winning 12 trophies in a row this is an obvious conclusion - but it is also lazy and ignores the real, underlying issue which is a complete disconnect between the people who run the operation and those who keep it afloat.
Clubs in Scotland get a pittance from Sky - the revenue generated depends almost entirely on the commitment and generosity of supporters and in this respect Celtic supporters were, as usual, not found wanting. 55,000 people shelled out an average of £500 a pop to watch games on an internet stream.
In 1994 it was Celtic supporters who stepped into the breach to save their club. Many invested their life savings for no other reason than they wanted to see it back on its feet. And those same people have become increasingly disenfranchised, having virtually no say in how THEIR club is run. The curtains may have changed at Parkhead since 1993 but many of the same problems remain - a small clique of rich, entitled businessmen rule the roost and treat their customers with contempt.
This was not what was promised - Celtic fans were sold on the idea they would be listened to but instead they are left with their noses pressed to the glass. The Celtic Trust has worked tirelessly to get fan representation on the board but their calls have repeatedly fallen on deaf ears.
The news that broke last night that Christopher Jullien had tested positive for Covid and that 13 of his team-mates and management would have to self-isolate following their trip to Dubai came as a surprise to no one. It was just another omnishambles in a very long line of them. As usual the Celtic board and CEO will batten down the hatches, totally unaccountable for yet another disaster entirely of their own making. Heads should roll - but they won’t.
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