Learn from the FA about how to make a major announcement

If you wanted a demonstration of how not to share an event it was the way the England squad was announced today by the FA.

I write 'announced' but at the time of writing it has still not be officially released. In an age where there are so many ways of revealing the details you have to wonder why the FA built up the expectations of a midday announcement then allow things to drip out on the wires.

It looks sloppy and is a timely lesson for any vendors looking to launch a major piece of news. Manage expectations, flick the switch that releases that news in one go and don't allow some of the major pieces of the jigsaw to leak.

Those who believe the FA is run by men in suits out of touch with reality will have been handed another major piece of ammunition.

This was first published in June 2010

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