What the Sydney Swans response reveals about crisis comms

By Caroline Voaden
I have learned over the years that your initial response can define your crisis.
Last Monday, hours after Victoria Police confirmed it was investigating an alleged sexual assault following an incident at the hotel where the Sydney Swans were staying, the club’s CEO Matthew Pavlich stood in front of reporters and said he was “shocked and disappointed” that they had “found themselves in this situation”.
By Wednesday, the story wasn’t just abou