(Author's note: I have worked more than 20 years in public relations and communications, and know quite well how organisations use/co-opt/corrupt journalists, bloggers, and all media types. I've worked for two major metropolitan cities and an international trade organisation--all with smaller budgets and lower profiles than a global brand like the Arsenal Football Club. Trust me when I tell you, I'm 100% certain that some bloggers are being used as mouthpieces by the club to influence opinion among the fan base.)
When the book about this Arsenal season is written, perhaps certain truths will finally be told. One of the forgotten ones will be just why Lukas Podolski was held out of the qualifier against Besiktas.
To my knowledge, a player could appear in a qualifier and not count as cup tied, so there could really only be two reasons for sitting a player who has scored 5 goals in only 9 European matches for the club. One, he is still being shopped around and the club have him wrapped in cotton wool; two, the gaffer absolutely can't stand him.
Poldi, as his fans call him, has actually scored 19 league goals in 53 appearances for Arsenal, which is a fair return if you ask me. Olivier Giroud, the darling of the club-connected bloggers, has taken 72 appearances to score 28 goals. I'm no math professor, but if you compare those goal scoring records, and you don't have some hidden agenda, you'd probably say "Hey, that Podolski guy is pretty good."
This is said without considering that Arsenal barely score 2 goals per match anymore.
Since Saturday's draw (it was a draw, remember?) at Everton, the Arsenal universe has spun wildly in all directions. First, it was "See? Giroud is priceless! The team was shit before he came on! Arsenal can't win without him!"
Then it has been "Giroud may be injured. Oh, and Podolski is shit and is on his way out."
Then it was "Giroud is injured, and whilst Podolski is still shit, he's not on his way out today."
Now it's "See? Sanchez really is great and Arsenal can win without Giroud."
Wait, what? I thought Arsenal can't win without Giroud? What the fuck are you saying?
Giroud is massively unpopular with the vast majority of Arsenal supporters. Podolski, on the other hand, is massively popular with Arsenal supporters. Now, if I were a public relations professional (oh, wait, I AM one) and I had a problem like this, my first step would be to "influence the influencers," and make sure that the most widely read and respected bloggers were on my side.
This has been such a divisive issue that the most widely read and influential Yank Arsenal blogger has in the past week written columns on "Is any Arsenal player not divisive?" and "Arsenal don't need a big scoring forward to win the league." He also wrote a love letter to Wenger, praising the man and talking about his glorious history and brilliance in that time. Transparent much?
What these bullshit artists and spin doctors ought to be saying is, "Arsenal won a fucking match without the priceless and perfect Olivier Giroud." But don't worry, you won't see that story from any of them.
Amy Lawrence came close the other day, and probably risked her access to the club, by writing this column that almost comes out and says "Wenger's transfer policy has been an extremely high risk gamble for years now." Amy is a lifelong Arsenal supporter, so I'm sure this was a big step for her.
What's sad about all of this, this spin, this PR smokescreen, is that it is nothing but a mask designed to disguise the things that have threatened the club's worldwide prominence for a decade now. A parsimonious transfer policy combined with a tactical intransigence, plus the unwillingness to embrace the modern world of club football, put Arsenal on the back foot compared to rivals both domestic and foreign.
Things that would erode confidence in the manager have been constantly diminished, as has anything that would spark a MUFC-style revolt against Silent Stan's penny pinching ownership. Keeping Stan out of the spotlight and having a marketing spin wizard like Ivan as his public face, compared to the bumbling Equaliser Ed Woodward in Manchester, has to be a conscious PR move.
The result has been to sharply divide the Arsenal supporters, forcing them to choose between the club as an institution and Wenger as a person (or Wenger's pet players). It's forced people who love Arsenal to choose between a desire to see success for the club and a perceived loyalty to Arsene Wenger.
Name-calling, insults, epithets, threats--all are the result of this spin campaign designed to protect "the brand" that is Arsenal while simultaneously hiding whatever the actual truth is that exists behind the curtain. The club-promoted spin ends up pitting supporters against each other, with one side accepting the "orthodox" view and feeling the need to attack the "heretics."
"If you really loved Arsenal, you'd shut up and support Wenger and the players!" Unless those players are named Podolski, at which point you should shut up and attack the players.
So where are we now? Qualified for the Champions League group stages and the cash that gets Arsenal's summer transfers closer to break even. No plans to strengthen at the back (clearly a desperate need and just wait until one of Per, Koz, or Chambers gets injured), no plans to buy an established goal scorer (because remember, Mr. Yank Stats Blogger says you don't need one), and no need to buy a powerful defensive midfielder.
The purchases of Ozil and Sanchez, taken in a broader context, don't really signify much other than that there is a bit more cash on hand to keep advancing the brand. It's not about putting together a team that will win a league title. It's about the fear of harming the global cash flow. The trip to the USA this summer looks more and more like a one off designed to do nothing more than appease the Yanks who make up an huge percentage of the world's Arsenal fans.
Lastly, because I've gone on far too long, I want you to consider this line from the world's most famous Arsenal blogger:
"When you consider that we’ve just done Besiktas away, Everton away, and now Besiktas at home, that’s a pretty challenging schedule for a team that has got its troubles right now. Injuries, shortened pre-season preparation, new arrivals still bedding in and overall a group of players that hasn’t really gelled yet, to have come through that successfully is good going."At no point in that statement is there anything that implicates Arsene Wenger or the club for creating those "challenges." It's as though the "challenges" were handed down by God or some random force. NO!!!!
The TRUTH is that every problem Arsenal have right now is SELF INFLICTED!!!! Stop the club spin! Injuries? You didn't know that Gibbs is injury prone? You didn't know that Arteta has had major injury problems in his career and is pushing 35? And all the other crap?
I hate corporate sloganeering as much as I hate anything in the world, but all I can say to this bullshit spin is
IF YOU FAIL TO PLAN, YOU PLAN TO FAIL.
Thanks for reading.