Calacus Weekly Hit & Miss – Kiyan Prince & Liverpool FC

Every Monday we look at the best and worst communicators in the sports world from the previous week.

HIT – KIYAN PRINCE FOUNDATION

Kiyan Prince was a young teenager with significant footballing talent who played in the youth academy at Queens Park Rangers.

His life was tragically cut short in 2006 when he was murdered as he tried to break up a fight at school. Sadly, his potential was never realised.

To mark the 15th anniversary of his death, Kiyan is fulfilling the life dream he should have been allowed to achieve.

As a result of an incredible initiative named ‘Long Live the Prince’, led by the Kiyan Prince Foundation, Kiyan has been brought back to life in the virtual world.

By using a combination of AI technology and old photos, a lifelike image of Kiyan has been developed to show how he would look today. The campaign has been orchestrated by the likes of QPR, EA Sports and other major brands including Adidas and JD Sports.

He has also been recreated as a playable character for QPR in the world’s most popular sports game, FIFA 21. Match Attax will also issue a special Kiyan Prince playing card.

Elsewhere, a short film has been created to help vulnerable young people engage with the key principles of the Foundation across social and earned media, along with a series of ads fronted by virtual Kiyan in the media, social media and advertising, including at the billboards in Piccadilly Circus.

This campaign is one that brings so much positivity to light. It has gained considerable media coverage through the press and online sources from the brands involved.

But the real impact comes from the use of unconventional PR techniques, targeting an audience who probably wouldn’t see the campaign via traditional means.

By using something as big as FIFA 21, a game played by millions of children, to bring an issue like knife crime to the forefront of their attention, is such effective way of showcasing the valuable work of the Foundation to so many more people.

Kiyan’s father, Dr Mark Prince, who set up the Foundation in 2008 and was awarded an OBE in 2019 for his charity work, believes the campaign’s brilliance lies in the way it will inspire young people.

He said: “I want my son to be remembered not for the tragedy of his death but for the triumph of his achievements. Through this campaign my hope is that the world finally gets to glimpse Kiyan’s incredible potential fulfilled.

“We get to honour his talent. And, hopefully, we can inspire other kids to honour their won talent, too – whatever their own strengths might be.”

All proceeds raised during the campaign will go straight to supporting the work of the Foundation; raising awareness for the dangers of knife crime and helping young people fulfil their potential.

Having renamed Loftus Road in honour of the Kiyan Prince Foundation in 2019, the collaboration was an obvious next step for QPR. 2021 would been the year of Kiyan’s 30th birthday and his former club have listed him as an official squad member, giving him the squad number ‘30’ for the 2021/22 season and have added him to all matchday programme team sheets. A lovely touch from the Championship side.

Paul Morrissey, QPR Head of Media and Communications said: “We are very keen to help support this campaign. It’s such a wonderful innovative idea and it’s really reaching the people that Mark’s work tries to reach.

“This campaign is creating a conversation around who Kiyan is and within the FIFA 21 game we wanted Kiyan to be a player that people would want in their team.”

In such a challenging period for so many people, this campaign is built on hope, optimism and collaboration, shining some positivity on what can happen when major brands work together.

It’s not only honouring the life of Kiyan but sending a powerful message on the issue of knife crime and the role of sport in helping change the lives of young people, through the vital work of the Foundation.

A fitting tribute to Kiyan. Long Live the Prince.

MISS – LIVERPOOL FC

There’s a lot to like about Liverpool FC.

Even before their charismatic manager Jurgen Klopp too over and guided them to the Champions League and Premier League titles, they have been renowned for a culture of community and inclusivity.

Just as with some of the other biggest clubs in the Premier League, their values and reputation have taken something of a knock after they initially joined the ESL.

One thing Liverpool have prided themselves on is looking after their own, so it’s a surprise to see their own internal communications fall short with regard to the Women’s team player contracts.

Kirsty Linnett and Becky Jane have criticised the club after learning that contracts they had been offered were being retracted.

Linnett posted on Twitter: “My time at Liverpool has come to an end... I have seen a lot of similar experiences to what I have explained below in women’s football recently.

“Something needs to change, people need to be treated better, it’s not good enough.

“"It would have been nice if someone from the club had the decency to tell me that they were retracting the contract offer they'd previously sent my agent.

"I felt that after three years the least I deserved was a face to face meeting the moment they knew they wanted to let me go.

"Football is football but where does this stop? I've no hard feeling with being let go, it's part of the game.

"What upsets me is the club support campaigns for mental health yet treat their own players with such little regard and respect.

"Let's hope clubs can do better by their players during these difficult times and act with more care for the people involved as manners and morals cost nothing."

Linnett makes a strong and reasonable statement about the communications lapse from the club, which was compounded by her team-mate Becky Jane.

Defender Jane wrote: “Unfortunately, similar to @kirsty_linnett the club have retracted my contract offer in a similar way.

“As female footballers with zero security as it is; the least we deserve is to be treated better and with respect. It takes nothing to be kind.”

Liverpool, who were relegated from the Women's Super League in 2019-20, finished third in the Women's Championship this season.

They re-appointed former boss Matt Beard as their new boss last week and the manager has been making decisions on his squad for next season.

The club did at least make a statement in response to the players’ claims and said: "Like all professional clubs, Liverpool Women are in the process of compiling their retained and released list for the forthcoming season.

"With the players two weeks into their off season holidays, the club has been informing all affected players of decisions as early as possible. With players contracted until the end of June this gives them the best possible chance of securing new clubs and making plans for next season. Players' agents have also been informed as is standard practice.”

Although the response is polished, the fact that not one but two players have spoken out like this underlines the shortcomings in Liverpool’s internal communications activity.

Clear and consistent communication is essential, particularly in relation to staff departures to limit the sense of shock or anger that those affected may feel when being let go.

There’s also a strong argument that this lack of communication would not occur for the Men’s team and no doubt Liverpool will undertake a review to ensure no such repeat of this in future.