Crows PR disaster.

When any organization puts its customers off side it is always a tough job to win them back.

The Crows football club have done just that with their Director and former captain and champion Mark Ricciuto taking a swipe at the clubs supporters after Adelaide missed the finals for the second successive year.

In short this is what Mark said on TripleM

"Whatever decision has to be made from top to bottom will be made for the betterment of the football club,"

"The supporters should back our people in and if they don't, well then maybe they don't need to barrack for the footy club anymore."

Mark has since rescinded his comments, but the damage has been done.

Sometimes when something is done, there is no amount of spin will turn it around.

This is one of those said situations.

And so with that said, my take would be for the CEO or Chairman to acknowledge Mark's comments, Admit the damage they have done, and that the club will reassess the way it communicates and embarrasses the clubs fans.

In my view there is no point in telling the fans it was a slip of the tongue, or that Mark didn't really mean it. The fans will see straight through a strategy like that.

Simple.

No Bullshit.

Oh and one last thing,. Yes of course this story will pass, like all stories do, but if it not handled well and quickly .. although it will disappear from the front pages of papers and TV and radio programs it will still be embedded in the clubs number one assets minds.?

THEIR FANS.