Amorim’s Post-Match Meltdown: A PR Masterclass or own goal?

Greg Simpson from Press for Attention at Manchester United match at Old Trafford.

I was there yesterday….

As a Manchester United fan and someone who runs a PR agency, I find myself regularly wincing at what happens both on and off the pitch at Old Trafford. But Ruben Amorim’s post-match comments yesterday—a self-flagellating declaration that his team might be “the worst in the history of Manchester United”—were a stroke of mad genius.

Having dragged myself to the game (and spent most of it shouting into the void), I couldn’t help but feel Amorim’s words were less about despair and more about a calculated bit of PR wizardry. It’s as if he’d hired his own crisis comms team to craft the perfect soundbite: one part self-deprecation, one part public cry for help, and one part tactical nuclear strike aimed at the Glazers’ wallets.

Let’s break it down.

Own the Narrative, or Someone Else Will

In PR, one of the golden rules is simple: get ahead of the story. And Amorim absolutely nailed it. By calling his team “the worst,” he didn’t just address the criticism—he obliterated it before it could even start. It’s like walking into a room wearing the worst outfit you own and loudly declaring, “Yes, I look ridiculous, but I’m the only one brave enough to pull this off.”

He took the sting out of the pundits and gave fans an outlet for their frustration. Suddenly, the conversation isn’t about Amorim’s tactics—it’s about the bigger picture, the state of the squad, and whether anyone upstairs is awake and paying attention. Genius.

A Low Bar = A Safe Landing

By declaring this team a historic low, Amorim has essentially lowered expectations so much that anything other than total relegation will feel like progress. Sure, it’s not exactly inspiring, but it’s clever.

You see, when people expect failure, mediocrity suddenly feels like a win. If we scrape a draw against Wolves or nick a fluky 1-0 against Burnley, Amorim can step back into the press room with a cheeky grin and say, “See? Not the worst anymore!”

The Quietly Loud Challenge to the Board

Let’s be honest: Amorim’s comments weren’t just for the fans or the players—they were aimed squarely at the people holding the purse strings. Declaring the team “the worst in United’s history” might sound self-critical, but it’s also a subtle, devastating indictment of the club’s recruitment, planning, and long-term vision.

It’s hard to imagine the Glazers watching Amorim’s press conference without at least a flicker of discomfort. By shifting focus onto the squad’s quality—or lack thereof—Amorim has essentially dared the club to back him in the transfer market. And with the January window still open, the timing of this move is impeccable.

What makes it so clever is that he never explicitly criticizes the ownership. Instead, he uses his own reputation as collateral, taking the fall publicly while making it clear the solution requires more than just better coaching. In PR terms, it’s the equivalent of nudging someone with your elbow while staring pointedly at their wallet.

Lighting a Fire Under the Players

While Amorim’s comments could be seen as throwing the players under the bus, they might also serve as a wake-up call. No professional footballer wants to be associated with being the “worst” at anything—let alone in a club as historically significant as Manchester United.

By publicly airing this challenge, Amorim creates an uncomfortable but motivating pressure. Players will want to prove him wrong, not just for their own pride, but also to escape the brutal scrutiny of fans and media. It’s a gamble, but one that could yield results if the dressing room responds positively.

A Masterclass in PR Strategy

For all its rawness, Amorim’s approach ticks every box of effective crisis management:

  1. Acknowledge the Problem: He didn’t shy away from the truth, and fans respect that honesty.
  2. Redirect the Conversation: By framing the team’s struggles as a collective, systemic issue, he diverts attention from himself and his tactics.
  3. Apply Pressure Where It’s Needed: His remarks subtly highlight the need for investment and reform without alienating key stakeholders.
  4. Engage the Audience: Fans may be frustrated, but they’re also likely to rally around a manager who’s willing to speak so candidly about the club’s problems.

Final Whistle

From where I was sitting at Old Trafford yesterday, Amorim’s post-match comments felt like a last-minute screamer of a goal—unexpected, risky, but undeniably impactful. For a club in chaos, this kind of narrative control is invaluable.

Whether it leads to long-term success or not, one thing is clear: Ruben Amorim knows how to play the media game. He’s framed the current struggles as a shared responsibility, subtly highlighted the need for investment, and set the stage for any future progress to feel like a triumph.

As a PR professional, I can’t help but admire the tactical brilliance of his approach. But as a Manchester United fan, I’m left hoping the club actually listens—and invests—before this narrative becomes more than just words.

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