Key ingredients include: The longer the better, make comments that can't be brushed over, and leave plenty of questions unanswered
The joke around Sheffield Wednesday, or one of those that writes itself, is that two months into the season, the club have accrued more statements from their owner than they have league points. and not many are as riveting as the wait to see what Dejphon Chansiri says next, like the wait to see which Jenga block Elon Musk pulls from X, the website formerly known as Twitter.
Advertisement No fan is sitting down to read a bland statement that has passed through PR filters or communications departments and been stripped of the juice. Rambling is fine, as rambling adds to the theatre and the sense of a loss of control. Better still, it has to read as if it has been written in person; as if the club’s owner was sat at a laptop, glugging vodka from the bottle, smashing the keyboard to bits. And above all, do not allow anyone to interfere.
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