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Liverpool Praised For Handling of Suarez Incident

Mon 22nd Apr 2013 | Marketing & PR

Liverpool have seemingly learned how to handle one man PR crisis, Luis Suarez’s antics in the media after he provided newly appointed Director of Communications, Susan Black with her first real test.

In a long line of controversial incidents, the club were quick to condemn the Uruguayan’s bite on Chelsea’s Branislav Ivanovic in yesterday’s game at Anfield with both Manager, Brendan Rodgers and MD, Ian Ayer quick to respond to the incident.

Jon Deacon, Business Director at Fast Track, praised the club’s reaction according to PR Weekly. He said they had “learned well and moved forward,” from previous incidents involving Suarez.  

“There was a common consensus that the Evra-Suarez affair was not handled in the best way, whereas this time you have seen clear and decisive action,” he added.

Suarez initially went on Twitter to post an apology yesterday, stating “I'm sad for what happened this afternoon, I apologize Ivanovic and all football world for my inexcusable behaviour. I'm so sorry about it!!”

Ayre, who cancelled a trip to Australia following the incident, has today confirmed that Suarez will be fined by the club over his actions.

“We've taken action to fine Luis for his actions,” Ayre told the club’s official website.

“Brendan has spoken to him and I've spoken to him, and Brendan will be working with him further on his discipline.

“You can see when you speak to him how sorry he is about it and he's certainly shown quite a lot of contrition to us - and as part of that, he's also asked we donate the fine to the Hillsborough Family Support Group. I think he felt like he let a lot of people down yesterday.

“Hopefully that puts the matter to rest from our point of view and we'll wait and see if there's any further action from the football authorities.

Following the news that he’d been fined, Suarez took to Twitter once again to offer his apologies, “1/2 For my unacceptable behaviour yesterday the club has fined me today, I have asked the club to donate the money to...

“2/2 ...to the Hillsborough Family Support Group for the inconvenience I have created to the Liverpool fans and to Ivanovic.”

Posted by: Aaron Gourley

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