Online Public Relations Thoughts

Spanish soccer president, Luis Rubiales, was adamant three weeks ago that he wouldn't resign for kissing a winning soccer player on the lips.  Now he is gone.  He spoke too soon about his desire to stay on at the Spanish Soccer Federation.  He gave a press conference during which he repeated over and over that he would not step down.  It is now an embarrassment.  The incident is a reminder to communicators to avoid taking hard-edge positions when one is not in control of events.  Rubiales was under strong criticism.  He should have known that his resignation was a possibility and he should have moderated his remarks in light of that.  He didn't and now the press conference is being replayed to his shame.