Xavi Hernández
walks towards 150 days on the bench of a
Barça
that has not only changed to promote sporting dynamics but also to implement a speech with which to recover the illusion of the member who, in addition, is full of messages to his own players .
A transformation that leaves behind the defiant tone of
Ronald Koeman
and the conformism of his "this is what it is" to begin projecting the vision of a Barça on the rise, accelerated in the last month by the results that endorse it.
His message is beginning to be clear: an era is beginning that is no longer one of total crisis.
«Xavi went to put out a fire, to rebuild a tense and uncomfortable relationship.
He knew that he needed a motivating, exciting and differential message both to reach the fans and the locker room
.
He needed to buy time and chose to mobilize from the press room, in case his idea took time to be seen on the field ».
This analysis of the message and communication of the culé coach has been done for EL MUNDO by the doctor in Communication
Mario G. Gurrionero
, strategic director of the consulting firm Comunicar es Ganar.
For Gurrionero,
Xavi is "a gamer", an "agitator"
who has not completely shed his image as a player, "linked to a vision of football like the one
Cruyff
or
Guardiola
had ".
«Xavi
knows exactly who he is talking to
and begins his matches in the press room with a more natural, young, sarcastic and interventionist style at times, because he always tries to make a headline.
We have seen it with his references to
Pedri
-«He is superlative, a player in capital letters.
He reminds me a lot of Andrés Iniesta »-or
Gavi
-"it's impressive, it never ceases to surprise us"- and he doesn't hesitate to engage in hand-to-hand debates with the press, even if that means lengthening the answers and losing some communicative efficiency", explains the expert, who sees an evolution of the discourse " more rational” from the first days to another
“more emotional”
with the arrival of reinforcements in January and better results.
«You have to understand that he, as a player, has had many
interventionist coaches on and off the field
, capable of sending messages and getting the member out of his seat.
It is that background that he has had that can explain why he likes to be intense and protagonist.
He is aware that he will be valued for what happens on the field, but also that
losing control of communication is losing the ball, and then they create chances
», He adds.
The communicative management of the Dembélé case
The clearest challenge was the position that the club forced him to take in the
Dembélé
case .
The speech that Laporta's board wanted to launch to force his renewal or his departure in January caught the coach off guard.
"
He seemed uncomfortable
.
The coaches today are spokespersons for the clubs and are also chosen for their ability to protect the interests of the entity at all times.
But sometimes there are
discrepancies between what they want to project and what the institution wants
.
That has been clearly seen when the focus was on Dembélé », he explains.
However, the message he sent with the end of the market ended up reinforcing his work with the Frenchman.
“In his position, working well, he can be the best in the world”, said Xavi shortly before he gave him the starting job and his contribution to the team's game became brilliant.
The win against
Real Madrid
and the progress in the Europa League have strengthened the coach and that is reflected in the press conferences.
«He looks more relaxed.
It is no longer just about surviving nor does he need to buy time and take cover.
This is noticeable in the rhythm and cadence of the phrases.
It is a happy speech, with allusions to the past moments that have served to unite and that should serve to stimulate the group.
He smiles more and he is perceived to be
very connected to the mood of the locker room
, which is one of the great audiences he has addressed since he arrived at the club », warns the consultant.
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