What to expect from Dom McKay’s Celtic communication

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In terms of where Celtic have gone wrong this season, communication has been a massive red flag all season.

Peter Lawwell, for far too long, has hidden in his shell when things were going poorly. Only when criticism hit its peak – post Dubai – did we hear from the Chief Executive. And even then it was a grovelling apology with a hint of defence to it [Celtic YouTube].

Outside of that? Nothing. The next we heard from him was when he decided to announce his plans to resign this summer. Not a peep from him when results were poor and the management team was all over the place. Not a sound when fans were demanding change in order to save 10-in-a-row. And again absolutely nothing when our club was getting battered from pillar to post by the Scottish Government. This was often just left to former manager Neil Lennon [The Guardian].

Now, it’s time to focus on his successor Dominic McKay. The former Scottish Rugby man is currently undergoing a transition period as he prepares to take over from Lawwell on July 1st.

Interestingly, there has been no wild fanfare or media event to go along with McKay’s arrival. Indeed, it’s felt as though he’s been sneaked in the back door in truth despite the fact his start date had been widely anticipated.

Celtic fans have been asking the club why McKay has yet to address fans. That was answered today by the Celtic Supporter Liason Officer, who stated his belief that McKay will be keen to engage:

Dominic McKay needs to show a desire to tackle criticism

As things stand, McKay will be entering a club that couldn’t be more split from its fanbase. A support that believes its football club has too often left them on the outside looking in – unaware of what’s actually going on at the club.

McKay will have to repair that damage. However, there’s only going to be one solution to it – more information given to fans than we’ve seen in years. Indeed, if McKay thinks he can just sneak into Celtic Park and stay hidden behind his desk, he succeeded the wrong man. Celtic fans are desperate to have a Chief Executive they can rely on. Someone who won’t produce questionable transfer and personnel decisions without explaining them to the fans.

Lawwell made so many blunders in this department. So often has he failed to strengthen this football club from a position of strength. This goes back to the likes of failing to sign Steven Fletcher for Gordon Strachan back in 2009. Failing to build on Neil Lennon’s success and instead going for a cheap option in Ronny Deila. Refusing to back Brendan Rodgers in the transfer market (John McGinn). And finally, refusing to take quicker action on Lennon this season – effectively ignoring the supporters).

So many of those decisions never led to an explanation from Lawwell. He hasn’t been keen to hold Q&As with the supporters or explain any decisions he makes.

That’s where McKay must change things. Answering key fan concerns at the start and end of every transfer window would be a start. The same for ensuring fans are continuously given an understanding of where the board stands when results are poor, and why they feel that way. Actually explaining major club decisions must be a priority.

Celtic have always been quick under Lawwell to push their off-field agendas, projects, and activities. But when it’s some to serious questions about on-field concerns, he’s been nowhere to be seen.

That’s where this disconnect has come from, and McKay must ensure he has more of a backbone to front up to criticism and key issues the fans have on a regular basis. If he shows himself as someone willing to engage in that manner, he’ll be a big hit with the Celtic fans before he’s through his first year.

In other news, Hajduk Split have clarified their position on Celtic-linked Mario Vuskovic.