A study analyzing World Cup coaches' press conferences and interviews has identified the managers who rely most on clichés, with Australia's Tony Popovic ranking as the worst offender. The analysis, conducted with an AI-powered tracker from communication infrastructure company Sinch, evaluated 48 coaches based on their use of repetitive and often vague phrases.
Popovic averaged 60 clichés per press conference, frequently using expressions such as 'a special group,' 'the first step is done,' and 'we still have a lot of work to do.' These were described as demonstrating a desire to be vague and uninformative, leading to frustration among fans.
England manager Thomas Tuchel was ranked fourth worst, averaging 51 clichés per media engagement. Common phrases attributed to Tuchel include 'it's always a team effort,' 'we believe and trust in this group,' and 'that just what it is.' The study suggests that more candid explanations from Tuchel might have mitigated fan criticism during England's campaign.
In contrast, former Uruguay boss Marcelo Bielsa was identified as one of the most concise communicators, averaging only six clichés per press conference and often employing blunter terminology. His direct approach was noted as potentially appreciated by fans.
Luis De La Fuente, who led his team to victory, also featured on the list of cliché-heavy managers, averaging 45 clichés per press conference. Interestingly, the study noted a 9% increase in his cliché usage after the semi-final, suggesting a potential tendency to rely more on vague language under pressure.
Didier Deschamps of France, while more articulate than many, also saw an increase in cliché use during critical moments. He averaged 24 clichés throughout the tournament, but this figure rose to 31 when he reached the semi-final, indicating a similar pattern of increased platitudes when stakes were high.
Robert Gertsmann, co-founder of Sinch, commented on the findings, stating that while international football managers face unique pressures, the communication challenge is universal. He noted that leaders in various fields, including business and politics, often gravitate towards familiar phrases when under pressure, as they feel safer and less scrutinizable. Gertsmann concluded that the most effective communicators are not necessarily the most charismatic, but those who explain their decisions with clarity, regardless of the outcome.