Tag Archives: Mike Sheahan

In Bed With The Hun

North Melbourne Football Club’s media department has been pushing for positive coverage over the last 18 months, culminating in a massive pre-season campaign to coincide with the opening of the new facility. But there is one media outlet the Roos seem keen to leave out in the cold: The Age. Continue reading



Filed under Off Field

Footy’s (Dud) Fourth Estate

Since North Melbourne’s on-field season has pretty much gone, along with Boris the chicken and Dean Laidley, the media’s patronising and dismissive coverage of our proud club has petered out to next to nothing. If North weren’t in the hunt for Nathan Buckley as coach, biased match reviews would be the only time the media bothered to mention NMFC.

A blogging peer has done an astute analysis of footy’s mediocre broadcast media – time to put the spotlight on the online portals of the old print media.

Continue reading


Filed under Off Field

The PR Honeymoon Is Over

The PR dream that the Brayshaw-Arocca administration have enjoyed for nearly 18 months is well and truly over. In the last few days the list of negative commentary reads like a who’s-who of the footy media: Iron Mike Sheahan, Caroline Wilson, Footy Classified, Sportal … the list goes on. But the prize for the most damning analysis has to go to Patrick Smith, who wrote a particularly spiteful piece in today’s Oz.

Why? Well, there’s the obvious Boris the chicken incident, coupled with a dreadful on-field start to the season. But the most damaging commentary has been directed at North’s pale blue and white clash strip, ultimately questioning Brayshaw and Arocca’s leadership on the issue.

The truth is, it all shows how fickle the media world really is. One week they hold North up as an example for other struggling clubs, the next they are condemned for shunning the Gold Coast. The fact that North’s off-field situation has not changed one iota is irrelevant. And there’s nothing for it but to continue Brayshaw and Arocca’s (until recently) successful media strategy – open and honest communication.

In the meantime, North supporters should sleep easy knowing this will all blow over in another week. And take a look at what’s happening at Arden St …!

The Arden St redevelopment starts taking some shape

The Arden St redevelopment starts taking shape


Filed under Off Field

Sheahan Sells Out North

After 6 rounds and a couple of bad losses, The Hun’s Iron Mike Sheahan has decided it’s game over for North Melbourne Football Club. Not only has he written off North’s finals chances in 2009, he reckons they should have gone to the Gold Coast.

I reckon it’s a bit rich.

While I disagree with Mike’s on-field assessment (“there is just one course open to the Roos: heavy list pruning and rebuilding”), after the last two rounds it’s fair game. But he suggests that North simply cannot afford to bottom out. Not now, not ever.

The reality is, North’s off-field position is solid. Membership is just under 29,000 – roughly the same as St Kilda and the Bulldogs, both of whom have premiership aspirations. Sponsorship income is the highest in the club’s history, despite the financial crisis. But critically, North’s bold new administration are little more than a year into a 10-year master plan – a plan to reposition North Melbourne Footy Club at the heart of the local community. To write it off already is irresponsible.

But then again, it’s nothing new. Being sold out by ‘experts’ is part of North’s history; defying it is part of North’s character.

1 Comment

Filed under Off Field