Oli McBurnie has received an apology from the Sheffield United media team after a video got the striker in trouble.
McBurnie was filmed in the dressing room talking to teammate John Fleck about the Scotland national team. During it the 23-year-old appeared to criticise his country’s setup.
McBurnie says it was a joke and the clip was taken out of context. Nevertheless he still apologised to his international manager Steve Clarke and the rest of the squad.
Things got worse when the Scots lost their Euro 2020 qualifier at home to Russia on Friday. Former Scotland international Michael Stewart has since publicly criticised McBurnie’s performance.
Yet all of this apparent controversy could have been avoided had the video not been published. And the media department at Bramall Lane recognise they are in the wrong.
“It was a video that Sheffield United’s media team put out,” McBurnie told the Herald.
“They’ve clipped a five second bit – who needs enemies, eh? They apologised but the damage was already done.
“I shouldn’t have said it, even it was banter and having a joke. I’ve had to suffer the repercussions.”
Sheffield United media team learn valuable lesson
Social media is a great tool for football clubs to engage with the fans. For example, the Blades were praised for the montage they constructed from footage of the recent 2-2 draw at Chelsea.
However, in the case of McBurnie they got it wrong and to their credit, have accepted that and said sorry.
In another scenario, a video like that could be viewed as demonstrating the human side of the players. It shows humour and gives an insight into the relationships being established behind the scenes.
But not everything has to be shown. Most of us have probably made jokes with our friends or colleagues that when taken out of context, might not present us in the best light. We certainly wouldn’t want it shared to millions on social media.
A lesson has been learned and McBurnie has endured a “tough couple of weeks.” Now it’s important to make sure the same mistakes are not made again in the future.