Why businesses should take a lesson from Roger Federer on media strategy

Johanna Konta’s outburst after crashing out of Wimbledon provides a timely reminder of the benefits to be gained from a calm approach to journalists

Even in his most difficult moments, the tennis titan has the press on his side (Getty)

The most popular sportsperson on the planet by far, surely, is Roger Federer. There are famous footballers and basketball players, and cricketers, but their fan bases are tribal. Federer enjoys universal appeal. It’s not just the gracefulness and artistry of his tennis, though, that puts him ahead of anyone else. He always seems to conduct himself in a polite, understated, considerate manner. The same skilful gliding and disarming he brings to the tennis court, Federer takes into the press conference. He once said that he never saw the media as his enemy.

The comparison has already been made with the up and coming British player Johanna Konta. When she lost at this year’s Wimbledon, due to a series of unforced errors, she rounded on the journalist who pointed out her weakness. The clip of Konta snapping back has been played repeatedly: “Please don’t patronise me. In the way you’re asking your question, you’re being quite disrespectful and you’re patronising me. I’m a professional competitor who did her best today, and that’s all there is to that.”

It’s tough when you’ve just been defeated in a match you were expected to win – one that had you triumphed would have taken you to the semi-final of a Grand Slam – and you’re required to face a battery of cameras and questions. Nevertheless, it comes with the job.