The Wallabies, the ARU and fairy dust

|| September 30, 2013

It's tough to think there was a lower point for Australian rugby than the Wallabies' loss to the Springboks last weekend. But there it lurked - the Australian Rugby Union media release describing the game.

Here's how the always excellent Greg Growden described the 28-8 loss for ESPN: One of the worst Wallabies teams in 30 years.

And here's how the ARU saw it: Qantas Wallabies show spirit in Cape Town. 

It was brutal from Growden and he wasn't exaggerating - it was reportedly the first time the Wallabies have been beaten by at least 20 points in three consecutive meetings with an opponent. You can bet Growden's audience engagement was strong.

The ARU has a different audience - it has sponsors and employees to think about and must take a different approach. But it should ask what it wants to achieve when it tries to engage with its audience.

Wallaby fans care if their team wins or loses - it's why the team is so beloved. The ARU should at least acknowledge that level of care and desire when it writes about the team. It can be done in a positive way.

It helps fans to know that others are hurting as much as them. They need a cathartic experience - not to become more frazzled.