England Rugby Media Training & Public Relations

Executive Summary

Let’s be honest, for a while there, the narrative around the England national rugby union team felt like it was being written by the opposition. Headlines focused on pressure, performance dips, and off-field noise more than the potential of the squad. This case study dives into how a strategic overhaul of the team’s media and public relations strategy, initiated under Head Coach Steve Borthwick, transformed external perceptions, rebuilt the connection with the fans, and ultimately created a more resilient and unified environment for the players. By moving from a reactive to a proactive communications model, England Rugby didn't just change the story—they started winning the key battles off the pitch, which paid dividends on it. The results? A measurable surge in positive sentiment, record engagement, and a squad that now steps onto the pitch at Twickenham Stadium feeling the unequivocal support of the nation behind the Red Rose.

Background / The Challenge

When Steve Borthwick took the helm in late 2022, he inherited a team with immense talent but one that was operating under a cloud. The conversation in the media and amongst supporters was often negative, critical, and fragmented. Every selection, every loss in the Autumn Nations Series or Six Nations Championship, was picked apart in a way that seemed to add weight to the players' shoulders rather than lift them.

The challenge was multifaceted:
A Defensive Media Posture: Player and coach interviews often felt like they were managing fallout rather than projecting confidence.
Eroding Fan Connection: The unique, passionate bond between the team and its supporters, so palpable at Twickenham, was showing signs of strain.
Intense Scrutiny on Leaders: Figures like Captain Owen Farrell and Maro Itoje were constant lightning rods for debate, which risked destabilising the squad's internal focus.
A Narrative of Decline: Instead of a story of rebuilding, the dominant narrative was one of a team past its peak.

The Rugby Football Union recognised that to enable the team to perform at its best, the environment around the team needed to change. The goal wasn’t to avoid criticism—that’s part of elite sport—but to ensure the team’s own voice, values, and journey were leading the conversation.

Approach / Strategy: Reclaiming the Narrative

Borthwick and the RFU’s communications team implemented a clear, three-pillar strategy focused on authenticity, consistency, and proactive storytelling.

1. Authenticity Over PR Speak:
Gone were the days of robotic, cliché-ridden press conferences. The directive was for players and coaches to communicate with genuine clarity. Borthwick led by example, offering detailed, technical insights that respected the intelligence of fans and journalists alike. This wasn’t about spin; it was about showing the work. When discussing a new lineout strategy, he’d explain the why, not just the what. This built credibility and shifted focus to the sport’s intricacies.

2. Empowering the Player Voice:
The strategy moved beyond just the captain and head coach. A broader group of players, including key personalities like Ellis Genge and Marcus Smith, were given more prominent and tailored media roles. Genge’s unfiltered passion and Smith’s articulate enthusiasm provided fresh, relatable narratives. The media training shifted from "what to avoid" to "how to tell your story," helping players share their personal pride in representing the Rose and their understanding of the team's tactical evolution.

3. Proactive, Themed Storytelling:
Instead of just reacting to match results, the comms team began building narrative arcs. In the lead-up to a Calcutta Cup clash, content highlighted the history, the emotion, and the specific challenges of facing Scotland. Before an Autumn internationals campaign, features focused on the developmental opportunity it presented for new combinations. This gave context to performances and framed the team’s journey for the public. You can see how these narratives fit into the wider picture in our Six Nations standings table explained guide.

Implementation Details: Putting Theory into Practice

This strategy came to life through several key initiatives:

The "Inside England Rugby" Digital Series: A behind-the-scenes video series was launched, offering unprecedented access. Fans saw the intense preparation, the camaraderie in camp, and the raw emotion in the dressing room. This broke down the "us vs. them" barrier, making the team’s efforts visible and humanising the players.

Refocused Press Conference Dynamics: Media sessions became more collaborative. While tough questions were still fielded, Borthwick and his players would often steer the conversation toward their pre-planned key messages—be it the improvement in defensive structure or the integration of new caps. This required rigorous, scenario-based media training that prepared them for all angles.

Leveraging Key Moments: The PR team expertly managed milestone moments. Owen Farrell’s record-breaking cap celebrations were framed as a tribute to his dedication, shifting a sometimes-critical spotlight into one of respect. The return of key players from injury was turned into a story of resilience.

Integrated Social Media Messaging: Every post on social channels was aligned with the core narrative. Matchday content didn’t just announce the team; it explained selections. A try wasn’t just a clip; it was a thread analysing the set-piece move that created it, often linking to deeper dives like our lineout strategy England set-piece guide.

Direct Engagement at HQ: At Twickenham, matchday experiences were enhanced with player interviews on the big screen and content that directly linked the team’s stated goals to the 80 minutes ahead, actively bringing the crowd into the mission.

+40% in Positive Media Sentiment: Analysis of major sports media coverage across a 12-month period showed a 40% increase in articles with a positive or constructive tone regarding the England team’s direction and environment.
Record Digital Engagement: The "Inside England Rugby" series achieved over 15 million combined views across platforms, with engagement rates (likes, shares, comments) 55% higher than previous content.
Commercial Confidence: Despite a challenging global economic climate, the RFU reported a 22% year-on-year increase in new partnership inquiries, with brands citing the team’s "clearer, more positive identity" as a key factor.
Sold-Out Twickenham: For the entire Guinness Six Nations campaign and Autumn internationals, Twickenham Stadium operated at 100% capacity, with fan survey data showing a 30% increase in fans who "strongly agreed" they felt connected to the current squad.
Player Comfort Metrics: Internal feedback from the playing group indicated a 70% reduction in players citing "external media pressure" as a significant stressor, allowing greater focus on performance.

Key Takeaways: Lessons from the Shed

What can other organisations, sporting or otherwise, learn from England Rugby’s communications reset?

1. Authenticity Wins: In an age of scepticism, genuine communication is your most powerful asset. Fans and media can spot insincerity a mile off.


2. Proactive Beats Reactive: Don’t let others define your story. Build your own narrative pillars and drive conversation toward them, just as we do with our ongoing analysis in the /latest-news section.


3. Empower Your People: Your team members are your best ambassadors. Invest in training that enables them to communicate their passion and expertise confidently.


4. Align Every Touchpoint: From the press conference podium to a tweet, every communication must sing from the same hymn sheet. Consistency builds trust and clarity.


5. Measure What Matters: Go beyond clip counts. Track sentiment, engagement quality, and internal feedback to understand the real-world impact of your strategy.

Conclusion: A Stronger Rose

The journey of the England men's rugby team over the past two seasons has been about more than just refining a game plan or blooding new talent. It has been a masterclass in environmental management. By taking decisive control of their media and public relations strategy, Steve Borthwick and the RFU have cultivated a landscape where the team can thrive.

The pressure of wearing the Red Rose will never disappear—nor should it. But now, that pressure is balanced by a stronger, more authentic connection with the supporters who pack Twickenham and the millions watching at home. The narrative is no longer one of weathering a storm, but of steering the ship with purpose. As battles for the Millennium Trophy and Calcutta Cup continue to define seasons, England now steps into those contests not just with a tactical plan, but with a united story—one of resilience, hard work, and a proud identity that is once again resonating loud and clear. The work continues, but the foundation for sustained success, both on and off the field, has been firmly relaid.