Communications guru Jim Traynor has fallen silent.
The former Daily Record and Radio Scotland big hitter is in charge of communications at Ibrox, controlling the message and trying to keep the money rolling in with the fans given a very sanitised version of what is going on inside the club.
Now and again Traynor has shown his face during media conferences as the wrong type of question has been asked as Mark Warburton, Pedro Caixinha and Graeme Murty wilt under the pressure of failure.
— Raymond (@weeraymond1) April 29, 2018
This must never be forgotten, James Traynor underestimated our resolve. pic.twitter.com/WzoAOHtUxx
— JT (@1888JT) March 10, 2018
With only his decades in the newspaper business to call on the so-called Airdrie fan had no other tool to call on yesterday other than a blackout after the match which saw Ibrox fans left with no explanation for their company’s failure.
Contracts with Sky Sports and the general media were ignored which wouldn’t have gone down well with SPFL sponsors Ladbrokes although it is believed that Traynor’s Level 5 PR firm manages the bookies sponsorship of the Scottish game.
After losing the 2016 Scottish Cup Final to Hibs Traynor applied the same silent treatment with Mark Warburton not heard of until he signed a new contract three weeks later. Within a year he had ‘resigned’.
As this video show when the message or questions aren’t to his liking Traynor’s only response is no response.
Pouring over the content from his old friends in the media this morning is only likely to make him angrier, the next communication or angry statement on the Sevco website is likely to be another PR disaster- just at the time Traynor needs every favour going to pull in the life support season ticket money.
CLICK HERE for some brilliant images from Celtic’s title clincher.