The president of the International Olympic Committee didn’t have an answer to a question posed to her at a press conference on the final day of the 2026 Winter Olympics. Or to another question. Or to yet another. Ultimately, she suggested, on camera, that someone on her communications team should be fired. In this short midweek FIR episode, Shel and Neville look at the fallout, what both the president and the head of communications might have done differently, and the possible long-term consequences.

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The next monthly, long-form episode of FIR will drop on Monday, March 23.

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Raw Transcript:

Shel Holtz: Hi, everybody, and welcome to episode number 503 of For Immediate Release. I’m Shel Holtz.

Neville Hobson: And I’m Neville Hobson. Something happened at the Winter Olympics last month that set off a fierce reaction across the communication profession and it wasn’t about sport. During the final daily press conference on the 20th of February, IOC president Kirsty Coventry was asked a series of geopolitical questions. Questions about Russia and doping.

Comments linked to Germany and 2036, questions about senior sporting figures engaging in wider political activity. On more than one occasion, she said she wasn’t aware of the issue and visibly looked towards her communication team. At one point, she went further and suggested that perhaps someone should be dismissed. That’s the moment that shifted this from a routine press conference stumble into something much bigger. We’ll explore it right after this.

What makes this especially interesting is the context. A few days after the press conference, Coventry had been widely praised for her leadership at the Milan Cortina Games. Reporting from the AP on the 23rd of February described her first Olympics as IOC president as having good overall success, noting the intense political pressure she faced and the way she engaged directly with athletes during the Ukraine controversy. That controversy centered on Ukraine’s skeleton racer, Wladyslaw Hraskiewicz, who competed wearing a helmet memorializing athletes and coaches killed in the Russian invasion of Ukraine. The gesture drew scrutiny and diplomatic tension around whether it breached Olympic neutrality rules. Coventry chose to meet him face to face at the track and later became visibly emotional when discussing the issue with international media. That moment was widely interpreted as defining her emerging leadership style: empathetic, athlete-facing, and willing to engage directly.

The games were even described as giving a taste of tougher challenges ahead as the IOC looks towards Los Angeles 2028. In other words, this wasn’t a presidency in crisis. There was goodwill, momentum, a sense of forward motion. And then one live moment reframed the entire narrative. Being caught off guard isn’t unusual. No leader can know everything. No briefing pack can anticipate every question.

But that’s not the story. The story is what you do in that moment. Do you acknowledge the gap and commit to follow up? Do you bridge to principle? Do you calmly say, I’ll get back to you once I’ve reviewed the details? Or do you turn publicly and imply that your team has failed you? The communication reaction was swift and pointed. LinkedIn filled up with variations of the same message. Accountability sits with the principal. Praise in public, criticize in private. You can’t outsource responsibility.

But I think there’s a deeper discussion here. Yes, leaders must own the podium. Yes, public blame undermines trust. But this also raises questions about executive readiness, about the contract between leadership and communication, and about how fragile reputational capital really is. Those geopolitical questions were not obscure. They were predictable fault lines around an organization operating in an intensely political global environment. Were holding lines prepared? We don’t know. Was she fully briefed? Possibly. Did she ignore it? Also possible. And that’s where this moves beyond a single awkward exchange.

In high-performing organizations, the relationship between a leader and their communication team is built on shared risk. The team prepares the ground, the leader absorbs the pressure. If something goes wrong, it’s owned collectively and dealt with internally. The world stage doesn’t create dysfunction, it amplifies it. So rather than pile on, I think this is worth examining as a case study.

Here’s what intrigues me. This wasn’t a leader already in trouble. She had just been praised for navigating intense political pressure, engaging directly with athletes, and projecting empathy and maturity in a complex environment. There was goodwill in the bank. And yet one live moment—a few sentences, a glance towards her team, a suggestion someone might be dismissed—reframed the entire narrative. That tells us something about how fragile leadership capital really is.

So, Shel, let me start here. When a leader appears unprepared on a global stage like that, who actually owns the failure? Is it primarily the principal? Is it the communication team? Or is it a breakdown in that relationship we often describe as the unwritten contract between leader and comms? And perhaps even more provocatively, at what point does a communication team have a responsibility to push back and say, you’re not ready for this podium?

Once a story becomes internal blame rather than the issue itself, you’re no longer managing the moment. The moment is managing you. So what do you make of all this, Shel?

Shel Holtz: Well, I think it’s a two-way street. I think both sides failed here. Coventry herself is the IOC president, has been for nearly a year. She should have been aware of these issues from a governance standpoint. It’s not a question just of media prep.

Neville Hobson: Mm-hmm.

Shel Holtz: As one commentator put it, it’s not the PR team’s job to inform the president of things she should know simply from a management perspective. So I don’t think there’s a problem with piling on here a little bit, but throwing your team under the bus publicly is not the approach to take. I think there are some lessons that I hope Coventry learns here. She turned what should have been a really unremarkable closing press conference into a global story about dysfunction at the IOC. The press conference actually became the story and that’s the exact opposite of what any comms professional looks to achieve with this type of press conference.

The right move from Coventry would have been to acknowledge the question, note that she’d want to look into it, and then commit to following up. That buys time for her without revealing this gap between what she knows and what she should know. And she could have gone behind closed doors afterwards and she and Mark Adams, the guy who’s in charge of the communications team, could have had whatever conversation she wanted to about briefing protocols. But when a leader publicly humiliates their comms team, it poisons that relationship and makes future counsel less likely—the exact opposite of what the c...

FIR #503: When Your Boss Throws You Under the Bus