Former Manchester United captain Gary Neville has slammed the use of social media by Premier League players.
Many stars have teams of people running their Twitter and Instagram accounts, carefully crafting their output while the individuals themselves have nothing to do with it.
In the wake of Bruno Fernandes' lengthy lament on Instagram having blazed over his spot kick at the death against Aston Villa, Neville signalled his intent to call out the PR men.
He wrote online: "It's embarrassing! They need to sack their PR people , speak with some authenticity and get on with it.
"I'm going to go big on this in the next few weeks . They've all got these comms managers, that are creating personalities that don't exist!"
He then added: "The apology culture that's engulfing football would be ok if it came from a genuine place. However, more often than not, it's a smokescreen and diversion tactic designed to mask crap performance by experts!! Lose a game = crisis comms meet! How do we spin this one our way?"
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