Sunday , May 22 2022

Therefore, Johaug is still a star among the Norwegian people: "It does not seem to be a villain or deceit


HEIAGJENG: Therese Johaug on the top of the last hill before the stadium entrance. People on the stadium actively participated in Johaug.
HEIAGJENG: Therese Johaug on the top of the last hill before the stadium entrance. People on the stadium actively participated in Johaug. Photo: Olsen, Geir


BEITOSTØLEN (VG) Therese Johaug (30) was followed by the jubilee season, but is ready for negative reactions in Finland the following weekend. Johaug's personality and the fact that he did not appear to be a deception means he still has a position in Norway, says Kjetil Try.


Johaug won the opening season at Beitostølen on Friday, two and a half years after the last race and caused feelings in the cradle among parents, support and the ski star itself.

"It was a dream that I should win my first ski race and I did it today and it's great," Johaug told VG.

Wait for another encounter

In a meeting with GP a few weeks before the start of the season, Johaug told him he had no unpleasant experiences with people after doping was hit in October two years ago. Now, she expects her to make further reactions in Finland during the opening of the World Cup in Kuusamo on the next weekend.

"I am very prepared to receive a different welcome there than I have received here for me only to put shadows and focus on me I know who I have around me Then the others get what they feel, feel and want We are different, we all have to respect this, "Johaug said.

Prior to the start of the season, a popularity barometer from Insight's sponsorship and consulting company mentioned by TV 2, that he is now the third most popular athlete in Norway, two and a half years apart from sports, behind Aksel Lund Svindal and Johannes Høsflot Klæbo. When it was banned last year, she was the fourth in this measure. At Beitostølen, the sound level of the audience was raised when Johaug pushed the last earth.

Johaug's manager, Jørn Ernst, had tears in his eyes when the ski star was interviewed at Beitostølen. He clearly showed that it was not clear that Johaug's position would be good on this issue.

"He had a solid position before this happened. He benefited from it," says Ernst.

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Several reasons

Advertising Top Kjetil try, in the Try Advertising Agency, I think there are several reasons why Johaug has been strong in the Norwegian people during doping and to come back.

– Johaug does not seem to be a bastard or a cheater. There is no one to believe. She was clumsy and made a human error, Try says.

He thinks Johaug's personality has also recorded.

– There is no disadvantage to being a very similar girl and thinking she is sympathetic. Johaug is somewhat a sunny girl who has many of the values ​​many people find wonderful in Norway, says Try.

He believes that the combination and the fact that some Norwegians believe he should cheat, many think the case had an unfair result for Johaug.

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And he thinks it was much more difficult for Northug to become the people again after the spring 2014 promotion.

"People forgive Petter Northug, who went in and collapsed, and everyone waited to come back and win the skiers. It would obviously be much harder to forgive than an innocent gentle Johaug who makes a mistake. what Northug did to fill is little more than a loss, says Try.

Praise the manipulation

PR Advisor, Rune Brynhildsen, who also accounted for more prominent Norwegian sportspeople, believes that Johaug's history before the trial of doping is taking place.

"When you no longer have scratches or scratch the paint before, you can tolerate much more than anyone else," says Brynhildsen.

He has worked a lot with crisis communication, and he thinks the Johaug team has done just that in the years before trackback.

"One of the main crimes in crisis management is that the crisis itself does not determine whether someone is strengthening or weakening. It's manipulation." This means that if the biggest crisis is treated properly, turn it catastrophically into "Something positive." They did that, says Brynhildsen.

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