Mediaboss Marketing

COMMENT: Ten points clear and with one hand on the Premier League crown, Chelsea are in total control. And it's no coincidence - so is their manager.

In Antonio Conte, we're seeing a leader at the peak of his powers. Putting out spotfires before any chance of a blaze. Showing his peers how to react and control a story. It was the stuff of genius last week.

It broke in Milan that Suning, the owners of recently acquired Inter Milan, had identified Conte as the man they wanted at the helm from next season. Stefano Pioli had righted the ship after the disastrous three months of Frank de Boer. But he was always ever going to be stop-gap. Conte was the one Suning wanted - and money would be no object in tempting him home.

The story had legs. Conte was alone in London. He was homesick, so they said. Wife Elisabetta and daughter Vittoria were still in Italy, where both were attending school. With Inter intermediaries making it known of their interest, claims of Conte pining for home gave the claims more credence.

Of course, Conte could've ignored it. He could've let the story run and hope it all fizzled out. But he's just not that type. He drives at issues head on. He likes a confrontation - just ask Diego Costa.

And what's more, Conte is bright enough to know how dark things can turn when there's uncertainty surrounding the leadership. Three of his frontliners - Diego Costa, Eden Hazard and Thibaut Courtois - have all been the subject of intense speculation this season. Running away with the title hasn't eased the doubts over their futures. And those interested would love nothing more than to see confusion develop over Conte's situation at the club

But before anything could really spark, Conte was giving interviews. First with the London Evening Standard, then in his pre-match presser before Monday night's win at West Ham. Everything was on the table. He was open. Wide open. Yes, he missed his family. Yes, he was still adjusting to London life. But no, as far as he was concerned, there was zero chance of him walking out on Chelsea. Indeed, he went further. When it did come time to leave, he wouldn't be returning to Italy. Conte will seek a fresh experience abroad.

And it wasn't picked up by every outlet, but he also let it be known the family will be reunited next season. Elisabetta's uni course will conclude over the summer, so allowing her and Vittoria to relocate to London permanently by the time hubby returns to work.

In one sentence, he'd not only stopped the Inter rumours in their tracks, Conte had also shut down talk of being homesick. The message to his players - and those whom fancy ferrying them away was clear: He's not going anywhere.

Clarity. Certainty. It was all offered by the manager and he was rewarded with another clinical performance at London stadium on Monday. Contrast that to the chaos and carnage across town at Arsenal and you begin to understand why Conte, in a matter of months, managed to get this Chelsea team humming.

It's not always going to run so smoothly. Diego Costa's temperament and on-off move to China is sure to rear up again. Zinedine Zidane still fancies seeing Hazard in his XI at Real Madrid. And Zizou's president, Florentino Perez, remains in contact with Courtois' minders about a return to the city.

But what Conte can control he has. And by getting on the front foot last week, he let it be known to his players - and their agents - the manager is staying.

How to control a story - and then put it out? A certain manager across town could do with getting on the phone to Conte for some advice.

Original post:
Conte in control: How Chelsea boss gave Wenger lesson in media management - Tribal Football