I completely agree and also want to add, that i find it wrong from Dortmund‘s social media managers to hype Moukoko the way they have done it. DAZN even has some kind of special on him which was obv sanctioned by the club.
It was not just sanctioned by them, it was controlled by them in the same way the Kicker headstory was.
Here is the deal: Dortmund would have never been able to contain or block the talk about him. Moukoko was simply too much of a topic before for that (the "controversy" about his true age, verbal racial attacks against him at youth games, his record breaking stats, the iniative spearheaded by Dortmund to lower the entry age for Bundesliga football, etc.).
What they did instead was to make damn sure that any reporting would be on their terms. How did they accomplish that? By giving the journalists all the material they wanted and basically doing their job for them. They gathered tons of quotable statements from former coaches, Favre and pretty much every head official and created a published profile of the boy, which was entirely conducted by inhouse personell.
The result was tons of articles about the boy but absolutely no talk with him. Media access to both himself and his family was strictly shut down by the club. That lack of access was accepted by the German sports media because they had all the material they needed anyway, neatly fed to them by the club.
In the end they followed a simple rule of PR: If you cannot stop a narrative from developing, make sure you control the direction of it.