Ex-Newcastle United scout Paul Montgomery believes the Magpies are falling victim to media exposure on signings as they lose out on target Victor Munoz to Liverpool.
Newcastle were in advanced talks to sign the forward, after they sold Anthony Gordon to Barcelona, but the Reds won the race for Munoz, who scored seven goals and produced five assists in 36 appearances last season.
And it follows last summer's disappointment of Hugo Ekitike, who chose Liverpool over the Magpies before Alexander Isak forced a move from St James' Park to Anfield.
Speaking to BBC Radio Newcastle, Montgomery said: "I was disappointed from a Newcastle point of view and thought 'here we go again',
"In the past, they have shown naivety in recruitment evolution.
"I've always thought you've got to be aggressive when you want to sign a player. If you target a player, you've got to be aggressive. What I mean by aggressive is you've got to show that you want that player.
"So if he's based in Spain or France or London, you get there in his face and tell him the project that you've got at the club, tell them 'we want you' and ' you're to be a main player for us'. You persuade him and get him excited at the fact of joining your club.
"Especially Newcastle United as they have a massive fan base, they've got a fantastic stadium, fantastic atmosphere.
"But as well as being aggressive, everybody has their own rule of thumb.
"I always had a rule that you can't sign players through the press. I thought them issuing the situation about Newcastle signing the player could have triggered off a reaction from Liverpool, who obviously may have been interested. A lot of the time this happens.
"Unfortunately, Newcastle have no bartering power with the fee because the fee is set. Munoz has an exit clause and that exit clause can be paid by both clubs.
"Newcastle were obviously speaking to the player or his representatives and obviously thought they had him over the line, but didn't.
"They made the [same] mistakes in the last summer windows and now, unfortunately, it hasn't been a good start for them.
"Hopefully, they've got a Plan B and C in their bag to pull a rabbit out of the hat."
Listen to Montgomery's full interview on BBC Sounds or by pressing play above
