1. Chapter 16 Sport Communications

2. Introduction Communications
Defined as all methods used by a sport organization to deliver its key messages proactively to a diverse group of constituencies
A dramatic shift in sport industry’s communications needs has occurred because advances in technology have made the world much smaller
Sport organizations have found that more aggressive and strategic communication plans are vital to overall success

3. History
First outlet to cover a sporting event was the Boston Gazette when it sent a reporter to London to cover a boxing match.
Much of the growth in the sport industry has been caused by the expansion of cable television and its use of sport programming to lure subscribers.
Substantially increased rights fees paid to sport entities

4. Changing Landscape of Media and Sport Communications
Sport communications has undergone dramatic changes in terms of the number of stakeholders and the methods used to communicate.
Media changes:
Cable television introduced the concept of 24-hour news and later 24-hour sport programming and news channels.
Sport radio has become one of the top formats on the radio dial.
Corporate world has taken notice of sports.
Franchises are no longer run as secondary businesses, managed on a game-to-game basis

5. Changing Landscape of Media and Sport Communications (cont.)
College Athletics:
Sports information director (SID): covers media relations and other communications jobs
Athletic department have gone from one-person staffs to five to ten person staffs
Internet skills needed:
HTML skills, video production, uploading and downloading

6. Key Concepts: Media Relations
Most media outlets turn public’s desire to know all they can about their favorite team and players into dollars by selling more papers and advertising to increase the outlet’s own profits.
Wire service stories have the potential to reach the largest audience through a distribution network consisting of hundreds of newspaper, radio, television, and Internet outlets.
Beat reporter – daily contact assigned by local media

7. Key Concepts: Media Relations (cont.)
Press release
Basic interpretive mechanism to let people know what an organization is doing
Sent out to editors and reporters in hopes of stimulating favorable stories about an organization
Press conference
Media invited to a specific location
Accommodating the needs of attending media is a top priority

8. Key Concepts: Media Relations (cont.)
Annual team media guide publications must be created and distributed to the media before the season begins
Include staff directories; biographies of all coaches, players, owners, and front-office staff; as well as team and individual records
Media guides not usually in digital format, not just print
Ex. MLB Red and Green books
Photography – need capable photographer to cover events (games, press conferences, etc.)
Digital photography standard now

9. Key Concepts: Media Relations (cont.)
Video news release
Preproduced piece that includes a written story summary or press release that is edited for broadcast, making it more attractive for a TV producer to air, as well as online
B-roll
A tape of raw footage that is not a finished segment that would accompany a written news release
Conference calls
Successful way to communicate with media fast
Will likely give way to Web conferencing

10. Legal Issues
Defamation may come into play if the sport communication professional gives inaccurate information to the media
Family Educational Rights and Privacy Act (FERPA)
Also known as the Buckley Amendment
FERPA sets the parameters for providing personal, academic, and medical information to the media

11. Legal Issues (cont.)
FERPA requires that student-athletes at universities that receive federal funding consent to the release of their academic and medical information to nonuniversity personnel, such as college conferences and the media
Health Insurance Portability and Accountability Act (HIPAA)
Sets limits on providing medical information to others

12. Public and Community Relations
Public relations
All non-media-related communication efforts aimed at delivering a direct message to the fans
Most public relations activities are undertaken to have a positive impact on the community, resulting in positive media attention
Community relations objectives include
The development of substantive programs to benefit charitable causes
Educational and outreach programs in an organization’s area of business

13. New Media and the Internet
New media industry
Combines elements of computing, technology, content, and telecommunications.
Creates products and services that can be used interactively by consumers and business users.
Web sites are one of an organization’s most valued public relations outlets.
Web site
Allows for message to be published in the way that organization wants it to be presented, and not filtered by the media.
Web site allows team to distribute message and product to a worldwide audience (ex. e-newsletters)

14. The Interview Interview
A question and answer session employed by media to gather information and present it to an audience
First item is to prepare key messages that the organization wants to convey to the media during the interview.
Sports communications professionals should create a list of potential questions, including suggested responses, before the interview.

15. Crisis Management Crisis
Any nonroutine event that could be disruptive to an organization
Unusual short-term incident that has real or perceived negative impact
Crisis plan
Identifying crises, identifying the probability of their occurrence, creating a plan of action
Overreaction is the most common mistake made during a crisis
A prepared sport organization should create a crisis team

16. Crisis Management - Issues
Speculation – hypothetical questions asked by the media; “what if” or “suppose”
Better not to answer
Off-the-record comments – dangerous practice unless very trusting of media member
Can be used if newsworthy
Awareness – Need to be mindful of what is said and done when media is around
Can be picked up on recorders, cameras, phones, etc.
Media Training – Companies offer tips for communications professionals and for anyone likely to be dealing with the media

17. Internal Communications
Communicating to an organization’s staff is often overlooked
Daily/weekly from the president or general manager to include the following:
New partnership agreements
New hiring
Ticket sales updates
Status report
Employee of month award and anything else to engage employees
Weekly or monthly breakfast where staff can gather in an informal environment can be beneficial

18. Integrated Marketing Communications
Symbiosis of advertising, marketing, and public relations
Advertising
Information placed in media by an identified sponsor that pays for time or space
More costly than public relations but more controlled

19. Integrated Marketing Communications (cont.)
Media planning
Choosing the correct medium to place advertising
Requires a thorough examination of each potential outlet’s ability to reach the most people fitting a target audience’s demographic profile
Direct marketing
Success rates vary widely
Successful campaigns return a positive response from approximately 2% of individuals targeted

20. Career Opportunities Growth in industry
There are currently 144 teams at the major league level, with hundreds of communications-related positions.
However, obtaining one of these coveted positions is as difficult as ever.
Important to accumulate experience in public relations, communications, marketing, advertising, public speaking, and journalism.
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21. Current Issues Emerging technology
Internet-based Web conferencing will become increasingly popular in sports communications
Outside agencies
Hiring of outside public relations firms to help develop and administer public relations programs or special events
Government relations
Most organizations hire outside firms to represent their legislative interests and other government contacts