Chapter ??7Managing the SportManaging the SportOrganization–MediaOrganization–MediaRelationshipRelationshipC H A P T E R
Objectives• Distinguish among influential sport media• Describe basic services expected by members of themedia at organizational events• Outline guidelines for media accreditation• Identify key organizational policies related tospokespersons• Illustrate tactics used to generate positive publicity
Identifying Influential Media• Media act as gatekeepers– Determine newsworthiness– Set agenda– Who to build the relationshipwith?The PR professional must learn todevelop relationships with various mediarepsWho is themedia?
Kinds of Influential Media• Beat reporters -assigned to a team orgeographic region, covertopics most other outletsdo not, in-depthknowledge, provide themost constant publicity,but remain objectiveand...and...
Kinds of Influential Media• Columnists - can be opinionated or controversial.Cover “story of the day”. Are often the most wellknown at their media outlet.• Electronic media - (have something visually appealing!)– Anchors– Reporters– Bloggers
Serving Media at Organizational Events• Credential Policy– Who should have access? How do they benefit the organization?Space limitations?– Timing of applications? Where do they sit? Pecking order?– Stick to your policy!• Credential - a pass that allows access to the facility without paying for aticket. Gives access to areas the public does not.– Press box– Media rooms– Parking
Credential Policies• Eligibility and limits• Creation and distribution• Application forms
Press BoxManaged by the sport org• Managed by the sport org• Workspace• Technology• Hospitality• Statistics
Developing a Media Policy• Identifying the organizational spokesperson– Who is authorized to speak to the public?– Does it depend on the topic?• Determining coach and athlete availability– Set guidelines for when athletes and coaches are available to themedia– Some policies are dictated by leagues
Maximizing Media Exposure• What makes the product unique?• Packaging and positioning the product– Human interest stories– Stories of recognition and awards
Maximizing Media Exposure(continued)• Selling the product to the media– Pitching– Media tours