Explains how and why the growth of social media has impacted sports entities. Real-time communication, opportunities for engaging target publics and PR campaigns coexisting with marketing efforts.

1. R AC H E L B A I N E S
SOCIAL MEDIA’S POSITIVE
IMPACT ON SPORTS PR

2. SPORTS & PUBLIC RELATIONS
• Both involve building mutually beneficial relationships
between an entity and its publics
• Entities:
• Athletes
• Sports Teams
• Leagues & other sanctioning bodies
• Numerous Publics
• Fans
• Media
• Team Sponsors

3. SPORTS & SOCIAL MEDIA
• Monitoring & Search Engine Optimization
• Opportunities to connect w/ fans & other publics
• Real time communication
• Interactive & Engaging Posts
• Provides an opportunity for feedback and conversation

4. SPORTS PR VS. MARKETING THE TEAM
• Best to have PR & Marketing efforts complement one
another
• Fans that follow their favorite athletes on social media are
55% more likely to purchase a brand if an athlete mentions
it on Facebook or Twitter
• Athletes become potential spokespeople
• Preach social media etiquette to athletes

5. BRANDING
• Brings a personal element to the team/athlete
• “From a PR perspective, it’s great for the NFL, NHL, NBA,
and MLB to use social media to not only promote its
respective games, it’s also great for growing the brand”
• - PR Blogger Jason Mollica
• Encourage fans and sponsors to interact through social
media
• Offer freebies, contests & giveaways

6. SECOND SCREEN EXPERIENCE
• Social media feeds fans’ hunger for player information & stats
• Sports fans generally sit down to watch TV w/ either a laptop
or smart phone
• Second screen experiences are encouraged through original
content and posts
• Athletes and teams can share multimedia content

7. SOCIAL MEDIA IS UNAVOIDABLE
• Cutting off player/fan access to social media is only
hindering any PR efforts
• Professional leagues have instituted social media policies
• MLB Players cannot Tweet/Post directly before or after games
• Inhibits players from taking responsibility for their actions
or words
• Creating positive relationships w/ publics will drive
support