1. Chapter ??
7
Managing the SportManaging the Sport
Organization–MediaOrganization–Media
RelationshipRelationship
C H A P T E R

2. Objectives
• Distinguish among influential sport media
• Describe basic services expected by members of the
media at organizational events
• Outline guidelines for media accreditation
• Identify key organizational policies related to
spokespersons
• Illustrate tactics used to generate positive publicity

3. Identifying Influential Media
• Media act as gatekeepers
– Determine newsworthiness
– Set agenda
– Who to build the relationship
with?
The PR professional must learn to
develop relationships with various media
reps
Who is the
media?

4. Kinds of Influential Media
• Beat reporters -
assigned to a team or
geographic region, cover
topics most other outlets
do not, in-depth
knowledge, provide the
most constant publicity,
but remain objective
and...and...

5. Kinds of Influential Media
• Columnists - can be opinionated or controversial.
Cover “story of the day”. Are often the most well
known at their media outlet.
• Electronic media - (have something visually appealing!)
– Anchors
– Reporters
– Bloggers

6. New Trends in Electronic Media

7. End Part 1

8. Chapter 7
Part 2
Part 2

9. 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 a
ticket. Gives access to areas the public does not.
– Press box
– Media rooms
– Parking

10. Credential Policies
• Eligibility and limits
• Creation and distribution
• Application forms

11. Press Box
Managed by the sport org
• Managed by the sport org
• Workspace
• Technology
• Hospitality
• Statistics

12. 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 the
media
– Some policies are dictated by leagues

13. Maximizing Media Exposure
• What makes the product unique?
• Packaging and positioning the product
– Human interest stories
– Stories of recognition and awards

14. Maximizing Media Exposure
(continued)
• Selling the product to the media
– Pitching
– Media tours

15. End Chapter 7