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Media
Relations: The Public Relations Tool
Athletic Administrators – Image:
Image means many different things
to different people, but for an athletic department – maintaining not
only your teams’ image, but also that of your university is crucial
to the organization’s success.
- Mud sticks – people tend to
remember negative information twice as vividly and double the length
of time that they remember positive information. Make sure you gather
all the good news you can and get it out there to keep your organization
in the balance.
- A positive organizational image
breeds donations and sponsorships – make sure your spokespeople are
well-trained in media relations, public speaking, and networking skills.
- Have a main message or mission
statement for your organization. Have standards and stick to them.
Make sure staff, coaches and athletes are aware of the image you want
to portray and they are held accountable for maintaining that image.
Athletic Administrators - Media
Relations:
As an athletic director or general
manager your goal is to maximize your media exposure in a way that will
enhance your organization. It’s not all about damage control- so, in
other words – make sure you get the good stuff out there!
- Choose your spokesperson wisely,
make sure they are media savvy and a re equipped with all the facts.
- Get your coaching staff; associate
directors and athletes involved in some sort of media training. Reporters
will try and find the person(s) who gives most “colorful” sound byte
– not always the most informed.
- Figure out the main message
you want your department to convey and stick to it. Also, make sure
that message is communicated to coaches, athletes and staff.
Coaches - Image:
To be truly successful in any field
today – you need to differentiate yourself from the pack. Just being
a great coach won’t guarantee success if you’re difficult to work with.Building
a positive personal image and incorporating that into everything you
say and do can help your career reach it’s fullest potential.
- Critical contact happens in
your everyday life. Be aware of how you interact with people both
in public and private.
- Whether you like it or not,
as a coach you represent your athletes as well as your organization
– be aware of your visibility.
- When your team is competing,
it’s typically one of your most stressful times– take a moment to
consider how you come across to others.Many times people make assumptions
about the real you based solely on how you look, sound, and act on
the sidelines.
- A positive image acts as a safety
net when you’re the subject of negative media attention – choose your
words carefully and keep your cool.
Coaches - Media Relations:
Attention from the media can be
a great public relations tool or a thorn in your side – So, how do you
get the media to work for you?
- Understand the media – they
aren’t your enemies, they are just doing their job. But you can maintain
control of the interview by understanding the angle of the story.
- Promote your own agenda – don’t
repeat negatives and stick to your main message.
- Don’t be baited – even if a
reporter fires questions at you quickly, take your time, maintain
your focus, and control the pace. When you lose your cool – you lose
control.
- Keep your thoughts clear and
concise to avoid being misquoted.
Athletes – Image:
Gone are the days of “throw a tantrum
– make a buck”. With sponsorship and endorsement deals pouring in, athletes
need to remember that maintaining a positive image not only makes good
sense personally, but can add up to major dollars and cents as well.
- Your image is your legacy. Of
course fans will remember what you did on the field, court, rink,
pool, etc. but how you handle yourself personally breeds respect or
disrespect.
- Bad Boys turn off consumers.
Corporate sponsors are looking for “Mr. Nice Guy” to sell their products.
How you conduct yourself on and off the field can make or break some
very lucrative deals.
- Be aware of how others perceive
you at all times. How you interact with coaches, fans, even the mailman
all feeds in to your personal image.
- Keep your cool and maintain
your focus. You can’t be a star athlete forever, but building a positive
personal image or brand can keep those endorsement dollars rolling
in.
Athletes - Media Relations:
You prepare your mind and body
to win on the field – but being prepared to manage the media can help
you accomplish your professional goals as well. By remembering a few
rules and having a game plan, you will have the ability to “beat the
press”.
- Don’t allow the media to have
all the power. Intentionally guide the direction and tone of the interview.
- When the focus is negative –
put it behind you as quickly as possible. Never use or repeat negative
words or phrases – it only makes them more memorable.
- When you’re wrong – admit it.
Admitting a mistake makes you human and more believable.
- Take the offense - Decide what
you want the interview to accomplish and use it as a springboard for
your message.
- Don’t be bulldozed by questions
– correct inaccurate facts and assumptions.
- Make your answers colorful –
give your audience something to remember.
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