Making the Press Work for YOU!

So, you're wondering, who can you trust in the media? That's a tough question! According to a Center for Media and Public Affair's survey, 51% of the 3,004 people polled think that the media does get the facts straight, but only 33% feel that the media deals fairly with all sides. These findings suggest that while the facts are presented, people believe stories are biased one way or another. Ideally, if the media piece involves you or your team, you want the piece to appear unslanted and even, on your side.

Think about your team, athletic department, or organization and consider that they may have the power to influence a story, whether in a positive or negative direction. It's important to realize that these groups have the ability to color the way that a story is reported. The freedom of the press is a granted right of the Constitution of the United States. This "freedom" is a good thing, a powerful thing, and it can be a dangerous thing! The survey results report that 63% feel that the media is under influence of powerful people and organizations. Hey guys, that's you! It is important to get the reporters on your side. If a crisis arises, DON'T DENY IT. Instead, put it in the best possible light. This may seem like a difficu lt task, but it can be done and it gives your more credibility with the media and the public. That's what you want! On the down side, 53% feel that the media currently abuses these granted freedoms. The survey also found that 75% feel tha t it is the media's job to act as a watchdog but, these same people feel that the media is given too much control and power. The amount of power given to the media makes it a dangerous weapon to be handled carefully. It is no surprise that a large perce nt of those surveyed (85%) support institutions that investigate complaints about injustices caused by print and broadcast. This finding makes sense when we consider the strength of media and their ability to color a situation. The survey results s how that while people rely on and trust the media, there is a growing concern over its power and influences. While the teams, departments, and organizations have influential power, it's important to remember that in most cases the reporter will repor t the facts but, it is up to you to have the skills to make sure the "FACTS" are reported in the most favorable light.

Finally, the survey notes that most people (34%) rely on local TV news as a source of information. Following the local news is network news (17%), newspapers (15%), and CNN news (10%). While people depend on the "Big Three" networks, local pr eferences still prevail. These findings suggest that it is in the best interest of sports clubs to use and fully exploit the local media to reach a wider audience.