Public Relations in Sports


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The goal of the public relations consultant is to create, through the organization of news and advertising, an advantageous image for the team. This is done by creating of favorable public opinion by using many research techniques and communications media.

The principal instrument of publicity is the press release, which provides the mass media with the raw material and background for a news story. The growth of modern public relations is generally attributed to the development of the mass media, which accelerated the spread of ideas and increased the importance of public opinion by giving more people access to current events.

interviewPublic relations experts work to maintain this favorable opinion of the team.

Professional teams work closely with the news media on a daily basis, providing them a wide variety of info about players, staff and the organization.

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 difficult task, but it can be done and it gives you more credibility with the media and the public.

As a public relations employee, you must 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. It's important to remember that in most cases the reporter will report the facts but, it is up to you to have the skills to make sure the "FACTS" are reported in the most favorable light.

Here is a brief list of Media Do's and Dont's

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