What are the best ways to build strong media relationships before a crisis?

1 Know your media outlets

The first step is to identify the relevant media outlets for your sport and your audience. You should research their tone, style, audience, reach, and credibility. You should also know their deadlines, preferences, and contact details. This will help you tailor your messages and pitches to each outlet and avoid sending irrelevant or inappropriate information.

2 Be proactive and helpful

The second step is to establish yourself as a reliable and helpful source of information for the media. You should reach out to them regularly with newsworthy stories, updates, insights, and invitations. You should also respond to their requests, questions, and feedback promptly and professionally. You should avoid spamming, lying, or hiding information from them. By being proactive and helpful, you will build trust and rapport with the media and increase your chances of getting positive coverage.

3 Be respectful and transparent

The third step is to treat the media with respect and transparency. You should acknowledge their role and value in the sports industry and avoid being defensive or hostile. You should also be honest and accountable for your actions and decisions and admit your mistakes when necessary. You should not try to manipulate, bribe, or threaten the media or use them as a scapegoat. By being respectful and transparent, you will earn respect and credibility from the media and reduce the risk of damaging your reputation.

4 Be consistent and accessible

The fourth step is to be consistent and accessible to the media. You should maintain a clear and consistent message across all media platforms and channels. You should also be available and responsive to the media at all times, especially during a crisis. You should not ignore, evade, or delay the media or give contradictory or incomplete information. By being consistent and accessible, you will demonstrate your professionalism and confidence and avoid confusion and speculation.

6 Be prepared and flexible

The sixth step is to be prepared and flexible with the media. You should have a crisis communication plan in place that outlines your goals, strategies, actions, and spokespersons. You should also monitor the media landscape and adapt your plan as needed. You should not panic or overreact to the media or stick to a rigid or outdated plan. By being prepared and flexible, you will be able to handle any crisis with grace and resilience.