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How can you build media relationships across different languages and cultures for your sports organization?

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Media relations is a vital skill for any sports organization, especially in today's globalized and diverse market. Whether you want to attract fans, sponsors, partners, or talent, you need to communicate effectively with different audiences across languages and cultures. How can you build media relationships that are respectful, relevant, and engaging for your sports organization? Here are some tips to help you.

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Jojo S.

Founder & CEO of Imogen PR | Helping Brands & Leaders Navigate Crisis & Reputation Management | PR Coach | UI Lecturer…
Ishani Sawant

Adventure and Media
Roger Hampel

Sports Business Consultant | Founder @ Football Business Journal | Ex. UEFA Euro 2024

1 Know your audience

Before you reach out to any media outlet, do your homework and research their profile, preferences, and expectations. What language do they use? What tone do they prefer? What topics do they cover? What format do they use? How do they interact with their followers? What are their values and goals? By knowing your audience, you can tailor your messages and pitches to suit their needs and interests, and avoid any cultural or linguistic blunders that might offend or confuse them.

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Ishani Sawant

Adventure and Media
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Best is develop a local contact and take nots from conversations with them. Locals are aware about inside outs of industry and often reliable data can be collected.

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2 Hire or collaborate with experts

If you are dealing with media outlets that use a different language or culture than yours, you might need some professional help to ensure accuracy, clarity, and credibility. You can hire translators, interpreters, or cultural consultants to help you craft and deliver your messages, or you can collaborate with local media partners who can act as intermediaries or co-producers. Either way, you should always respect and acknowledge the expertise and contribution of these professionals, and seek their feedback and advice on how to improve your media relations.

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3 Use appropriate channels and tools

Depending on your target media outlet and audience, you might need to use different channels and tools to communicate with them. For example, some media outlets might prefer email, phone, or social media, while others might prefer press releases, newsletters, or podcasts. Some might use text, audio, or video, while others might use graphics, animations, or interactive features. You should choose the channels and tools that best suit your message, your audience, and your budget, and use them effectively and consistently.

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4 Be responsive and respectful

One of the keys to building media relationships is to be responsive and respectful. You should always respond to media inquiries, requests, or feedback in a timely and courteous manner, and follow up with any relevant information or updates. You should also respect the media outlet's deadlines, guidelines, and editorial policies, and avoid any pressure, manipulation, or interference. You should also respect the media outlet's culture, norms, and etiquette, and avoid any stereotypes, assumptions, or biases.

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5 Provide value and variety

To maintain and enhance your media relationships, you should always provide value and variety to your media contacts. You should offer them exclusive, relevant, and interesting information, stories, or insights that can help them attract and engage their audience. You should also provide them with a variety of content, formats, and angles that can showcase your sports organization's achievements, challenges, opportunities, and personality. You should also invite them to your events, activities, or initiatives that can give them a firsthand experience of your sports organization.

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Roger Hampel

Sports Business Consultant | Founder @ Football Business Journal | Ex. UEFA Euro 2024
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To build effective media relationships across different cultures for a sports organization, it's crucial to provide value and variety. Utilize social media's geolocation features to create exclusive, culturally-tailored content for specific countries. For example, FC Schalke 04 uses Facebook's geolocation to offer holiday greetings in Polish, visible only in Poland, demonstrating value in their communication. Additionally, establish social media accounts in multiple languages to cater to diverse audiences, like 1. FC Union Berlin, with profiles in German, English, and Spanish. This strategy not only shows cultural inclusivity but also provides a variety of engaging content, essential in today's global sports environment.

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6 Seek feedback and improvement

Finally, you should always seek feedback and improvement for your media relations. You should monitor and measure the results and impact of your media outreach, and use the data and insights to evaluate your performance and identify your strengths and weaknesses. You should also ask for feedback and suggestions from your media contacts, and listen to their opinions and perspectives. You should also keep learning and updating your knowledge and skills on media relations, languages, and cultures, and look for new ways to improve your media relations.

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Jojo S.

Founder & CEO of Imogen PR | Helping Brands & Leaders Navigate Crisis & Reputation Management | PR Coach | UI Lecturer & PR Lab Lead | Former APPRI Chairman | Building the Future of Public Relations in Indonesia
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Sports organizations can build relationships with international media by connecting with journalists across cultures who speak different languages to gain wider coverage globally, while also understanding varying communication preferences and tailoring messaging to platforms like social media favored in other markets. Having multilingual spokespeople engage with foreign press aids understanding between parties from divergent backgrounds

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mohammed Shadman Ul Karim

Sports Business Graduate | Content and Product Specialist
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Don't make basic mistakes like translation or spelling errors in the process of reaching out to localised audiences. Trusting the internet's translation tools might not always deliver accurate results rather it can bite back as a matter of ridicule.

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How can you build media relationships across different languages and cultures for your sports organization?

1

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3

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1 Know your audience

2 Hire or collaborate with experts

3 Use appropriate channels and tools

4 Be responsive and respectful

5 Provide value and variety

6 Seek feedback and improvement

7 Here’s what else to consider

Sports Management

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How can you build media relationships across different languages and cultures for your sports organization?

1

2

3

4

5

6

7

1 Know your audience

2 Hire or collaborate with experts

3 Use appropriate channels and tools

4 Be responsive and respectful

5 Provide value and variety

6 Seek feedback and improvement

7 Here’s what else to consider

Sports Management

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