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How can you ensure that your team is represented fairly and accurately in media coverage?

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Media coverage can make or break your team's reputation, performance, and revenue. As a sports manager, you want to ensure that your team is portrayed in a positive and truthful light, without compromising your integrity or professionalism. In this article, you will learn some tips and strategies to manage your team's media relations effectively and ethically.

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Debbie Larry-Izamoje,fnimn

Chief Operating Officer | Brila Media | Media Executive | Top 25 Women in Nigerian Sports Business | Women in Sports…

1 Know your media outlets

Different media outlets have different audiences, agendas, and styles. You need to research and understand the media outlets that cover your team, and tailor your messages and pitches accordingly. For example, you might want to emphasize different aspects of your team's achievements, challenges, or goals depending on whether you are talking to a local newspaper, a national sports channel, or a niche podcast. You also need to be aware of the media outlet's editorial policies, deadlines, and preferences, and respect them when communicating with them.

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Allan Duckworth

Non-Executive Director
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This is one possible starting point but some outlets are perhaps not as obvious today as they were some years ago. What is most important is knowing your audiences and then choosing the most appropriate media outlets to target them. So each audience group needs researching to establish the media outlets that best reach them.

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2 Build relationships with journalists

Journalists are your key allies in getting your team's story out to the public. You need to build trust and rapport with them, and provide them with accurate, timely, and relevant information. You also need to be responsive and accessible, and answer their questions and requests promptly and politely. You can also offer them exclusive interviews, access, or insights that can make their job easier and more interesting. By building relationships with journalists, you can increase your chances of getting positive and fair coverage, and also prevent or resolve any potential issues or misunderstandings.

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Allan Duckworth

Non-Executive Director
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Long term relationships are vital and require careful and consistent cultivation. Mutual trust is the key. Once again audience knowledge will help establish which journalists are most important. Different approaches may be needed for instance between local and say national outlets. Personal relationships at the right levels, guaranteed access by both sides, a significant investment of time will yield dividends.

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3 Train and coach your team members

Your team members are your best ambassadors, and they also need to be prepared and confident when dealing with the media. You need to train and coach them on how to handle media interviews, press conferences, and social media interactions. You need to help them develop their key messages, avoid controversies or pitfalls, and express their personality and passion. You also need to monitor and support their media performance, and give them feedback and guidance on how to improve.

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4 Be proactive and creative

You don't have to wait for the media to come to you. You can also be proactive and creative in generating your own media opportunities and content. You can pitch your team's stories, achievements, or initiatives to the media outlets that might be interested in them. You can also create your own media platforms, such as a website, a blog, a podcast, or a YouTube channel, where you can showcase your team's culture, values, and behind-the-scenes activities. You can also use social media to engage with your fans, stakeholders, and influencers, and share your team's updates, insights, and opinions.

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Jakub Myszkorowski

Legia Training Center ? Sponsorship, Communication & Marketing ?? Personal branding ?? Storyteller ?? Thought Leadership ?? Project Management ? High School Lecturer ?? Football Tactician, UEFA A Coach
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You have to come up with regular briefs, press kits, and press releases that can be sent out to the journalists. Still you have to responsibly keep on growing the recipient list and make sure to add some individualized comments, tips for those outlets that you especially care for.

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5 Be honest and transparent

One of the most important principles of media relations is honesty and transparency. You need to be truthful and consistent in your communication, and avoid lying, exaggerating, or hiding information. You also need to be accountable and responsible for your actions, and admit and correct your mistakes when they happen. You also need to respect the media's role and independence, and avoid interfering with their work or trying to manipulate them. By being honest and transparent, you can build your team's credibility and reputation, and protect it from any negative or false coverage.

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6 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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Debbie Larry-Izamoje,fnimn

Chief Operating Officer | Brila Media | Media Executive | Top 25 Women in Nigerian Sports Business | Women in Sports Advocate
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To ensure your team gets fair and accurate media coverage, it's crucial to forge relationships with journalists and media outlets in your industry. This will ensure they grasp your team's work and viewpoints. Always prioritize providing precise details about your team's achievements, projects, and impacts. Offer press releases, backgrounders, and fact sheets to journalists so they have the right information at their fingertips. By being proactive in these areas, you can ensure your team receives the fair and accurate media representation it deserves.

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How can you ensure that your team is represented fairly and accurately in media coverage?

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4

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6

1 Know your media outlets

2 Build relationships with journalists

3 Train and coach your team members

4 Be proactive and creative

5 Be honest and transparent

6 Here’s what else to consider

Sports Management

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How can you ensure that your team is represented fairly and accurately in media coverage?

1

2

3

4

5

6

1 Know your media outlets

2 Build relationships with journalists

3 Train and coach your team members

4 Be proactive and creative

5 Be honest and transparent

6 Here’s what else to consider

Sports Management

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