The month of January always felt like a sprint towards pre-season and a finalization of goals, all while juggling stakeholder relationships who have (rightfully so) high expectations of the team and organization. It also provides sports public relations professionals a chance to strengthen those relationships by crafting intentional, meaningful communications. Digging into the Uses and Gratifications Theory helps showcase the thought behind why some experiences and content resonate deeply with fans and why some do not. The theory also provides a framework for how some communications efforts land and the importance of developing messaging that overlaps with fans’ desire for connection, entertainment and identity.
Today, I’ll be sharing a few ways how PR professionals can leverage this theory to build stronger relationships with their audiences as 2025 strategies get finalized. Doing so can also set the tone for the season, especially if your organization is trying to shift or reinforce perceptions this year.
In Theory: Uses and Gratifications
The?Uses and Gratifications Theory says that humans are usually on the hunt for information that satisfy a need they have, either social or cognitive. When these humans happen to be sports fans, it shows up like desires for:
- Information:?Fans want a sense that things are happening and that there is news to be had (it could also be a nice escape during a doldrum of a pre-season). They want updates on who’s in camp, decisions being made and upcoming initiatives that impact them
- Social Connection:?Every fan has a story of the ‘how’ they became a fan of your team. Fans want to feel a part of your team’s journey as well as the larger fanbase. When they feel amongst a larger community of fans that share similar passion and love, connections grow.
- Identity:? Sports fans often turn to their teams as a vehicle to express their loyalty as deep-seeded personal values that come to the surface in ways that make sports unique and a possessiveness at scale with a team or brand. With this in mind, PR professionals can deliver messaging that resonates and builds trust. The level of information sought, the social connection desired and current/potential through lines to identity are different in various areas of your venue / price points / fan segments. Understanding the baseline of these needs and drivers help organizations create experiences and content that tap into the above in a ‘spot-on’ way for fans and what they want their own sports teams to think-feel-do when it comes to how teams engage with them.
Other needs below in case you’re feeling, well, needy.
Practical Applications for Sports PR
About to dispatch some of your staff down to pre-season camp where it’s a heck of a lot warmer than where you’re reading this? Here’s how PR departments can apply the theory to drive some deeper connections (assuming you’ve already identified your target audiences for the season):
- Creating information? Leverage transparency and credibility Fans often rely on team-specific updates in preseason because it’s rare that media outlets are able to send reporters down to camp, let alone for extended periods of time. Your sporting side and PR side need to generate a rhythm of relevant and timely updates. Reliable and accurate information from the team when there are (in the grand scheme of things) really low stakes, sets the tone for openness and an ability to articulate the vision Tap into updates that might require you becoming the news-makers: quick hitting coach soundbites, press releases with roster updates, b-roll and predictable virtual conference call dates, allow key stakeholders to stay informed.
- Showcasing connection? Highlight fan-organization relationships New players into the team often have their first exposure to your fans well after they’ve joined your team. Pitching the ‘adjusting to the new group’ piece and discussing comradery and shared experiences is a way to help show quick team integration. Focus on relationship building and the group coming together. Back in market – what is your team’s community relations ramping up for? They likely don’t have the players in-market to do things but they’re most definitely getting the word out about 2025 initiatives – see where you can help weave those new items into your pitching and placements calendar. Got a new jersey rolling out this year? What is the popular one in the shop thus far? Predictable top player, new player or a surprise? Who is buying them? Especially when your team is off at camp and not usually in the media spotlight every single day like you would in-season, organizations can leverage shared/owned channels to go live on off days or afternoons when players are recovering but tied to a specific pre-season location Check with your season ticket membership group – how might the time in camp allow you to set up a super easy engagement directly with fans through Q&A sessions or with fan attendance.
- Tapping into identity? Make sure your messages align with fan values You’re starting to weave in the narrative of the 2025 season (on-field) but is it integrated with who your organization is off-field? Historically? Now? Moving forward. Help make sure that there is alignment across public statements as well as staff outreach and campaigns have a reflection of the team’s values and commitments Where you are building in pre-season sporting side milestones, explore where those values and commitments of the organization overlap with actions and/or profiles of leaders in the locker room / coaching staff especially when discussing who they are away from the game / what they do in their spare time / what they did in the offseason beyond simply work on elements of their game.
- Be transparent:?Open, honest communication builds trust with fans and stakeholders.
- Focus on relationships:?Prioritize storytelling and initiatives that deepen emotional connections.
- Stay consistent:?Align PR messaging with the team’s broader brand identity and values.
Quick Tips: PR Strategies for 2025 preseason
- Preseason media blitz:?Use press releases and team interviews to preview the 2025 season and set the narrative.
- Spotlight fan-centric initiatives:?Publicize programs that celebrate fans (like their securement of their new jerseys) or where the club is gearing up to make their giving back to the community a year-round endeavor.
- Enhance media access:?Create predictability (Tuesday’s after training before lift) for a cadence of virtual availability for media and a rotation of players. Look to set a common theme for that day (veteran presence, new guys/gals, firming up the defense, lessons learned/page turning leaders, etc.) without formally saying it but know those spokespeople will likely speak to it. This helps journalists and fans alike to access the latest, most accurate information.
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PS: if you’re new to my page, welcome: I’m,
Tim Miller, MBA, APR
. I am a sports PR consultant (specializing in fractional head of communications work) and a college professor. I help sports teams, leagues and organizations develop reputation strengthening strategies so that they can better connect with fans of the games we love. I also get to teach the next generation of PR pros how to do just that. Let's chat!
