Speaking Sport to the Media

The changing nature of sports media, the ability to prepare and proactively respond in a ‘crisis’ and the need to structure stories and key messages to capture the interest and imagination of sports journalists were key themes that emerged at the ‘Speaking Sport to the Media’ forum held by Media Manoeuvres.

The forum assembled four leading figures in sports journalism and communications – each with a wealth of experience and knowledge in dealing with the often frenetic relationship between sport and the media.

According to Jim Wilson, Senior Sports Reporter with the Herald-Sun & formerly with the Seven Network, the media’s focus on sport and sports people has intensified exponentially over recent years, and the media landscape has changed dramatically.

The greater level of sophistication across all forms of sports media means that sporting organisations need to be a lot ‘smarter’ when dealing with media outlets.

“Even if the media does report your sport or an athlete in a positive light, don’t expect any favours when good news turns bad”, Jim said.

So what do you do? “Even in the most disastrous situations, negatives can be turned into positives by using some simple skills and techniques.”

Former Media Manager of the Australian Grand Prix Corporation, Geoff Harris pointed out that acting as a Media Manager for an international sport is quite different to that of a ‘local’ sport.

Deadlines and requirements for international media differ across the globe, and the role of the Media Manager is to satisfy the competing demands.

But can you or should you always respond to the demands of the media? According to Geoff, you have to display discretion and always be mindful that your job is to meet the objectives of your sport or organisation, not just to respond to the media because they want a story.

And a further tip from Geoff – “You need to know when to bite your tongue!”

Damian Barrett, a Senior Sports Journalist with the Herald Sun said it is not the media’s job to peddle the message of sports organisations or athletes. However, if the message is properly structured and has relevance, it will be used.

And how do ‘low profile’ sports grab the media’s attention? According to Damian, it is not overly difficult as long as you utilise some proven approaches and techniques.

Michael Scott, CEO of the 2007 World Swimming Championships, and former head of the AIS said sports organisations that don’t recognise the positive and negative value of the media are foolish. “An organisation’s reputation is its most important asset”. Michael said there is a fine balance between managing a sport’s reputation in the media and dealing with the reputation of elite athletes.

The growing impact of sports managers and sports management companies is changing the relationship between sporting organisations, individuals and the media. These relationships have to be well managed, Michael commented.

So what ranks as the best and worst examples of media reputation management in recent Australian sports history? And what media strategy did the famous Collingwood Football Club adopt to avoid a barrage of potential negative media?

These and other questions are answered in the informative and entertaining CD recording of ‘Speaking Sport to the Media’.

The recording of this highly successful event is full of helpful hints, and includes panel discussion, and questions and comments from the audience.

‘Speaking Sport to the Media’ is now available on CD from Media Manoeuvres for $39.00

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