Sports PR helps promote teams, players, and organizations through different channels of communication.

PR professionals can show the reputation of an athlete or team in a positive light. PR is all about managing relationships.

In the sports industry, athletes and teams require the support of the public and other organizations. For that they require PR strategies to sustain their relationships within them.

Responsibilities of PR in sports

PR can help build curiosity around an individual athlete or a team. Sports PR utilizes outlets such as broadcast, print, radio, and the internet to build the reputation of teams and athletes. Athletes are always under public scrutiny.

To manage their reputations, strategic media management is essential.

The PR teams for most sports professionals create newsworthy content to engage the media. They not only build reputations but also handle crises when they arise.

Since sports PR molds an athlete’s image, it allows players to focus on practicing their craft. Like with some sports, media coverage about athletes and teams do not have to be seasonal.

PR’s role during a crisis

During a crisis, PR not only supports teams or athletes but also makes sure that their image is portrayed positively.

They also prevent fans from developing a negative perception of a player or team. Some career moves like trades or retirements can also hamper the image of athletes.

A PR professional can approach the media and prepare coaches and athletes to make appropriate statements in a timely manner.

Effective communication

As in other industries, effective communication with the public and media is essential for sports.

PR professionals working in sports regularly use press releases to publicize events, fundraisers, and games. Through press releases , the public and the media are informed about events.

Best practices in sports PR

Sports PR uses a variety of platforms which not only increase the curiosity of reporters but also help improve audience reach. Fanscan become great ambassadors.

Sports PR connects fans with teams and athletes in different ways, like through volunteer work, social events, and meet and greets. They build rapport with different publications. They also seek and secure sponsorship opportunities.

They help their clients get media trained so that they project a voice that is uniquely theirs.


Previous articleTop Instagram Challenges for Companies
Next articleBrand Efficiency in Retail  
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.