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I recently acquired a professional athlete as a client, although I have no experience in sports PR specifically. Any advice? Unique challenges?
Dear Athletic Amateur:
Three ProfNet experts with sports PR experience weigh in:
What to Know About Sports PR
- Professional vs. Fan: “If you choose to get involved in sports PR, understand that the fan element must be removed from the equation,” says Christopher Navalta, senior account executive for Graham and Associates, who also has prior experience managing NBA players and teams, as well as minor league baseball players and teams.
- Long Hours: And while you don't have to have a passion for sports to work in sports PR, you probably won't like it if you don't, warns Adam Siepiola, assistant athletic director for media and external relations at Adelphi University, a Division II institution in New York. Sports PR includes long hours at games, and the ability to know what you're watching and writing about. "As a collegiate PR professional, we are required to travel with our teams regularly and to be at all home games," says Siepiola. "Your work day really starts after the game."
- Unstructured Work: "Every day is different," says Navalta. "Managing a team is obviously more structured than managing an athlete, but if you're the type of person who enjoys every day being different, then this is the perfect fit." From head injuries in the NFL to ethics violations in the NCAA, the sports industry faces many challenges that require the assistance of PR professionals, agrees Amy Littleton, senior vice president of KemperLesnik, a PR, events and sports marketing agency in Chicago.
- No Riches: "Sports PR doesn't pay very much," says Littleton. "You have to do it for the love of the game." It's long hours, average pay, weekends spent working and no real time off until June, warns Siepiola. "But the good outweighs the bad!"
- Untapped Stories: "There is so much more beyond just the final score," says Siepiola. "For example, we had a four-time All-American women’s lacrosse player who has been dealing with diabetes since she was 6; she overcame that to become one of the best in the country!"
- Competition and Clutter: "There are so many sports and events competing for the attention of consumers, that it is often difficult to break through," says Littleton. "This is exacerbated by the fact that ESPN holds a lot of power when it comes to sports news and coverage." You have to find compelling, human-interest stories -- anything that goes beyond wins and losses -- to get coverage sometimes, says Siepiola.
- Changing Minds: Because professional athletes are paid millions of dollars, they are considered one-man institutions. Unlike working in a PR agency, where there is plenty of structure, working with athletes can be challenging, depending on who you’re working with, because athletes have the ability to change their minds constantly when it comes to their brand, says Navalta.
- Brand Direction: “Like any business, the sports industry is about building a brand,” says Navalta. “I’ve run into a lot of athletes and coaches who have wanted to build their own brand, but really never had any direction or foresight on what they wanted to do with it.”
- Damage Control: We frequently see professional athletes in trouble with the law, says Navalta. These athletes obviously do not have a lot of the necessary structure to build and maintain a brand because they’re around the wrong people. “If sports leagues want to avoid having the reputation of having athletes who are always getting into trouble, they need a better PR plan.” Plus, damage control is always time consuming. Avoid athletes or teams with histories of bad PR, unless you're the kind of person who thrives on helping underdogs.
- Uncensored Social Media Chatting: Social media is a great place to grow a personal brand, says Siepiola. But since it's also a place to vent and talk with friends, social media can be risky business. A PR professional can educate and monitor this type of social media usage. At some point, an issue will come up, so have a crisis management plan in place, warns Siepiola.
- Sports PR pros get to watch games up close for free and do a lot of traveling, says Navalta.
- "Getting inside the ropes, courtside or into locker rooms to get up close and personal with players and see behind the scenes at events is pretty awesome," says Littleton.
- "I vividly remember a time this past spring -- an April afternoon at around 2 p.m. -- when I was out at our softball field watching and keeping statistics for a game," says Siepiola. "It was in the mid-70s and sunny, and I remember thinking: 'I get paid to do this -- how cool is that?!"
- Siepiola also says that he's travelled to places he probably never would have been to otherwise.
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