After two years, the games have finally begun! We can now enjoy Philippine Basketball Association, UAAP, and NCAA games from the hardcourt in person from our favorite sports arenas or feel the energy live on television or streaming services.
Though this may not be evident at the onset, the world of sports can also offer communicators lessons in public relations. In an article in prnewsonline.com, public relations expert Arthur Solomon believes that there are PR Lessons You Can Learn from Watching TV sports.
“The next time you tune in to a sport telecast, the PR pro in you should realize you’re watching more than a pitcher throwing 100 mph fastballs, football quarterbacks or basketball players sinking a three pointer,” he says. “You are getting a free PR tutorial.”
Here are some excerpts from this very insightful article:
• The Situation: Promises, Promises
Solomon observes that prior to the season, “commentators are prone to exaggerate the potential of teams they cover. In some cases, announcers are team employees. When the team’s season is unsuccessful, the result is a disappointed fan base and the announcers’ credibility suffers.”
With this in mind, he urges communicators to promise realistic results when you practice PR. Avoid telling an executive or client, “This program is so newsworthy that there will not be any problem achieving major media stories.”
What PR Pros Can Learn: Don’t Overpromise
Communications, and especially PR, is one field that can be measured through metrics—column inches, views, likes and shares, airtime. That’s why it’s never a good idea to exaggerate what one can deliver.
“Overpromising results when selling a program can be disastrous to relationship building,” says Solomon. If results are underwhelming, it’s better to underplay what you think is possible, and if better than anticipated results occur it is a happy surprise.
• The Situation: Believing the Hype
In recent times, communicators have turned to influencers to help create more awareness about their company, products, and services. In sports, Solomon observes that “sports commentators embellish certain athletes’ popularity, which sports fanatics, some of whom are PR pros accept as fact.”
Playing off a sports commentator’s embellishments, “star-struck communicators assure those they represent that using a much-heralded athlete is a certain success.” But that is not always the case. Sometimes, the brand is drowned by the influencer’s sheer personality, and it becomes all about himself.
What PR Pros Can Learn: Have Your Eyes on the Goal
Solomon believes that using athletes as brand spokespersons to achieve product visibility through media interviews can produce less than satisfactory results. That’s because “media interviews usually revolve around the athlete’s on-field achievements. Your company’s talking points may not be included.”
Instead, “PR pros should use spokespeople who are knowledgeable about the product, which will result in meaningful publicity instead of publicity for publicity’s sake.”
• The Situation: Remaining Current
When your company wants an athlete as a marketing and PR spokesperson, Solomon observes that “talent agencies limit suggestions to current athletes seen on TV.”
While the athlete certainly has the following, reporters see current athletes on a daily basis. Thus, it’s unlikely a beat reporter will write a sponsorship story. Instead, it will appear in the trades or marketing columns.
What PR Pros Can Learn: Consider Going Against the Current
“If consumer publicity is the object, a better choice would be to suggest a well-known retired athlete,” says Solomon.
That’s because “nostalgia is a big part of sports…viewers of TV sports are aware how often commentators refer to retired athletes. Offering a retired star is certain to interest sports reporters.”
Moreover, “journalists understand why your company hired a revered old timer. The writer is more likely to include a talking point or two in their stories.”
Apart from those mentioned above, Solomon points out other things communicators can learn from watching TV sports.
No excuses, please.
Solomon mentions the tendency of broadcasters to make excuses for a team’s poor play. In the PR realm, “communicators should never make excuses for when a PR effort turns sour.”
Instead, “the savvy PR pro should suggest improvements and explain why she’s making such recommendations. Too many PR pros continue with a program long after it goes south, hoping thing will improve.”
Detachment, detachment
While our preferences can boost our enthusiasm for work, “never let emotions dictate your reasoning.”
Instead, when choosing communication or marketing officers, for sports related accounts, or any account for that matter, “its best to avoid fanatics.” They should approach their work not as fans, but business professionals.
After all, “companies see [sports] promotions dispassionately, as a business decision.”
PR Matters is a roundtable column by members of the local chapter of the UK-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the Senior Vice President for Marketing and Communications of SM, is the former local chair.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
Image credits: ROY DOMINGO