A brief history of sports media relations

Before Media Relations Tex Schramm, general manager of “America’s team” the Dallas Cowboys during the 1960s and 70s. He said he practically had to beg papers to cover the team. “Papers didn’t staff our training camp. I wrote the stories for the papers and the papers would put some other writer’s byline on the story. Not only that. I wrote the headline and helped ship copy to the composing room.”

Changing times Media relations directors once prioritized according to news cycles, print deadlines and the 6 o’clock news Now they find themselves responding to items with more immediacy thanks to social media and the more diverse coverage of athletes

The old model (1850s – 1980s) The media during this time were characterized by the traditional mass media that still exist today: newspapers and magazines, then radio and television. These outlets had exclusive access to athletes, games, events and news. The outlets would distribute that content to mass audiences; in turn, athletes and events received lots of publicity. Media dollars also meant a lot more money for teams and athletes. (1969 MLB salary=$25,000. 1990 MLB salary=$578,000.

Long-time baseball manager connie mack (1950) “How did baseball develop from the sandlots to the huge stadiums? From a few hundred spectators to the millions in attendance today? My answer is: through the gigantic force of publicity. The professional sporting world was created and is being kept alive by the services extended to the press.”

Agenda-setting function of the media The media has almost total control in shaping the presentation and image of the content providers Agenda setting: the ability to exert a significant influence on public perception through the control, filtering and shaping of media content. (So how important a story is, how much time/space to give it) Gate-keeping (really covered only major sports).

Sports reporters developed friendships with the coaches and athletes Sports reporters developed friendships with the coaches and athletes. You took care of your friends to get publicity (favorable publicity) or even ask for favors (don’t run something). Babe Ruth: “It’s a good thing we didn’t see that or we’d have to report it.”

Historic Model visually Distribution Sports Athletes Organizations Events/Games News Mass Media Content Mass sports audience Publicity Feedback from audience

In reality Very little feedback from audience (no way except like letter to editor, later on talk radio, etc) Mass audience was captive, dependent on media, as were athletes and organizations (You had no choice what you watched; you had to watch what was on) One big mass audience, no divisions

COSIDA founded in 1957 CoSIDA (College Sports Information Directors of America) was founded in 1957 and is a 3,000+ member national organization comprised of the sports public relations, media relations and communications/information professionals throughout all levels of collegiate athletics in the United States and Canada.

The New Model (1990s to present) Live satellite, internet, digital transmission, social media, means that legacy media no longer have sole control over information to audience Audience no longer “mass” is made up of niche audiences – think of baseball fans vs. football fans, think of NFL network vs. Big Ten network Sports/Athletes/Organizations can now skip mass media and communicate directly with either niche media or audience themselves; traditional media no longer REQUIRED In this model, audiences are extremely active participants (feedback through social media, interactive message boards, create own sports content)

So the Balance of power is tilted drastically in direction of audience Niche Sports Media Sports Athletes Organizations Events/Games News Distribution Content Mass Media Feedback Publicity Niche Sports Audiences Content, Publicity Feedback

Some examples: IN 2009 Curt Schilling announced his retirement on his blog. He wanted to connect unedited and unfiltered, he said. Bleacher Report (1,000 unique sports articles a day from contributors) X Games Manti Te’o

IlLinois Players react to Lovie Smith HIring

There are negatives

This change affects Sports Information offices “Media demands have changed drastically. With the advent of the fax machine, then email, then the Internet, the world wants news faster and faster. The technology has caused more and more media outlets to arise and require information.” Tom Duddleston, University of Arizona Media Relations Director. “The growth of sports talk radio and the Internet have created a more negative approach to coverage. The Internet has provided the media another avenue to get information, but it’s not always reliable.” Bobby Parker, Bradley University.