The organisation of high-level competitions, the media career of Iga Świątek or the form of Robert Lewandowski are the subject of heated discussions. We are interested not only in the results achieved by sportsmen and sportswomen, but also in their private lives and non-sporting activities. PR activities play a key role in building and maintaining a positive image - of both athletes and companies associated with the sector. How to conduct good PR in the sports sector? There are ways to do this.
PR activities and the sports industry
Public relations, the process of forming opinions and building relationships with the public, has a major impact on the perception of athletes and sports companies. Thoughtful PR campaigns help athletes to build a strong personal brand and create their image as leaders or mentors. For sports companies, on the other hand, they support the communication of values, mission and commitment to sport.
In the sports industry, simply focusing on statistics will not attract fans and investors. Authenticity and closeness to the fans are crucial. PR activities should be based on thoughtful, audience-tailored communication. To build a solid fan base around an athlete, team or sports company, it is worth using storytelling.
The power of storytelling in public relations
Storytelling is a communication technique that involves telling engaging stories that help create a connection with audiences and evoke emotions. For marketing and public relations purposes, it can be used to present the value of a brand, product or person in a way that not only informs, but also inspires, builds trust and differentiates the brand.
In practice, storytelling can take many forms: from written stories depicting passion, difficult moments or successes, to videos, social media posts or advertising campaigns based on a coherent narrative. In storytelling, authenticity, well-built characters, emotions and a message that should be important to the audience are important. It is these elements that make the message memorable and build a lasting and genuine relationship with the brand.
The story of challenges, sacrifices, hard training and determination will inspire fans and show them that behind every success is hard work. Showing the behind-the-scenes story of recovery from an injury, the athlete's motivation to return and the support he or she received from loved ones or fans will build the athlete's image as a strong and steadfast person. On the other hand, presenting the athlete in the role of a parent, friend or enthusiast in other fields will bring him or her closer to the fans.
PR activities in a sports company using storytelling include creating stories about values such as determination, competitive spirit or fair play. An example of this is Nike's 'Just Do It' campaign, which, through the stories of famous athletes, encourages people to push their own limits. Telling stories about specific athletes, their struggles and successes attracts customers and strengthens brand identity.
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Why you should care about media relations?
In the sports industry, cooperation with the media, both local and national, is very important. Through media relations, athletes can reach a wide audience and sports companies gain credibility.
It is standard in PR activities in the sports industry to hold press conferences after matches, tournaments or other major events, where coaches and players answer questions from journalists. This is the best way to clearly and quickly communicate important information to a wide audience.
The power of interviews, for example before important competitions, should not be forgotten. It is a good moment for an athlete to talk about their preparations, emotions and goals.
In the case of sports clubs and organisations, an effective public relations activity can be the organisation of open days for the media, during which journalists can visit the facilities of a sports facility, see training sessions or interview members of staff.
Other examples of PR activities in the sports industry
Social media presence has become an integral part of PR campaigns - including in the sports industry. For athletes, social media is a tool to communicate directly with fans and create a personal brand - by sharing their private lives, successes, passions, they gain authenticity. Sports companies, on the other hand, use social to build an engaged community, promote events and communicate product news.
For sports companies, an effective PR tool is to organise their own sports events - a good way to attract media attention and fans and to present their products 'in action'. Sponsorship of competitions or sports leagues can also bring good results.
Companies can also make use of influencer marketing, including product reviews, live broadcasts of training sessions or promotion of sporting events. PR campaigns with sports infduencers are successful due to their wide reach and ability to reach a target group that identifies with a sporting lifestyle.
Public relations activities also include CSR initiatives. Sports companies can get involved in environmental projects, e.g. organise environmentally friendly events or aim to reduce their carbon footprint. Athletes, in turn, can support well-known charitable foundations or set up their own.
Public relations today is not just about promotion. It is also about building relationships and creating valuable stories that inspire and engage the sporting community. Properly planned and thoughtful PR activities can bring long-term benefits, strengthening the market position and contributing to the development of both athletes and sports companies.