Public Relations is commonly known as a function that forms part of the marketing mix, a function which assists in leveraging the media’s interest in an event, individual or organization.
The job then of a public relations officer is one of responding to the media and public’s requests, ‘putting out fires’, representing individuals or teams in a positive light, ensuring strong media returns for those sponsors involved and guaranteeing that the correct facts are presented to the public in a positive manor.
Basically, sports PR is the act of conducting public relations services within the sports industry, whether it be through player representation, sponsorship management or events. Whichever way you look at it, the function of public relations in sport is one of feeding the publics hunger for accurate facts, player endorsements and appearances, significant returns for sponsors as well as regular news updates.
A sports public relations officer would be responsible for the writing of press releases, preparing press guides, organizing and managing the various media at sports events as well as managing the athlete’s or team and ensuring that they are reflected in the best light possible to the sports loving fans. One of the PRO’s primary tasks is to ensure that the sponsors involved in the sport or the individual receive significant media returns whether by print, online, radio or television.
Rather than working against the sponsors, media are learning, through the function of public relations, the benefit of the symbiotic relationship that exists between the sponsors’ money and the growth of the sport or individual.