CLASSICAL MEDIA RELATIONS AND NEW MEDIA RELATIONS IN SPORT

摘要

Media relations in sport mean maintenance of networks and positive relationships with people in the media to obtain positive media exposure for a sport product (informal and formal information sessions with media representatives). Because of the pervasive influence the media has on marketing success, sport marketers must make concerted efforts to create a positive relationship between their sport event and the media. They may accomplish this by providing the media with press releases, having news conferences, having media-day events (in which the media are invited to interact with the players, coaches, and administrators), providing media guides for the respective sport events and so on. Each of these activities promotes active involvement from the media, which will subsequently contribute to relationship building with the community.