People who work Sports PR handle their client’s information
to the press, including player/team information. Not only are they required to
handle the media, but to be there as their clients ‘promoter’. To make sure a
sports franchise has their stadium filled with fans, they hire PR
specialists/agencies to attract fans using promotional strategies like creating
public interest, and increasing team and player visibility. The field of sports
is a tough business. Sports events are always happening, and the popularity for
sports is almost higher than any other industry. PR teams vary in size
depending on what team or university you are working for (http://iml.jou.ufl.edu/projects/fall01/latimer/).
As of April 10, 2013 these were the Top Sports Pr Agencies (http://www.odwyerpr.com/pr_firm_rankings/sports.htm):
1. Taylor, New York $10,492,501
2. French
| West | Vaughan, Raleigh 5,092,539
3. Edelman,
New York 2,750,249
4. Ruder
Finn, New York 2,445,733
5. Coyne
PR, Paramus, NJ 1,914,000
6. Gregory
FCA, Ardmore, PA 1,589,300
7. Regan
Communications Group, Boston 1,265,725
8. PadillaCRT,
Minneapolis 988,330
9. CooperKatz
& Co., New York 354,321
10. Sachs
Media Group, Tallahassee, FL 320,090
It’s very important that Sports PR specialists have good
writing and communication skills. These specialists have to address the media
through press releases, websites, news articles, etc. Times have changed, and
since social media came out, it’s very important they have skills in that area
as well. Today, many people get their sports info via Twitter and Facebook
since they display constant updates. Sports franchises and universities have
created Facebook and Twitter accounts to address their fans of team news.
Giving fans attention through social media including retweets and comments,
creates a higher awareness for a sports team’s social media.
Sports PR is not an easy business to start out in, and even
harder to be successful. Last year, I was able to interview Quinnipiac
Professor Andrea Obston. She has her own PR firm and was able to tell me how
the field of Sports PR works. She was able to give me a lot of insight, and
described the field as a “dog eat dog”
kind of field where there is lots of competition and requires a high level of
commitment. Sports PR specialists usually work 60-80 hours a week (usually 7
days). It’s the kind of field where it’s important to be the first one to
arrive at work and the last one to leave, to stand out and impress. The job being time consuming is not only the
major con; the salaries are very low for entry positions. Low salaries can
result in lack of motivation for many employees. Not only are the salaries low,
but there’s also limited advancement. The best way to get a shot of
advancement, is to transfer to another team or organization that is looking for
someone to replace a certain job title, which also results in these
professionals to move all over the place to get the job they want.
It seems very ironic that Sports PR seems to have more cons
than pros. It is an industry that seems like it would be fun and exciting, but
it’s a total grind that doesn’t really give the professionals the respect they
deserve. This was a field I was very interested in pursuing when I started my
education here at Quinnipiac. I am a PR major and have a minor in Sports
Studies. However, the more I looked into this field I’m not too sure it was the
right decision to take that route. It’s going to be hard to even find a decent
job in Sports PR, especially with limited connections in that field. Plus the
low salary really keeps me skeptical about taking a job in Sports PR. I now
seem to be more interested in the field of Corporate PR.
12 comments:
As the movie Jerry Maguire illustatrated, there are many ups and downs in the industry...If you have passion for a sport you can enjoy it whether that becomes your focus or not in PR...taking a broader look at PR is wise until you have some work experiences and then you can decide where to specialize..most importantly is to contribute to the industry and continue to build your skills
There are often better opportunities in industries that don't appear to be exciting to most. It's best to find a niche that lines up with your own unique skills, in a place where you can add value. The vast majority of people like sports, so the vast majority would pick to work in sports. But that means it's highly competitive, offering lower pay, and less opportunity for success. Unless you have very unique sports skills or very unique sports experience, it's probably not the best option. It might sound nice when talking to your friends at a party. But how far does that really go?
There are often better opportunities in industries that don't appear to be exciting to most. It's best to find a niche that lines up with your own unique skills, in a place where you can add value. The vast majority of people like sports, so the vast majority would pick to work in sports. But that means it's highly competitive, offering lower pay, and less opportunity for success. Unless you have very unique sports skills or very unique sports experience, it's probably not the best option. It might sound nice when talking to your friends at a party. But how far does that really go?
I am a firm believer in following your passion. Even though it may appear there are limited opportunities at the present time, career opportunities seem to go in waves--your motivation should lie in what you "feel" and rate of pay should not be the only guiding factor.
-cindy
I think is important to gain some PR experience before specializing in any particular field. If sports PR were to be the place you would find yourself working, it would be beneficial to have some other experience in the field of marketing or PR.
I think that you should always follow your heart and do what you enjoy. That being said, I also believe that you should get as much varied experience in your field before specializing in any one type of PR. Money should not always be the motivating factor but passion and interest.
It's always best to have an open mind and place yourself in a work enviroment that has alot to offer. You might find your dream changes in time. It appears that Sports PR is very competitive and has limitations. I think it best to get experience and also never give up on that dream. It just might be waiting around the corner when you least expect it.
Gain experience first and then specialize. You will be able to make a better decision once you have experience in different fields in the public relations industry
It is good to know that my efforts to teach effective writing skills to my elementary school students are not a waste of time and that perhaps one day in the future, one student's climb up the Sports PR 'ladder of success' may be based on possessing those skills. Here's to all of those learned men and women in the field of sports who so eloquently put their knowledge down into words and to the educators who taught them how to do it in the first place.
I always recommend to experiment with the first few positions that are available. Get some experience in the field you are interested in and then try anything that is available after that. If you do not like something you move on. I do think however, that the corporate PR area is the more general and more advantageous area to start in. You should always control money and never allow money to control you.
I've worked with some PR firms to coordinate player interviews on some BlogTalkRadio shows. I can vouch for the fact that they are always "working". It's not even close to a 9-5 job. Top social media skills are an absolute must - it's the only way many players will communicate with their PR firms and their fan base. I can't vouch for the pay, but it's ultra-competitive. Every player that has a PR firm, has another 30 "knocking on his door" trying to steal him away with a "better deal."
Corporate PR would be much more stable, but there are more expectations and thus more pressure to produce the desired results.
The field of sport management as a whole contains two very likely probabilities. Long hours and low starting salaries. The supply of jobs in sports has grown substantially over the past 30 years, but the demand has increased exponentially as colleges offered more sport management programs worldwide. My recommendation would be to secure a solid internship and learn as much as you can. Try to find employers that you feel will help you advance your career (wherever that may be). Always be the first one in and the last one out and never let your paycheck decide how hard you are willing to work. Be willing to relocate at the drop of a hat, even overseas. I have yet to meet anyone in my field who's journey has been a straight path without a few bumps in the road. But I have also not met anyone who is unhappy with their field of choice and most would say that it doesn't feel like work when you love what you do.....I enjoyed reading your blog. It looks like you have acquired many of the skills you will need to do well in Sports PR. There is much good advice here for you to examine. Read "Toughness" by Jay Bilas. I believe that it will help you understand the power of persistence and the value of finding good mentors. You have a great role model for a dad who has taught you well. Finish the job and have fun along the way and make him proud. Good luck young man. We'll be rooting for you!
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