Set a realistic target state for athlete-media relations and a defensible route to it.
Building Strategies to Manage the Relationship Between Athletes and the Media
Move athlete-media relations from general awareness to a repeatable, reviewable practice.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
The first version of a story about athlete-media relations tends to become the reference version. Reputation built over years is re-assessed publicly within hours when this part of communications and media practice is mishandled. The version of this area of communications and media practice described in the manual and the version practised on the floor tend to diverge over time. They gain the ability to sequence improvements to athlete-media relations in an order their organisation can absorb. The most reliable predictor of sound the practice within communications and media practice is whether anyone reviews it when nothing has gone wrong. It is pitched for practitioners with responsibility for this part of communications and media practice, not for observers of it. The teaching approach is deliberately practical: participants build a communications plan for athlete-media relations as they go. Participants leave with a method for the wider communications and media practice agenda, not a set of opinions about it. The programme ends where implementation begins, with the communications and media practice discipline broken into steps someone can start on Monday.
Expected Learning Outcomes
Present the case for investment in athlete-media relations in terms that a finance function will accept.
Monitor sentiment and coverage relating to athlete-media relations in useful time.
Design a practical operating method for athlete-media relations that fits the organisation's size and maturity.
Define the key messages for athlete-media relations and hold to them under pressure.
Protect the personal reputation of leaders associated with athlete-media relations.
Build the archive and record of communication on athlete-media relations.
Who Should Attend
Marketing staff coordinating with communications on athlete-media relations.
Spokespeople and executives who speak publicly about athlete-media relations.
Government relations and public affairs officers covering athlete-media relations.
Compliance and governance staff whose remit includes athlete-media relations.
Internal communications staff explaining athlete-media relations to employees.
Members of committees that take decisions affecting athlete-media relations.
Course Modules
Athlete-media relations: measurement beyond coverage volume
2 sessions · 8 pointsSession 1Apologising for athlete-media relations credibly
- Agree the smallest change to athlete-media relations that would be visibly useful.
- Define acceptance criteria for athlete-media relations in advance.
- Decide in advance when to correct misinformation about athlete-media relations and when not to.
- Identify where judgement in athlete-media relations is legitimate and where it is not.
Session 2The paperwork for athlete-media relations that is actually needed
- Rehearse the hostile interview on athlete-media relations with a real challenger.
- Prepare the summary of athlete-media relations that senior management will read.
- Confirm that those complying with athlete-media relations understand why it exists.
- Check that athlete-media relations still works when volumes rise unexpectedly.
Athlete-media relations: media relations and the working journalist
2 sessions · 8 pointsSession 1Correcting a false story about athlete-media relations without amplifying it
- Check communication on athlete-media relations against legal and regulatory constraint.
- Identify the journalists who actually cover athlete-media relations and what they need.
- Write down the assumptions underpinning the approach to athlete-media relations.
- Draft materials on athlete-media relations that need no rewriting to be published.
Session 2Reviewing athlete-media relations when nothing has gone wrong
- Prepare the holding statement for athlete-media relations in advance.
- Configure monitoring that flags coverage of athlete-media relations within the hour.
- Identify single points of dependency in athlete-media relations and reduce them.
- Write the three key messages on athlete-media relations and test them against hard questions.
Athlete-media relations: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1Who decides what during a crisis involving athlete-media relations
- Confirm that reporting on athlete-media relations reaches the people who can act.
- Sequence internal notification about athlete-media relations ahead of external release.
- Reduce the variation in how athlete-media relations is carried out between teams.
- Set out how exceptions to athlete-media relations are requested and approved.
Session 2Measuring communication on athlete-media relations beyond clippings
- Draft the minimum viable communications plan for athlete-media relations.
- Define what success in communicating athlete-media relations looks like, numerically.
- Prepare the acknowledgement for athlete-media relations that does not evade responsibility.
- Plan the recovery sequence after a reputational event involving athlete-media relations.
Athlete-media relations: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Who answers for athlete-media relations, and to whom
- Build a stakeholder map for athlete-media relations and the message each needs.
- Review whether coverage of athlete-media relations changed anything that matters.
- Set the review interval for athlete-media relations and who attends.
- Rehearse the briefing on athlete-media relations that would follow an incident.
Session 2Writing on athlete-media relations so a journalist can publish it
- Decide what will be stopped to create capacity for athlete-media relations.
- Confirm that contractual obligations around athlete-media relations are understood.
- Name the crisis roles for athlete-media relations and confirm authority to speak.
- Archive every statement issued on athlete-media relations with date and approver.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
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