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
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Set a realistic target state for athlete-media relations and a defensible route to it.
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Present the case for investment in athlete-media relations in terms that a finance function will accept.
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Monitor sentiment and coverage relating to athlete-media relations in useful time.
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Design a practical operating method for athlete-media relations that fits the organisation's size and maturity.
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Define the key messages for athlete-media relations and hold to them under pressure.
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Protect the personal reputation of leaders associated with athlete-media relations.
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Build the archive and record of communication on athlete-media relations.
Who Should Attend
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Marketing staff coordinating with communications on athlete-media relations.
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Spokespeople and executives who speak publicly about athlete-media relations.
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Government relations and public affairs officers covering athlete-media relations.
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Compliance and governance staff whose remit includes athlete-media relations.
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Internal communications staff explaining athlete-media relations to employees.
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Members of committees that take decisions affecting athlete-media relations.
