Tricks of the Trade: Sports PR

Photo via Flickr Commons,  CarolMunro.This past week I heard the 411 on sports PR from Craig Pintens, the senior associate athletic director of marketing and public relations. Pintens knows how the world of sports PR works: he’s been doing it for over 10 years. If you want to find out who is behind all of the University of Oregon’s PR magic, it is this guy. Pintens has dealt with everything from Chip Kelly’s departure, LaMichael James volatile ways and  the NCAA sanctions. Thankfully, the Allen Hall team and I had the opportunity to hear his advice on what the world of sports is like. Here are some of my favorite tips he gave us.

 Know your brand. 

  • Ask yourself, who are we?
  • What is our story?
  • How do we accomplish our goals?

Social media is huge.

  • It is the most important advancement in sports PR since 1995.
  • Be on relevant platforms.
  • Link content from Twitter, to Instagram, to Facebook.

Be engaged. 

  • Be fan centric.
  • Social media is for the fans.
  • Post unique content. If you have special access to certain things, take advantage of that.
  • Influence > growth. Because influence will eventually lead to growth.

Measure your efforts. 

  • Even if you can’t access expensive measurement tools like Topsy, you can use others.
  • Facebook and Twitter have great free analytics.
  • Find trends within your most popular posts and post according to those trends.

“It’s only a crisis if you make it a crisis.”

  • Crisis is one of the most overused terms in PR.
  • It’s almost impossible to have a plan.
  • You can’t have an exact plan because each crisis is unique.
  • But, you can have a protocol.
  • Rely on experience, instinct, and other informed people.

Sports PR is definitely a different monster than other facets of PR. But, you can tell that the basics of PR still hold true. Hopefully you can use this advice if you decide to go down the sports PR path!

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