The job of a media relations specialist is often overlooked by the general public. In the sports world, media relations specialists are responsible for many tasks.
In sports media relations a Sports Information Director, or SID, may be tasked with following a team’s every practice, developing a guide for local media, and many other responsibilities that are not commonly thought of.
An SID also has direct contact with the players and coaches of a team. They keep stats, important players, and information on opponents.
Are They Important?
In short, yes. Sports media relations people use their access to their team and allow access for others. They are similar to a position such as a press secretary for the White House. They manage both the media and their team.
SID’s have to give up much of their time to keep their media relations departments running efficiently. Shane Switzer, a media relations employee for Tennessee Athletics said, “You have to be flexible at times and you have to be willing to give up some other things.”
Media Relations and Journalism
Obviously, if you work in media relations, you have to encounter the media constantly. As stated before, SID’s prepare things for the media almost every day. If journalists need stats for an upcoming matchup, they talk to the SID. If they need to interview an athlete for a story, they talk to the SID.
This relationship is important for both parties to maintain, hence the name “media relations.” The media relations department helps the media gather resources to cover programs, and the journalists help the media relations keep their program running smoothly.
Both journalists and media relations have the responsibility to cover their team. Switzer added, “We make sure we cover our team well through our social channels, whether it’s through Twitter, Instagram, or Facebook.”
Despite not commonly being seen having the important role that they play, sports media relations specialists help the average sports fan stay informed on their favorite team.
Matthew Covers Sports 