Sports PR - fessman PDF

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Proactively - before something happens Retroactively- after a situation has taken place Which is more effective?

All sports communicators have an agenda • A unique set of perspectives, goals and attitudes each stakeholder brings to the communication process Create a Crisis-Communication plan • Have a list of media contacts already developed • Know who and what outlets need to be targeted when news needs to get out • Multiple voices cause unnecessary confusion • Determine the flow of information, including regular media contact • How much information goes out, when it does go out, and which distribution channels are used to push it out Specific Crisis Strategies • Denial • Blame shifting or scarpgoating • Defensibility • stonewalling • Reduce credibility • Accept responsibility...