Does your Sports PR company 'Get it' ?

Technology was supposed to make things easier. ‘Work smarter not harder’ is the slogan for the information age. But just as you think you have understood it - how to make the most of email, how to measure click-throughs and page impressions, the geeks invent a new thing. Or they rename an old thing and make everyone else seem foolish. How many of these terms do you understand: Web 2.0, RSS, twitter, UGC, personal media…

The latest buzzword is ‘Social Media’. Ask 10 people what social media is and you will probably get 10 different answers. The term ’social media’ is misunderstood by many. From nowhere, social media consultants have appeared selling their opinions on reputation management and sentiment engineering. Whatever you call it, the technologies that allow huge numbers of people to create, publish, share and comment upon content (images, text, video, audio, gps co-ordinates), are important for sports marketing and PR.

One of the services receiving a lot of interest at the moment is Twitter. While on the surface the functionality seems simple, almost banal, the power of millions of people saying what they are doing, feeling, thinking at any one point in time should not be underestimated.

Let’s compare two examples. Imagine a sports entity; a pro-sailor, a team, an event organiser with a large company as a sponsor. This entity also has a traditional PR company working to maximise the ‘coverage’ of news and activities and in turn help the sponsor achieve their goals of exposure or association or some other objective......

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