Feb

27

Sports PR should emphasize salesmanship, creativity

Filed Under Sports PR 

An opinion piece by Andy Furman, the man behind Publicity Enterprises, in the Feb. 1-7 issue of Sports Business Journal remarks on how the role of the sports public relations practitioner has changed over time. Furman comments that the role has changed from salesperson or “pitchman” to serviceperson.

“Every team has a leading scorer, and every team clamors for its proper place in media. But superlatives alone may not get the media drooling.”

He also referenced former publicist Joey Goldstein, who was known for his creativity and salesmanship, when others put out “corporate brochures” to demonstrate the value of those traits.

Furman argues that social media does not equal social contact, which he says is fundamental to the job. What do you guys think of his comments? I agree that social media can be a tool for PR practitioners and can offer means to be creative technologically speaking (i.e. contests, unique promotions), but building relationships with the media and other individuals remains critical to public relations.

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