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Follow on Google News | How Advances in Online Communication are Changing Sports PR PracticeBy: ENS Ltd Readership of printed newspapers and magazines has plummeted as the vast majority of us now hear about events and incidents through online and social media news sources. Many traditional media outlets have experienced declining circulation, though some have capitalised on new trends by offering free and subscription- As readership shifts from traditional to online media, so has the focus of many tech savvy sports public relations professionals. To get their clients’ Online vs. Traditional PR Online PR is the process of making sure your sport or event gets mentioned on as many other websites as possible in just the same way as offline PR ensures your sport is mentioned in as many newspapers as possible. Online PR (http://www.ensltd.com/ New Ways of Communication Widespread use of social media has made the environment in which sports PR agencies now have to operate far more transparent. Increasingly, sport PR (http://www.ensltd.com/ Online PR involves reaching out to bloggers and the public in a totally different way. Bloggers are not professional journalists. They are not used to dealing with press releases so it is unlikely that they will even read them, let alone cover your story. PR agencies need to build and nurture relationships to get results from social media and blogs. Finally, PR practitioners must be conscious of implementing a crisis management strategy. Social media has greatly increased the speed at which news breaks, with major events and stories being spoken about online seconds after they occur. This makes it vital to have a quick response crisis management strategy to handle negative press stories or social media comments about individuals, events or sports federations. End
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