Athletes + PR = Success

By: Ryan Barnes 

A good public relations team is an essential part of marketing a brand in the best way possible. Professional athletes today represent more than just the team. They are moving away from the embodying the team mascot and the jersey to creating a personal brand around themselves. In order to have complete image branding, athletes need a strong PR team.

Often, athletes face problems with destroying their reputation with social media sites, especially Twitter. They’ll tweet off-the-cuff comments in the heat of the moment, without thinking about the overall big picture. Their words have consequences, and often effect more people than just themselves. Social media has destroyed numerous athletes’ reputations in the eyes of interviewers and reporters. For example, Floyd Mayweather’s recent tweet about Knicks rising star, Jeremy Lin received heavy backlash from numerous people for what was considered a racist comment. An effective PR team can help athletes communicate positive and effective messages to help avoid a media crises.

Public relations can also help athletes market themselves to a broader audience. Take Tim Tebow for example. Because of his excellent public perception, Tebow has launched a career that takes him beyond the football field. He is looked at as a role model, and a positive public figure because of his personal values and his ability to touch people’s lives. Because of this, Tebow is able to be both a star on the field, and connect with those who aren’t even football fans. He has an audience of die-hard Brancos fans, religious groups, and young adults.

In today’s world, companies are focused on the bottom line. Profitability is an important part of being an athlete. Athletes today need to have financial success both on and off the field. For example, Michael Jordan, the greatest player to ever play basketball, is one of the biggest marketing stars in the world. His career has lead him from an athlete to an entrepreneur. Because of his endorsements, Jordan has one the biggest shoe brands in the world. From clothes, to shoes, to movies, Jordan has achieved success from being a marketable individual.

Players today should take care to choose a role model for themselves when it comes to creating a personal brand image. Successful athletes are those who stick out in our minds for things other than their physical abilities. Positive public relations is a great way for athletes to achieve longevity and gain profits in their careers.

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