With social media firmly entrenched in today's society, athletes need to be aware of what they post on Facebook, tweet on twitter, or post on any other social media forum can get them into trouble. When we sit down and watch Sportscenter on ESPN, we see athletes getting in trouble for making controversial statements or being involved in a situation, that shines a negative light, on some form of social media. This type of exposure tarnishes the athlete’s brand and can cost him in the future. But social media can impact athletes in a positive light. It helps them connect to fans, organizations, and owners by forming a bond instantly. If there is a controversial situation that gets out in the media, the athlete can “set the record straight” by immediately and confronting the issue. Social media training is a valuable asset for today’s athlete.
So how can today’s athletes stay out of the negative spotlight in the media? There are many individuals in public relations or PR companies that offer training services to athletes for social media. Their mission is to educate and help athletes interact with media, athletic organizations, or with fans to project the desired image. Along with educating in regards to social media, these companies also offer such services as: media training, preparation for interviews or press conferences, or helping to focus efforts in a crisis situation. While using these services to project a positive image the best way to keep out of the news in a negative light is simply leading a life of honesty and integrity. Although no one is immune from a crisis, athletes must be sure to keep their PR consultants informed on all matters. This way nobody is caught off guard and the PR team can be better prepared to navigate through any crisis.
