It was great to take part in two panels on Monday for the College Sports Information Directors Convention in Dallas, one of which touched on the role of media and the back and forth we have between those looking for access, and those who need to control and monitor access in a 24/7 media environment.
As everyone gets in a tizzy about which athletes and entertainers are on twitter, Facebooking, Instagraming, Snapchatting and breaking news on their own websites, it is important to remember that the interaction between the media and those they are covering and reporting about…whether that reporting is on CNN or CNBC or the New York Times or blogtalk radio…is still pretty important.
No matter how much people can crow about the use of social media, it remains just a part, albeit an effective part, of smart and proactive brand management and communication for fans and the companies associated with teams, entertainment properties and organizations. People pay to go and watch games, and brands pay to be associated with the events that those people play, and the live event for sports continues to dominate.
The discussion reminded me of two stories a few years ago involving the Philadelphia Phillies. That touched on the ongoing yin and yang between media and athletes. The first was a report by very well respected writer Jeff Pearlman about a pretty disappointing and disrespectful encounter between a reporter and the Phils Jayson Werth. The second was the escalating incident regarding the Phils Raul Ibanez, which was explained in great detail by Joe Posnanski on si.com. So here we have an athlete being disrespectful in the workplace (Werth, who wouldn’t talk to a writer for unknown reasons) and we have an athlete having to chase the shadows of an unsubstantiated blog report about steroids, both in the same clubhouse in the same week. What comes to play in both these situations is a lack of understanding on both sides about exactly what the others job is. The athletes have to constantly be reminded by staff that the media are there to do a job, whether they like it or not, and being civil and respectful in the workplace, is part of the deal, just as it would be for any other person in the limelight.
No it is not the same for people who have “regular jobs”…teachers, lawyers, businessmen. Part of their job is not being under scrutiny 24/7 by the media, but that is the unfortunate price of being an elite athlete. The second side is the responsibility of the media in this 24/7 world. “The internet” and “bloggers” are used with such disdain by many who work in sports and entertainment that those phrases almost become their own villainous entity, yet the media have a responsibility to chase or not chase unsubstantiated rumors as much as the athlete has a responsibility to answer questions during an access period. The media also have a responsibility to act civil and give athletes, or anyone, respect as well, and sometimes that lack of distance or respect is not afforded because of the crazed deadlines put forth. So who is right in this responsibility battle? Well, no one is really right or wrong. What is right is that both sides still need each other, no matter how much one thinks they can isolate themselves. Athletes get paid in part because the media of all sizes give them exposure to fans and brands, and the media need the athletes because without them, there would be even fewer jobs and events and dollars being spent on those things then there are now. Today there are more and more ways for athletes, and those in entertainment to bypass the traditional route and go directly to the fans, be it in social media or platforms like The Players Tribune or The Undefeated or any other controlled environment. However even those platforms are not the constant for everyone looking for a voice. The biggest voice remains mainstream, and today mainstream includes those in the social space, the mobile space and the traditional broadcast and print space. All really have to find the balance to work together to continue to fuel the multi-billion dollar engine that is sports and entertainment.
Responsibility goes both ways.
