Protected: Managing the Media at Sport Events

The hunger is kicking in. You neglected to eat this morning. You needed to catch the bus on time and also forgot to brush your teeth. Piu… stinky breath! Foooood is all you can think about as class begins. Until you get some food in your system, you aren’t going to pay attention to what the professor says. The media at sport events can feel the same way.

Just like you, the media at sport events has needs too. If these needs aren’t met, they may have trouble focusing on the game. Likewise, if you don’t get at least a banana in, you may start focusing in class either!

Whether it’s tonight’s Raptors game at Madison Square Garden against the Knicks, the upcoming Canada Games or a Humber College varsity game, the media has needs. Hopefully, you’ve learned something about Maslow’s Hierarchy of Human Needs in your college career thus far. Either way, let’s go through it because this theory will help us understand what the media wants so we, as sport properties can keep them happy at events.

Maslow’s Hierarchy of Needs

Mr. Maslow, a famous psychologist, famously argued that humans have needs. However, until their initial, lower-level needs are met, they are unable to strive for more. In other words, they must achieve needs in stages to be motivated for more. This video does a good job of explaining the theory:

After all, members of the media at sport events are human. Undoubtedly, that’s where the role of a sport public relations person comes in. If you did or are doing an internship, you know all about serving food and beverages to the media!

Surely, these points about the media at sport events should be mentioned:

• Realizing your sport organization has a unique relationship with them
• Managing that relationship is critical to your daily role in PR
• Providing service to media members = positive publicity

What media at sport events go through:

The Goal of Media at Sport Events: Maximize Publicity

Need 1: Physiological

Firstly, it is essential to help the media at sport events meet their basic needs. Indeed, they need food, water, shelter, and comfort. Did you see how crazy the schedule is for a typical media member at a sport event?

Jacko it's Pizza time..thanks Erie! #midwestleague #calleague #easternleague #nba pic.twitter.com/nyUvj9CgjO

— Matt Devlin (@Matt__Devlin) May 5, 2018

Secondly, media members need to work in a safe and secure environment. They should not feel fear of asking questions, entering the wrong area. For instance, imagine if this happened more often:

This is why media policies and credentials are essential! This is also why sport properties encourage media members to take part in their events.

Need 3: Social Belonging

Thirdly, media members need to feel apart of something. Providing members of the media opportunities to chit chat with each other is a good starting point. This can be done in the press box, media rooms and in the parking lot! In addition, media members want to feel loved, accepted, and part of the sport properties team.

Need 4: Self-Esteem

Fourthly, media members need attention, appreciation, dominance, fame, prestige, respect, recognition, and reputation. Therefore, is If you don’t believe us, check out Toronto Raptors’ broadcaster Jack Armstrong’s clothing line.

Need 5: Self-Actualization

Furthermore, media members tend to feel the need to develop to their fullest potential. Providing them with a well-rounded environment to be creative, ask questions and be involved go a long way!

The Verdict

If you see the media eating food and being catered to so well at a sport event, this article should give you the answer. In conclusion, the answer is simply said in this old saying; you scratch my back and I’ll scratch yours. If sport properties meet the needs of media members, they are more inclined to be seen favourably. After all, public relations is all about relationship building.