The Sports Information Director works with collegiate athletic teams publicizing both the teams and their players. The individual may work with one particular sport or may be required to handle the press and publicity functions for all sports played at the college. The Sports Information Director has a number of writing responsibilities. He or she must write press releases on a variety of subjects. These include upcoming games, new additions to the team, coaches, players, etc. The Sports Information Director may also be required to send scores of games to the media. At times the individual writes feature stories and articles for use by either the general media or specialized publications.
Press releases, scores, and feature stories are sent to all local media by the Sports Information Director. This includes newspapers, magazines, other written publications, and television and radio stations. The Sports Information Director is expected to look for additional avenues to distribute this information. If the individual is working with a school whose team merits regional or national publicity, the Sports Information Director also sends information to sports editors in these area. He or she might also send press releases to media in a player’s home town.
The Sports Information Director is responsible for interviewing each athlete and coach in order to prepare biographies of the players, the team, and the coaches. It may also contain statistics and records of the team, photographs of the players and coaches, etc. The information is valuable to the Sports Information Director when writing press releases and feature stories or when answering questions from the media.
The Sports Information Director may be expected to take photographs or arrange for a professional photographer. This depends on the size and budget of the college. Photos of players individually and as a team are needed. Photos of games might also be required. If the individual is working in a situation where media coverage includes television, he or she might also arrange for video clips of the team.
The Sports Information Director is responsible for arranging, coordinating, and implementing press conferences and press briefings. Depending on the situation, these might be either formal affairs or informal events. The individual calls, sends, or delivers invitations to media informing them of the time, date, and location of the conference as well as of the reason for it. Press conferences may be held for a number of reasons. A valuable new player might have transferred to the school and its team; a player might have been injured during a game and is hospitalized; or a new coach from a prestigious school might have been hired. The important thing for the individual to remember is to make sure that there is a reason for a press conference. Otherwise, the next time he or she schedules one, the media might not show up.
The Sports Information Director’s relationship with the media is important. A good working relationship with these people helps to make his or her job easier and more effective. The individual usually gets to know sports reporters, editors, and journalists. Many areas have collegiate sports reporters or sports sections devoted to the collegiate scene. If the Sports Information Director has a good, honest relationship with the media, when he or she needs some publicity, the individual can just pick up a phone. Conversely, sports media people frequently need a story and will feel comfortable calling the Sports Information Director for a suggestion.
The individual is responsible for responding to inquiries from the general public and the media. There may be some situations in which the Sports Information Director is placed in a position where he cannot answer a specific question at a given time or must give a “no comment” type of response. This might be because of a delicate situation, confidentiality, etc. The individual must explain the situation to the media without breaking confidentiality, keeping the relationship intact. The individual is responsible for collecting articles, newspaper and magazine clippings, stories, etc. about the team.
Copies of radio or television stories might also be collected. He or she may perform this function, assign the task to an assistant, or retain the services of a media clipping service. The Sports Information Director is especially busy on game days. He or she must make sure that the press has received passes to get in, are seated in good seats, and receive the latest press information. The individual also answers any questions reporters might have. The Sports Information Director sees to it that school or local dignitaries have received complimentary passes and arranges for their seating. After the game he or she may arrange a press conference.
The individual in this job works long hours, frequently working at night and on weekends. The Sports Information Director is usually expected to attend all team games. Depending on the structure of the school, he or she may be responsible to the sports director, the athletic director, or the president of the college.
Salaries for Sports Information Directors vary greatly. Variables include the size of the college or university, its enrollment, its budget, and the amount of emphasis the school puts on sports. Compensation also depends on the experience level of the individual and his or her responsibilities. Salaries can range from US Dollars 25,000 to US Dollars 85,000 plus annually for full-time Sports Information Directors. Those working in smaller schools or those with limited experience receive earnings on the lower end of the scale. Individuals working in large colleges and universities with major sports programs earn higher salaries.
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