How do I deal with the media?
Key Learnings
1 of 5
Media play a big role in your relationship with your fans and sponsors; try to see them as allies that present the opportunity to grow your exposure and popularity.
Being well prepared is key when interacting with the media.
Social media is an extraordinary tool to communicate directly with your fans and sponsors and – when managed properly – can help you control your image.
When using social media remember that its instantaneity can be dangerous; the Internet never forgets and so it is important to be sure about what you want to say before communicating anything.
Never post disrespectful or offensive photos or comments.

The benefits and the risks of using social media

Social media is a great tool to use and it can be very beneficial for your professional basketball career and your future. As with any communication channel, there are benefits and risks to using social media.

  • It is quick, cheap, and easy to use
    In today’s ultra-connected world, social media have become essential. It is a great tool to communicate quickly at low cost and to engage with your fans and sponsors.
  • You have full control of your communication
    As you are directly publishing your own information you can decide what you want to publish without fearing your message being manipulated – as might be the case with other outlets (i.e. interviews).
  • It is instantaneous 
    Using social media frequently will allow you to stay above the radar whenever you want. You can reach your target audience anytime you want or feel necessary, which is not the case with traditional media.
  • Miscommunication
    The main drawback of the social media is that sometimes, it might be too easy to communicate, which can lead to mistakes that affect your image. As soon as you publish something it is made public; and on the Internet it is very difficult – if not impossible – to delete it. Before publishing anything, always think twice about the message you want to communicate. It should ideally fit your target audience and – most importantly – never offend anyone. If in doubt, it is better not to publish than to risk hurting your image.
  • You need to keep it up
    Even though social media is quick and easy to use, doing it right takes time. To be noticed you need to communicate frequently. Not communicating at all might even be perceived better than communicating only once in a while. You could also choose to focus more on one platform and leave the others to maximise your visibility.
  • You are open to criticism
    Social media is two-way communication. You are directly linked with your fans, your sponsors, but also your detractors and you might face unfounded criticism or negative remarks. Try to ignore those critics and avoid responding directly. Prove them wrong on the court instead of reacting on social media.