ABSTRACT
Introduction The previous chapter examined a range of communication tools available to sport organizations. These communications, both in hard copy or electronic form, are designed to generate media coverage and in some cases are also intended to generate media interactions, which in turn lead to greater and better quality coverage for the organization. These media interactions might be as simple as a journalist contacting the media manager of a sport organization for more information, in response to a media release. Or, they might be as complex as a media conference or event to launch a new product or competition. This chapter examines the major types of media interactions that are likely to occur between sport and media organizations at a formal level, such as interviews, media conferences and media events. This chapter is not intended to specify how sport organization personnel should conduct informal interactions with journalists, editors and producers. These are often the result of a relationship built over time and also directly related to the personal qualities and preferences of the individual.
