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While that stylemay have worked in the 1890s, it would certainly not go over well with audiences today, a fact that points to the need to adapt writing style and presentation to changing situations.

We can begin with a big picture-look at what a sports story should try to do and then get into more specifics. When we step back and look at sports reporting from a distance, we learn that it’s really not correct to call it sports writing, but rather sports communication. Writing implies a one-way process in which a reporter creates something and then the audience consumes it. The term communication implies a two-way process in which dialogue and feedback are important and where the

audience has a more direct and active role in the process. Communication also suggests engaging the interest and attention of the audience, which is essential in a fragmented media environment.