ABSTRACT
This chapter discusses the differences among owned, paid, and earned media. With advances in digital technology efficiency, sports organizations can produce their own content but have difficulty generating audiences for it. Buying media, such as advertising, can be prohibitively expensive. Therefore, many sports marketers seek to earn media with public relations techniques. In this chapter, I discuss strategies and tactics for “pitching” sports media, using sales techniques such as prospecting, needs analysis, presentation, and closing. Lastly, the chapter outlines some common techniques for crisis management used by sports marketers.
