Crisis Communication Management in Sport

Crisis communication, often mistakenly considered a luxury, has gradually gained the appreciation of practitioners and academics alike as one of the most vital functions of an organisation. In the context of sport, where crises of varying size and implications can and do emerge on a daily basis, crisis communications management plays a pivotal role in the well-functioning and indeed longevity of its most important actors, namely athletes, sport clubs and federations. As such, the way in which it occurs and is appreciated has evolved over time, to better respond to the peculiarities of the industry and the changing demands of its fast-growing environment and consumers. As a result, we note a gradual move away from the typical application of traditional approaches, and an adoption of better tailored processes, that might deviate from what is widely accepted and promoted as best practice. Thus, a simple assessment of the crisis and the level of responsibility an actor or organisation bears before they react, and a focus on the mere impact of their brand might no longer suffice, with practices gradually shifting to more complex and multifaceted approaches. Such approaches encountered in modern crisis communications management in sport, appear to utilise the unique characteristics and socio-political importance of sport, its symbiotic relationship with the media, and a distinctive, almost contradictory approach of strategic silence in crisis communications management. It is through these novel tactics that we also note the need for a further evolution of the practices to better respond to the increasing power of the sport fans, and their empowerment as a key actor in the communications process in and around sport. As such, more progressive approaches rooted in dialogue and exchange of messages and shared meanings emerge, utilising social listening as a source of and tool for crisis communications management in sport, characterised by adaptability and responsiveness in line with the demands of today’s sport ecosystem.