Dr. Mahfoud Amara
In today’s fast-paced media landscape, the role of a communication and public relations (PR) specialist in professional football has become indispensable. Whether for a football club or a national team, their function goes beyond simply disseminating information; they are central to shaping narratives, managing reputations and fostering positive relationships with stakeholders.
One of the key responsibilities of a PR specialist is organising regular meetings with the media and other stakeholders, such as sponsors, fans and governing bodies. These interactions provide an opportunity to convey the club or team’s values, achievements and plans while ensuring transparency and building trust.
Another critical task involves advising players, coaches and management on effective communication. This includes training them on topics they should engage with avoiding dismissive attitudes towards the media’s role in informing the public and maintaining professionalism in interactions. Such advice is crucial, especially in the age of social media, where even casual remarks can be taken out of context or go viral.
In an era where communication is increasingly moving to social media, PR specialists must be cautious about the volume and nature of information shared. Balancing transparency with discretion, ensuring that the communication strategy aligns with the organisation’s image and ethos.
The proliferation of sports talk shows and programs adds another layer of complexity. These shows often compete for viewership and sensationalism, seeking scoops or even fabricating stories for buzz. Some are broadcast live, bringing journalists closer to the action—sometimes too close. The PR and communications department must carefully evaluate every media interaction to ensure it aligns with the club or team’s interests, as well as provide clear guidelines to players and staff on how to navigate such situations.
In the context of the Gulf Cup, a tournament of immense cultural and political significance, the role of communication and PR becomes even more critical. Football in this region is deeply intertwined with national pride and regional geopolitics, which can create a politically volatile environment. Effective communication strategies must navigate these sensitivities, ensuring that narratives around the tournament promote unity and respect, while avoiding any rhetoric or actions that could inflame tensions.
Dr. Mahfoud Amara is an Associate Professor in Sport Social Sciences and Management at Qatar University.
