23 Aug 2022

Good relations between the media and sport fraternity is a receipe for success.

Presenting on the role of media in sport during the ongoing intermediate course (B licence) for football coaches, Botswana Television sports reporter, Mpho Aaron, said the media was not an enemy as many perceived it to be.

He said the media existed to provide information and could boost any activity.

Aaron encouraged coaches to embrace the media as a partner in sport development.

The media could positively or negatively influence society and it could either build or destroy, but that does not make it bad because its role was to disseminate information, good or bad, said Aaron.

Aaron said through the media, clubs could market themselves with the hope of attracting sponsors.

“The media can also help shape coaches and players’ future. They can be role models. With the help of the media, you can become popular and reach greater heights,” stated Aaron.

He said some media personnel could also be biased in reporting as some tended to favour or target certain coaches or players and intrude on people’s privacy but regardless, media and sport could not do without each other.

Aaron expressed a concern that some coaches had a tendency of avoiding interviews, something that could work against their clubs.

He said they should avail themselves because by so doing, their worth would be known and would also reach out to the public.

“Be yourselves and avoid jargon. Offer responses that are short and precise,” Aaron advised.

Botswana Football Association (BFA) technical officer, Dr Ricardo Marape, said the presentation was an eye opener and hoped that going forward, coaches would regard the media as critical partners in the development of sport.

He said it was important for coaches to improve media relations for their own benefit as well as their clubs.

Marape encouraged coached to persuade the media to work with them.

“Effective media relations and direct communications with customers are essential for all sport organiations,” stated Marape. ENDS