Looking Ahead

What does the future of sports PR hold? I believe that the Internet will become the most important component of sports PR. Many, if not most, people get their news from the Internet. That means that PR practitioners can use the Internet to spread information concerning their clients. Also, many of today's professional athletes have their own blogs. Through their blogs, athletes can communicate directly with their fans rather than communicating through the media. PR practitioners must take care to ensure that their clients do not post any damaging information on their blogs; the wrong information could end up creating tremendous controversy for the athletes involved. As more and more people connect to the Internet, Web-based PR will become even more important, and those who practice sports PR must do everything possible to stay ahead of the game.