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The recent news of Indian athletes like Aman Sehrawat and Manu Bhaker utilising WhatsApp Channels and Threads has sent ripples through the PR world. This seemingly simple move signifies a significant shift in how athletes connect with their fans, and PR professionals need to take notice.
It is important to know what this trend means for PR and the lessons we can learn.
It leads to direct access and deeper engagement. Traditionally, PR for athletes relied on media broadcasts and press conferences. While effective, these methods often felt impersonal. WhatsApp Channels and Threads bridge this gap, creating a direct line of communication between athletes and fans. Athletes can share exclusive content, training insights, and behind-the-scenes glimpses, fostering a sense of intimacy and fostering a more dedicated fan base.
PR professionals need to embrace the power of direct communication. Develop social media strategies that go beyond press releases. Encourage athletes to host Q&A sessions, live workouts, or even casual “chat with the champion” sessions on these platforms.
It has helped build a community. WhatsApp groups, unlike one-way broadcasts, allow for two-way interaction. Fans can react, ask questions, and even offer support. This fosters a sense of community, where fans feel valued and connected not just to the athlete but also to each other. This passionate community can be leveraged to spread the word organically, amplifying the athlete’s reach and influence.
PR professionals should work with athletes to create interactive content that encourages fan participation. This could include polls, quizzes, or challenges related to the sport.
Controlling the Narrative is possible on this platform. With traditional media, athletes often have limited control over how their message is framed. WhatsApp provides a platform for them to control the narrative and communicate directly with their audience, dispelling myths or addressing controversies head-on.
WhatsApp Channels are more than just a communication tool; they’re a powerful platform for engaging sports fans. The fact that half of the top 10 most popular WhatsApp Channels belong to sports teams underscores their potential.
Sports offer a unique opportunity to reach fans both at live events and at home, creating distinct use cases. WhatsApp Channels can bridge this gap by delivering personalized content directly to fans’ devices. From team lineups to stadium discounts, these channels offer a convenient way to stay connected.
Brands can leverage WhatsApp Channels to drive app engagement and downloads through deep links that provide essential information while encouraging further exploration. Additionally, video highlights can be used to direct fans to OTT platforms or YouTube, generating views and ad revenue.
PR professionals can help athletes curate content that reflects their personality and values. This humanizes the athlete and builds a stronger connection with fans.
In the context of dynamic sporting events like golf tournaments, WhatsApp Channels offer a valuable solution for effective communication. With a growing range of activities beyond the golf itself, ensuring timely and relevant information to thousands of attendees with diverse preferences is essential.
A prime example of WhatsApp Channels’ utility lies in managing crowd expectations during unexpected weather disruptions at golf tournaments. The channel’s one-way nature ensures that fans receive timely updates without the clutter of email or multiple push notifications, providing a streamlined and efficient communication experience.
Authenticity is Key. The beauty of WhatsApp lies in its informality. Fans get to see a more authentic side of their favorite athletes, beyond the polished persona projected in mainstream media. This down-to-earth approach can make athletes more relatable and endearing. PR professionals should encourage authenticity rather than scripting every post. Train athletes to be themselves and communicate their passion for their sport with genuine enthusiasm.
While exciting, this trend also presents challenges. Here’s what PR professionals need to consider:
Maintaining a consistent brand voice: Athletes might need help developing their online voice and ensuring consistency across platforms.
Managing negativity: Online platforms can attract negativity. PR professionals can guide athletes on how to address criticism constructively.
Time Management: Maintaining an active social media presence takes time. PR professionals can help athletes schedule content and delegate responses when necessary.
The rise of athlete-driven content on WhatsApp signifies a new approach to sports PR. By embracing these platforms and fostering direct engagement with fans, PR professionals can help athletes build stronger connections, build communities, and ultimately, bolster their brand image. It’s time for PR to move beyond press releases and embrace the power of two-way communication in the digital age.
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