By Constantinos Massonos, Contributor
An increasing number of professional athletes are shifting their focus into building their public image, the way the public perceive them. Allowing fans to get a glimpse of their lifestyle can help them gain a sports celebrity status. This will not only bring them fame but will also allow them to create alternative income streams.
Sports celebrities are not a modern invention. Athletes from Ancient Greece and the Roman Empire had massive followings due to their athletic achievements. Their fame stemmed from competing in events like the Olympic Games and chariot races. Cheating was not uncommon during these times, with athletes often facing only suspensions or fines. Today, however, scandals can irreparably damage an athlete’s image.
Many types of scandals have captured the audience’s attention over the years. Some of the biggest sports stars in history were involved in these controversies. Cyclist Lance Armstrong built his career success on performance-enhancing drugs, leading to a huge public fallout. Basketball legend Michael Jordan and golfer Tiger Woods both had to recover after their extramarital affairs were exposed by the media. Meanwhile, heavyweight boxer Mike Tyson served time in jail for his crimes.
Whatever the type of scandal, whatever the events or actions that lead to it, it will always have a damaging effect on an athlete’s image. The steps an athlete will take with the help of their Public Relations advisor(s) will determine whether their public image can be successfully recovered or not:
- One of the most important factors is time. Athletes should react in a timely manner in order to convince their fans that they have made a single mistake but have nothing else to hide. Failing to do so can cause further rumours to ignite and cause further public distrust.
- The apology should be honest and sincere. Thus showing remorse and include a promise that the athlete will avoid the same mistake in the future.
- Athletes should give time to their fans to accept and process their apology by limiting public appearances and their social media presence. Concentrating on training and finding ways to get positively involved in their community can assist the process.
- While laying low, athletes should not alienate the If they need to make a statement, they should answer openly and frankly.
- For the whole process to be effective in rebuilding the athlete’s public image, athletes must show that they are working to improve themselves not only through statements but through their actions over time.
Each scandal has its own characteristics and should be handled accordingly with the help of a PR team. In most cases the public understands that everyone can make a mistake. Owning your mistake and showing remorse can work in your favour. This is to diffuse the situation and gain back the trust of your fan base.
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