Paula Kramer | March 2, 2008
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| Photo by Marsha Dawes |
| Detroit Lions’ Matt Barnhart told students how his media relations team helps coaches and athletes work with media organizations. |
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IU alumnus Barnhart, the director of media relations for the Detroit Lions, explained his job to several classes during his Feb. 19 visit.
For example, when the game is over, he and his staff facilitate the interviews between players and media. The way a player presents himself to the media is a reflection of the team as a whole, and so players must be responsible for presenting a positive image, Barnhart told adjunct lecturer Irene Bushaw’s J200 Reporting, Writing and Editing I class. He and his team are behind this positive message, helping the people who are constantly in the spotlight learn to communicate effectively.
“We have more access to our players and our coaches than anyone else, and we try to utilize that,” Barnhart said.
Barnhart said public relations touches every aspect of every organization. From coaches and players to executives and owners, everyone needs to know how to work with media.
“You cannot control the questions, but you can control the answers,” he said.
According to Barnhart, one of the most important aspects of sports team PR is helping to maintain an emotional connection between teams and their fans.
“We need to make this connection and make sure it is positive,” he said. “Fans want to see a team that works hard.” Wins instill a fan’s faith in the team, and the teams are provided with 16 “highly visible” opportunities to do this since all NFL games are televised nationally.
Some of the biggest challenges Barnhart faces on a daily basis are Internet sports site and blogs.
“Gossip and speculation thrive on the Web,” said Barnhart. If a rumor site publishes something about a team, coach or individual player, it is a very likely indicator of the questions the media will have the following day, he said.
But those are challenges Barnhart enjoys.
“I feel truly blessed to be a part of the NFL,” he said. “It is one of the largest corporations in the world, and I get to help in continuing its success.”
Barnhart also visited professor Dave Boeyink’s J110 Foundations of Journalism and Mass Communications and Ralph Winslow Visiting Professor Jim Bright’s J428 Public Relations Planning and Research classes.
