With the advent of the web and social networks, athletes are increasingly tempted to manage their communication via these tools, without going through traditional media. A good way to monetize their talent
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“When I created the position of press manager for the France team in 1983, I knew very well that nothing could replace individual contact. So, with my little notebook, I took orders from journalists who wanted to talk to this or that player… And he spent an hour answering questions, debating, with the radio, TV or written press,“ recalls Philippe Tournon, head of press for the French football team for three decades.
“But we fell to the” single take “from 2012, at the request of some, like Florent Malouda, who felt that they were answering the same question ten times. in the same way. And that their words were distorted in the written press, and without visible trace. As a result, they are still talking, but in front of cameras and saying as little as possible, which is not great for the written press, which is forced to search elsewhere, to infiltrate the player’s environment, to navigate as spies to cover the needs. Everyone will end up doing their own communication in the years to come, without going through the press…”
These words from Philippe Tournon reflect the evolution of the relationship between footballers and the media and the transformation of their communication.
For several years, many athletes have understood that they do not necessarily have to go through the traditional media (print, radio, TV) to have a publication platform. There are many alternatives today: social networks (Instagram, Facebook, Twitter, TikTok), video blogs (YouTube), specialized live video platforms (Twitch).
“Trying to monetize your talent in another way is interesting”
Ten days ago, Romain Grosjean announced his arrival in the IndyCar category via a “press conference” on Twitch. During confinement, the four tennis musketeers (Gaël Monfils, Jo-Wilfried Tsonga, Richard Gasquet, Gilles Simon) met for a live discussion intended for their fans, where they unveiled anecdotes never before told.
In recent months, Nicolas Anelka, Antoine Griezmann, Tony Parker and many sports stars have collaborated on the production of a report on their lives and their daily lives. And we no longer count the various and varied announcements of athletes on their social networks, from simple private news to a denial of a transfer window rumor. In short, athletes have changed their media approach.