Media Relations in English Football Clubs

External corporate communications are regarded as a vital function for both the
everyday running and the long-term success of the sport industry in general and the
football industry in particular. However, the examination of media relations in
football, especially in regards to traditional media, appears to attract little research,
regardless of its great impact on corporate reputation and image management. This
study examines how media relations are managed, by investigating the current
practice in English Premier League clubs. The analysis of the practices employed in
the clubs underlines the disparity within them, which is further highlighted by the
various Communications and Media departments’ structures encountered. From
building formal relations between the clubs and traditional media, to developing
clubs’ own media to exclude traditional media from the communications process, or
even sustaining informal personal relations between clubs’ employees and members
of the media, this study illustrates the key media relations practices encountered
within English football clubs.