sports event management - FIFA/CIES International University Network

Photographers en masse at the FIFA Women’s World Cup Final 2011evident across the world and acrossthe media spectrum from nationalbroadcasters to local newspapers.Technological advances have alteredthe demand for event services in manyother ways too and event organisershave to reflect these in their provision ofmedia facilities.“Years ago hen I was a press officerat the Football Association journaliststelephoned their stories back to a copytaker,”said Glen Kirton, COOof Rushmans.“Today that has changed as a result oftechnological advances and one of thebiggest challenges facing those runningpress operations is ensuring sufficientbandwidth to accommodate the needs ofboth written press and photographers.”But, says, Kirton, the basics of the roleremain the same.“Journalists need a view of the action,access to interviews and information anda means of delivering their copy. “But if that sounds simple, not everyOrganising Committee appears tounderstand.“Those who host events regularlyunderstand the importance of gettingit right while many IFs put certainobligations on OCs to ensure they deliverfacilities and services to therequired standard.“But others don’t necessarily get it andtry to run media operations themselveswithout any expertise or experience.Often these are in areas where the viewof the media has been shaped by localissues rather than a broad understandingof international best practice,” he said.The ‘art’ of effective press operationsis to understand the ways in whichdiffering sectors of the media operate,the pressures they work under, theirrequirements and expectations offacilities and support.Inevitably these change over time.Today’s written press are underconsiderably more pressure to deliverthan at any time in the past as a result oftheir commitment to providing output foronline services.Traditional demarcation lines withinthe media are continuing to break down.SPORTS EVENT MANAGEMENT 43