comms

📘 MASTER STUDY NOTES — SPORT COMMUNICATIONS (AI, Negotiations, Crisis, Exographics)

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AI in Sport Communications

Date: Tuesday November 4th, 2025

What AI Is Doing in Sport Comms

• AI is changing how teams, leagues, and media outlets create/share stories.

• Used for: automated game recaps, data analysis, content creation, scheduling, and more.

• AI works through math + pattern recognition on a massive scale — NOT magic.

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Narrow AI vs Generative AI

Narrow AI

• Handles specific tasks.

• Examples: spam filters, virtual assistants, chatbots.

Generative AI

• Can create new text, audio, or visuals.

• Examples: ChatGPT, image generators.

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Benefits of AI in Sports Communications

• Automates repetitive tasks.

• Can process mountains of data quickly.

• Provides real-time insights.

• Efficient at handling scheduling.

• Enables scalability for:

• Small social media teams

• Large leagues with global communication demands

• AI tools can process thousands of interactions, posts, and stats.

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Data-Driven Decision Making

AI can analyze:

• Fan engagement patterns

• Brand sentiment

• What content will go viral

Helps sports communicators:

• Make informed decisions

• Maximize reach

• Increase impact

• Improve fan satisfaction

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Limits of AI

• Lacks emotional understanding

• Cannot grasp deep context

• Cannot feel empathy

• Raises ethical/media questions:

• Are humans shaping stories, or is AI doing it?

• If algorithms decide what fans see, are humans still the curators?

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Personalization

• AI allows:

• Tailored content

• Individualized fan experiences

• Customized recommendations

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Exographics

Date: Thursday November 6th, 2025

Definition

Exographics = persistent visual symbols written or inscribed in a medium.

Why They Matter

• Human imagination drives discovery, but sometimes we need external memory tools (exographics).

• Examples: diagrams, notes, writing systems.

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Memory Concepts

Working Memory

• Where we reason.

• Low capacity.

• Temporary.

Long-Term Memory

• Stores information permanently.

• Takes time to encode/write.

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Value of Exographics

• Extends non-biological memory.

• Makes abstract concepts concrete.

• Helps humans think better and discover new ideas.

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Techno-Literate Cultures Include:

1. Lots of exographics.

2. Lots of measurement.

3. Systems that enable individuals to become literate and make discoveries.

4. Techno-literate lifeways: cities, governments, laws, markets, money.

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Communication in Negotiations

Date: Tuesday November 11th, 2025

Definition

Negotiation = communication process between two or more parties aiming to reach agreement while managing differences.

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Where Negotiation Happens in Sports

• Athlete contracts

• Sponsorships & endorsements

• Media/broadcasting deals

• Facility agreements

• Image rights

• Career trajectory decisions

Stakeholders: agents, lawyers, sponsors, fans.

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Two Negotiation Approaches

Distributive (Win-Lose)

• Fixed resources.

• One side gains at the expense of the other.

Integrative (Win-Win)

• Focuses on shared interests.

• Creative problem solving.

• Expands the value for both parties.

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Competitive Negotiations

• Maximize your own benefit.

• Power dynamics matter.

Sources of Power

• Information

• Status

• Alternatives

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Preparation & Research

Effective negotiators understand:

• What they want

• What they are willing to concede

• Their limits (“walk-away point”)

• Their budget

• Minimum salary offer

• Maximum sponsorship spend

• Their alternatives

• The other party’s financial needs

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Discussion & Exchange Stage

• Parties share initial positions

• Establish rapport

• Identify flexibility

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Bargaining & Problem Solving

• Includes offers, counteroffers, concessions

• Creativity is key

• Heart of the negotiation process

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Closing & Implementation

• Formalize agreements

• Ensure both sides understand the terms

• Clear commitment is required

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Communication Skills in Negotiation

• Word choice

• Tone

• Body language

• Facial expressions

• Interpretation

• Non-verbal cues

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Active Listening

Helps negotiators:

• Build trust

• Understand needs

• Identify compromise opportunities

Requires:

• Patience

• Empathy

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Emotion in Negotiation

• Managing frustration

• Using emotions strategically

• Recognizing triggers and avoiding escalation

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Crisis Communication & Reputation Management in Sports

Date: Tuesday November 18th, 2025

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What Is a Crisis?

• Significant event OR perceived threat by stakeholders.

• Crises are perceptual.

• Reputation is often what’s truly at stake.

Crisis occurs when stakeholders feel expectations are violated:

• Safety

• Ethics

• Social norms

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Why Sports Are Unique

• Massive media attention

• Strong fan loyalty

• Many crises are reputational, not operational

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Strategic Communication Focus

• Messaging

• Stakeholder engagement

• Protecting reputation

Reputation affects:

• Ticket sales

• Media deals

• Sponsorships

• Recruitment of athletes/executives

Strong reputation = more resilience during crises.

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Media Roles in Sports Crises

• Amplifies crisis visibility

• Shapes stakeholder perception

• Requires rapid coordinated communication

• Social media increases speed of reactions

• Requires constant monitoring and engagement

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Three-Phase Crisis Model

1. Pre-Crisis

• Risk assessment

• Media training

• Crisis communication plans

• Prevention is key

• Simulations to improve decision-making under pressure

• Identify weaknesses

• Create roles and responsibilities

• Update plans regularly

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2. Crisis Response

• Act quickly

• Be transparent

• Show empathy & accountability

• Consistent messaging

• Control the narrative

• Avoid uncertainty — it damages trust

• Stakeholders must feel cared for

• Tone must match seriousness

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3. Post-Crisis

• Recovery & reputation rebuilding

• Keep communication open

• Inform stakeholders about corrective actions

• Use outreach, public forums, CSR

• Conduct evaluations (what worked/failed)

Social media accelerates crisis visibility even in post-crisis.

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Types of ARCs (Athlete Reputation Crises)

Intentional

• On-field: e.g., Canada Soccer incident

• Off-field: domestic violence, criminal behaviour

Unintentional

• On-field: cold medication issues

• Off-field: late-night car accidents

ARC Effects

• Sponsor pullouts

• Financial losses

• Need for proactive communication

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Non-ARC Crisis Examples

• 2024: Hurricane Milton destroying Tropicana Field

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Key Takeaways

• Crises are perceptual, not just events

• Reputation is the primary asset

• Preparation is essential

• Stakeholder awareness is crucial

• Fast, empathetic communication is required