‘Deteriorating Our Relationship for no Good Reason’: Collegiate Beat Writers’ Perceptions of Their PR Counterparts

This study examines the contemporary nature of the relationship between sport journalists and media relations personnel, particularly within the context of collegiate athletics. Despite years of sharing a “symbiotic relationship” wherein both sides benefited from the success of the other, sports media professionals have cited a strained rapport, as sports information directors (SIDs) and media relations personnel have taken internal positions aimed at producing content comparable to what sports media have traditionally developed. Through in-depth interviews with 16 beat writers, the current project identified three salient themes related to beat writers’ perceived relationships with SIDs and media relations professionals representing athletic programs they cover: (1) frustration over the control of information, (2) misperceptions about the media’s value to the organization, and (3) growing uncertainty about the future of the relationship between beat writers and media relations professionals. These findings contribute theory and practice within the context of the Strategic Sport Communication Model (SSCM).