UEFA and its national member associations have joined forces to look at communication and media management as part of the UEFA Knowledge and Information Sharing Scenario (KISS) programme aimed at boosting associations' professionalism.
Media and communications officials from associations throughout Europe attended a series of seminars at UEFA's headquarters in Nyon to examine how to improve or fine-tune their communications policies and hone their image through optimum relations with the media. Associations, the delegates heard, can help build their image by seeking positive exposure through radio, TV and websites, as well as through the written press. Websites in particular, are felt to be of essential value in the future because of their immediacy and instant access to everyone. Wherever possible, associations were urged to be open and positive, maintain close working relationships with the media, provide positive information and facilitate media needs.
The area of crisis management was also discussed at the seminars - how associations should handle issues such as the resignation of the national-team coach, a shock defeat, crowd disturbances or problems with players. In particular, it was felt that associations should not try to defend the indefensible and should adopt an honest attitude vis-à-vis the media. Examples were given by several associations of how they dealt with crisis situations in communication and PR terms.
UEFA's media operations were highlighted, with presentations given on the European body's media policies and about the operation of the UEFA website uefa.com - with the aim to focus on areas which could be of assistance to associations in developing their own media and new media activities.
Launched in 2005. KISS aims to enhance professionalism in the national associations by addressing critical issues and problems more efficiently. The process is based on several main pillars including seminars and workshops on specific subjects, such as marketing, communication & media, TV & media rights, event management and legal matters
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