Why Every Athlete Needs a Publicist: Building a Proactive Media Strategy
From behind-the-scenes panic to proactive media strategy, here’s what real PR looks like in sport — and why you need it now.
It’s been an interesting few weeks in sports PR...
We’ve seen athletes we represent say the wrong thing at press conferences, not because they were careless, but because they didn’t fully understand the question.
And we’ve watched athletes we don’t represent completely unravel in front of the mic or in the face of a crisis.
And it reminded us (again) that a great sports publicist is rarely considered essential… until they’re absolutely critical.
So, let’s clear something up.
A great publicist doesn’t stifle an athlete’s personality.
👉 They enhance it, so the world sees the most powerful, authentic version of you.
A great publicist doesn’t block journalists.
👉 They build relationships and make sure stories are accurate, informed, and fair.
A great publicist doesn’t bury the tough stuff.
👉 They navigate it with strategy, clarity, and care.
A great publicist is always thinking bigger than the moment.
👉 They’re planning for your legacy, your sponsors, your future self and your story.
What is PR?
At Ascend Sports Publicity, we define PR like this:
“Anything you say, do, post, or perform in public that shapes how the world sees you.”
That includes:
🎙️ what you say on podcasts or in interviews
🧢 how you show up at pressers or events
💬 how you respond in a crisis
📲 what lives forever on your social feed
❌ What isn’t PR?
While we’re at it, let’s bust a few myths.
PR is not:
A press release (that’s a tool, not a strategy)
Telling journalists what to write
Buying a post and calling it “earned media”
Reserved for celebrities with drama.
You don’t need a blue tick or a crisis to need PR.
You just need a story and a goal and that's where we come in: with industry depth and understanding, relationships and strategies that give you ROI for your sponsors.
What makes a great publicist?
A publicist isn’t just promoting you, they’re strategically building the story that moves your career forward and helps build your brand. Think reputation architect, brand strategist, and communications strategist all in one.
This includes:
✅ shaping your narrative across interviews, media, and partnerships
✅ creating tailored campaigns that spotlight your strengths and personality
✅ building connections with the right journalists, sponsors and brands
✅ coaching you for confident, credible media moments
✅ navigating crisis moments so you stay focused on your game
✅ delivering measurable PR ROI for long-term brand growth.
And finally…
Sports PR is not celebrity PR.
This is because, as an athlete, your visibility can rise and fall with performance, pressure, and timing — and you need a team that understands your world.
A few things that an athlete should look for in a sports publicist:
human-first storytelling that makes people care
social media strategy that grows real fan connection
media training for post-match interviews and pressers
an alignment that feels authentic, not forced
Global tour-ready support.
Ready to take your publicity to the next level?
At Ascend Sports Publicity, we help athletes and coaches become:
✅ Media-ready
✅ Brand-aligned
✅ Commercially valuable
✅ Confident in their public voice
Whether you're:
Navigating tough interviews
Building media credibility
Clarifying your public presence
Growing your personal brand
Prepping for a comeback
Or planning what’s next post-career—
We’re here to support the full journey.
Because we’re not just behind the scenes.
We’re behind your success.
✋ Want to work with us?
🔗 Visit ascendsportspr.com
📩 DM us on Instagram @ascendsportspublicity
📅 Or email us at contact@ascendsportspr.com
Subscribe to our Sports Publicity Playbook here.
