Journalism to PR to Marketing to Sports – A Journey [Podcast]

In a world where public relations and content marketing are essential to SEO, the sports industry can bring some learning to anyone in the field of digital marketing.

FIFA’s Karina Pareja-Albring joins me at the SEJ Expo to discuss the world of sports development and sports marketing. She shares her journey from traditional journalism to public relations and marketing.

Take a look at how sports can provide some valuable marketing insights and how marketing can benefit from sports as well.

We know how passionate people are about sports, be it football, soccer or basketball. Sometimes people have an irrational attachment to this activity, myself included. We don’t use our brains when we’re playing a sport. A fan base is not a rational thing. So when you have such an attachment to something. The emotional connection is so strong that brands will, of course, want to get involved. Sports marketing is related to the immense love, attachment and relationship we have towards sports. — Karina Pareja Albring, 11:44

We’ll start to see brands align with athletes whose message and persona online aligns with the values ​​that the brand wants to spread. Karina Pareja Albring, 24:31

Brands love to have ambassadors who are relevant to them and who are real people. So if you are a theater athlete, go to the theater and get involved in local community activities. Try to identify other feelings that you have. All of this helps you build your personality. Make people find you more relatable and likable, which will translate to brands wanting to work with you. – Karina Pareja Albring, 30:30

[00:00] About Karina.
[03:40] How has working with other industries in sports helped her?
[06:57] – What is PR all about.
[10:54] What is sports marketing?
[16:12] To what extent is licensing part of sports marketing?
[19:14] The importance of the personal brand in sports marketing.
[27:26] – Opportunities for athletes to build their brand.
[33:28] Sports marketing tips that can be applied to marketing.

Mentioned resources:

FIFA – https://www.fifa.com/

In the time we live in, we no longer compete for an audience. We are not just
We compete with our direct competitors but to attract the attention of the public. You are competing for people’s time. So if you’re trying to get your fans’ attention, you’re competing with the music they’re listening to. You’re also competing with Spotify and a lot of different things. These days, this is something we need to think about when we analyze our strategies and positioning. It’s not just about our direct competitors, it’s about who gives our audience their time and attention. — Karina Pareja Albring, 48:29

In website development or SEO it is always a good idea to check what your main competitor and smaller competitors are doing. And it’s always great to have a “side project” to try. But, of course, you may not be able to do this on your company’s website. However, being able to take a side project and then turn it into a feasibility study and then offer to be able to do it on your company’s website can also be beneficial. – Lauren Baker, 47:23

The first thing is to understand the audience. Who are you trying to reach, and then identify the best channels to reach that audience? With influencers and online content creators, when we think of public relations, we don’t just think of traditional media. Think of anyone who has a platform to spread your message.— Karina Pareja Albring, 8:27

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Connect with Karina Viviana Pareja

Karina loves to build lasting relationships with people, using the game of football as her first chance.

Her passion for sports and expertise in journalism, public relations and marketing help her develop athletes and companies side by side through dynamic business models.

With an MBA dedicated to the soccer industries already under her belt along with bi/multicultural experience in the industry, Karina is ready to make big changes in this game!

Connect with Karina on LinkedIn: https://www.linkedin.com/in/karina-barriga-albring

Follow her on Twitter: https://twitter.com/kbarrigaalbring

Connect with Lauren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker