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Former Manchester City Chief Marketing Officer, Chris Bird, has led a media and communications workshop for football team media officers and sports journalists ahead of a football tournament.
The virtual workshop, held on Wednesday, focused on improving matchday communication, storytelling, media relations and reputation management.
Drawing from his experience in football marketing and communications, Bird encouraged participants to focus on the human side of the game rather than solely on match results.
According to him, stories about players, coaches, volunteers and supporters are often more engaging and can help teams build stronger connections with fans.
Bird also outlined a three-stage communication strategy for matchdays, urging media officers to provide timely updates before, during and after games through team news, photographs, match reports and post-match interviews.
The session also emphasised the importance of maintaining good relationships with journalists by providing accurate information, reliable contacts and quality visual content.
Participants received guidance on handling rumours and crisis situations, with Bird advising media officers to verify information before making public statements.
At the end of the workshop, attendees were provided with media and communication resources to support their work during the competition.
