SPORTS JOURNALIST COURSE

Get to know your instructor, explore course expectations, and go over course assignments and final project.

• Instructor introduction
• Course expectations
• Assignments & project

Let’s dive right in! Gain an understanding of the purpose of sports journalism and how it differs in its outcome and delivery from other branches of the business. 

• Delivering usable copy on time 
• Sports reporting: Unique demands & challenges
• Transitioning from general journalism to sports journalism 
• Understanding the sport consumer
• The storybeyond scores & statistics 

How do you draw a reader into a story? Learn to recognise what’s important in a story, how to present the story in a way that makes sense for its market, and how to deliver it.

• What grabs attention? 
• Crafting engaging headlines and leads 
• In-depth analysis of sports events and trends
• Audience preferences & tailoring content

Delve into the ins and outs of investigative journalism. Learn all about how it works and gain insights into areas that require investigation.

• Investigative journalism in sports 
• How does that work? 
• What areas need investigation? 
• Guest speaker: David Walsh

Delve deeper into what makes a decent read beyond a story’s news value. Learn how to research, prepare, and deliver a longer read. 

• How feature writing relates to the news
• Compelling human interest stories in sports
• Profiles of athletes, coaches, and sports personalities
• Case study: Piece on the problems in international cricket

Assignment #1: Feature Article
Create a sports feature article on an athlete or coach of your choice.

Explore the best approaches to interviewing, from which questions do and do not work to how to request an interview, specific to circumstance and context.

• Interviewing athletes and coaches
• Questions: What works & what doesn’t
• Requesting interviews
• Guest speaker: Gail Emms, Badminton silver medalist at the 2004 Olympic Games

[Optional] Assignment #2: Sportsperson Interview
Interview a sportsperson. Provide a transcript of the interview.

It‘s said sport is about opinion. But when is an opinion appropriate and valid? Learn the tools required to produce coherent and logical opinion pieces. 

• Analysing successful voices
• How bias affects writing
• Workshop: Given a contentious news piece, come up with ideas of how to address it and where opinion would help in the delivery of a final piece
• Argument elements: Persuasive techniques 
• Credibility: Balancing opinion with objectivity
• Case study: Appointment of Thomas Tuchel as England manager; how was this reported, and what value did opinion pieces add to the story?

Understand how to use data in order to enhance all aspects of sports journalism, from news to opinion. 

• Statistical analysis 
• Using the data to extrapolate ideas
• Data visualisation techniques
• Storytelling: Balancing analytics & personal stories 
• Demo: How to navigate the TransferMarkt site as a source of data

Assignment #3: Data Visualisation
Create a data visualisation that clearly presents the performance metrics of a sports team/individual over the past season.

Discover the best techniques and strategies to deliver a sports story verbally and visually, and gain insights from analysing an example broadcast.

• Techniques for effective sports broadcasting
• Play-by-play commentary & colour analysis
• Watch & analyse a broadcast
• Reporting & broadcasting in up-and-coming sports
• Print vs broadcast journalism in sports

Assignment #4: Sports Broadcast
Create a mock sports broadcast, demonstrating both play-by-play commentary and colour analysis (In the form of a video or voice recording).

Podcasts are in! Understand the trends in sports broadcasting and find ways to produce your own content.

• Audio journalism: Podcasts & Radio
• Content formats
• Interactive content 
• Guest speaker: Abi Paterson, senior podcast producer at The Athletic 

Social media has become a dominant player. Explore how the modern sports journalist needs to be on top of all types of story delivery.

• Visual journalism: Blogs, Websites, Social Media, etc. 
• Content formats & emerging technologies
• Building & engaging a digital audience 
• Analytics to measure & improve audience engagement 
• Guest speaker: Gerry Cox, Chief Exec of Hayters News Agency
• Workshop: Create a piece for delivery on social media, focusing on best practices and strategies for maximising reach

Develop an appreciation of the moral, legal, and ethical requirements needed in producing every type of sports story. 

• Ethical considerations 
• Objectivity vs. bias in sports reporting
• Accuracy & fact-checking
• Inclusivity & equity
• Case study: Initial reports of the death of the cricketer Graham Thorpe did not reveal anything about the cause of his demise. Why? 

Assignment #5: Report Comparison
Compare two sports reports on the same event from different sources, discussing the importance of accuracy and fact-checking. 

Learn how to use the tools required in delivering a sports story for wider communications purposes, such as sports PR or corporate promotion.

• Team & athlete communications
• Collaborative storytelling 
• PR: Crisis management & campaign strategies 
• Workshop: Crisis simulation - responding to critical situations

The modern sports journalist needs to promote themselves and their stories. Discover the best tools and strategies to do just that. 

• Defining your brand identity
• Choosing the right platforms
• Strategies for audience engagement
• Tracking your growth and impact
• Long-term brand maintenance & evolution strategies
• Guest speaker: Andy Mitten, writer for the Athletic and broadcaster for Indian television

Delve into the business side of sports media, how it works financially, and the ways that affects how a journalist needs to operate.

• Sports industry economics 
• Revenue models & monetisation strategies
• Sponsorship, advertising, & brand partnerships
• Working for a team/league vs network/freelance

Assignment #6: Sponsorship or Brand Partnership Benefits
Examine a successful sponsorship or brand partnership in sports journalism, discussing its benefits for both parties involved.

Discover how to navigate a way through the modern world of sports journalism and build a successful career.

• Portfolio development
• Networking strategies & internships
• Job search strategies & interviewing skills
• Guest Speaker: Tom Hopkinson, former senior football writer at the Sunday People, now head of communications at Arsenal

Where to now? Explore the most effective and practical steps to be taken after the course is completed. Good luck!

• Emerging technologies & their impact 
• Adapting to changing audience preferences & consumption habits 
• Innovation & entrepreneurship opportunities

Assignment #7: Final Project: Longform Sports Piece
Develop a longform piece of journalism content for online, radio or TV.