How can your sports organization maintain transparency with the public?

Transparency is a key value for any sports organization that wants to build trust and credibility with the public. Whether you are a team, a league, a federation, or a governing body, you need to communicate clearly and honestly about your goals, decisions, actions, and challenges. In this article, you will learn some practical tips on how to maintain transparency with the public in the context of sports management.

1 Define your transparency policy

In order to maintain transparency, it is important to define what it means for your organization and how you will implement it. A transparency policy document can be created to outline the principles, standards, and practices for sharing information with the public. This document should include information about what types of data will be disclosed and how often, as well as which channels and platforms will be used for communication. Additionally, the policy should explain how requests for information and feedback will be handled, along with how sensitive or confidential issues will be dealt with. Monitoring and evaluating your transparency efforts should also be included in the policy. The policy should be aligned with your mission, vision, and values, as well as the expectations and needs of stakeholders. It is important to review and update the policy regularly to reflect any changes in your environment or performance.

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Kimberly Casey Carr

XLS Premier League, Nily, Major League Polo
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At XLS, being open and honest is key to building trust. We share our player salaries, making sure that our amazing women athletes get the recognition they deserve and maintain a comprehensive code of conduct for coaches with whistleblower protection that ensures everyone's on the same ethical page. Diversity and inclusion are matters close to our hearts. We have crystal-clear policies to ensure everyone feels valued. When it comes to our players, their well-being is our top concern. Meeting expectations of our stakeholders while protecting our mission and values is a priority in all our collaborations, as well as commitment to our community. By being upfront with XLS policies, we ensure trust, accountability, and high ethical standards.

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2 Communicate proactively and consistently

The second step to maintain transparency is to communicate proactively and consistently with the public. This means providing information before problems or controversies arise, and using the same tone, style, and message across all communication channels and platforms. This could include your website and social media accounts, press releases and media interviews, newsletters and reports, and events and presentations. Proactively communicating helps you build authority, credibility, and reputation as a sports organization. It also prevents confusion, misunderstanding, and misinformation among your audiences.

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Juan Fuentes Fernández

LALIGA Delegate to the Nordic countries | angel investor (EBAN Sports co-chair) | board member | instructor sports management | mentor Techstars | international expansion | expert 360 sports
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In my experience, working in PR is always a double edge effect. When you talk with media, in sensitive situations, they are always eager to learn and write about a specific issue. It´s important to be there and to give them perspectives. At the same time, in other times when you need to deliver other messages that might not be that interesting for the media, the fact you communicated proactivly and consistently will help out to still be published on the media

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3 Engage with your stakeholders

The third step to maintain transparency is to engage with your stakeholders, who are the groups or individuals that have an interest or influence in your sports organization. These may include fans and supporters, players and staff, sponsors and partners, media and influencers, and regulators and authorities. Engaging with your stakeholders means not only informing them, but also actively listening to them, involving them, and collaborating with them. You can seek their input and feedback on your plans and policies, invite them to participate in activities and initiatives, recognize their contributions and achievements, address their concerns and complaints, and build long-term relationships and trust. Engaging with stakeholders helps you to comprehend their perspectives, expectations, and needs; identify opportunities and challenges for your sports organization; and create a sense of community and loyalty among your audiences.

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4 Be accountable and responsible

The fourth step to maintain transparency is to be accountable and responsible for your actions and outcomes as a sports organization. This means that you should not only report on what you do, but also on how you do it and why you do it. Adhering to the highest ethical and professional standards, following the rules and regulations of your sport and industry, respecting the rights and interests of your stakeholders, acknowledging mistakes and failures, and learning from feedback and evaluation are all essential components of accountability. Doing so helps to demonstrate integrity, honesty, and commitment as a sports organization, while also improving performance, quality, and impact.

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Thomaz Rodrigues Gomes Vilas Boas

Yunus Sports Hub | LiveMode | Business & Airtable Consultant
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Accountability and responsibility are crucial in any organization, but the world of sports faces a unique challenge. The emotional bond with the game can tempt leaders to hide information during scandals, trying to protect the brand of the institution. This underscores the need for transparency in the culture and daily actions of each collaborator. Whether in information disclosure, interactions with external partners, or conflict resolution, transparency safeguards against toxicity, ensuring accountability and maintaining the trust of the stakeholders. This proactive approach is not just a choice but a strategic need for long-term success.

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5 Embrace transparency as a culture

The fifth step to maintain transparency is to embrace it as a culture, not just as a policy or a practice. A culture of transparency values openness, honesty, and collaboration in every aspect of your sports organization. It encourages and empowers staff and players to communicate, share information, and foster a climate of trust and respect. Celebrating achievements and successes, as well as challenges and learnings, will help you innovate and adapt to the changing needs of your audiences. Embracing transparency as a culture helps you create a positive identity and image for your sports organization; it also helps attract and retain talent, partners, and supporters.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Debbie Larry-Izamoje,fnimn

CEO Brila Media | Sports Media & Broadcast Executive | Communications Strategist| Girls & Women in Football Advocate| Football For Girls Africa
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Using the power of social media in open communication can be a powerful tool in transparent communication. This includes actively engaging with the public on social media platforms , responding to inquiries and comments, recognising feedback and taking part in conversations.

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How can your sports organization maintain transparency with the public?

1

2

3

4

5

6

1 Define your transparency policy

2 Communicate proactively and consistently

3 Engage with your stakeholders

4 Be accountable and responsible

5 Embrace transparency as a culture

6 Here’s what else to consider

Sports Management

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How can your sports organization maintain transparency with the public?

1

2

3

4

5

6

1 Define your transparency policy

2 Communicate proactively and consistently

3 Engage with your stakeholders

4 Be accountable and responsible

5 Embrace transparency as a culture

6 Here’s what else to consider

Sports Management

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