Kirill Breido (CSKA, former Lokomotiv) explains what a football club's press attaché is.

Contents:

• "The most important thing in the profession is to maintain balance"
• "Talk to journalists, like a brother!"
• "Either a steward will hit a journalist, or a fan with a fake ticket will be caught"
• "There is no such thing as a vacation - it's a question of respect for your job"
• "It's important to know the tools of PR, but it's much more important to love football and its atmosphere"

Kirill Breido began his career in sports media at the age of 18, getting a job at the Eurosport TV channel in as a sound engineer. After just three months, he was promoted to commentator. Despite receiving a university degree in economics, Kirill chose a path related to sports, which allowed him to realize his passion and professional ambitions in a dynamic and exciting field.

After graduating from university, I began my career in the press service of FC Lokomotiv. I then worked as a media producer at the Russian Football Union and worked on private projects. In 2019, I returned to Lokomotiv, where I held the position of Director of Public Relations and Club Media (Press Attaché) until March 2021. My experience in sports journalism and media production allows me to successfully develop the club's communications and interaction with fans and the media.

In the interview, Kirill shared his thoughts and experiences. He discussed key moments in his career, including significant achievements and challenges he faced along the way. Kirill also noted how perseverance and persistence helped him overcome difficulties and achieve his goals. His views on professional development and personal values ​​can serve as an inspiration to many.

• What does a football club press service do?
• How to persuade a football player to give an interview;
• What is a typical press attaché's working day like?
• How to get into the press service of a football club and how much you can earn.

"The most important thing in the profession is to maintain balance"

A football club press attaché performs many tasks, a key one of which is to form and maintain a positive image of the club. This role includes interacting with journalists, preparing press releases, and organizing press conferences. The press attaché is responsible for disseminating information about the club, its achievements and events, as well as managing communications in crisis situations. Thus, creating a positive image is an important, but not the only, part of a press attaché's job.

The main functions can be divided into two key aspects.

• monitoring the information field and responding to news related to the club and players (usually negative);
• forming one's own agenda (naturally, a positive one).

The main thing to pay attention to is maintaining balance. It's easy to get bogged down in a negative agenda, dealing with refutations and commentary. As soon as you close one problem, another immediately arises. The press service should not turn into a call center for processing journalists' inquiries. It is important to develop a content plan that will include a positive agenda that will contribute to the formation of a positive image and effective interaction with the audience.

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Sports journalists: how they work using voice recorders and Telegram Channels

Sports journalism requires not only professional skills but also the ability to adapt to rapidly changing events. Journalists often face stressful situations where it is crucial to quickly gather information and convey it to readers. Voice recorders are actively used in this process, helping to record interviews and commentary from athletes, coaches, and experts.

Furthermore, the creation and maintenance of Telegram channels has become an important tool in the work of sports journalists. These channels allow for the prompt sharing of news, analysis, and opinions, providing direct communication with the audience. In the highly competitive world of sports journalism, the ability to effectively use modern technology is becoming a key factor for success.

Thus, the combination of traditional information gathering methods and modern digital platforms makes the work of sports journalists more effective and accessible to a wider audience.

When developing a content plan, it is important to consider timeframes. It is recommended to plan content at least three months in advance. This allows not only to systematize ideas but also to adapt the strategy depending on changes in audience interests and current trends. Long-term planning helps maintain consistency in publications and ensures more efficient resource management. Furthermore, this approach promotes the creation of more cohesive and coherent content, which in turn improves engagement with the target audience and increases search engine visibility.

In football, it's impossible to predict everything, as much depends on match results, transfers, and newsworthy events. However, there are certain events that are known in advance: New Year's, March 8th, the birthday of a legendary footballer, the Russian Cup draw, and other important dates. We create a detailed plan several weeks in advance, as well as a calendar of events for the entire season. This allows us to better organize our events and effectively respond to developments in the world of football.

When exactly did you start developing your content plan for the season? During summer training camps?

We arrive at training camps with a pre-prepared plan, understanding what content we will be filming for club TV, TikTok, and Twitter. When coordinating a business trip with management, it is important to clearly justify the number of employees going to the training camp, as well as explain the tasks we set for ourselves and what exactly we will do during the trip. This allows us to organize work efficiently and ensure maximum productivity in content creation.

The press service of the Lokomotiv football club consisted of several specialists. Their number varied depending on the time and the tasks facing the club. The main areas of the press service's work include interacting with journalists, preparing press releases, organizing press conferences, and covering the club's events in the media. Effective work by the press service plays a key role in shaping public opinion about the club and its activities.

Besides me, there were four other people in the group.

• Anna Gallay. My right-hand woman for working with the main team; she was also the press attaché for the women's team.
• Evgeny Kirillov, press attaché for Kazanka (Lokomotiv's farm club, where young footballers play). He also had a strategic task—developing young guys. So that they would learn to be media personalities and how to behave in the media space.
• Vasily Oskolkov is the editor-in-chief of the teams' official websites. He is also responsible for preparing the programs—pre-match booklets where you can find information about the opponents: team lineups, the history of their rivalries, interviews with the participants in the event.
• And Yegor Georg, a junior specialist. He accompanied the players to interviews, prepared news for the website, carried out research work, and so on.

In our team, a specialized specialist is responsible for managing social networks. He develops a content strategy, creates publications, and interacts with the audience to increase engagement and strengthen the brand's image. Thanks to his efforts, we effectively plan and implement advertising campaigns, as well as analyze results to optimize our social media presence. The SMM department, represented by Timur Bayramov and Guzel Mukhamedyanova, operates independently. The football club's social media management must be handled in-house. This is due to the need for rapid response and a deep understanding of the Lokomotiv brand's tone of voice (ToV). Collaborating with external specialists often leads to difficulties for football clubs due to incorrectly worded messages or the inclusion of unnecessary information. Effective content management on social media requires complete immersion in the club's culture and values, which is only possible when working in an in-house team.

"Talk to the journalists, like brothers!"

The press service actively organizes conversations with young football players, emphasizing the importance of the media component of their careers. We strive to conduct such formats with each player so that they understand how to interact with the media and how it affects their professional life. These meetings help athletes develop their communication skills with journalists and shape the right image in the eyes of the public.

We held lectures where we shared the importance of integration into the media and building a personal brand. We taught participants openness in communication, emphasizing the need to respect fans and recognize the significance of every spoken word.

Lectures play a key role in the educational process. They contribute to the transfer of knowledge, the formation of critical thinking, and the development of information analysis skills. Lectures allow for the exchange of ideas and experiences, which enriches the audience. Such events also help establish rapport between teachers and students, creating an open atmosphere for discussion. It's important to understand that high-quality lectures can inspire and motivate students, which in turn increases their interest in the subject and promotes a deeper understanding of the material. Thus, lectures are an integral part of effective learning and development. Many footballers, especially those who began their careers in the 2000s, believe that their primary role is to demonstrate their skills on the pitch. However, in today's environment, this is impossible. Players are constantly under the spotlight of cameras, the press, and fans. Even if an athlete is performing at an excellent level, one careless behavior toward a fan can quickly end up online and negatively impact their reputation. This, in turn, affects the club's image. Thus, public relations skills become an important aspect that can significantly impact a player's career and the team's commercial success.

Did the main team also undergo training?

We don't have coaches, and that's obvious. Yuri Semin and Marko Nikolic certainly understand how to interact with the press better than anyone else. As for the team, we regularly hold conversations with key players and the captain, discussing the main points and areas of our work.

Some players sometimes refuse to talk to journalists. This can happen for a variety of reasons, including a desire to maintain privacy, negative experiences with the press, or simply a reluctance to discuss their emotions and experiences. These situations can complicate the work of journalists seeking comments and opinions from athletes. Players have the right to decline to speak, but openness and interaction with journalists can help improve their image and strengthen bonds with fans.

A person's character plays a significant role in their willingness to communicate. Some people readily give interviews, while others prefer to remain more reserved. Everyone has their own principles. For example, Chorluka is not a fan of communication, but he grants the captain's interview every year. Most players, however, approach interactions with journalists calmly. It is important that the interview is not simply a formality, but that the journalist is genuinely interested in discussing the player's thoughts and experiences. This approach fosters a deeper understanding of the athlete's personality and their perspective on the game.

If someone flatly refused, personal requests were made: "Please, I really need it now. I didn't bother you yesterday, or the day before." Establishing good personal relationships is important—players are sent good photos after training, and they can respond by providing positive comments.

The question of whether journalists have ever refused interviews with players raises important aspects of the interaction between the media and professional athletes. Interview refusals can be based on various factors, such as the need to protect the players' privacy, their emotional state, or the strategic interests of the team. Teams and managers often make decisions about when and with whom players can speak to the press to ensure optimal working and training conditions. This underscores the importance of competent communications management in the sports environment and the influence of the media on athletes' careers.

It is important to always provide journalists with clear and justified reasons for refusal. This not only helps maintain professional relationships but also promotes a better understanding of the situation on both sides. Transparency in communication helps avoid misunderstandings and builds trust. This way, a refusal will be perceived more constructively, and the journalist will be able to take the comments received into account in the future.

Reading is an important aspect of personal growth and broadening one's horizons. It not only enriches knowledge but also develops critical thinking. In today's world, access to information has become easier, and it's important to use this resource wisely. Books, articles, and blogs can be a great source of inspiration and new ideas. Regular reading helps improve writing and communication skills, and also promotes concentration and attention. Don't miss the opportunity to immerse yourself in the world of literature and discover new horizons.

Journalists discuss the challenges of reporting at the Olympic Games, hockey, and action sports. These disciplines require journalists not only to be highly professional but also to adapt to rapidly changing conditions. The Olympics attract the world's attention, and correspondents must always be on their toes to quickly cover the events and convey relevant information. In hockey, it's not just analysis that's important, but also the ability to convey the emotions of players and spectators. In action sports, journalists must be prepared for unexpected turns of events, which requires quick reactions and a creative approach to presenting material. All these aspects make the work of sports correspondents unique and exciting.

Have you requested the removal of previously published materials?

An embargo is an agreement between the press service and the journalist, determining the time of publication of the material. Sometimes journalists violate the embargo, which requires contacting the relevant publications to resolve the situation.

"Either a steward hits a journalist, or a fan with a fake ticket gets caught."

A typical working day without major competitions usually begins with a morning training session. I plan my route, taking into account my goals and physical preparation. After training, there is time for recovery, during which I focus on stretching and nutrition. During the day, I plan upcoming training sessions, analyze my achievements, and work on improving my technique. It is also important to devote time to studying training methods and sports psychology to stay constantly moving towards my goals. In the evening, I summarize the day and record the results, which helps me track my progress and adjust my plans. This approach helps me maintain high motivation and readiness for future competitions.

We attend training sessions regularly, and we have established excellent relationships with the team. They understand that we create content during the preparation period. It's important to remember that this is our job, but we also need to maintain a balance and not distract the team from training. To organize our work, we develop a detailed media day plan in advance, outlining the time of the visit and the topics to be filmed. We typically record 15-20 minutes of training, followed by short interviews with the players and the head coach. The resulting content is published in the club's media, allowing fans to get to know the team and its preparation better.

Match days have always been challenging for me. The excitement before the game, the anticipation of the results, and the tension throughout the match created a special atmosphere. Each match is not only a sporting event, but also an emotional test. Preparation, analysis of the opponent, and the desire to win require serious concentration. At such moments, the whole team comes together, and this creates a unique team energy. Despite the difficulties, match days remain in my memory as the most memorable moments.

Match days are always the most comfortable for me. My main task is to organize the process and carefully plan all stages in advance. I usually arrive at the stadium two hours before kick-off to accompany the coach and players for flash interviews. After the game, I also attend the press conference, which allows for full interaction with the media and event coverage.

So, will you be able to see the game?

During a match, there are always elements of tension and unexpected events. Sometimes a steward might get into a conflict with a journalist, or a fan with a fake ticket might not be allowed into the stadium. However, there are times when you can enjoy the game in a calm atmosphere.

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A commentator for the 2018 FIFA World Cup and Olympic Games shares his impressions of working in sports journalism. He notes that a successful career in this field requires not only professionalism but also a certain emotional stability. Sporting events are full of tension and unexpected moments, and it is in such situations that a commentator must demonstrate their creativity and ability to react quickly. It is important not only to analyze what is happening on the field but also to convey the atmosphere of the game to viewers, which requires a deep understanding of the sport and the ability to interact with the audience. He faces various challenges in his work, and for him, it is not just a profession, but a true passion.

Is the volume of work related to European Cups increasing? Amid growing interest in this format of storing and transporting liquids, there is a trend towards an increase in the volume of work related to European Cups. This is due to their versatility, ease of use, and efficiency. Increased workloads may be due to business expansion, increased production, or the need to optimize logistics processes. It's important to consider that proper handling of European cups improves storage and transportation quality, which in turn impacts overall business efficiency.

PR work has increased significantly. Inquiries from foreign journalists are constantly coming in. For example, João Mário gave interviews to nine foreign publications during the Champions League group stage. Foreign media actively cover the events, emphasizing the importance of engaging with an international audience.

We actively collaborate with UEFA, discussing all the details, including the location of photographers and cameramen. Currently, club television channels have the same filming capabilities as broadcasters, but every action requires approval. It is important to clearly define who is filming what, as well as where the content will be posted. This ensures high-quality materials and compliance with all regulations.

"There is no such thing as vacation - it's a matter of respect for your job"

The press service had established standardized working hours, which allowed for control over the daily routine. This ensured a clear organization of working time and contributed to the effective completion of tasks. The system of standardized working hours helped employees plan their activities and maintain a balance between work and personal life.

There is practically no clear routine. You can imagine that at two o'clock in the afternoon you are scheduled to meet with the management to defend the club's development concept, at three - a discussion with the commercial department. At four o'clock there is an internal planning meeting on social media, and at seven in the evening - a brainstorming session on promotional materials for the upcoming match. However, many unforeseen events can occur during the day. Colleagues write and call, asking to arrange interviews with players such as Krychowiak or Guilherme. As a result, a lot of additional communications arise. Then, a sensational piece of news appears on a Telegram channel, for example, that "Kiknadze ate a child" (a joke, of course), and you need to check how true it is. Then you need to figure out how to disprove the rumor. And then you have to rush to a meeting with UEFA representatives. So, I had no routine or schedule, and sometimes I didn't fall asleep until five in the morning. Rest is an important part of our lives, allowing us to recharge and increase productivity. Many people wonder: when is the best time to take rest? The right approach to organizing rest helps not only avoid burnout but also improves overall health. It's important to understand that rest should be regular and varied. This can range from a short break during the workday to a full-fledged vacation. Taking into account individual preferences and needs, everyone can find the optimal time for rest to most effectively restore strength and recharge.

You're sleeping, aren't you? Seriously, I just got back from a week of vacation, but even then I stayed in touch constantly. It's a matter of respecting your job: you can't just disappear. News and important messages arrive at any time, and staying in touch is part of my responsibility.

I had the opportunity to visit the cities where the Lokomotiv football club played. For example, the team often held training camps in Austria. This allowed me not only to see a variety of landscapes and architecture but also to enjoy the atmosphere in which professional footballers train. Austria offers excellent training conditions, making it a popular destination for many clubs.

There is practically no time to rest and enjoy the Austrian landscapes, even though the training camps last from one to six weeks. Weekends are not real days off, as the team has its own program and preparation for matches.

"It's important to know PR tools, but it's much more important to love football and its atmosphere."

A press attaché must possess a number of key qualities that determine their effectiveness in their work. Firstly, these are excellent communication skills that allow them to establish contact with journalists and media representatives. Secondly, it is important to have an analytical mindset to assess the situation and develop strategies for interacting with the media. A creative approach helps create compelling press releases and materials that attract attention. The ability to work under pressure and quickly respond to changing information environments is also crucial. Finally, knowledge of industry specifics and the ability to adapt to new challenges make a press attaché a valuable specialist.

In today's world, a professional must possess a wide range of skills. It is important to be a versatile specialist, capable of working in various areas, including SMM and copy editing. However, the key aspect is the ability to communicate effectively. The art of communication becomes the foundation of successful interaction, as you will have to establish contact with different people and discuss a variety of issues. Success in any field depends on the ability to find common ground and reach agreements.

Planning is a key skill necessary for success in various areas of life. The ability to effectively organize your tasks and time allows you not only to increase productivity but also to reduce stress. Proper planning helps you set priorities, define goals, and develop strategies for achieving them. This is especially important in an environment where information and the environment are constantly changing. Uncertainty and multitasking require planning to stay on track and successfully navigate challenges. Ultimately, planning becomes the foundation for personal and professional growth.

Proper planning significantly simplifies the process for everyone involved. For example, we created a spreadsheet indicating which players would be interviewed after each match. These interviews take place immediately after the final whistle, and without prior arrangements with players, they can be left without a spokesperson or spend a significant amount of time negotiating. This creates discomfort for both organizers and the players and journalists waiting for the interview. Therefore, it is important to plan ahead to ensure effective communication.

A press attaché at a top Russian Premier League club can earn significant sums, but the exact figures depend on many factors, including the specialist's experience, the club's level, and its financial resources. On average, a press attaché's salary can range from several hundred thousand to millions of rubles per year. It's important to remember that a press attaché plays a key role in shaping a club's image, interacting with the media, and organizing press conferences, which also impacts their income. The salary of a press attaché or department head varies widely due to differences in responsibilities and skill levels. Comparing these positions is inappropriate, as salaries can range from 100,000 to 700,000 rubles. As for press service employees, their income typically ranges from 80,000 to 140,000 rubles. To become a sports press officer, you need to follow several key steps. The first step is obtaining the relevant education. A degree in journalism, communications, or sports management will provide you with the necessary knowledge and skills. It's also important to accumulate practical experience, such as internships at sports publications or at sporting events. Building a network of contacts in the sports industry also plays a vital role. Participating in events, conferences, and networking with professionals will help you establish useful connections. Additionally, it's worth developing your skills in writing press releases and covering sports events, which will increase your competitiveness in the market. Don't forget the importance of maintaining a personal blog or portfolio where you can showcase your work. This will help you stand out from other candidates and attract the attention of employers. Perseverance and a desire for professional growth will help you successfully enter the sports press service. We searched for candidates through our channels, primarily in the field of sports journalism, in order to select a specialist who already has a certain context. There is a lot of work, and training newcomers from scratch is too time-consuming. However, sports journalism is a narrow field with few specialists, so we also considered aspiring journalists. It is important to note that PR specialists play a key role in the press service, and for them, simply writing well is not enough; It is also necessary to possess other skills that help effectively interact with the audience and the media.

In a football press service, knowledge of PR tools is important, but much more important is a passion for football and an understanding of its culture. Without a true love for this sport, a person will not be able to effectively integrate into the team and fulfill their responsibilities. Understanding the football atmosphere and its nuances is the key to successful work in the club's press service.

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