The Olympics are a media spectacle, with host cities, sponsors, and sports organizations launching massive PR campaigns to shape public perception. While your project team may not be dealing with international media scrutiny, there are valuable PR lessons to be learned from Olympic organizers. Here are six key public relations strategies that project teams can use to enhance communication, manage crises, and generate excitement.
1. Expect the Unexpected
Your project may not have to deal with a swimming pool turning green overnight, but surprises happen—whether it’s an executive making a poorly worded comment at a conference or an on-site incident halting progress. Your PR team should always be prepared for crisis management. Ensure that media spokespeople stay informed about project developments and have access to the latest status updates to respond swiftly and effectively.
2. Align Internal and External Messaging
Olympic athletes have sometimes learned key event details from the media before hearing it from organizers. In today’s 24/7 news cycle, project stakeholders will gather information not only from official updates but also from external sources. To maintain consistency, ensure your core messaging remains uniform across all platforms. Always inform internal teams before releasing public statements to prevent misinformation and confusion.
3. Prepare for Negative Press
Every Olympic host city faces criticism, from costly infrastructure to athlete accommodations. Similarly, project teams may encounter negative media coverage—whether it’s a misquoted expert, outdated information, or stakeholder concerns. The best way to manage bad press is to be proactive:
- Monitor major media outlets and social channels.
- Correct inaccuracies promptly with clear, fact-based responses.
- Provide journalists with up-to-date fact sheets to ensure accurate reporting.
4. Be Accessible to the Media
With the rise of digital platforms, non-traditional media outlets such as blogs, podcasts, and YouTube channels may take an interest in your project. Local news stations and industry publications may also want updates. Having a designated media contact—whose information is readily available online—ensures that journalists and influencers can easily connect with the right person for interviews or inquiries.
5. Prioritize Transparency
When Olympic controversies arise—such as athlete suspensions or equipment malfunctions—transparent communication helps organizers manage public perception. Project teams can adopt a similar approach by:
- Releasing information as quickly as possible (while respecting confidentiality).
- Providing factual updates rather than speculation.
- Avoiding unnecessary spin unless it adds valuable context.
Transparency builds trust and minimizes speculation, preventing misinformation from spreading.
6. Generate Excitement
Olympic organizers capitalize on the energy of athletes and fans to create buzz and boost engagement. Project teams should do the same—regardless of whether they’re handling positive or negative press. Even while addressing challenges, focus on highlighting the project’s long-term benefits. Keep messaging professional yet enthusiastic, showcasing milestones and achievements to maintain public and stakeholder support.
Key Takeaways for Project Teams
- Be proactive: Expect and prepare for media challenges.
- Stay consistent: Align internal and external messaging.
- Manage crises effectively: Correct misinformation before it spreads.
- Remain accessible: Make it easy for media outlets to contact you.
- Be transparent: Provide factual updates in a timely manner.
- Maintain excitement: Focus on project benefits and milestones.
By implementing these PR strategies, project teams can effectively manage their public image, mitigate risks, and generate ongoing support for their initiatives.
PMAlliance uses a team of highly experienced and certified professionals to provide project management consulting, project management training and project office development services.
