Athletes Self-Presentation in the Media: Crisis or Potential?

This chapter discusses athletes’ use of social media and how it can create public relations risks for athletes and sport organizations. The chapter explores how athletes posting content related to their personal lives and advocacy issues can create risk for sport organizations. The chapter also looks at how mining of athletes archived social media content, which can resurface and create public relations issues. The chapter also provides some recommendations to help minimize and manage crisis situations arising from athletes’ social media content.