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PR Services

Media Relations Almost 20 years of experience in the industry, with 8 years working in the Sports Tech and sports data B2B industry (working with broadcasters, federations and technology partners), has allowed me to accumulate great relationships with not only the global trade press but also industry and national journalists. I have a solid list of contacts that your brand can take advantage of in order to get your messaging out to the media and, by extension, your target audience. I pride myself on my close professional links with sports journalists and other press contacts, and believe that I am trusted and respected for my competence and dependability. I am careful not to promise what I cannot deliver, and I can stand my ground when necessary. In my previous role as Global PR Director, I not only worked with journalists to announce news to global audiences, but also worked with regional journalists to get news into local audiences and in appropriate languages. Strategy Development
This is where I will dig into your strengths and weaknesses as a brand, what sets you apart from your competitors, who the audience is that you should be targeting, and what success will look like for your business. This is the starting point for developing a communications plan (including social media) that drives results.
Messaging I will work with you to define your business’s vision, mission, and goals in a way that really resonates with your target audience. I will turn your messaging into elevator pitches and mission statements, and come up with the best words to associate with your brand. This can also be incorporated into the company values and mission statement.
Brand reputation and crisis management I learnt much about crisis management when dealing with the press and professional sportsmen and women, particularly following the so-called ‘Bloodgate’ affair at Harlequins, and since then I have dealt with many situations at Stats Perform. I have extensive experience of working successfully with the various facets of the press, both in the UK and abroad. I have organised numerous press conferences over the years and delivered media training to professional players and senior members of staff in preparation for interviews.
I can bring this experience, and relationships that I have gained over the years, into this partnership. When crisis management is needed, I will personally be available for any enquiry.
Press Office Management
Day to day PR support where needed (hours spread out over the week, as suggested in proposal below), including managing PR budgets. I have written PR budgets every year in my previous global PR roles – each one has differed in value according to the particular company’s focus and plans. I often had a limited budget on the media side, and frequently relied a good deal on my strong relationships and ability to sell creative ideas to the press – something I consider to be one of my strengths.
I have contacts at the majority of key global trade events and media, and would enjoy mapping out the PR strategy, budget and plans. My PR strategy plan involves: • Understand the main goals from CEO, CCO, CTO, CPO and other senior members of staff • Work out how PR can support in achieving them over the next 12 months • What are the key markets: o Product launches o Potential business wins o New markets (tell company story) o Biggest growth (opportunities) o Biggest competition (need to challenge) o Potential crisis management (insurance) • What are the key media (key journalists) and events for each market o Speaking o Attendance / networking o Media Packages (press releases, thought pieces) o Travel costs • Who are the key spokespeople – globally, regionally • Awards o Entry o Attendance
Events
Networking is a real passion of mine; when some people fear walking into a room or event full of strangers, I revel in it. I believe I have an unrivalled understanding of the events at which you will want to be seen, but also have a real presence at – be that to engage with current clients, get the key messages out to potential new clients, or simply to make the brand more prominent in a key market or raise the profile of key individuals in the business. I can work with you to write the event strategy and supply media training to speakers.
I am fortunate to have been, and continue to be, asked to speak at global conferences, on podcasts, on webinars and in written interviews. As part of my commitment to clients and employers, I always mention them and highlight the good work they are doing. Thought Leadership: Raising Your Profile and Building Credibility
I pride myself on my creativity and thrive on finding new opportunities for campaigns and valuable media exposure, along with finding ways to impress the desired target audience and get ahead of competitors. I can support with identifying key spokespeople within the business, and supporting them to raise not only their profiles but also their confidence and self-development through written industry thought pieces. Thought Leadership improves your business’s reputation by giving it a ‘real’ voice; and it boosts sales too by building awareness and trust.
Media Training
Giving your key speakers the confidence to stay on message during interviews and learning how to deliver an engaging talk.
D&I support and opportunities
Founded by Sarah Butler, SB Connected is the creator of Sport Business Connected (SBC), one of the industry’s most prominent networks supporting women working in the sport business industry. Established in 2015 and supported by a number of sponsors in the industry, SBC runs networking events, along with a website that offers a podcast and Q&A series with some of the industry’s leading women. The website also provides industry news stories and health and fitness advice from experts. All female colleagues of SB Connected PR clients are welcome to attend events and have the opportunity to partner for future events, and be a part of a globally recognised and supportive network.
As part of my role at Stats Perform (combined with my passion to improve the diversity in the sports broadcast and tech industry), I helped plan and execute a visit to GCSE PE students in a London school to talk about career paths, the roles available in companies like Stats Perform and all the different skills required. I am often asked to speak at universities about my experiences of working in the sports industry, and mentoring opportunities. By investing in me (Sarah Butler), you will also invest in Sport Business Connected, and be seen as a supporter of women within the industry: • Recruitment (external) – attract talent through your company values • Retention (Internal) – Positive-minded staff • Development (Internal) - Career development support • Partnerships – Reflects positive values • Reputation – Positive reaction within industry • Confidence – Building friendships, sharing experiences and offering advice and creating opportunities
My large network and relationships within the industry allows me not only to put the spotlight on the work of female colleagues, but also gives the opportunity to showcase it on panels, webinars, interviews and events.

A celebration of the achievements, successes, highs and lows that make working in this industry so special and unique.

Q&A with FLYHAWK founder, Steph Essex

We talk to former Super League netballer and entrepreneur, Steph Essex, about launching a business mid-pandemic, experiencing imposter syndrome, being bold and proactive and always remembering to champion yourself.

Q&A with Niamh Tallon – Founder of Her Sport

Entrepreneur and The founder of Her Sport, Niamh Tallon, tells us why it’s important to put yourself out there, surround yourself with the right team, not be afraid to ask questions, and why we should always remember to look at the bigger picture.

Q&A with Jane Clemetson

A versatile, business focused lawyer with extensive experience in media, IP, technology and data protection, at General Counsel level, Jane Clemetson is, as her profile states, not afraid of telling it like it is.

Q&A with Sarah Butler on IWD22

On International Women's Day we speak to Sarah Butler, Director of Global PR at Stats Perform, the SportsTech leader in data and AI technology. Alongside her current role at Stats Perform as Director of Global PR, Sarah is the founder of Sport Business Connected, a company created to support women working within the sports business industry, which includes the Women in Sports Business Speaker Series.

Q&A with Esther Huijsmans

Esther Huijsmans is on a mission to get more women in leadership positions in the sports industry. A Mentor for women in sports, she is an experienced sports & events professional and is founder of KICK-ES & KICK-ES Academy.

SBC Pod Ep 3 – Victoria Evans

Excerpt text…

Sports Innovation Lab CEO & Co-Founder Reveals the Top Trends Dominating Sports

Welcome to 2022, a year that will see the return of the Winter Olympics, sustained growth in women’s sports, a Super Bowl in Los Angeles’s tech-centric SoFi Stadium, and a flurry of deals and acquisitions that will push the pace of the industry.

Pitch: Women’s Sport Executive, London

Pitch International is recruitng for a coordinator to provide full administrative support to the Director of of Women's Sport on a range of new business projects across a wide-range of sports, 

 

 

 

Q&A with FLYHAWK founder, Steph Essex

We talk to former Super League netballer and entrepreneur, Steph Essex, about launching a business mid-pandemic, experiencing imposter syndrome, being bold and proactive and always remembering to champion yourself.

Q&A with Niamh Tallon – Founder of Her Sport

Entrepreneur and The founder of Her Sport, Niamh Tallon, tells us why it’s important to put yourself out there, surround yourself with the right team, not be afraid to ask questions, and why we should always remember to look at the bigger picture.

Q&A with Jane Clemetson

A versatile, business focused lawyer with extensive experience in media, IP, technology and data protection, at General Counsel level, Jane Clemetson is, as her profile states, not afraid of telling it like it is.

Q&A with Sarah Butler on IWD22

On International Women's Day we speak to Sarah Butler, Director of Global PR at Stats Perform, the SportsTech leader in data and AI technology. Alongside her current role at Stats Perform as Director of Global PR, Sarah is the founder of Sport Business Connected, a company created to support women working within the sports business industry, which includes the Women in Sports Business Speaker Series.

Q&A with Esther Huijsmans

Esther Huijsmans is on a mission to get more women in leadership positions in the sports industry. A Mentor for women in sports, she is an experienced sports & events professional and is founder of KICK-ES & KICK-ES Academy.

SBC Pod Ep 3 – Victoria Evans

Excerpt text…

Sports Innovation Lab CEO & Co-Founder Reveals the Top Trends Dominating Sports

Welcome to 2022, a year that will see the return of the Winter Olympics, sustained growth in women’s sports, a Super Bowl in Los Angeles’s tech-centric SoFi Stadium, and a flurry of deals and acquisitions that will push the pace of the industry.

Pitch: Women’s Sport Executive, London

Pitch International is recruitng for a coordinator to provide full administrative support to the Director of of Women's Sport on a range of new business projects across a wide-range of sports,