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Dr. Andreas Schwarz comments on crisis communication of sports associations in DER SPIEGEL

DER SPIEGEL cites head of Group for Research in Public Relations and Communication of Technology with his expert opinion on crisis communication of sports associations.

The current debate about the corona pandemic and its management is not only held by politicians. More and more frequently, well-known personalities with a role model function give their opinion on the topic, for example on social media.

But what can clubs and associations do, if the opinion of individual athletes differs from that of their employers?
In a recent interview for the German news magazine DER SPIEGEL, Dr. Andreas Schwarz answers this question as an expert for crisis communication at the Institute for Media and Communication Science at TU ilmenau. He recommends a personal dialogue at eye level with the respecting person. Threatening with legal action is the wrong way according to Schwarz. In the event of imminent damage, however, he recommends that associations distance themselves publicly from statements made by individuals. 

The full report can be found in Issue 21 of DER SPIEGEL published on 16/05/2020.