ESPN launching a blog—to cover itself

The sports network walks the fine line between journalism and PR. In the process, it might be forging a new trend in the industry.

The Bristol Conn.-based company is launching, apparently as a way to walk the tightrope between journalism and public relations—and it tumbles into the PR side more often than not.

Sheldon Spencer is the journalist who will take on the task of covering the organization that pays him.

Mike Soltys, ESPN’s VP of communications, told Sports Business Journal that the blog is a way for the company to speak directly with consumers:

As an example, Soltys pointed to the issues that arose when sideline reporter Erin Andrews, during the Rose Bowl, reported that TCU players were slipping in their Nike cleats—and two weeks later, reports surfaced that Andrews had signed an endorsement deal with Reebok.

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