“You can have brilliant ideas, but if you do not know how to present them, that is as you don’t have any of them.”

I suppose you could be one of those who are sometimes wondering why are some coaches more successful than others, although, for example, they have the same level of knowledge or skills? Why do thy the better “sell” themselves on the sports market and have no trouble moving from smallest to more respectable clubs, advancing all the time and building continuosly financial and status benefits, although they sometimes even don’t meet the expectations of new employers? Why do different media like to interview and quote them, and athletes want to train exactly with them? What is that what distinguish them from their colleagues?

Some will say that ‘s their charisma, some will add they strictly follow the modern trends in sports, and have more feelings for athletes. Maybe someone will think they have better contacts or know more influential people. Bits of truth can be contained in all these explanations, but a comprehensive explanation that applies to all such coaches, no matter what their personality or communicational profile is, is that today for success it is no longer enough just to be professionally recognized and results driven coach. Today coach has to know how to present his knowledge and achievements to the public. To achieve success in his profession, the coach has to be familiar with communication and marketing skills, primarily because the sports public today is influenced prevalently by minor or major level of marketing communications.

The sports public consisting of athletes, fans, administration teams, spectators, media, sponsors do not evaluate coach exclusively according to his professional work and the results achieved on the sports field – he is also beeing estimated as a person, according to his communication with the public. The public will remember coach’s results, but the way he presents his personality is crucial in order to earn respect or disrespect of the public. Each coach’s performance is communication – a message that is spread across and creates either positive or negative image.