Endurance running gains column inches after impressive sports PR initiative
Last week, Lizzie Hawker, a 35 year old woman from Upminster, London, embarked on an epic challenge. Her plan is to run over 1,000 miles across the Himalayas in 40 days – a rate of two marathons a day. She carries with her only basic supplies of tent, a sleeping bag, a stove and some food. Oh and a smart phone so that she can blog about her experience for those back home.
The incredible feat that she is now a few days in to, has finally brought some well overdue recognition to Hawker, who has been described by one national newspaper as ‘Britain’s most successful athlete you’ll have never heard of’. A few weeks ago Hawker took part in her first 24 hour race in which she covered a world-record distance in a day’s running, covering 153.5 miles. She finished two miles ahead of any other competitor (including the males) in the race and proved beyond all doubt that she is the world’s best super-runner.
Her position as champion, world record holder and all-round phenomenal athlete would have gained her hero status had she succeeded in many other sporting disciplines. Yet it is only now, after a very public relations focused 1,000 mile Himalayan run, that she is being talked about at all. Why?
The fact that she is finally gaining column inches is undoubtedly down to an effective public relations campaign. Firstly, her canny use of social media to communicate her progress to the world has helped. A post on her Twitter feed from a couple of days ago which reads; “on a journey like this you live a thousand experiences & see a thousand worlds in one day! where i wake & where i sleep are worlds apart”, has been picked up by several media outlets, plus of course her several thousand followers.
Secondly her sponsorship deal with North Face has played a big part. They have clearly thrown the weight of their sports PR resources behind Hawker’s challenge, which has resulted in the media’s attention being pointed in the direction of Hawker when it might not have previously looked there. North Face have of course benefited from this sports PR activity too by having their branding and name included in the coverage.
But putting Hawker’s recent public relations activity to one side, the fact that she previously remained unheard of has led some to question the narrow focus of the sports media in the UK. The back pages are overwhelmingly dominated by football, followed by rugby, cricket, tennis, golf and F1. Some room is found for other sports on occasion but they are definitely marginalised in the mainstream press. Even when the media spotlight does focus on endurance running it tends to turn off again at the 26.2 mile mark.
Which is a great shame, because Hawker is a phenomenal athlete, a great inspiration and a British sportswoman to be incredibly proud of. Thanks be to Twitter which at least allows us to follow her progress even when the media attention dies down.
About the Author: Katie Matthews is working in reputation management in UK and recommends you to visit http://www.pha-media.com/ .
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