Babalola J. Folorunso

Babalola J. Folorunso

Babalola J. Folorunso
University of Ibadan
Ibadan Nigeria

Joseph F. Babalola is a Professor of Exercise Physiology and Kinanthropometry at the Department of Human Kinetics & Health Education, University of Ibadan, Nigeria. He is a member of a number of academic and Professional Associations in Physical Education, Health Education, Exercise Physiology and Sports. Professor Babalola has served as examiner, academic advisor and consultant to a number of Colleges and Universities in Nigeria and Ghana. He has published Textbooks on Human Anatomy & Physiology, and Practical Physical Education. Professor Babalola has contributed chapters in books and has also published academic articles in reputable local and international journals. His research interests are on cardiovascular diseases, weight control and kinanthropometry. Professor Babalola has served in various capacities and have worked tremendously towards the upliftment of the academic programmes and review of curriculum in the Department of Human Kinetics and Health Education, University of Ibadan, Nigeria. He assisted in the establishment of the Department of Human Kinetics and Health Education at the Adekunle Ajasin University, Akungba-Akoko, Ondo State, Nigeria.

The Need for Sports Media and Communication in Africa
The ability to communicate is an essential skill in the sports industry where operators experience constant exchange of information, from teams to the media, from brands to their consumers, from scouts to their bosses and from agents to their clients. Ability to communicate will enable the professionals reach their target audience which is made possible through their words or actions. The effectiveness of how sports media professionals reach their audience will assist them in advancing their career in public relations. Sports media involves sports communications, content creation, media promotions and marketing. These had been made possible through the broadcast channels and digital media outlets that are giving an endless array of opportunities revolving around sports content creation in the global sports world.The flip side is, as the sports conversation grows so does the demand for talented professionals on the team, league and organizational side to manage the information and access to coaches, athletes and executives. This does not stop at there, iconic sports brands need talented communicators to help with marketing, positioning and branding among others. The ability to communicate effectively directly impacts how successful the professional is going to be in his or her career. This is because every role in the sports industry needs strong communicators. Sports media professionals as sports journalist and experts in communication jobs are expected to have strong communication skills, ability to convey messages effectively and articulate complex issues in a simple manner. The article articulates these qualities and more.

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