Sideline Stories: Chris Haynes Discusses Women’s Growing Role in Sports Media

Public relations is a multi-layered, multi-faceted industry. I’ve come to understand it as an overarching umbrella which helps influence, enhance, or shift public perception. As an aspiring journalist who grew up during the rise of social media, I’ve seen how the advancement of technology influences news whether it is sports or entertainment. 

As an intern for A Type, Inc., a strategic consulting firm specializing in talent strategy & management, I had the opportunity to interview Senior NBA Insider Chris Haynes.  Chris is a renowned journalist and client of A Type; we spoke earlier this week about journalism, PR and how to make real change in the industry.

Chris Haynes’ career as a sports journalist started in 2007 when he started writing for online sports publications for free. It wasn’t until 2010 that Chris began covering the NBA, fulfilling his long-standing aspiration to be a journalist for the league when he started reporting on the Portland Trailblazers.

Now with many years of experience under his belt he’s established himself as one of the NBA’s most prominent journalists.  His career has included editorial and on-air roles at ESPN, Yahoo! Sports, Bleacher Report and TNT.

I had the privilege of hosting a Q&A/informational interview with Chris on September 18th. The interview which has been edited for clarity and length can be read below. 

What are some of the most significant changes you’ve seen in sports media within the last decade and how do you see these trends impacting the future of sports and entertainment?

“Twitter/X was already being used when I came into the broadcasting space but that was different because I didn’t necessarily join the journalism division without [Twitter], but previously news was only produced locally and you only had a few forms of media to choose from. Podcasts have also influenced how we do our jobs now, especially player podcasts because it’s also an interviewing space amongst peers. This has been a wrinkle within the field that journalists have had to adjust to because it changes the landscape of how we do our job as journalists.”

As an aspiring journalist I want to have a multimedia platform with a niche focused on women in sports and entertainment, so I aim to learn as much as I can. Considering that, what do you think is one of the challenges journalists who are true to the art of journalism?

“One predicament for a journalist is an athlete not feeling comfortable doing an interview/podcast not with a journalist because they already know a journalist might ask tougher questions. But a player-to-player interview might not bring up certain topics because of the fact that it’s a comfortable setting. Journalists have an obligation to address the news topics at hand or else your credibility might be questioned.”

How do you gain the trust of athletes so they feel comfortable enough to agree to an interview with you?

“Well, the same way you’d build a relationship with a friend at school, it takes time getting to know them and them getting to know you. Trust of course, because there’s a lot of off-the-record conversations you may have with players and sometimes those conversations are very intimate and the player wouldn’t want to see these conversations hit the print publicly.”

You mentioned trust building within the media for athletes. Athletes like Sha’Carri Richardson have expressed their frustration with how the media treats them, taking this into account how do you shift that perspective between athletes and the general public so it’s positive?

“I respect her opinion but I don’t like that she or any other athlete feels that way about the media and lumps us together with the same negative connotation because I am fortunate enough to have good relationships with athletes. In my career, I’m tight with a lot of the top superstars in the NBA and can text them personally–now that doesn’t happen unless there’s trust in the relationship.”

From the papers I’ve had to write for the classes I’ve been in so far, I’ve chosen women-centric topics. Through my research, I’ve noticed disparities between women and men in journalism. What are some ways you think that equal opportunities can be offered?

“It starts at the top with the people who are making the hires…they’re not placing a lot of females in power to make hires. Make it a more diverse spectrum in that regard. Also, a lot of women may have negative experiences when it comes to covering male-dominated sports. When you have locker room access, etc. I can imagine there are some uncomfortable moments for a female that might not be there for a male ie. language and music…Overall, I think a lot needs to change in the culture, the atmosphere in the locker room and how male counterparts talk in the media. It’s a culture shift that needs to change from the top and there should also be more colleagues that advocate for more females to be hired and making sure they feel comfortable going out into the field and doing their job.”

As a young professional, I feel I’ve heard  “it needs to start at the top” so many times, and what trickles down is a reflection of what’s at the top.  So where does it start? With DEI initiatives?

“The person at the top has to share the same values that we’re talking about or else nothing will get done. I may be considered to have a prominent name but I can’t hire anybody. I can tell you how things can be changed but it ultimately takes someone in power to make that change. Small things can be done too like shifting locker room culture and the mindset of male counterparts.”

What advice would you give PR professionals?

“It’s important to know your client/player. Understand what motivates them, makes them tick, and makes them comfortable. Once you get to know what they’re about then you can properly give the people a better idea of who that individual is. Once you do that then it inspires people like journalists and media members to strike up creative ideas whether it’s for media members or not, because now you’re putting your client in a favorable light. Building relationships and trust is critical for the PR side.”

As an aspiring journalist who grew up during the rise of social media, how much of yourself do you choose to put out there? There is so much content to consume and it can be overwhelming, but you do have to stay tapped in so what advice would you give to someone in my position to figure out the gauge on how much you’re willing to consume and put out there?

“That’s a great question and the answer depends on how you’re willing to do your job. For me, I’m considered an NBA Insider who breaks a lot of news so I keep up with news that’s out there so I can know what news to pursue. A lot of the time that includes keeping up with your competitors and keeping up with your sources. As a journalist, it depends on what you’re specializing in. This job is not a 9-5 job so there’s no cut-off time, so you have to be prepared.”

What’s your work history been like with Tara August and how long have you guys worked together?

“I’ve always known Tara as ‘Ms. Boss Lady’ and she always brought me great opportunities when she was one of the head executives at TNT. And she also brought me to TNT when she was there. She’s somebody who I believe is a great talent evaluator, I didn’t do any sideline reporting before working with her but she saw something in me and I did that for four years and now it’s a role that I really love. It took her seeing something in me for me to feel confident to take that leap. Now she’s my agent and there’s no better person to have in your corner, for someone who was a high executive for TNT for almost two decades and knows the industry and industry personnel in and out. The trust and relationship that I have with her made it a no-brainer for me to hire her to represent me when she started her business. I’m in a pretty cool situation here because it’s nice when you have a boss in your corner looking out for your best interest.”