A free to attend online event for exclusive to SJA Academy members and those not working in full-time journalism. Full details below.
Getting access to the biggest sporting events is one thing. Knowing what to do when you get there is another. From the press box to the mixed zone, sports journalism has its own rules, routines and unwritten codes of conduct. This practical session will give aspiring journalists an insider’s guide to navigating the world of professional sports reporting.
Hosted by BBC Sport’s Emma Smith, the Press Association’s Rachel Steinberg and Sportsbeat’s James Toney, SJA Academy members are invited to the first of our 2026/27 online masterclasses: Inside the Press Box: A Beginner’s Guide to Sports Reporting.
The event, which is aimed at those not yet working in full-time journalism roles, will be held online at 6pm on Monday 23 November (details below).
We’ll explain how to secure accreditation for matches and press conferences, what equipment you’ll need and how to prepare before arriving at a venue. You’ll discover how the media operates behind the scenes, the role of organisations such as the Football Writers’ Association and Sports Journalists’ Association, and why good preparation and professionalism are essential.
We’ll also explore the art of the press conference, from asking the right questions to understanding embargoes, following established etiquette and building relationships with fellow journalists. What makes a good question? When should you approach a manager or player? And what exactly do journalists mean when they talk about ‘Sundays’, ‘breakouts’ and ‘background’?
Drawing on real-world experience and practical examples, this session will demystify the matchday media environment and help you avoid common mistakes. Whether you’re attending your first press conference or preparing to cover a major sporting event, you’ll leave with the knowledge, confidence and practical skills to operate like a professional sports journalist.
Join here from 5.55pm on Monday November 23 2026 – https://us02web.zoom.us/j/84333620683?pwd=Bavp6kvGwAbFajmD0WtvZNfSLI9E9r.1