Are you in Canada? Click here to proceed to the HK Canada website.

For all other locations, click here to continue to the HK US website.

Human Kinetics Logo

Purchase Courses or Access Digital Products

If you are looking to purchase online videos, online courses or to access previously purchased digital products please press continue.

Mare Nostrum Logo

Purchase Print Products or eBooks

Human Kinetics print books and eBooks are now distributed by Mare Nostrum, throughout the UK, Europe, Africa and Middle East, delivered to you from their warehouse. Please visit our new UK website to purchase Human Kinetics printed or eBooks.

Feedback IconFeedback
Sport Public Relations-2nd Edition

Sport Public Relations-2nd Edition

Managing Stakeholder Communication

$132.95 CAD


Product Format

    Sport Public Relations: Managing Organizational Communication, Second Edition, takes a comprehensive, businesslike approach to the practice of public relations in sport. Rather than address public relations only as a means of supporting the marketing function or leveraging the media’s interest in an event or organization, this text recognizes public relations as a function that is integral to many aspects of a sport organization’s goals.

    The book covers all aspects of public relations, starting with the foundations of PR in sport and progressing all the way through legal and ethical issues that sport public relations professionals encounter. The second edition has been reorganized to better emphasize new opportunities for sport organizations to directly engage the masses and function as their own media. Following are some of the exciting updates to this edition:

    • Discussion of social media and other e-technologies now permeates the entire book rather than being limited to a single chapter.

    • Updated chapters on new media, corporate social responsibility, and legal and ethical issues reflect areas of growing emphasis and concern for sport organizations.

    • New “Insight From a Professional” and other sidebars offer readers a firsthand account of the roles of PR professionals in today’s sport environment.

    • A complete set of ancillaries helps instructors incorporate e-technology into their courses and prepare engaging class discussions.

    In a clear and engaging style, Sport Public Relations, Second Edition, expresses the roles of public relations and PR professionals as vital components to a sport organization’s overall management. Updated tools including sample media releases, credentials letters, and media guides provide students with tangible examples of the work that PR professionals produce. Special elements throughout the text teach students what sport communication work is like, the tasks and dilemmas practitioners face, and available opportunities and careers in the industry. Real-life examples and historical events demonstrate how sport communication has evolved and the vital role it plays in effective sport management. Chapter objectives, key terms, summaries, and learning activities keep students focused on key topics and allow them to better prepare for course projects and class discussion.

    Sport Public Relations, Second Edition, provides the theoretical basis for industry practice as well as guidance on applying those concepts. Readers will learn about the history of sport public relations and how it is evolving; the foundations for effective media relations in sport, including information services and organization media; and the critical need for a crisis communication plan and management considerations. Readers will also consider the diverse forms of public relations practice, encompassing media, community, employee, investor, customer, donor, and government relations.

    With this text, both students and professionals will understand the full range of functions in the realm of sport public relations and how to be progressive in their current and future public relations practices.


    A textbook for upper-undergraduate and graduate courses in sport public relations, communication, and media. A reference for sport industry professionals, including PR, athletic communications, media relations, and community relations specialists.

    Chapter 1: Introducing Sport Public Relations

    Definition of Sport Public Relations

    Characteristics of Sport Public Relations

    Sport Public Relations in Practice

    The Value of Public Relations

    Chapter 2: Integrating Public Relations with Strategic Management

    PR as a Strategic Management Tool

    Organizational Stakeholders and Constituents

    Issues Management

    Organizational Reputation

    Chapter 3: Creating Public Relations Campaigns

    Distinguishing Between Programs and Campaigns

    Planning and Executing Campaigns

    Working With Public Relations Firms

    Learning From Case Studies

    Chapter 4: Using the Internet in Sport Public Relations

    Evaluating Web Use in Sport PR

    Developing a Website

    Structuring Websites for Specific Stakeholders

    Identifying New Media Limitations and Problems

    Chapter 5: Developing Organizational Media

    Media Guides

    Other Organizational Media

    Electronic Organizational Media

    Corporate Communications

    Chapter 6: Focusing on the Sport Organization–Media Relationship

    Defining Mass Media

    Mass Media Structures

    Relationship Between Mass Media and Sport

    Evolution of Sport PR

    Future of Sport PR

    Chapter 7: Managing the Sport Organization–Media Relationship

    Identifying Influential Media

    Serving Media at Organizational Events

    Developing a Media Policy

    Maximizing Media Exposure

    Chapter 8: Employing News Media Tactics

    News Releases

    Media Kits

    Social Media Releases

    Chapter 9: Staging Interviews, News Conferences, and Media Events


    News Conferences

    Media Days

    Chapter 10: Communicating in Times of Crisis

    Nature of Crises and the Need to Plan for Them

    Preparing for a Crisis

    Managing a Crisis

    Assessing a Crisis Response

    Chapter 11: Exploring Unmediated Communication Tactics

    Advantages of Unmediated Communication Tactics

    Results of Unmediated Communication Tactics

    Types of Unmediated Communication Activities

    Chapter 12: Demonstrating Social Responsibility

    Unique Aspects of CSR in Sport

    CSR Dimensions in Sport

    Planning CSR Programs

    Benefits of Demonstrating CSR

    A Final Word

    Chapter 13: Communicating With Internal Publics

    Employee Relations

    Investor Relations

    Chapter 14: Communicating With External Publics

    Customer Relations

    Sponsor Relationship Management

    Donor Relations

    Government Relations

    Chapter 15: Legal and Ethical Dimensions of Sport Public Relations

    Legal Dimensions of Sport PR

    Ethical Dimensions of Sport PR

    G. Clayton Stoldt, EdD, is a professor and chair of sport management at Wichita State University in Kansas. He has taught and conducted research in sport public relations since 1998. He was a college sport information director for 10 years and currently maintains involvement in sport PR practice through media service roles such as television time-out coordinator and statistician for televised games.

    In addition to the first edition of Sport Public Relations, Stoldt has published six book chapters and 37 articles in academic and professional publications, and he has made several presentations on the subject of sport public relations at various academic and professional conferences. His work as a sport information director has also been recognized in various state and national competitions. Stoldt is a member of the North American Society for Sport Management (NASSM) and the College Sports Information Directors of America.

    Stoldt enjoys spending time with his family and friends, attending sporting events, and reading.

    Stephen W. Dittmore, PhD, is assistant professor of recreation and sport management at the University of Arkansas in Fayetteville. He also teaches a course in sport media and public relations for Instituto de Empresa in Madrid, Spain.

    Dittmore worked for 10 years in sport public relations for the Olympic movement in both the 1996 and 2002 Olympic Games as director for the Salt Lake Olympic Organizing Committee, coordinator for the Atlanta Committee for the Olympic Games, and public relations manager for USA Wrestling. He is on the editorial board for the International Journal of Sport Communication and is a member of the College Sport Research Institute, North American Society for Sport Management (NASSM), Sport Marketing Association, and Sport and Recreation Law Association. In 2011, he was recognized with the Rising Star Award at the University of Arkansas.

    Dittmore enjoys traveling with his wife and family and playing sports with his son.

    Scott Branvold, EdD, is a professor of sport management at Robert Morris University. He has over 20 years of teaching experience in the sport management field and practical experience in sport information and event management. Branvold earned his doctorate in education from the University of Utah. He is a member of the North American Society for Sport Management (NASSM) and is a faculty athletics representative at Robert Morris University. He has contributed chapters to two publications, written articles for sport marketing and management journals, and given several presentations on topics relating to sports.

    All ancillaries are free to adopting instructors and available online.

    Instructor guide. For each chapter in the book, the instructor guide includes a summary, sample lecture outline, student assignments/activities with suggestions regarding how instructors may utilize those activities, selected readings that will enable instructors and students to expand their examination of topics addressed in the chapter, and tips for presenting selected key topics for each chapter. The instructor guide also contains a sample syllabus and a semester long group project.

    Test package. Features a bank of more than 200 questions in mutiple-choice and short essay formats. The test package is available for use through multiple formats, including a learning management system, Respondus, and rich text.

    Presentation package. Includes approximately 250 slides of text, artwork, and tables from the book that instructors can use for class discussion and presentation.

    The slides in the presentation package can be used directly within PowerPoint or printed to make transparencies or handouts for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides as well as search for images based on key words.

    Customer Reviews

    No reviews yet