The author team brings together significant professional and educational backgrounds in sport public relations to offer an engaging look at the full range of public relations functions. Readers will learn the importance of consistent brand communication and how to manage organizational relationships, both internal and external, to attain key strategic goals.
The thorough coverage of the field is built around three common themes:
2. The communications environment is continuously evolving.
3. Community relations, employee relations, and donor relations are as critical as media relations within the sport industry.
Woven throughout these themes are public relations theories applied in sport-specific contexts to help students further understand the complexity of the sport communication ecosystem.
Throughout the book, there is guidance for practical application, including samples of public relations materials such as news releases and employee newsletters. Be Your Own Media sidebars highlight how sport organizations are proactively telling their stories across various media platforms. New to this edition, case studies and discussion questions serve as a foundation for additional learning. Other updates include the following:
- Discussion of engaging key publics through social media and other forms of digital media—such as blogs, podcasts, virtual fan communities, and video—as well as approaches to developing content, metrics for measuring success, and skills for managing media in sport
- An examination of customer experience (CX) and how to enhance those relationships by defining customer touch points and mapping the customer journey
- Considerations for social media usage during crisis communication, with modern examples of effective and ineffective ways prominent sport entities have managed recent crises
With Sport Public Relations, Third Edition, students will better understand the various demands of the field and learn to successfully and proactively develop consistent communication and stronger relationships between sport organizations and their key publics.
Note: A code for accessing HKPropel is included with this ebook.
AudienceA textbook for upper-undergraduate and graduate courses in sport public relations, communication, and media. A reference for sport industry professionals managing public relations, athletic communications, or media or community relations.
Definition of Sport Public Relations
Evolution of Sport Public Relations
Sport Public Relations in Practice
Public Relations Value
Chapter 2. Integrating Public Relations With Strategic Management
Public Relations as a Strategic Management Driver
Organizational Stakeholders and Publics
Chapter 3. Engaging Key Publics via Social Media
Social Media Use in Public Relations
Social Networking Sites
Strategic Considerations for Social Media Use
Careers in Social Media Management
Chapter 4. Engaging Key Publics via Other Forms of Digital Media
Digital Media Use in Sport Public Relations
Websites for Specific Stakeholders
New Media Limitations and Problems
Chapter 5. Engaging Key Publics via Legacy Media
Print Organizational Media
Electronic Organizational Media
Chapter 6. Managing the Sport Organization–Media Relationship
Definition of Mass Media
Mass Media and Sport History
Today’s MediaSport Environment
Serving Media at Organizational Events
Reporting Play-By-Play Information
Chapter 7. Employing News Media Tactics
Media Policy Development
Chapter 8. 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
Crisis Response Case Studies
Chapter 9. Cultivating Positive Relationships in the Community
Uniqueness of Sport Corporate Social Responsibility
Evolution of Sport Social Responsibility
Strategic Sport Social Responsibility
Communication of Corporate Social Responsibility
Chapter 10. Advanced Communications With External and Internal Publics
Customer and Member Relationships
Appendix: Sample Crisis Communication Plan
All ancillaries are free to adopting instructors through HKPropel
Instructor guide. Includes a summary, sample lecture outline, and student assignments and activities with suggestions for how to best utilize those activities for each chapter. Selected readings expand the ability to further examine topics, and tips are offered for presenting key topics. The guide also contains a sample syllabus and a semester-long group project.
Test package. Features more than 200 questions in multiple-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 can be used directly within PowerPoint or printed for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides.
Instructors also receive access to all student materials in HKPropel. For Sport Public Relations, Third Edition, this includes brief commentary from the authors on current topics in sports, with links to associated articles or videos, discussion questions, and applied learning activities to be completed by the student. A live Twitter feed for specific hashtags within HKPropel ensures regular updates.