Sport Public Relations: Managing Organizational Communication / Edition 1

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Sport Public Relations: Managing Organizational Communication fills a void in the ever-expanding field of sport management by providing comprehensive treatment of public relations practice within 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 basics and progressing all the way through legal and ethical issues that sport public relations professionals encounter. The following are some of the topics covered:

-The purpose of sport public relations programs, the distinction from sport marketing, and the benefits to sport organizations

-A strategic perspective on public relations, addressing issues related to reputation management, fostering desirable relationships with key publics, and campaign planning

-The history of sport public relations and how it is evolving

-The foundations for effective media relations in sport, including information services and organizational media

-The critical need for a crisis communications plan and how to develop and execute such a plan (sample plan is also featured)

-The diverse forms of community relations practice and how such programs can generate revenue for sport organizations

-The diverse forms of public relations practice, encompassing employee, investor, customer, donor, and government relations
Sport Public Relations: Managing Organizational Communication provides the theoretical basis for industry practice as well as guidance on applying those concepts. Through “Insights From a Professional” sidebars, readers learn what sport communication work is like, what tasks and dilemmas they will face, and what opportunities are available in the industry. Other sidebars present real-life examples and historical events that show how sport communication has evolved and the vital role it plays in effective sport management. Numerous illustrations and tables present guidelines, tips, and insights, and the appendixes showcase sample products. Also included in each chapter are objectives, key terms, summaries, and learning activities to help students comprehend the material.

In addition, Sport Public Relations: Managing Organizational Communication presents concepts such as reputation management in sport. It discusses how to manage relationships with key publics using a variety of strategies, including media tactics, audience research methods, community outreach programs, crisis communications plans, and Web technology. Readers will understand the full range of functions within the realm of sport public relations and they will learn how to be proactive and progressive in their public relations practices, which will result in better relationships between sport organizations and their key publics.

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Product Details

  • ISBN-13: 9780736053402
  • Publisher: Human Kinetics Publishers
  • Publication date: 1/26/2006
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 376
  • Product dimensions: 8.70 (w) x 11.10 (h) x 1.20 (d)

Meet the Author

G. Clayton Stoldt, EdD, is an associate professor of sport administration at Wichita State University in Wichita, Kansas. He has 10 years of experience in college sport media relations and has won several awards for publications he has produced as a public relations professional. He has taught courses in sport public relations for eight years and has written more than 30 articles and presented at numerous conferences to academic and professional audiences. He is a member of the North American Society for Sport Management (NASSM), the Sport Marketing Association, and the College Sports Information Directors of America.

Stephen W. Dittmore, MA, has 10 years of experience in sport public relations. He is pursuing a PhD in sport administration and has been a sport administration instructor and lecturer at the University of Louisville and Wichita State University. He served as director of Venue Press Services for the 2002 Winter Olympic Games and as the public relations manager for USA Wrestling. He is a member of the North American Society for Sport Management (NASSM) and has presented several papers relating to sport public relations at NASSM conferences.

Scott Branvold, MA, EdD, is a professor of sport management at Robert Morris University. He has over 20 years of experience in sport management. He has contributed chapters to two publications, written articles for sport marketing and management journals, and has given several presentations on topics relating to sports. Branvold earned his doctorate in education from the University of Utah.

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Table of Contents


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

-Public Relations As a Management Tool

-Organizational Relationships and Public Relations

-Management of Issues

-Organizational Reputation

-Strategic Commitment to Public Relations
Chapter 3. Using Public Relations Campaigns

-Distinguishing Between Programs and Campaigns

-Planning and Executing Campaigns

-Using Public Relations Firms

-Learning From Case Studies
Chapter 4. Focusing on Media–Sport Relationships

-Definition of Mass Media

-Mass Media Structures

-Relationship Between Mass Media and Sport

-Evolution of Sport Public Relations

-Future of Public Relations
Chapter 5. Managing the Media–Organization Relationship

-Identifying Influential Media

-Servicing Media at Organizational Events

-Developing a Policy on Organizational Media

-Maximizing Media Exposure
Chapter 6. Providing Information Services

-News Releases

-Media Kits

-Audiovisual News Releases
Chapter 7. Coordinating Interviews and News Conferences


-News Conferences

-Postevent Interviews

-Media Days
Chapter 8. Developing Organizational Media

-Media Guides

-Other Printed Organizational Media

-Electronic Organizational Media

-Organizational Media Summary

-Corporate Communications
Chapter 9. Communicating in Times of Crisis

-The Nature of Crises and the Need to Plan for Them

-An Approach to Crisis Communications
Chapter 10. Exploring Direct Contact Initiatives

-Advantages of Direct Contact Initiatives

-Benefits of Direct Contact Initiatives

-Types of Direct Contact Activities
Chapter 11. Recognizing the Value of Charitable Programs

-Charitable Activities As a Community Relations Activity

-Benefits of Charitable Programs

-The Scope of Charitable Programs in Sport

-Types of Charitable Programs

-Issues to Address in Planning Charitable Programs

-Charitable Programs and Financial Leverage

-Importance of Charitable Programs
Chapter 12. Using the Web in Sport Public Relations

-Evaluating Web Use in Sport Public Relations

-Developing a Web Site

-Structuring Web Sites for Specific Stakeholders

-Identifying Limitations and Problems of Web Sites
Chapter 13. Communicating With Internal Publics

-Employee Relations

-Investor Relations
Chapter 14. Communicating With External Publics

-Customer Relations

-Donor Relations

-Government Relations
Chapter 15. Addressing Legal and Ethical Issues

-Tort Law


-Intellectual Property

-Constitutional Issues

-Federal and State Legislation
Appendix A. Sample Game Notes for a Professional Football Program
Appendix B. Selected Pages From a Media Guide for a Women's College Basketball Team
Appendix C. Sample Crisis Communications Plan
Appendix D. Community Relations Plan for a College Baseball Program

About the Authors

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