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.
Table of Contents
Preface
Acknowledgments
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
Interviews
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
Contracts
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
References
Index
About the Authors
