Full Description
Navigate the evolving world of sport public relations.
Now in its fourth edition, Sport Public Relations provides students, educators, and professionals with the foundational knowledge and modern strategies needed to navigate the evolving world of public relations (PR) in sport.
The textbook presents essential topics such as media relations, digital and social media engagement, crisis communication, community relations, and internal stakeholder management. It blends theoretical frameworks with practical applications, offering readers a well-rounded understanding of how PR functions within sport organizations. Each chapter is enriched with real-world case studies, updated statistics, and contemporary examples that reflect current industry practices and challenges.
Featuring an all-new full-color presentation, the fourth edition includes updated content:
Sidebars addressing artificial intelligence (AI), ethical issues in PR, and the challenges of communicating in a high-speed digital world
Focused discussion on name, image, and likeness (NIL) issues and athlete branding
New social media usage statistics, information about new trends in short-form content, and a case study on Gymshark's influencer marketing strategy
Reinforced crisis communication planning with updated examples and strategies for evaluating response effectiveness, complemented by a new student activity addressing a crisis communication scenario
Information on digital engagement strategies beyond social media, with updated Internet usage data, discussions of cybersecurity, and an exploration of the impact of legal sports betting on website engagement
A semester-long project in which students will complete a series of assignments that culminate in the creation of a sport PR campaign plan
With a wealth of updated content and a continued focus on real-world applications, this text will give students the skills needed to succeed in today's complex media and stakeholder environment. Emphasis on current technologies ensures readers are not only learning foundational PR principles but also gaining insight into how to apply them in modern, high-stakes scenarios. By addressing both external and internal communication strategies, the book prepares future professionals to build strong brands, manage crises, engage communities, and lead with purpose in a digitally driven and socially conscious industry.
Related online learning activities delivered through HKPropel include key term flash cards, a semester-long sport PR campaign project, and a crisis communication scenario activity. Pedagogical aids such as chapter objectives, key terms, sidebars, case studies, end-of-chapter summaries, recommended learning activities, and callouts directing students to the online activities are included throughout the text.
With Sport Public Relations, Fourth Edition, students will learn to think strategically about public relations in the sport context and develop consistent communication and stronger relationships between sport organizations and their key publics.
Note: A code for accessing HKPropel is included with all print books.
Contents
Chapter 1. Introducing Sport Public Relations
Definition of Sport Public Relations
Evolution of Sport Public Relations
Sport Public Relations in Practice
Foundational Skills in Sport Public Relations
Public Relations Value
Chapter 2. Integrating Public Relations With Strategic Management
Public Relations as a Strategic Management Driver
Organizational Stakeholders and Publics
Stakeholder Communication
Issues Management
Reputation Management
Chapter 3. Engaging Key Publics via Social Media and Apps
Social Media Use in Public Relations
Types of Social Media Platforms
Strategic Considerations for Social Media Use
Careers in Social Media Management
Chapter 4. Engaging Key Publics via Other Digital Platforms
Website Use in Sport Public Relations
Other Website Development Considerations
Websites for Specific Stakeholders
Blogs
Podcasts
New Media Limitations and Problems
Chapter 5. Engaging Key Publics via Legacy Media
Media Guides
Print Organizational Media
Electronic Organizational Media
Corporate Communications
Chapter 6. Managing the Sport Organization-Media Relationship
Definition of Mass Media
Mass Media and Sport History
Today's MediaSport Environment
Serving the Media at Organizational Events
Reporting Statistics
Reporting Play-by-Play Information
Chapter 7. Employing News Media Tactics
Media Policy Development
News Releases
Media Pitches
Interviews
News Conferences
Digital Media Centers
Media Days
Media Tours
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 Corporate Social Responsibility
Communication of Corporate Social Responsibility
Chapter 10. Advancing Relationships With External and Internal Publics
Customer and Member Relationships
Sponsor Relationships
Donor Relationships
Government Relationships
Employee Relationships
Investor Relationships
Appendix. Sample Crisis Communication Plan
