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Sport Public Relations-2nd Edition

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Sport Public Relations-2nd Edition

Sport Public Relations: Managing Stakeholder 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:

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.
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
Appendix A Selected Pages From a Media Guide
Appendix B Sample Crisis Communication Plan
Appendix C Community Relations Plan for a Minor League Baseball Franchise
About the Authors

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.


  • G. Clayton Stoldt, EdD
  • Stephen W. Dittmore, PhD
  • Scott Branvold, EdD

  • Outdoor Recreation Climbing Hiking - 9780736090384 - Sport Public Relations-2nd Edition
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