Sport public relations : managing organizational communication

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.

Author Notes

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.

Preface	p. v
Acknowledgments	p. ix
Chapter 1 Introducing Sport Public Relations	p. 1
Definition of Sport Public Relations	p. 2
Characteristics of Sport Public Relations	p. 3
Sport Public Relations in Practice	p. 7
The Value of Public Relations	p. 17
Summary	p. 19
Learning Activities	p. 20
Chapter 2 Integrating Public Relations With Strategic Management	p. 21
Public Relations As a Strategic Management Tool	p. 22
Organizational Relationships and Public Relations	p. 28
Issues Management	p. 30
Organizational Reputation	p. 32
Summary	p. 39
Learning Activities	p. 39
Chapter 3 Creating Public Relations Campaigns	p. 41
Distinguishing Between Programs and Campaigns	p. 42
Planning and Executing Campaigns	p. 42
Working With Public Relations Firms	p. 56
Learning From Case Studies	p. 58
Summary	p. 62
Learning Activities	p. 62
Chapter 4 Focusing on the Sport Organization-Media Relationship	p. 63
Defining Mass Media	p. 65
Mass Media Structures	p. 67
Relationship Between Mass Media and Sport	p. 71
Evolution of Sport Public Relations	p. 77
Future of Sport Public Relations	p. 82
Summary	p. 83
Learning Activities	p. 84
Chapter 5 Managing the Sport Organization-Media Relationship	p. 85
Identifying Influential Media	p. 86
Serving Media at Organizational Events	p. 88
Developing a Media Policy	p. 96
Maximizing Media Exposure	p. 97
Summary	p. 103
Learning Activities	p. 103
Chapter 6 Providing Information Services	p. 105
News Releases	p. 107
Media Kits	p. 119
Audiovisual News Releases	p. 119
Summary	p. 123
Learning Activities	p. 123
Chapter 7 Staging Interviews, News Conferences, and Media Events	p. 125
Interviews	p. 126
News Conferences	p. 133
Media Days	p. 143
Summary	p. 146
Learning Activities	p. 146
Chapter 8 Developing Organizational Media	p. 147
Media Guides	p. 148
Other Printed Organizational Media	p. 155
Electronic Organizational Media	p. 160
Corporate Communications	p. 161
Summary	p. 164
Learning Activities	p. 164
Chapter 9 Communicating in Times of Crisis	p. 167
Nature of Crises and the Need to Plan for Them	p. 169
One Approach to Crisis Communications	p. 171
Summary	p. 182
Learning Activities	p. 183
Chapter 10 Exploring Direct-Contact Tactics	p. 185
Advantages of Direct-Contact Tactics	p. 186
Benefits of Direct-Contact Tactics	p. 187
Types of Direct-Contact Activities	p. 189
Summary	p. 200
Learning Activities	p. 201
Chapter 11 Developing and Supporting Charitable Programs	p. 203
Benefits of Charitable Programs	p. 204
Scope of Charitable Programs in Sport	p. 208
Types of Charitable Programs	p. 208
Planning Charitable Programs	p. 214
Financial Leverage of Charitable Programs	p. 217
Importance of Charitable Programs	p. 219
Summary	p. 220
Learning Activities	p. 220
Chapter 12 Using the Internet in Sport Public Relations	p. 221
Evaluating Web Use in Sport Public Relations	p. 222
Developing a Web Site	p. 224
Structuring Web Sites for Specific Stakeholders	p. 228
Identifying Web Site Limitations and Problems	p. 235
Summary	p. 235
Learning Activities	p. 236
Chapter 13 Communicating With Internal Publics	p. 237
Employee Relations	p. 238
Investor Relations	p. 250
Summary	p. 254
Learning Activities	p. 254
Chapter 14 Communicating With External Publics	p. 255
Customer Relations	p. 256
Donor Relations	p. 267
Government Relations	p. 270
Summary	p. 274
Learning Activities	p. 275
Chapter 15 Addressing Legal and Ethical Considerations	p. 277
Tort Law	p. 278
Contracts	p. 286
Intellectual Property	p. 288
Constitutional Issues	p. 291
Federal and State Legislation	p. 294
Summary	p. 298
Learning Activities	p. 298
Appendix A Selected Pages From a Set of College Football Game Notes	p. 299
Appendix B Selected Pages From a Women's Basketball Media Guide	p. 311
Appendix C Sample Crisis Communications Plan	p. 321
Appendix D Community Relations Plan for a Minor League Baseball Franchise	p. 333
References	p. 339
Index	p. 355
About the authors	p. 365

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