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9780736053402

Sport Public Relations : Managing Organizational Communication

by
  • ISBN13:

    9780736053402

  • ISBN10:

    0736053409

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2006-01-26
  • Publisher: Human Kinetics
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Summary

Sport Public Relations: Managing Organizational Communicationfills 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 Communicationprovides 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 Communicationpresents 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 Biography

G. Clayton Stoldt is an associate professor of sport administration at Wichita State University in Wichita, Kansas.

Table of Contents

preface v
acknowledgments ix
Introducing Sport Public Relations
1(20)
Definition of Sport Public Relations
2(1)
Characteristics of Sport Public Relations
3(4)
Sport Public Relations in Practice
7(10)
The Value of Public Relations
17(2)
Summary
19(1)
Learning Activities
20(1)
Integrating Public Relations With Strategic Management
21(20)
Public Relations As a Strategic Management Tool
22(6)
Organizational Relationships and Public Relations
28(2)
Issues Management
30(2)
Organizational Reputation
32(7)
Summary
39(1)
Learning Activities
39(2)
Creating Public Relations Campaigns
41(22)
Distinguishing Between Programs and Campaigns
42(1)
Planning and Executing Campaigns
42(14)
Working With Public Relations Firms
56(2)
Learning From Case Studies
58(4)
Summary
62(1)
Learning Activities
62(1)
Focusing on the Sport Organization--Media Relationship
63(22)
Defining Mass Media
65(2)
Mass Media Structures
67(4)
Relationship Between Mass Media and Sport
71(6)
Evolution of Sport Public Relations
77(5)
Future of Sport Public Relations
82(1)
Summary
83(1)
Learning Activities
84(1)
Managing the Sport Organization--Media Relationship
85(20)
Identifying Influential Media
86(2)
Serving Media at Organizational Events
88(8)
Developing a Media Policy
96(1)
Maximizing Media Exposure
97(6)
Summary
103(1)
Learning Activities
103(2)
Providing Information Services
105(20)
News Releases
107(12)
Media Kits
119(1)
Audiovisual News Releases
119(4)
Summary
123(1)
Learning Activities
123(2)
Staging Interviews, News Conferences, and Media Events
125(22)
Interviews
126(7)
News Conferences
133(10)
Media Days
143(3)
Summary
146(1)
Learning Activities
146(1)
Developing Organizational Media
147(20)
Media Guides
148(7)
Other Printed Organizational Media
155(5)
Electronic Organizational Media
160(1)
Corporate Communications
161(3)
Summary
164(1)
Learning Activities
164(3)
Communicating in Times of Crisis
167(18)
Nature of Crises and the Need to Plan for Them
169(2)
One Approach to Crisis Communications
171(11)
Summary
182(1)
Learning Activities
183(2)
Exploring Direct-Contact Tactics
185(18)
Advantages of Direct-Contact Tactics
186(1)
Benefits of Direct-Contact Tactics
187(2)
Types of Direct-Contact Activities
189(11)
Summary
200(1)
Learning Activities
201(2)
Developing and Supporting Charitable Programs
203(18)
Benefits of Charitable Programs
204(4)
Scope of Charitable Programs in Sport
208(1)
Types of Charitable Programs
208(6)
Planning Charitable Programs
214(3)
Financial Leverage of Charitable Programs
217(2)
Importance of Charitable Programs
219(1)
Summary
220(1)
Learning Activities
220(1)
Using the Internet in Sport Public Relations
221(16)
Evaluating Web Use in Sport Public Relations
222(2)
Developing a Web Site
224(4)
Structuring Web Sites for Specific Stakeholders
228(7)
Identifying Web Site Limitations and Problems
235(1)
Summary
235(1)
Learning Activities
236(1)
Communicating With Internal Publics
237(18)
Employee Relations
238(12)
Investor Relations
250(4)
Summary
254(1)
Learning Activities
254(1)
Communicating With External Publics
255(22)
Customer Relations
256(11)
Donor Relations
267(3)
Government Relations
270(4)
Summary
274(1)
Learning Activities
275(2)
Addressing Legal and Ethical Considerations
277(22)
Tort Law
278(8)
Contracts
286(2)
Intellectual Property
288(3)
Constitutional Issues
291(3)
Federal and State Legislation
294(4)
Summary
298(1)
Learning Activities
298(1)
appendix A Selected Pages From a Set of College Football Game Notes 299(12)
appendix B Selected Pages From a Women's Basketball Media Guide 311(10)
appendix C Sample Crisis Communications Plan 321(12)
appendix D Community Relations Plan for a Minor League Baseball Franchise 333(6)
references 339(16)
index 355(10)
about the authors 365

Supplemental Materials

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