Sport Public Relations : Managing Organizational Communication

by Stoldt, G. Clayton

• ISBN13: 9780736053402
• ISBN10: 0736053409
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-01-26
• Publisher: Human Kinetics

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