Bringing public relations and communication studies to sport
Maria K. Hopwood
Paul J. Kitchin
James Skinner
2134/22809
https://repository.lboro.ac.uk/articles/chapter/Bringing_public_relations_and_communication_studies_to_sport/9465038
There is no doubt that sport has transformed over the last 30 years. At the
elite end of the sport continuum it has become a complex commercial enterprise,
while at the ‘participation’ end it has become quite sophisticated in
marketing its activities to local communities. As a consequence, sports
marketing is now a recognised and rapidly developing sector with universities
offering sports marketing degrees. However, the one area where sport
marketing is underdeveloped is in public relations and communication strategies.
For the most part, sport management students have been forced to go to
the generic management literature to further their understanding. In many
respects this has not been a bad thing, but it often means that some of the
‘nuances’ and special features of sport are not given sufficient focus. This book
customises its discussion of public relations and communications so that it is
directly relevant to the sport management student. It provides a concise guide
as to how public relations and communication strategies and principles can be
applied to sport management and marketing issues and problems. In short, it
demonstrates how the principles of public relations and communications can
be successfully applied in practice within a sports context.
2016-10-12 14:15:12
Public relations
Marketing
Communications
Sport