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International sport public relations
chapter
posted on 2016-10-12, 15:24 authored by James Skinner, Kristine TooheyAs the importance and financial rewards of global sport have increased so too
the practice of public relations on an international basis has continued to
expand and more public relations practitioners represent organisations that
transcend national boundaries (Dickerson, 2005). As practicing international
public relations tales place across national boundaries ‘public relations
becomes a cultural artefact, bound by cultural beliefs, perceptions and
notions’ (Curtin and Gaither, 2007, p. 20) which presents many unique challenges. This chapter identifies that culture should be at the centre of understanding the role of international public relations. Sports, however, are
often overlooked in international public relations despite the fact that sport
can cross national boundaries and focus the attention of the international
community. It has the capacity to ‘shape relationships at numerous levels:
diplomatic, cultural, economic and organisational’ and thus implies ‘a role
for public relations’ (L’Etang, 2006, p. 386). By using the Olympic Games
and the International Olympic Committee (IOC) as examples this chapter
highlights the role that public relations has and can play in promoting and
protecting the place that sport occupies in the international community.
History
School
- Loughborough University London
Published in
Sport Public Relations and CommunicationsPages
233 - 250 (18)Citation
SKINNER, J. and TOOHEY, K., 2010. International sport public relations. IN: Hopwood, M., Kitchin, P. and Skinner, J. (eds.). Sport Public Relations and Communication. London: Routledge, pp.233-250.Publisher
© Taylor & FrancisVersion
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2010Notes
Closed access.ISBN
9781856176156;9781138132375Publisher version
Language
- en
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