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Bringing public relations and communication studies to sport
chapter
posted on 2016-10-12, 14:15 authored by Maria K. Hopwood, Paul J. Kitchin, James SkinnerThere 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.
History
School
- Loughborough University London
Published in
Sport Public Relations and CommunicationsPages
1 - 12 (13)Citation
HOPWOOD, M., KITCHIN, P. and SKINNER, J., 2010. Bringing public relations and communication studies to sport. IN: Hopwood, M., Kitchin, P. and Skinner, J. (eds.). Sport Public Relations and Communication. London: Routledge, pp.1-12.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