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Sport Public Relations 2nd Edition eBook

Sport Public Relations 2nd Edition eBook

$50.00 USD

Available As


    Sport Public Relations: Managing Stakeholder Communication, Second Edition, takes a comprehensive, businesslike approach to the practice of public relations in 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 foundations of PR in sport and progressing all the way through legal and ethical issues that sport public relations professionals encounter. The second edition has been reorganized to better emphasize new opportunities for sport organizations to directly engage the masses and function as their own media. Following are some of the exciting updates to this edition:
    • Discussion of social media and other e-technologies now permeates the entire book rather than being limited to a single chapter.

    • Updated chapters on new media, corporate social responsibility, and legal and ethical issues reflect areas of growing emphasis and concern for sport organizations.

    • New "Insight From a Professional" and other sidebars offer readers a firsthand account of the roles of PR professionals in today’s sport environment.

    • A complete set of ancillaries helps instructors incorporate e-technology into their courses and prepare engaging class discussions.

    In a clear and engaging style, Sport Public Relations, Second Edition, expresses the roles of public relations and PR professionals as vital components to a sport organization’s overall management. Updated tools including sample media releases, credentials letters, and media guides provide students with tangible examples of the work that PR professionals produce. Special elements throughout the text teach students what sport communication work is like, the tasks and dilemmas practitioners face, and available opportunities and careers in the industry. Real-life examples and historical events demonstrate how sport communication has evolved and the vital role it plays in effective sport management. Chapter objectives, key terms, summaries, and learning activities keep students focused on key topics and allow them to better prepare for course projects and class discussion.

    Sport Public Relations, Second Edition, provides the theoretical basis for industry practice as well as guidance on applying those concepts. Readers will learn about the history of sport public relations and how it is evolving; the foundations for effective media relations in sport, including information services and organization media; and the critical need for a crisis communication plan and management considerations. Readers will also consider the diverse forms of public relations practice, encompassing media, community, employee, investor, customer, donor, and government relations.

    With this text, both students and professionals will understand the full range of functions in the realm of sport public relations and how to be progressive in their current and future public relations practices.


    A textbook for upper-undergraduate and graduate courses in sport public relations, communication, and media. A reference for sport industry professionals, including PR, athletic communications, media relations, and community relations specialists.

    Table of Contents


    Chapter 1: Introducing Sport Public Relations
    Definition of Sport Public Relations
    Characteristics of Sport Public Relations
    Sport Public Relations in Practice
    The Value of Public Relations

    Chapter 2: Integrating Public Relations with Strategic Management
    PR as a Strategic Management Tool
    Organizational Stakeholders and Constituents
    Issues Management
    Organizational Reputation

    Chapter 3: Creating Public Relations Campaigns
    Distinguishing Between Programs and Campaigns
    Planning and Executing Campaigns
    Working With Public Relations Firms
    Learning From Case Studies

    Chapter 4: Using the Internet in Sport Public Relations
    Evaluating Web Use in Sport PR
    Developing a Website
    Structuring Websites for Specific Stakeholders
    Identifying New Media Limitations and Problems

    Chapter 5: Developing Organizational Media
    Media Guides
    Other Organizational Media
    Electronic Organizational Media
    Corporate Communications

    Chapter 6: Focusing on the Sport Organization–Media Relationship
    Defining Mass Media
    Mass Media Structures
    Relationship Between Mass Media and Sport
    Evolution of Sport PR
    Future of Sport PR

    Chapter 7: Managing the Sport Organization–Media Relationship
    Identifying Influential Media
    Serving Media at Organizational Events
    Developing a Media Policy
    Maximizing Media Exposure

    Chapter 8: Employing News Media Tactics
    News Releases
    Media Kits
    Social Media Releases

    Chapter 9: Staging Interviews, News Conferences, and Media Events
    News Conferences
    Media Days

    Chapter 10: Communicating in Times of Crisis
    Nature of Crises and the Need to Plan for Them
    Preparing for a Crisis
    Managing a Crisis
    Assessing a Crisis Response

    Chapter 11: Exploring Unmediated Communication Tactics
    Advantages of Unmediated Communication Tactics
    Results of Unmediated Communication Tactics
    Types of Unmediated Communication Activities

    Chapter 12: Demonstrating Social Responsibility
    Unique Aspects of CSR in Sport
    CSR Dimensions in Sport
    Planning CSR Programs
    Benefits of Demonstrating CSR
    A Final Word

    Chapter 13: Communicating With Internal Publics
    Employee Relations
    Investor Relations

    Chapter 14: Communicating With External Publics
    Customer Relations
    Sponsor Relationship Management
    Donor Relations
    Government Relations

    Chapter 15: Legal and Ethical Dimensions of Sport Public Relations
    Legal Dimensions of Sport PR
    Ethical Dimensions of Sport PR

    Appendix A Selected Pages From a Media Guide
    Appendix B Sample Crisis Communication Plan
    Appendix C Community Relations Plan for a Minor League Baseball Franchise
    About the Authors

    About the Author

    G. Clayton Stoldt, EdD, is a professor and chair of sport management at Wichita State University in Kansas. He has taught and conducted research in sport public relations since 1998. He was a college sport information director for 10 years and currently maintains involvement in sport PR practice through media service roles such as television time-out coordinator and statistician for televised games.

    In addition to the first edition of Sport Public Relations, Stoldt has published six book chapters and 37 articles in academic and professional publications, and he has made several presentations on the subject of sport public relations at various academic and professional conferences. His work as a sport information director has also been recognized in various state and national competitions. Stoldt is a member of the North American Society for Sport Management (NASSM) and the College Sports Information Directors of America.

    Stoldt enjoys spending time with his family and friends, attending sporting events, and reading.

    Stephen W. Dittmore, PhD, is assistant professor of recreation and sport management at the University of Arkansas in Fayetteville. He also teaches a course in sport media and public relations for Instituto de Empresa in Madrid, Spain.

    Dittmore worked for 10 years in sport public relations for the Olympic movement in both the 1996 and 2002 Olympic Games as director for the Salt Lake Olympic Organizing Committee, coordinator for the Atlanta Committee for the Olympic Games, and public relations manager for USA Wrestling. He is on the editorial board for the International Journal of Sport Communication and is a member of the College Sport Research Institute, North American Society for Sport Management (NASSM), Sport Marketing Association, and Sport and Recreation Law Association. In 2011, he was recognized with the Rising Star Award at the University of Arkansas.

    Dittmore enjoys traveling with his wife and family and playing sports with his son.

    Scott Branvold, EdD, is a professor of sport management at Robert Morris University. He has over 20 years of teaching experience in the sport management field and practical experience in sport information and event management. Branvold earned his doctorate in education from the University of Utah. He is a member of the North American Society for Sport Management (NASSM) and is a faculty athletics representative at Robert Morris University. He has contributed chapters to two publications, written articles for sport marketing and management journals, and given several presentations on topics relating to sports.


    All ancillary materials are FREE to course adopters and available online at

    Instructor guide. For each chapter in the book, the instructor guide includes a summary, sample lecture outline, student assignments/activities with suggestions regarding how instructors may utilize those activities, selected readings that will enable instructors and students to expand their examination of topics addressed in the chapter, and tips for presenting selected key topics for each chapter. The instructor guide also contains a sample syllabus and a semester long group project.

    Test package. Features a bank of more than 200 questions in mutiple-choice and short essay formats. The test package is available for use through multiple formats, including a learning management system, Respondus, and rich text.

    Presentation package. Includes approximately 250 slides of text, artwork, and tables from the book that instructors can use for class discussion and presentation.

    The slides in the presentation package can be used directly within PowerPoint or printed to make transparencies or handouts for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides as well as search for images based on key words.

    The presentation package is also available for purchase • ISBN 978-1-4504-1651-1