Strategic Sport Communication: Traditional and Transmedia Strategies for a Global Sports Market

The text integrates public relations, marketing communication, and advertising concepts into sport communication, providing a comprehensive guide to constructing strategic communication campaigns. It broadens the scope of public relations to include marketing and advertising considerations, offering a practical approach to creating effective communication efforts in the sports arena.

\n Format: Paperback / softback
\n Length: 172 pages
\n Publication date: 16 September 2021
\n Publisher: Taylor & Francis Ltd
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Sport communication is a rapidly emerging field of study for students pursuing degrees in public relations and strategic communication. This comprehensive text seamlessly integrates public relations, marketing communication, and advertising concepts, tailoring them to the unique context of sport communication. While many books offer a broad overview of sports media and communication or a narrow focus on public relations within the sports industry, this book takes a novel approach by broadening the scope of public relations to encompass marketing and advertising considerations. This ensures that students gain a well-rounded understanding of the various aspects involved in constructing strategic communication campaigns within the sports realm.

The text begins by providing an introduction to the sports industry, its dynamics, and the challenges faced by sports organizations in communicating with their stakeholders. It then delves into the fundamentals of communication, including message development, audience analysis, and media selection. Students learn how to craft persuasive messages that resonate with sports fans and media outlets, and how to effectively utilize various communication channels such as social media, press releases, and interviews to achieve their communication goals.

In addition to communication theory, the text also explores the practical application of sports communication strategies. It provides case studies and examples of successful communication campaigns in sports, such as the "Just Do It" campaign by Nike, the "We Believe" campaign by the U.S. Olympic Committee, and the "Hello Kitty" partnership with the San Francisco Giants. These case studies help students understand the creative processes, marketing strategies, and public relations tactics employed by sports organizations to achieve their communication objectives.

Furthermore, the text emphasizes the importance of ethical considerations in sport communication. It discusses the challenges of balancing commercial interests with the rights and interests of athletes, fans, and other stakeholders, and provides guidance on how to navigate these complex ethical dilemmas. Students learn how to uphold the highest standards of professionalism, integrity, and transparency in their communication practices.

By taking a strategic communication approach, the text equips students with the skills and knowledge necessary to excel in the sports industry. It provides a comprehensive framework for constructing effective communication campaigns, and encourages students to think critically and creatively as they navigate the complex landscape of sport communication. Whether students are aspiring sports professionals, marketers, or public relations practitioners, this text is an invaluable resource for understanding the dynamics of sport communication and developing strategic communication strategies that resonate with sports fans and stakeholders.

\n Weight: 286g\n
Dimension: 152 x 229 x 18 (mm)\n
ISBN-13: 9780367898724\n \n