Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process―an integration of marketing communication, public relations, and advertising―can be applied to sports communication for individual athletes, teams, and leagues.
The book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the transmedia narrative transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health.
It is an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication.
An online instructor’s manual accompanies the text, including lecture slides; a sample strategic sports communication plan; a test bank; links to key web sites that discuss sports and sports communication concerns; links to case studies with class discussion prompts; sample assignments; a sample course syllabus; and suggestions for further reading.
Author(s): W. Timothy Coombs, Jennifer L. Harker
Publisher: Routledge
Year: 2021
Language: English
Pages: 186
City: London
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
About the Authors
Acknowledgments
Introduction
Objectives and Themes of the Book
1 Sport Communication, Strategic Communication, and Strategic Sport Communication: Defining Our Terms
Key Aspects of Sport Communication
Sport and Community
Sport as Entertainment
Sport and Social Justice
Common Perspectives for Sport Communication
Key Aspects of Strategic Communication
Sport Communication as Strategic Communication
Conclusion
References
2 Sport as an Industry
Sources of Revenue for Sport Organizations
Tickets
Merchandise
Sponsorships and Endorsement
Broadcasting Rights
Social Media as an Asset
Audience Building on Social Media
Revenue Generation
Sport Management
Sport Economics
Sport Marketing
Advertising in Sport
Sport Brands
Sport Law
Recommended Additional Readings
Title IX
Conclusion
References
3 Sports Fans
Be[com]ing a Sports Fan
Fanship
Fandom
Gender Differences Among Sports Fans
Building Fan Identification
Fan Behavior
BIRGing
CORFing
COFFing
BIRFing and CORSing
COATing and FASTing
Fan Behaviors Exchanged Between Rival Fans
Blasting ()
GORFing ()
Schadenfreude
Conclusion
References
4 Scanning and Monitoring
Scanning Defined
SWOT, TOWS, and PEST Analyses: Techniques for Analyzing Scanning Data
SWOT
TOWS
PEST
Monitoring
Deliverables From Scanning and Monitoring
Running Example: Opportunity for Watford FC
Running Example: Threat for the Los Angeles Dodgers
References
5 Researching and Refining Opportunities and Threats
Secondary Data Sources
Collecting Primary Data
Qualitative and Quantitative Research Methods
Qualitative Methods of Data Collection
Archival Sources
Interviews, Focus Groups, and Observation
In-depth Interviews
Focus Groups
Observational Research
Thematic Analysis
Deliverables
Quantitative Methods of Data Collection
Surveys
Content Analysis
Social Network Analysis
Deliverables
Running Example: Opportunity for Watford FC
Running Example: Threat for the Los Angeles Dodgers
References
6 Planning: Creating Guidance for Action
Basic Terms: Goals and Objectives
Target Segments
Core Messages
Media Selection
Planning Documents
Deliverables
Running Example: Opportunity for Watford FC
Running Example: Threat for the Los Angeles Dodgers
References
7 Communicating: Creating the Final Messages
Touchstones for Strategic Communication Messages
Recommendations for Informing People
Recommendations for Persuading People
Source
Message
Media/Channels
Receivers
Visual Communication
Data Visualization
Infographics
Summary
Deliverables and Delivery of Messages
Running Example: Opportunity for Watford FC
Running Example: Threat for the Los Angeles Dodgers
References
8 Evaluating: Assessing Success Or Failure and Learning
Evaluation and Objectives
Output and Outreach
Outcome
The Larger Organizational Goals
Deliverables
Conclusion
Running Example: Threat for the Los Angeles Dodgers
Running Example: Opportunity for Watford FC
References
9 A Transmedia Narrative Transportation (TNT) Approach to Strategic Communication: An Alternative Perspective
Being Non-Linear: Agile Strategic Communication
Trends Pressuring Strategic Communication to Become Agile
Digital Channels
Storytelling
Stakeholder Engagement
Co-creating Meaning
The Transmedia Narrative Transportation (TNT) Approach to Strategic Communication
Transmedia Storytelling
Narrative Transportation Theory
The TNT Approach Applied to Strategic Sport Communication
Conclusion
References
10 Culture and Sport
Race and Sport
Gender and Sport
LGBTQ+ and Sport
Sport and Disability
Sport and Technology
Second Screens, Fantasy Sports, and Sports Betting
eSports
References
11 Athlete Health and Safety
Athlete Health and Safety
Concussions: Chronic Traumatic Encephalopathy (CTE)
“Doping”: Performance-Enhancing Drugs (PEDs)
COVID-19 Pandemic
Professional Athlete Health and Safety During the COVID-19 Pandemic
Collegiate Athlete Health and Safety During the COVID-19 Pandemic
Athlete Health and Safety: Technology
Conclusion
References
12 Crisis Communication and Reputation Management in Sports
Basics of Crisis Management
Crisis Communication and the Crisis Lifecycle
Pre-Crisis
Crisis Response
Post-Crisis
Unique Crisis Context for Sport
Fans
Sponsors
Levels of Crisis
Effects of the Sport Context on Crisis Communication
Conclusion
References
Index
