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

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(Texas A&M University, USA),
  • Formāts: Hardback, 172 pages, height x width: 229x152 mm, weight: 371 g, 9 Tables, black and white; 10 Line drawings, black and white; 10 Illustrations, black and white
  • Izdošanas datums: 16-Sep-2021
  • Izdevniecība: Routledge
  • ISBN-10: 0367902990
  • ISBN-13: 9780367902995
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Strategic Sport Communication: Traditional and Transmedia Strategies for a Global Sports MarketPalielināt
  • Formāts: Hardback, 172 pages, height x width: 229x152 mm, weight: 371 g, 9 Tables, black and white; 10 Line drawings, black and white; 10 Illustrations, black and white
  • Izdošanas datums: 16-Sep-2021
  • Izdevniecība: Routledge
  • ISBN-10: 0367902990
  • ISBN-13: 9780367902995
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780367902995.html
Keywords:

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.



Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process can be applied to sports communication for individual athletes, teams, and leagues, offering an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication.

Recenzijas

This text offers practical applications and important contemporary strategic planning for modern sport strategic communication. This text incorporates vital elements of public relations, marketing, and strategic communication tactics along with crisis communication aspects that will help students apply best practices to sport.

Betsy Emmons, Samford University, USA This text offers practical applications and important contemporary strategic planning for modern sport strategic communication. This text incorporates vital elements of public relations, marketing, and strategic communication tactics along with crisis communication aspects that will help students apply best practices to sport.

Betsy Emmons, Samford University, USA

About the Authors xi
Acknowledgments xiii
Introduction 1(3)
1 Sport Communication, Strategic Communication, and Strategic Sport Communication: Defining Our Terms
4(8)
Key Aspects of Sport Communication
4(1)
Sport and Community
4(1)
Sport as Entertainment
5(1)
Sport and Social Justice
6(1)
Common Perspectives for Sport Communication
6(1)
Key Aspects of Strategic Communication
7(1)
Sport Communication as Strategic Communication
7(3)
Conclusion
10(2)
2 Sport as an Industry
12(16)
Sources of Revenue for Sport Organizations
12(1)
Tickets
13(1)
Merchandise
14(1)
Sponsorships and Endorsement
14(1)
Broadcasting Rights
15(3)
Social Media as an Asset
18(3)
Sport Management
21(1)
Sport Economics
22(1)
Sport Marketing
22(1)
Advertising in Sport
22(1)
Sport Brands
23(1)
Sport Law
23(2)
Tide IX
25(1)
Conclusion
25(3)
3 Sports Fans
28(11)
Be[ com]ing a Sports Fan
28(1)
Fanship
29(1)
Fandom
29(1)
Gender Differences among Sports Fans
30(1)
Building Fan Identification
30(1)
Fan Behavior
31(1)
BIRGing
32(1)
CORFing
32(1)
COFFing
33(1)
BIRFing and CORSing
33(1)
COATing and FASTing
33(1)
Fan Behaviors Exchanged between Rival Fans
33(1)
Blasting
34(1)
GORFing
34(1)
Schadenfreude
34(1)
Conclusion
35(4)
4 Scanning and Monitoring
39(12)
Scanning Defined
39(3)
SWOT, TOWS, and PEST Analyses: Techniques for Analyzing Scanning Data
42(1)
SWOT
42(1)
TOWS
43(1)
PEST
44(1)
Monitoring
45(2)
Deliverables from Scanning and Monitoring
47(1)
Running Example: Opportunity for Watford FC
47(1)
Running Example: Threat for the Los Angeles Dodgers
48(3)
5 Researching and Refining Opportunities and Threats
51(22)
Secondary Data Sources
51(2)
Collecting Primary Data
53(1)
Qualitative and Quantitative Research Methods
54(1)
Qualitative Methods of Data Collection
55(1)
Archival Sources
55(1)
Interviews, Focus Groups, and Observation
55(2)
Thematic Analysis
57(1)
Deliverables
58(1)
Quantitative Methods of Data Collection
58(3)
Surveys
61(2)
Content Analysis
63(2)
Social Network Analysis
65(3)
Deliverables
68(2)
Running Example: Opportunity for Watford FC
70(1)
Running Example: Threat for the Los Angeles Dodgers
70(3)
6 Planning: Creating Guidance tor Action II Basic Terms: Goals and Objectives
73(18)
Target Segments
75(1)
Core Messages
76(1)
Media Selection
77(5)
Planning Documents
82(3)
Deliverables
85(1)
Running Example: Opportunity for Watford FC
86(2)
Running Example: Threat for the Los Angeles Dodgers
88(3)
7 Communicating: Creating the Final Messages
91(15)
Touchstones for Strategic Communication Messages
91(1)
Recommendations for Informing People
92(1)
Recommendations for Persuading People
93(1)
Source
94(1)
Message
94(2)
Media/Channels
96(1)
Receivers
97(1)
Visual Communication
98(1)
Data Visualization
98(1)
Infographics
99(3)
Summary
102(1)
Deliverables and Delivery of Messages
102(1)
Running Example: Opportunity for Watford FC
102(1)
Running Example: Threat for the Los Angeles Dodgers
103(3)
8 Evaluating: Assessing Success or Failure and Learning
106(11)
Evaluation and Objectives
107(1)
Output and Outreach
107(1)
Outcome
108(2)
The Larger Organizational Goals
110(2)
Deliverables
112(1)
Conclusion
112(1)
Running Example: Threat for the Los Angeles Dodgers
113(1)
Running Example: Opportunity for Watford FC
114(3)
9 A Transmedia Narrative Transportation (TNT) Approach to Strategic Communication: An Alternative Perspective
117(14)
Being Non-linear: Agile Strategic Communication
117(1)
Trends Pressuring Strategic Communication to Become Agile
118(1)
Digital Channels
118(1)
Storytelling
118(1)
Stakeholder Engagement
119(1)
Co-creating Meaning
120(1)
The Transmedia Narrative Transportation (TNT) Approach to Strategic Communication
120(1)
Transmedia Storytelling
121(1)
Narrative Transportation Theory
122(2)
The TNT Approach Applied to Strategic Sport Communication
124(4)
Conclusion
128(3)
10 Culture and Sport
131(11)
Race and Sport
131(2)
Gender and Sport
133(1)
LGBTQ+and Sport
134(2)
Sport and Disability
136(1)
Sport and Technology
137(1)
Second Screens, Fantasy Sports, and Sports Betting
138(1)
eSports
139(3)
11 Athlete Health and Safety
142(8)
Athlete Health and Safety
142(1)
Concussions: Chronic Traumatic Encephalopathy (CTE)
142(1)
"Doping": Performance-Enhancing Drugs (PEDs)
143(2)
COVID-19 Pandemic
145(1)
Collegiate Athlete Health and Safety during the COVID-19 Pandemic
146(1)
Athlete Health and Safety-.Technology
147(1)
Conclusion
148(2)
12 Crisis Communication and Reputation Management in Sports
150(12)
Basics of Crisis Management
150(3)
Crisis Communication and the Crisis Lfecycle
153(1)
Pre-Crisis
153(3)
Crisis Response
156(2)
Post-Crisis
158(1)
Unique Crisis Context for Sport
159(1)
Fans
159(1)
Sponsors
160(1)
Levels of Crisis
160(1)
Effects of the Sport Context on Crisis Communication
161(1)
Conclusion 162(3)
Index 165
W. Timothy Coombs (Ph.D., Purdue University) is a full professor in the Department of Communication at Texas A&M University and holds the Abell Endowed Professorship in Liberal Arts. He was the 2002 recipient of the Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of America and the 2013 Pathfinder Award from the Institute of Public Relations in recognition of his research contributions to the field and to the practice.

Jennifer L. Harker (Ph.D., The University of North Carolina at Chapel Hill) is an assistant professor of strategic communication in the Reed College of Media at West Virginia University. She researches sport communication, stakeholder perceptions, and media business models/product marketing.