The textbook presents essential topics such as media relations, digital and social media engagement, crisis communication, community relations, and internal stakeholder management. It blends theoretical frameworks with practical applications, offering readers a well-rounded understanding of how PR functions within sport organizations. Each chapter is enriched with real-world case studies, updated statistics, and contemporary examples that reflect current industry practices and challenges.
Featuring an all-new full-color presentation, the fourth edition includes updated content:
Sidebars addressing artificial intelligence (AI), ethical issues in PR, and the challenges of communicating in a high-speed digital world
Focused discussion on name, image, and likeness (NIL) issues and athlete branding
New social media usage statistics, information about new trends in short-form content, and a case study on Gymshark’s influencer marketing strategy
Reinforced crisis communication planning with updated examples and strategies for evaluating response effectiveness, complemented by a new student activity addressing a crisis communication scenario
Information on digital engagement strategies beyond social media, with updated Internet usage data, discussions of cybersecurity, and an exploration of the impact of legal sports betting on website engagement
A semester-long project in which students will complete a series of assignments that culminate in the creation of a sport PR campaign plan
Featuring an all-new full-color presentation, the fourth edition includes updated content:
Sidebars addressing artificial intelligence (AI), ethical issues in PR, and the challenges of communicating in a high-speed digital world
Focused discussion on name, image, and likeness (NIL) issues and athlete branding
New social media usage statistics, information about new trends in short-form content, and a case study on Gymshark’s influencer marketing strategy
Reinforced crisis communication planning with updated examples and strategies for evaluating response effectiveness, complemented by a new student activity addressing a crisis communication scenario
Information on digital engagement strategies beyond social media, with updated Internet usage data, discussions of cybersecurity, and an exploration of the impact of legal sports betting on website engagement
A semester-long project in which students will complete a series of assignments that culminate in the creation of a sport PR campaign plan




