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

Description

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. 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