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• Title Page
• Copyright
• Contents
• Preface
• Acknowledgments
• 1. Introducing Sport Public Relations
• Definition of Sport Public Relations
• Evolution of Sport Public Relations
• Sport Public Relations in Practice
• Public Relations Value
• 2. Integrating Public Relations With Strategic Management
• Public Relations as a Strategic Management Driver
• Organizational Stakeholders and Publics
• Stakeholder Communication
• Issues Management
• Reputation Management
• 3. Engaging Key Publics via Social Media
• Social Media Use in Public Relations
• Social Networking Sites
• Strategic Considerations for Social Media Use
• Careers in Social Media Management
• 4. Engaging Key Publics via Other Forms of Digital Media
• Digital Media Use in Sport Public Relations
• Website Development
• Websites for Specific Stakeholders
• Blogs
• Podcasts
• New Media Limitations and Problems
• 5. Engaging Key Publics via Legacy Media
• Media Guides
• Print Organizational Media
• Electronic Organizational Media
• Corporate Communications
• 6. Managing the Sport Organization–Media Relationship
• Definition of Mass Media
• Mass Media and Sport History
• Today’s MediaSport Environment
• Serving the Media at Organizational Events
• Reporting Statistics
• Reporting Play-by-Play Information
• 7. Employing News Media Tactics
• Media Policy Development
• News Releases
• Media Pitches
• Interviews
• Media Tours
• News Conferences
• Media Days
• 8. Communicating in Times of Crisis
• Nature of Crises and the Need to Plan for Them
• Preparing for a Crisis
• Managing a Crisis
• Assessing a Crisis Response
• Crisis Response Case Studies
• 9. Cultivating Positive Relationships in the Community
• Uniqueness of Sport Corporate Social Responsibility
• Evolution of Sport Social Responsibility
• Strategic Sport Corporate Social Responsibility
• Communication of Corporate Social Responsibility
• 10. Advancing Relationships With External and Internal Publics
• Customer and Member Relationships
• Sponsor Relationships
• Donor Relationships
• Government Relationships
• Employee Relationships
• Investor Relationships
• Appendix: Sample Crisis Communication Plan
• Glossary
• References
• Index
• About the Authors