Strategic sport communication : traditional and transmedia strategies for a global sports market

著者

    • Coombs, W. Timothy
    • Harker, Jennifer L.

書誌事項

Strategic sport communication : traditional and transmedia strategies for a global sports market

W. Timothy Coombs and Jennifer L. Harker

Routledge, 2022

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

By taking a strategic communication approach, the text integrates public relations, marketing communication, and advertising concepts and tailors them to the particular context of sport communication. Sport communication is a growing focus of students within public relations and strategic communication programs, and this text merges these fields to give students a comprehensive guide to constructing strategic communication efforts in the sports arena. Most books provide a broad overview of sports media and communication or a narrower view of public relations in a sports context; this book broadens the latter's scope to include marketing and advertising considerations, while still providing a practical guide to creating strategic communication campaigns.

目次

1. Sport Communication, Strategic Communication, and Strategic Sport Communication: Defining Our Terms 2. Sport as an Industry 3. Sports Fans 4. Scanning and Monitoring 5. Researching and Refining Opportunities and Threats 6. Planning: Creating Guidance for Action 7. Communicating: Creating the Final Messages 8. Evaluating: Assessing Success or Failure and Learning 9. A Transmedia Narrative Transportation (TNT) Approach to Strategic Communication: An Alternative Perspective 10. Culture and Sport 11. Athlete Health and Safety 12. Crisis Communication and Reputation Management in Sports

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