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C H A P T E R
13
Communication in the
Sport Industry
G. Clayton Stoldt, Wichita State University
Stephen W. Dittmore, University of Arkansas
Paul M. Pedersen, Indiana University
Chapter 13
Sport Communication
• Prominent and exciting aspect of sport
management
• Includes myriad actions and activities
• A process by which people in sport, in a
sport setting, or through a sport endeavor
share symbols as they create meaning
through interaction
Theoretical Framework of Sport
Communication
• Genres
• Context
• Process
• Elements
• Effects
Elements in Communication Process
• Sender
• Message
• Channel through which message is
delivered
• Receiver
Communication Models
• Shannon and Weaver added encoding and
decoding to the process
• Schramm
– Added element of feedback
– Argued that for communication to exist, sender and
receiver must share something: common language,
vocabulary, or interest and understanding
Effects
• The effect communication has on parties
involved in an interaction
• Theories of mass media effects
– Uses and gratification
– Agenda setting
– Innovation
– Diffusion of information
– Modeling and cultivation
Strategic Sport Communication Model
(SSCM)
• Provides a framework for interaction
between communication dynamics and
settings
• Elements
– Sport communication process
– Personal and organizational communication in sport
– Sport mass media
– Sport communication services and support
Figure 13.1
Personal and Organizational
Communication
• SSCM component I
– Personal sport communication: intra- and
interpersonal and small group
– Organizational sport communication: intra- and
interorganizational
– Communication skills
Sport Mass Media
• SSCM component II
– Publishing and print communication
– Electronic and visual communication
– New media; International Sidebar: Realmadrid.com
Table 13.1
Sport Communication
Services and Support
• SSCM component III
– Advertising
– Public relations and crisis communication
– Research
Sport Public Relations
• Models of public relations practice
– One-way models
– Two-way models
Media Relations in Sport
• What media relations specialists do
– Writing news releases
– Planning news conferences
– Managing the press box
– Careers in media relations
• Professional profile: Larry Rankin
Community Relations (CR) in Sport
• What CR professionals do
• Careers in CR
• Professional profile: Aprile Pritchet
Various PR Positions
• Corporate communications
• Creative specialists
• Employee and volunteer relations
• Web site manager
• PR jobs focusing on relations with donors,
government, and various governing bodies
Practical Application
• Critical thinking in sport communication
• Ethics in sport communication
– Ethical issues in media relations
– Ethical issues in community relations
Three Review Questions
1. Why is communication a critical concern to
all sport managers whether they are
communication specialists or not?
2. What are the elements of the SSCM? What
kinds of career opportunities pertain to the
various elements?
3. Describe the work of sport media relations
professionals. What sorts of tasks are part
of their job descriptions?