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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?