Sports Publicity : A Practical Approach book cover
3rd Edition

Sports Publicity
A Practical Approach

ISBN 9780367434663
Published March 12, 2020 by Routledge
358 Pages 6 B/W Illustrations

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Book Description

Effective communications are essential for all sport organizations. In this fully revised and updated third edition of his ground-breaking guide to communications in sports, Joe Favorito introduces the skills, knowledge and techniques needed to become a successful communicator.

Favorito outlines the history of sports communications, explores the most important professional themes, topics and issues, and highlights exciting opportunities for future development. With a strong emphasis on professional practice and the day-to-day realities of working in sports and entertainment, the book covers all the core functional areas such as:

·         Digital and social media strategy

·         Crisis management

·         Creative writing

·         The value of audio storytelling

·         The role of communications in business.

This new edition includes more international cases and data, interviews, best practices, and expanded coverage of social media, gaming, eSports and technological developments in communications; discussion of key contemporary issues such as multicultural media relations and ‘athletes as brands’; and an emphasis on the importance of strategic planning. No other book offers such a valuable insider’s view of the sports communications industry or the importance of PR and media relations in building successful sports organizations.

Sports Publicity: A Practical Approach is essential reading for all students working in sport business, marketing or communications, and any PR practitioner looking to improve their professional skills.

The author maintains a podcast of updated best practices, The CUSP Show, which is widely available, as well as a blog of best practices at Both of these resources make the perfect companion to this book.

Table of Contents


1.          How it all Got Started

2.          Getting Started and Building Contacts/Volunteerism

3.          Reading, Writing, and Speaking - and Not Just in English

4.          Now Pitching…

5.          Communicating in the Collegiate Environment

6.          Working with a Professional Team

7.          Working with an Individual Sport and Athlete

8.          The League Communications Office

9.          Social Media and “Connecting you to your world”

10.        The Press Conference

11.        Crisis Management

12.        Promoting Sports in a Global Environment

13.        Agencies, Big and Small Media, and Storytelling for Cause and Cash

14.        Timeless and Noteworthy: Best Practices in Storytelling to be Admired, Emulated and Built Upon

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Joe Favorito is a leading consultant in strategic communications, marketing, social media, and public relations, and Adjunct Professor in the School of Professional Studies at Columbia University, USA. Joe runs a widely respected blog on sports marketing and publicity ( and publishes a weekly industry newsletter with over 40,000 subscribers in over 25 countries.


"I have tremendous respect for Joe’s focus on personal and industry evolution. He is both a student of the industry, and a leader within it. This book is an exceptional resource for anyone who wishes to succeed in this business."

Chris LaPlaca, Senior Vice President, Corporate Communications at ESPN, USA

"This is a must-read for anyone looking to break into or further their career in communications. Never has there been a more dynamic time and need for transformative storytelling, and Joe has provided the ultimate masters class in this book."

Mary Scott, Global Integrated Communications, United Entertainment Group (UEG), USA

"The third edition of Sports Publicity: A Practical Approach is Joe Favorito's best work yet. It provides a comprehensive overview of the business of strategic communications in sports by one of the leading voices in the space. It's a true must-read for sports industry professionals and those hoping to enter the profession."

Scott Rosner, Professor of Professional Practice and Academic Director of the MS in Sports Management Program in the School of Professional Studies at Columbia University, USA