4th Edition

Sports Publicity A Practical Approach

By Joe Favorito Copyright 2025
    464 Pages 6 B/W Illustrations
    by Routledge

    464 Pages 6 B/W Illustrations
    by Routledge

    In the fourth edition of his ground-breaking guide to communications in sports, Joe Favorito draws on knowledge gained from interviews with thought leaders from across the sports industry to introduce the skills, knowledge and techniques needed to become a successful communicator. 

    The book 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, and the role of communications in business. This new edition includes more international and diverse case studies, interviews, and best practices, reflecting on how the sport communications business has become more integrated since 2020 and considering lessons learned through and after the COVID-19 pandemic. It also includes expanded coverage of cause marketing, athletes as brands, social media, multicultural media relations, gaming, and brand integration. 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 joefavorito.com. Both of these resources make the perfect companion to this book.

    Introduction: How Important and Detailed Storytelling Leads the Path to Business Success More Than Ever 

    1. How It All Got Started

    2. Getting Started and Building Contacts/Volunteerism: Networking, Listening, Showing Up, and Most Importantly GSD!

    3. Reading, Writing, and Speaking—and Not Just in English: Walking the Walk and Talking the Talk

    4. Now Pitching…Building Bridges, Not Walls…: No Mediums Should Be Rare When Selling Sizzle or Steak

    5. Communicating in the Collegiate Environment: SID is Not Just the Name of the Accounting Teacher

    6. Working With a Professional Team: The Grind of the Endless Season

    7. Working with an Individual Sport and Athlete: There’s No “I” In Team, but There Is a “Me”

    8. The League Communications Office: Making the 300-Pound Gorilla Warm and Fuzzy

    9. Social Media and “Connecting You to Your World”

    10. The Press Conference: If it Ain’t Catered It Ain’t Journalism

    11. Crisis Management: A Little Foresight and Planning Can Go a Long Way

    12. Expanding Beyond Your Limits…Understanding and Embracing Global Storytelling…: The Meat is Not Proportional to the Size of the Cheese

    13. Influence, Reach, Relevance, Framing…Finding The Blue Ocean and Swimming For Storytelling Success… 

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


    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 (joefavorito.com) and publishes a weekly industry newsletter with over 40,000 subscribers in over 25 countries.