Strategic Sport Communication : Traditional and Transmedia Strategies for a Global Sports Market book cover
1st Edition

Strategic Sport Communication
Traditional and Transmedia Strategies for a Global Sports Market

  • Available for pre-order. Item will ship after September 16, 2021
ISBN 9780367898724
September 16, 2021 Forthcoming by Routledge
200 Pages 10 B/W Illustrations

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Book Description

Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process—an integration of marketing communication, public relations, and advertising—can be applied to sports communication for individual athletes, teams, and leagues.

The book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the Transmedia Narrative Transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health. 

It is an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication.

An online instructor’s manual accompanies the text, including lecture slides; a sample strategic sports communication plan; a test bank; links to key web sites that discuss sports and sports communication concerns; links to case studies with class discussion prompts; sample assignments; a sample course syllabus, and suggestions for further reading.

Table of Contents

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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W. Timothy Coombs is Professor in the Department of Communication at Texas A&M University, USA Jennifer L. Harker is Assistant Professor of Strategic Communication at West Virigina University, USA