By taking a strategic communication approach, the text integrates
public relations, marketing communication, and advertising concepts
and tailors them to the particular context of sport communication.
Sport communication is a growing focus of students within public
relations and strategic communication programs, and this text
merges these fields to give students a comprehensive guide to
constructing strategic communication efforts in the sports arena.
Most books provide a broad overview of sports media and
communication or a narrower view of public relations in a sports
context; this book broadens the latter's scope to include marketing
and advertising considerations, while still providing a practical
guide to creating strategic communication campaigns.
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