13 Communication in the Sport Industry C H A P T E R 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 – Those that are sports communicators: Bob Costas, Mike Wilbon, Dan Patrick, Colin Cowherd…are as popular as athletes Includes myriad actions and activities – Everything from conversations to websites. Definition: 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- at the heart of this are the principles of human communication Genres – communication has many different approaches…like the genres of music. From rap to classical. Context – effective communication depends on the place, time, audience, medium used Process – effective comm is a process Elements – Sender, message, channel, receiver Effects – varied results based on receiver bias

Elements in Communication Process Sender – I want to transmit an idea Message – I put it in words or write it down or act it out Channel through which message is delivered – in person, by letter, email, phone, on tv, Receiver – Based on past experience or sensory interpretation, receiver assigns a meaning

Effects of Communication The effect communication has on parties involved in an interaction “Theories” of mass media effects Uses and gratification – audience self-selects channel Agenda setting – powerful communication can set agendas Innovation – comm. is the conduit for new innovation ideas Diffusion of information – Hear a message and I tell others Modeling and cultivation – Violent video games produce violent behaviors

Strategic Sport Communication Model (SSCM) Provides a framework for interaction between communication dynamics and settings 2 Simple Elements of SSCM Personal Sport Communications – I need to communicate with individuals and small groups. Organizational Sport Communication – I need to communicate within my organization and to other outside organizations

Figure 13.1

Needed Communication Skills Print Communication – written word. Use of newspaper, magazines, books. Declining but still influential Electronic Media – electronic and visual communication. Use of TV, radio, satellite. New Media – latest forms. Use of web sites, social media, e-commerce.

Sport Communication Support Services Sport Public Relations Firms – outside firm that comes in and manages public relations. Can be called in the event of an emergency situation Public Relations Professionals – staffed individuals who monitor and manage the PR landscape on a daily basis.

Sport Public Relations Models of public relations practice One-way models – A communication model focusing exclusively on the flow of information from the sport organization to the public Two-way models - A communication model focusing exclusively on communication give and take between a sport organization and its key publics

Community Relations (CR) in Sport What CR professionals do? https://www.youtube.com/watch?v=xkQpzy bKRd4 Frank Berrian – uses organizational resources (players and mascot) to grow connections to the community and meet community needs.

A Day in the Life of a Sports Information Director https://www.youtube.com/watch?v=cFDOEJ 0Dg0g

Media Relations Specialists What media relations specialists do Writing news releases Planning news/press conferences Managing the press box/media center Support media broadcasts/telecasts What are some Careers in media relations?

Example News Release http://espnmediazone.com/us/press-releases/

Press Conference Example http://www.wakeforestsports.com/sports/m- baskbl/spec-rel/040814aac.html

Press Box https://www.youtube.com/watch?v=o4xf6YHR 95A

Other 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

Video on Sports Information Communication Careers https://www.youtube.com/watch?v=US2cvqZJ 1AA

Practical Application Critical thinking in sport communication Ethics in sport communication Ethical issues in media relations How much media access to private lives should athletes be required to give? Ethical issues in community relations Do you think it is ethical for a sports organization “polish” the image of an athlete that has legal entaglements?

Three Review Questions Why is communication a critical concern to all sport managers whether they are communication specialists or not? Receivers must get the right message What are the elements of the SSCM? What kinds of career opportunities pertain to the various elements? Personal Comm/Free Media/Paid Advertising Describe the work of sport media relations professionals. What sorts of tasks are part of their job descriptions? Press releases, news conferences,