1. 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

3. 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

4. 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

5. 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, , phone, on tv,
Receiver – Based on past experience or sensory interpretation, receiver assigns a meaning

6. 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

7. 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

8. Figure 13.1

9. 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.

10. 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.

11. 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

12. Community Relations (CR) in Sport
What CR professionals do?
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Frank Berrian – uses organizational resources (players and mascot) to grow connections to the community and meet community needs.

13. A Day in the Life of a Sports Information Director
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14. 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?

15. Example News Release

16. Press Conference Example
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17. Press Box
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18. 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

19. Video on Sports Information Communication Careers
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20. 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?

21. 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,