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

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
About the Authors
Acknowledgments
Introduction
	Objectives and Themes of the Book
1 Sport Communication, Strategic Communication, and Strategic Sport Communication: Defining Our Terms
	Key Aspects of Sport Communication
		Sport and Community
		Sport as Entertainment
		Sport and Social Justice
		Common Perspectives for Sport Communication
	Key Aspects of Strategic Communication
	Sport Communication as Strategic Communication
	Conclusion
	References
2 Sport as an Industry
	Sources of Revenue for Sport Organizations
		Tickets
		Merchandise
		Sponsorships and Endorsement
		Broadcasting Rights
		Social Media as an Asset
			Audience Building on Social Media
			Revenue Generation
	Sport Management
		Sport Economics
		Sport Marketing
		Advertising in Sport
		Sport Brands
		Sport Law
			Recommended Additional Readings
		Title IX
	Conclusion
	References
3 Sports Fans
	Be[com]ing a Sports Fan
		Fanship
		Fandom
		Gender Differences Among Sports Fans
		Building Fan Identification
	Fan Behavior
		BIRGing
		CORFing
		COFFing
		BIRFing and CORSing
		COATing and FASTing
	Fan Behaviors Exchanged Between Rival Fans
		Blasting ()
		GORFing ()
		Schadenfreude
	Conclusion
	References
4 Scanning and Monitoring
	Scanning Defined
	SWOT, TOWS, and PEST Analyses: Techniques for Analyzing Scanning Data
		SWOT
		TOWS
		PEST
	Monitoring
	Deliverables From Scanning and Monitoring
	Running Example: Opportunity for Watford FC
	Running Example: Threat for the Los Angeles Dodgers
	References
5 Researching and Refining Opportunities and Threats
	Secondary Data Sources
	Collecting Primary Data
	Qualitative and Quantitative Research Methods
	Qualitative Methods of Data Collection
		Archival Sources
		Interviews, Focus Groups, and Observation
			In-depth Interviews
			Focus Groups
			Observational Research
		Thematic Analysis
		Deliverables
	Quantitative Methods of Data Collection
		Surveys
		Content Analysis
		Social Network Analysis
		Deliverables
	Running Example: Opportunity for Watford FC
	Running Example: Threat for the Los Angeles Dodgers
	References
6 Planning: Creating Guidance for Action
	Basic Terms: Goals and Objectives
	Target Segments
	Core Messages
	Media Selection
	Planning Documents
	Deliverables
	Running Example: Opportunity for Watford FC
	Running Example: Threat for the Los Angeles Dodgers
	References
7 Communicating: Creating the Final Messages
	Touchstones for Strategic Communication Messages
	Recommendations for Informing People
	Recommendations for Persuading People
		Source
		Message
		Media/Channels
		Receivers
	Visual Communication
		Data Visualization
		Infographics
	Summary
	Deliverables and Delivery of Messages
	Running Example: Opportunity for Watford FC
	Running Example: Threat for the Los Angeles Dodgers
	References
8 Evaluating: Assessing Success Or Failure and Learning
	Evaluation and Objectives
		Output and Outreach
		Outcome
	The Larger Organizational Goals
	Deliverables
	Conclusion
	Running Example: Threat for the Los Angeles Dodgers
	Running Example: Opportunity for Watford FC
	References
9 A Transmedia Narrative Transportation (TNT) Approach to Strategic Communication: An Alternative Perspective
	Being Non-Linear: Agile Strategic Communication
	Trends Pressuring Strategic Communication to Become Agile
		Digital Channels
		Storytelling
		Stakeholder Engagement
		Co-creating Meaning
	The Transmedia Narrative Transportation (TNT) Approach to Strategic Communication
		Transmedia Storytelling
		Narrative Transportation Theory
		The TNT Approach Applied to Strategic Sport Communication
	Conclusion
	References
10 Culture and Sport
	Race and Sport
	Gender and Sport
	LGBTQ+ and Sport
	Sport and Disability
	Sport and Technology
		Second Screens, Fantasy Sports, and Sports Betting
		eSports
	References
11 Athlete Health and Safety
	Athlete Health and Safety
		Concussions: Chronic Traumatic Encephalopathy (CTE)
		“Doping”: Performance-Enhancing Drugs (PEDs)
		COVID-19 Pandemic
			Professional Athlete Health and Safety During the COVID-19 Pandemic
		Collegiate Athlete Health and Safety During the COVID-19 Pandemic
	Athlete Health and Safety: Technology
	Conclusion
	References
12 Crisis Communication and Reputation Management in Sports
	Basics of Crisis Management
	Crisis Communication and the Crisis Lifecycle
		Pre-Crisis
		Crisis Response
		Post-Crisis
	Unique Crisis Context for Sport
		Fans
		Sponsors
		Levels of Crisis
	Effects of the Sport Context on Crisis Communication
	Conclusion
	References
Index