This dissertation explores intersections of public relations and social media in the context of professional sports organizations. Specifically, this dissertation examines sports public relations practitioners’ perceptions of public relations, social media, the relationship between the two, and their organizational roles relative to both practice areas. This study explores the degree to which these practitioners have integrated social media into the organizational functions of public relations. With this, the purpose of this dissertation is to examine how social media have affected the practice of excellence in public relations within professional sports organizations in the U.S.

This study attempted to examine the public relations activities of sports information departments of universities within the Mid-American conference. The activities were categorized according to James E. Grunig and Todd Hunt's four public relations models.The researcher provided ten sports information directors with thirty-six statements regarding various public relations activities which a public relations department would perform. Each respondent was asked to sort the responses according to how they perceived public relations activities were carried out within their respective departments.The Q-method program was used to determine two factor groups from the ten responses received. Factor I consisted of nine sports information directors and Factor II consisted of one sports information director.While sports information directors in both groups agreed that truth is important in a public relations program (a public information model), the two groups differed significantly in the types of public relations activities they carried out. Factor I respondents perceived their departments as performing a more press agentry/publicity style of public relations (model 1). The Factor II respondent perceived his department more along the lines of two-way asymmetric and two-way symmetric public relations (models 3 and 4). Neither of the two groups practiced each of these models exclusively but rather practiced one dominant form of public relations while using the other models to a lesser extent. / Department of Journalism

Advertising practitioners recognise the benefit of using celebrities in brand or product sponsorship. The ability to secure endorsement deals is equally important for the athletes as it is for the companies. Top grossing athletes, usually considered to have sports hero status, earn the majority of their incomes from endorsement deals rather than from their sporting contracts. Sports heroes are athletes who are recognised for their heightened athletic skills by participating in sport at the professional or Olympic level and who are advertised as a role models by the media. However, with the increased media attention on steroid use in professional and Olympic sport, practitioners now have to consider the potential effects of a cloud of suspicion regarding steroid allegations on a sports hero’s perceived endorsement value.

Thesis (MTech (Sport Management))--Cape Peninsula University of Technology, 2015. / Although the concept of place branding is still relatively new, there is an increasing awareness of the significant impact which sport can have on a city‟s brand. Cities are now considering the addition of sport to their brand traits and are focusing on sport re-imaging, due to the advanced nature of international sport, and the economic and social gains associated with hosting major sport events. The hosting of sport events is increasingly being viewed as part of a broader tourism strategy aimed at enhancing the profile of a city. This particular study was based upon investigating the strategic value of sport to the city brand of Cape Town. The aim of the study was to investigate the role which key sport brands and city stakeholders and all-encompassing sport entities play for the city brand. This has been achieved via a series of semi-structured interviews conducted with 12 key industry stakeholders in Cape Town. A review of case studies, academic journal articles, and other relevant secondary sources of information has been used to contextualise these findings. This study clearly identifies the extent to which sport holds a strategic value for the Cape Town city brand. It clarifies that sport events, facilities, sport teams and personalities, and sport brands and sponsors all add valuable contributions to the city brand. The study reveals the strategic elements of sport that create city branding opportunities for establishing a national and global competitive position. / National Research Foundation

"Since Claxton High School is among the few schools in its geographical area which have a physical education program, and since that program has been in effect for only a short period of time, it is felt that the people of the community need to be more fully acquainted with the program in order to appreciate its values. Therefore, the purpose of this study is to determine if the high school circus, presented as representative of the total physical education program, is valuable as a public relations project"--Introduction. / Typescript. / "August, 1954." / "Submitted to the Graduate Council of Florida State University in partial fulfillment of the requirements for the degree of Master of Science." / Advisor: Kenneth D. Miller, Professor Directing Paper. / Includes bibliographical references (leaves 25-26).

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This purpose of this study is to investigate the apologetic rhetoric of professional athletes’ off-field scandals. The three case studies used were Tiger Woods, Kobe Bryant, and Michael Phelps. A genre analysis was conducted to determine the success or failure of the speech by examining the image repair strategies used during the rhetoric. Further research revealed that the audiences’ perception plays a large role in determining if the rhetoric was successful or not. Two factors that aid the audience are the medium in which the public address was given, and the time it took to deliver the speech once the off-field scandal took place. The findings determined that Tiger Woods apologia was not successful, while Kobe Bryant’s was successful. The rhetoric of Michael Phelps’ speech lacked in delivery and strategies chosen. To have a successful apologia, one should have a clear use of strategies as well as a timely public address. / Includes bibliography. / Thesis (M.A.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection

Public relations play an intricate role in communication development strategies within sport, especially netball. The objective of the research is to create a communication campaign incorporated in a public relations programme in aid of the development of netball in Port Elizabeth schools. The significance of the research is to create an understanding of the challenges faced by the learners to participate in netball and to develop the sport. The development of players at a young age is not up to standard when compared to countries where netball is already a professional sport. There is a lack of communication between the different stakeholders, namely the players, coaches and external publics. Qualitative research methods were implemented where primary and secondary data was used to conduct the research. Focus groups were utilised to gather primary data from netball players and coaches. These interviews proved that communication gaps do exist between the different stakeholders of school and netball. An introduction about netball will be discussed. Literature about public relations and communication will be presented. The research methodology will be presenting the research design and research methods used to conduct the research. Characteristics of the schools used in the interviews will be discussed. The research analysis, findings and discussions will present a guideline to be implemented by schools to enhance communication and therefore help develop netball. The research will then be concluded and summarised. Limitations to the study will be discussed as well as recommendations for further study on the topic. Communication plays an important role when trying to build mutual beneficial relationships between the various stakeholders. The results in this research bring to the conclusion that effective communication is needed to enhance and develop netball to ultimately become a professional sport.