Public Relations

About Public Relations

In this course, students learn about public and media relations as they apply to the sport industry. The importance of maintaining a positive organizational reputation is examined and the strategies required to meet this objective are discussed. Course topics include the fundamentals of PR communications, social and digital media, sport and the mass media, media relations writing, press conferences, media training, managing media at events, crisis communications and corporate social responsibility. Students apply their PR skills by developing industry-relevant materials such as press releases and social media plans.

Course Rationale

This course delivers the fundamental concepts of public and media relations. Students acquire a theoretical foundation of communication strategies and tactics that can be applied in the sport industry.

Course Outcomes

  1. Describe the role that public relations plays in building positive organizational reputation.
  2. Select appropriate communications channels and develop effective messaging to reach specific publics.
  3. Analyze various storytelling tactics and frameworks.
  4. Critique social media tactics used by sport organizations to successfully promote a team, league or event.
  5. Determine the mass media’s role in delivering sport to various audiences.
  6. Create a press release using the universally accepted style and format for media relations writing.
  7. Explain the key planning steps for hosting a press conference.
  8. Describe how to use an interview to communicate organizational messages.
  9. Explain how to provide the basic services expected by members of the media at sporting events.
  10. Evaluate strategies and tactics used to communicate in times of crisis.
  11. Examine corporate social responsibility initiatives used by sport organizations to foster positive relationships in the community

You must be logged in to view this content.

You must be logged in to view this content.

You must be logged in to view this content.

You must be logged in to view this content.

Current Status
Not Enrolled
Price
Free

Course Content

Expand All
Start Here
Lesson Content
0% Complete 0/3 Steps
Module 1: Introduction to Public Relations in Sport
Lesson Content
0% Complete 0/2 Steps
Module 2: Fundamentals of PR Communications
Lesson Content
0% Complete 0/3 Steps
Lesson Content
0% Complete 0/4 Steps
Module 3: Digital Communications
Lesson Content
0% Complete 0/2 Steps
Module 4: Sport and the Mass Media
Lesson Content
0% Complete 0/3 Steps
Module 5: Media Relations Writing
Lesson Content
0% Complete 0/2 Steps
Module 6: Press Conferences and Media Training
Lesson Content
0% Complete 0/3 Steps
Module 7: Managing Media at Events
Lesson Content
0% Complete 0/2 Steps
Module 8: Crisis Communications
Lesson Content
0% Complete 0/2 Steps
Module 9: Corporate Social Responsibility (CSR)