This chapter sets out to describe the evolution of media in the context of Public Relations (PR) and Communications in sport over the last twenty years (roughly the life of the internet from birth through to integral part of the way we live and organise ourselves in society). It will survey the impact of changing media (and underlying technology) on the practice of PR and Communication, in the context of the role and purpose of that function within the overall concept of sport management. The chapter will develop a framework of definitions, ideas and concepts for SPRC to adapt and use new media to develop its capabilities and increase its effectiveness.
|Title of host publication||Sport Public Relations and Communication|
|Editors||Maria Hopwood, Paul James Kitchin, James Skinner|
|Place of Publication||London|
|Publisher||Taylor and Francis Ltd.|
|Number of pages||28|
|Publication status||Published - 23 May 2012|