Public Relations Evaluation in Sport: Views From the Field

in International Journal of Sport Communication
View More View Less
  • 1 Wichita State University, USA
Restricted access

Purchase article

USD  $24.95

Student 1 year online subscription

USD  $64.00

1 year online subscription

USD  $86.00

Student 2 year online subscription

USD  $122.00

2 year online subscription

USD  $162.00

The purposes of this study were to gain insights regarding how sport public relations practitioners in the United States define public relations goals, identify linkages between the public relations function and overall organizational goals, and evaluate public relations’ effectiveness. Using a modified approach to a method first employed by Hon (1997, 1998), the investigators queried 30 public relations professionals in diverse sport settings. Findings indicated that achieving some sort of outcome with an intended audience, although those outcomes varied, was the most common goal. Respondents also indicated that there were linkages between public relations and organizational goals, although the nature of those linkages was not always specified. The most common method of evaluating public relations was tracking media coverage.

The authors are with the Dept. of Sport Management, Wichita State University, Wichita, KS 67260-0127.

All Time Past Year Past 30 Days
Abstract Views 112 81 1
Full Text Views 2 2 0
PDF Downloads 4 4 0