Public Relations Evaluation in Sport: Views From the Field

in International Journal of Sport Communication
Restricted access

Purchase article

USD $24.95

Student 1 year subscription

USD $63.00

1 year subscription

USD $84.00

Student 2 year subscription

USD $119.00

2 year subscription

USD $156.00

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.

International Journal of Sport Communication
Article Metrics
All Time Past Year Past 30 Days
Abstract Views 23 23 12
Full Text Views 0 0 0
PDF Downloads 0 0 0
Altmetric Badge
PubMed
Google Scholar