1. Chapter ??
6
Focusing on the SportFocusing on the Sport
Organization–MediaOrganization–Media
RelationshipRelationship
C H A P T E R

2. Objectives
• Define mass media
• Denote the significance of rights fees in the
success of sport organizations
• Describe adaptations sport organizations have
made to accommodate television
• Identify historical methods of public relations in
sport

3. Mass Media Defined
• Traditionally, scholars have divided mass
media forms into print and electronic.
-Print media are newspapers, magazines, and books.
-Electronic media are radio, television, and film.
(continued)
where do new forms of media like
mobile fit in?

4. Mass Media Defined
• Pedersen, Miloch, and Laucella (2007)
conceived a strategic sport communication
model in which one of three components
focused on sport mass media.
• They distinguish among three segments of
sport mass media
– Publishing and print communication
– Electronic and visual communication
– New media
What are
the pros
and cons
of each?
How do
they work
together in
PR?

5. Sport and Mass media are two partners delivering
sport content to consumers
What led to the
partnership between
sport and media?
Improvements in communication!
telegraph & newspapers
Improvements in transportation!

6. Early Newspapers (print)
Evolution =
factual --> creative

7. The media turned
Athletes into Heroes!
Athletes into Heroes!

8. Electronic Media and Rights Fees
• Early Broadcast (radio/TV) initiated the
importance of rights fees for sporting events
• Mass media outlets pay league rights fees for
permission to broadcast sporting events
• Rights fees contribute a significant amount to
league yearly revenues
• Profit Sharing (Sports Broadcasting Act)
• See Table 6.2 on rights fees of major sporting
events
Why is the media willing to pay so much???

9. Evolution of Sport
Public Relations
• 1800s baseball
management–labor
dispute
– Brotherhood of
Professional
Baseball Players
– The Players League

10. College Sports Public Relations
walter camp
Father of Football
Exposure of College Football
knute rockne
Sport Brand Equity
More than 1,800 members

11. End Part 1

12. Chapter 6
Part 2
Part 2

13. Power of Mass Media
(Sage, 1998)
(Sage, 1998)
Sources of Power
•Constitutional protection - profession vs. activity
•Universal access to the public - 74% of households
in north America have internet. Balancing mass media
needs and org. media
•Corporate organization - reduction of outlets,
increase in size of media companies, changes in media
needs/wants (vertical integration, no rights fees)
•Ability to construct ideology - gatekeepers

14. Mass Media Structures
• Print media
• Electronic media

15. Print Media
• Newspapers
• Magazines
• Wire service
Electronic Media
• Radio
• Television
– Broadcast television
– Cable and satellite television
– Ratings and shares
• Internet
• Streaming
Differences in engagement and sports content?

16. Relationship Between
Mass Media and Sport
• Symbiotic relationship - sports as a social
institution, rights fees, free publicity, media
ratings and viewership/readership
• Creation of programming - X Games, Goodwill
games
• Sister relationships: ESPN and ABC

17. Sport Adaptations for Television
• Baseball
– Designated hitter
– League expansion
– Divisional split
– Additional postseason
competition
– World Series night
scheduling
• Football
– Monday Night Football
– Rule changes
– Television time-outs
– Wild-card playoff berths
(continued)

18. Future of Sport Public Relations
• Breaking news on an organization’s own
website
• Instantaneous dissemination of information
– Facebook, Twitter, Blogs, Instagram

19. End Chapter 6