This document outlines a lecture on sport public relations. It defines external audiences and discusses determining key messages and communication vehicles to share information with external groups. It also discusses forms of external communication like media releases and social media content. There are examples of writing an apology letter to an upset donor. The document also discusses using various social media platforms like Twitter, Facebook, and Instagram for sports teams and athletes and provides in-class exercises on drafting social media strategies and a public relations planning outline.