New Edition of Sport Public Relations Textbook Offers Online Learning Tools

The third edition of the textbook Sport Public Relations reflects the evolution of the field with modern applications across a wide range of media channels.

Steve Dittmore, an assistant dean for outreach and innovation in the College of Education and Health Professions at the University of Arkansas, is among the book's four authors, and served as co-author for each of the two previous editions.

Dittmore, who's also a professor of recreation and sport management and an affiliate member of the Center for Communication Research, said, "It's a complete reboot from 2012, designed to focus on social media. There's a big emphasis on understanding the power organizations have to be their own media companies."

The book's three other authors are Clayton Stoldt and Mike Ross, both professors at Wichita State University, and Scott Branvold of Robert Morris University in Pittsburgh.

The book examines the value and practice of public relations in sport, but it's extensively updated and substantially reorganized. The new edition aligns with the common professional component topics outlined by the Commission on Sport Management Accreditation.

Throughout the book, students will find practical guidance and samples of public relations materials such as news releases and employee newsletters. This new edition also includes online learning tools, such as brief commentary from the authors on current topics in sports, with links to associated articles or videos, discussion questions, and applied learning activities to be completed by the student.

Topics include crisis communication, cultivating positive community relations, website development, podcasts and limitations with new media.