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Reaching the audience: new communication technology practices in college sports public relations

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  • Joseph H. Moore
  • Anne Carlson

Abstract

The Internet has created new communication alternatives and challenges in public relations. Despite the increase in social media and multimedia in college sports public relations, no research has been conducted into which tools are utilized most, where those tools may be found on athletic websites, or how PR offices utilize such tools. This study intends to fill that gap. Grounded in a co-orientation model of communication, it utilized a content analysis of college athletic websites ( N = 120) and a telephone survey with 16 college sports public relations professionals. Twitter, Facebook and RSS feeds are the social media tools utilized most often, while live video and audio and archived video are the most frequently used multimedia tools. Most tools are identified by a graphic in the right-hand column on departments' home pages. Tools are used primarily for disseminating information. Usually the director maintains the site alone without a published policy.

Suggested Citation

  • Joseph H. Moore & Anne Carlson, 2013. "Reaching the audience: new communication technology practices in college sports public relations," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(1), pages 109-126, January.
    • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:1:p:109-126
    DOI: 10.1080/21639159.2012.744515
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    Cited by:

    1. Li, Yixin & Hou, Bingzhang & Wu, Yue & Zhao, Donglai & Xie, Aoran & Zou, Peng, 2021. "Giant fight: Customer churn prediction in traditional broadcast industry," Journal of Business Research, Elsevier, vol. 131(C), pages 630-639.

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