Includes bibliographical references and index.

Introducing sport public relations -- Integrating public relations with strategic management -- Creating public relations campaigns -- Using the internet in sport public relations -- Developing organizational media -- Focusing on the sport organization media relationship -- Managing the sport organization media relationship -- Employing news media tactics -- Staging interviews, news conferences, and media events -- Communicating in times of crisis -- Exploring unmediated communication tactics -- Demonstrating social responsibility -- Communicating with internal publics -- Communicating with external publics -- Legal and ethical dimensions of sport public relations.