Includes bibliographical references.

Acknowledgments -- Introduction: we are still the appetizer, not the entree but there is so much more on the menu now -- How it all got started -- Getting started and building contacts/volunteerism: being able to sing and dance -- Reading, writing, and speaking--and not just in English: walking the walk, and talking the talk -- How and what to pitch: no mediums should be rate when selling sizzle or steak -- Working in the colleges: SID is not just the name of the accounting teacher -- Working with a professional team: the endless season -- Working with an individual sport and athlete: there's no "I" in team, but there is a "ME" -- League publicity office: making the 300-pound gorilla warm and fuzzy -- Social game -- Press conference: if it ain't catered it ain't journalism -- Crisis management: a little foresight and planning can go a long way -- Promoting sports in a global environment: the meat is not proportional to the amount of the cheese -- Agencies, media, and broadcast publicity: growing up you wanna be Joe Namath ... when you are older you wanna own Joe Namath -- Women's sport promotion: they've come a long way, baby -- Looking ahead -- Appendix 1: the press release -- Appendix 2: the media advisiory -- Appendix 3: Game notes -- Appendix 4: Player biographies -- Appendix 5: unique and special event publicity -- Appendix 6: media seating charts -- Index.