Strategic Sport Communication

Taylor & Francis

Strategic Sport CommunicationTraditional and Transmedia Strategies for a Global Sports Market\nAuthor(s): W. Timothy Coombs, Jennifer L. Harker\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367898724, 978-0367898724\nSynopsis\nAuthors Coombs and Harker provide step-by-step guidance on how the strategic communication processan integration of marketing communication, public relations, and advertisingcan be applied to sports communication for individual athletes, teams, and leagues.\n\nThe book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the transmedia narrative transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to ]