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Strategic Sport Communication 1st Edition by W. Timothy Coombs, ISBN-13: 978-0367898724



  • Format: PDF
  • Publisher: ‎ Routledge; 1st edition (September 16, 2021)
  • Language: ‎ English
  • 172 pages
  • ISBN-10: ‎ 0367898721
  • ISBN-13: ‎ 978-0367898724

Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process―an integration of marketing communication, public relations, and advertising―can be applied to sports communication for individual athletes, teams, and leagues.

The 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 contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health.


“This text offers practical applications and important contemporary strategic planning for modern sport strategic communication. This text incorporates vital elements of public relations, marketing, and strategic communication tactics along with crisis communication aspects that will help students apply best practices to sport.”

Betsy Emmons, Samford University, USA

About the Author

W. Timothy Coombs (Ph.D., Purdue University) is a full professor in the Department of Communication at Texas A&M University and holds the Abell Endowed Professorship in Liberal Arts. He was the 2002 recipient of the Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of America and the 2013 Pathfinder Award from the Institute of Public Relations in recognition of his research contributions to the field and to the practice.

Jennifer L. Harker (Ph.D., The University of North Carolina at Chapel Hill) is an assistant professor of strategic communication in the Reed College of Media at West Virginia University. She researches sport communication, stakeholder perceptions, and media business models/product marketing.


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