More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations
Article
Article Title | More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations |
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ERA Journal ID | 31121 |
Article Category | Article |
Authors | Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Journal Title | Public Relations Review |
Journal Citation | 34 (2), pp. 176-182 |
Number of Pages | 7 |
Year | 2008 |
Place of Publication | United States |
ISSN | 0363-8111 |
1873-4537 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.pubrev.2008.03.014 |
Web Address (URL) | http://www.sciencedirect.com/science/journal/03638111 |
Abstract | This article considers the complex nature of sporting celebrity and the role of media and public relations in the creation of both sports celebrity and the fan expectations associated with that celebrity. While public relations literature has traditionally considered PR as a promotion and communication tool, this article acknowledges that in the cultural and ideological world of sport, PR has a much more sophisticated role to play. In the event of either positive or negative media attention, a sporting celebrity is subjected to unprecedented scrutiny and the increasingly high expectations of fans. However, the expectations of fans are not based on the simple notion of hero worship and role models, and this exploratory study suggests that fans are capable of very complex reactions to the behaviours and marketing personas of sporting celebrities. The use of PR in sport deserves close examination and the reactive spin doctoring techniques of the past should giveway to the strategic integration of public relations and media planning in both the creation of the sporting celebrity, balancing the sport vs. private sides of that celebrity, and the varying fan expectations associated with each. |
Keywords | sports celebrity; fan expectations; sports marketing; media; public relations strategy |
ANZSRC Field of Research 2020 | 520107. Sport and exercise psychology |
350405. Sport and leisure management | |
350604. Marketing communications | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Department of Marketing and Tourism |
https://research.usq.edu.au/item/9yv0z/more-than-just-the-media-considering-the-role-of-public-relations-in-the-creation-of-sporting-celebrity-and-the-management-of-fan-expectations
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