More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations

Summers, Jane and Johnson Morgan, Melissa (2008) More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations. Public Relations Review, 34 (2). pp. 176-182. ISSN 0363-8111

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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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited in accordance with the copyright policy of the publisher.
Depositing User: Dr Jane Summers
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 02 Jun 2008 05:11
Last Modified: 02 Jul 2013 23:02
Uncontrolled Keywords: sports celebrity; fan expectations; sports marketing; media; public relations strategy
Fields of Research (FOR2008): 17 Psychology and Cognitive Sciences > 1701 Psychology > 170114 Sport and Exercise Psychology
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: doi: 10.1016/j.pubrev.2008.03.014
URI: http://eprints.usq.edu.au/id/eprint/4172

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