Maria Hopwood
Maria Hopwood
Associate Professor Public Relations
Bond University
Receive Notification of New Content
Subscribe to new articlesNotify me of all new articles.
Receive customized notification.
Public Relations in English County Cricket
Maria Hopwood, University of Teesside
DATE: January 2005
SOURCE: Corporate Communications: An International Journal , Vol. 10, Iss. 3, pp. 201-212.
View the article (60 K PDF)
ABOUT THIS DOCUMENT:
Pre-print.
Hopwood, M. (2005) Public Relations in English County Cricket, Corporate Communications: An International Journal, Vol. 10, Iss. 3, pp. 201-212.
Copyright ©Emerald Group Publishing Limited, 2005.
ABSTRACT:
Contemporary organisations have come to understand that they can differentiate themselves and their offerings and also gain competitive advantage by developing the public relations function as part of their communications and relationship building strategies. This is also true for sports organisations and the promotion of the sport product. The transactions and relationships that exist in all modern sports are frequently of a commercial nature and it is a fact that market pressure imposes an instrumental rationality on sporting institutions, just as it tends to do so on all business organisations. (Hargreaves, 1998)
Public relations practice in sport is rarely evident yet to the contemporary sport business it has much to offer. Research was conducted in order to find out if and how professional cricket clubs use public relations. A critical
finding from this research is that the communications strategies recommended for use in cricket, are equally applicable and can undoubtedly offer the same potential benefits to all sports.