Copyright (c) 2009 Bond University All rights reserved. http://epublications.bond.edu.au/maria_hopwood Recent documents in Maria Hopwood en-us Sun, 22 Feb 2009 19:37:01 PST 3600 http://epublications.bond.edu.au/hss_pubs/236 http://epublications.bond.edu.au/hss_pubs/236 Thu, 02 Oct 2008 23:05:42 PDT The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world's leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing. Maria K. Hopwood http://epublications.bond.edu.au/hss_pubs/202 http://epublications.bond.edu.au/hss_pubs/202 Mon, 17 Dec 2007 20:37:47 PST The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world's leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing. Maria Hopwood http://epublications.bond.edu.au/maria_hopwood/3 http://epublications.bond.edu.au/maria_hopwood/3 Mon, 17 Dec 2007 20:24:32 PST The collection of outstanding papers contained within this manuscript is drawn from over one hundred and fifty academic presentations delivered during the three day conference held in Memphis, Tennessee, November 18-20, 2004, attracting more than three hundred sport marketing scholars, professionals, and students. Maria Hopwood http://epublications.bond.edu.au/maria_hopwood/2 http://epublications.bond.edu.au/maria_hopwood/2 Thu, 06 Dec 2007 17:32:39 PST 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. Maria Hopwood http://epublications.bond.edu.au/hss_pubs/164 http://epublications.bond.edu.au/hss_pubs/164 Wed, 05 Dec 2007 22:24:44 PST Extract Public relations is arguably the least understood and most under-utilised of all the tools available to contemporary sports business. L'Etang (2006) observes that though public relations concerns and activities are touched upon by authors from sports management, sports marketing, sports journalism, events management and sports media sociology, scant reference is made to public relations concepts. For a variety of reasons, mainly concerned with ignorance and lack of understanding, public relations is also the marketing communications discipline which attracts the greatest criticism and negative opinion. However, because of its unique characteristics, public relations, when it is implemented knowledgeably and strategically, can exert a significant influence in sports marketing communications (Hopwood 2007). Maria Hopwood http://epublications.bond.edu.au/maria_hopwood/1 http://epublications.bond.edu.au/maria_hopwood/1 Wed, 05 Dec 2007 22:01:23 PST Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to professional sports organisations. Cricket was chosen in particular because although it does not enjoy the same popularity as soccer in the UK, it has an extremely loyal fan base and widespread support at grass roots level. A critical finding from this research is that the communications strategies recommended for use in cricket are equally applicable to other sports. Maria Hopwood