This schedule is subject to change at the instructor’s discretion in response to current events, guest availability, or instructional needs.
Week 1 – Introduction to Sports Public Relations
What sports public relations is (and is not)
PR vs. journalism vs. marketing
Overview of sport PR careers and professional expectations
Week 2 – Publics, Stakeholders, and Relationship Management
Internal vs. external publics
Fans, athletes, media, sponsors, and communities
Relationship-building as the foundation of sport PR
Week 3 – Sport Organizations & Communication Structure
PR within teams, leagues, and athletic departments
Roles of media relations, communications, and marketing staff
Organizational communication flow in sport
Week 4 – Reputation, Image, and Brand in Sport
Organizational identity and image management
Athlete and team reputation
Measuring and protecting credibility
Week 5 – Strategic Sport Public Relations Planning
Setting communication goals and objectives
Message development and audience alignment
Long-term vs. campaign-based PR strategies
Week 6 – Media Relations in Sports
Working with journalists and media outlets
Press releases, media advisories, and interview preparation
Game-day and event-based media operations
Week 7 – Writing for Sports Public Relations
Writing styles and formats used in sport PR
Translating organizational goals into public messaging
Professional tone, clarity, and accuracy
Week 8 – Digital & Social Media in Sports PR
Organizational voice on social platforms
Managing athlete and staff social media behavior
Risk, engagement, and brand consistency
Week 9 – Ethics & Legal Issues in Sports Public Relations
Transparency, truth, and trust
Ethical decision-making in sport communication
Legal considerations affecting sport PR professionals
Week 10 – Crisis Communication in Sports
Identifying and classifying sport crises
Timing, response strategies, and messaging
Stakeholder trust during crisis situations
Week 11 – Image Repair & Reputation Recovery
Apologies, denial, justification, and corrective action
Case studies of successful and failed responses
Long-term reputation rebuilding
Week 12 – Applied Case Studies in Sports Public Relations
Analysis of real-world sport PR successes and failures
Strategic evaluation and professional critique
Decision-making under pressure
Week 13 – Contemporary Issues in Sports Public Relations
NIL and athlete branding
Media fragmentation and fan engagement
Evolving expectations of sport organizations
Week 14 – The Future of Sports Public Relations
Emerging trends and technologies
Career preparation and professional pathways
Course synthesis and applied reflection