Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Spring Semester 2026

Sports PR

COMM 3507-30I

Course: COMM 3507-30I
Credits: 3
Term: Spring Semester 2026
Department: COMM
CRN: 11446

Course Description

This course focuses on the preparation of sports public relations communication including strategic management; using print, broadcast, and social media to create effective public relations campaigns and develop beneficial relationships with media and public audiences. (Spring [As Needed]) [Graded (Standard Letter)] Prerequisite(s): COMM 1707 - Prerequisite Min. Grade: D-

Required Texts

There are no textbooks required for purchase, but it is recommended that all students have access to the AP Style Guide (57th Ed) or access to AP Style Guide Online. 

Learning Outcomes

By the end of this course, students will be able to:
  1. Explain the role and function of public relations in sport organizations, distinguishing it from marketing and journalism.
  2. Analyze stakeholder relationships and identify key internal and external publics in sport settings.
  3. Apply strategic sport public relations principles to reputation management and organizational communication.
  4. Develop professional sport PR materials, including press releases, media advisories, and messaging strategies.
  5. Evaluate ethical and legal considerations relevant to sport public relations practice.
  6. Assess and respond to crisis situations in sport, using established crisis communication frameworks.
  7. Demonstrate professional communication skills expected of sport public relations practitioners.

Course Requirements

Attendance & Engagement: Active participation is required. Sport PR is a discussion- and scenario-driven field.
Professional Conduct: Students are expected to communicate respectfully and professionally.
Deadlines: PR is deadline-driven; late work is not accepted unless pre-approved.
Writing Standards: All written work must be clear, concise, AP-style aware, and professionally formatted.
Academic Integrity: All work must be original and properly attributed.

Course Outline

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

Instructor's policies on late assignments and/or makeup work

Public relations is a deadline-driven profession; therefore, late work is not accepted unless arrangements have been made with the instructor in advance of the assignment’s due date.

Attendance Policy

This is an asynchronous online course; therefore, attendance is not taken. Participation is demonstrated by the timely completion of required course activities, quizzes, exams, and assignments.

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.