chapter  2
Public relations and communication in sport: Maria Hopwood
Pages 20

Public relations is increasingly becoming a dominant force in contemporary

marketing communications, yet it is also probably the least understood and

appreciated communications technique for all sorts of reasons. Widely

associated with such words as ‘spin’, ‘deception’, ‘subterfuge’ and ‘lying’,

public relations’ immense significance, value and potential in sport

communication and business have yet to be fully realised. Again, the reasons

behind this are various but the basic one is that it tends to be the case that

people who work in sport business are familiar with the concept of

‘marketing’, but have limited understanding of the theory and processes of

communication and, as a result, public relations.