ABSTRACT
Overview This chapter examines the importance of media planning and the specific tools and strategies that a sport media manager can use to ensure effective and consistent media coverage for a sport organization or individual athlete over the course of a year or season. In particular, this chapter will discuss media lists, media plans and tools to plan and evaluate media coverage, such as the media grid. This chapter also provides practical information related to promotional strategies and campaigns, including the necessity to create a visual hook to obtain media coverage in a highly competitive market.
