ABSTRACT
In recent years, strategic communication experts have argued for the need to consider alternatives to the traditional linear approach to strategic communication planning (the five points detailed in the preceding chapters). Transmedia storytelling has emerged as one alternative. The TNT approach combines transmedia storytelling with the established theoretical framework of narrative transportation to form the TNT approach. This chapter details the TNT approach and how it can be applied to strategic sport communication. This includes explanations of transmedia storytelling, narrative transportation theory, and how the two can be combined to create a process that leverage social media platforms, storytelling, and fan engagement into the creation of strategic sport messages.
