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PUBR13-314: Sport Public Relations


Public relations is a fundamental element of any sports communication and marketing strategy and can be an extremely cost-effective way for an organisation to enhance its image, service or product. As one specialist sports public relations agency suggests, "there aren't many venues that connect to your customer better than sports". Public relations is used in the sports industry to raise awareness, inform and educate, build trust, connect, give people a reason to support and create fan acceptance. By studying this subject, students will gain an understanding of how public relations should be applied to the modern business of sport. In this subject we will examine the nature of sports promotion within an increasingly varied market place. The relevance and difference of public relations in the marketing communications mix is covered with particular focus on both corporate and community public relations, sponsorship and celebrity endorsement. Throughout the subject concepts and principles will be examined using examples from the world of sport.

Subject details

FacultyFaculty of Society & Design
Semesters offered
  • September 2019 [Standard Offering]
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

Learning outcomes

1. Demonstrate understanding of the key roles and responsibilities of sport public relations.
2. Critically analyse and assess strategies currently used in the profession.
3. Apply theory and practical skills to address sport public relations challenges.
4. Demonstrate a flexible approach to sport public relations situations.
5. Design, plan, and present strategic sport public relations programs.
6. Produce written sport public relations materials.

Enrolment requirements

Requisites: ?


Restrictions: ?

This subject is not available as a general elective. To be eligible for enrolment, the subject must be specified in the students’ program structure.

Subject outlines

Subject dates

Standard Offering
Enrolment opens15/07/2018
Semester start10/09/2018
Subject start10/09/2018
Cancellation 1?24/09/2018
Cancellation 2?01/10/2018
Last enrolment23/09/2018
Last withdrawal?05/10/2018
Teaching census?05/10/2018