This module introduces theoretical and practical concepts in sports communications and public relations to the MA in Journalism programme, in line with feedback from industry and analysis of current development of the sports media industry. It gives students a historical and theoretical grounding on the development of sports communications norms and culture, while also developing professional practice skills.

The module outlines relevant theoretical frameworks and the practical application of sports communications skills, examining its inter-relationship with journalism, public relations and commerce. It draws on current industry practice and the latest applied research in communications analysis to develop a large toolbox of transferable skills required in digital sports communications. Students will also critically examine ethics in public relations and sports communications and consider how these relate to issues around corporate social responsibility. Lectures and workshops will focus on the following topics: • Principles and practice of sports communications • The business of sport • Public relations and sport: foundations and changing landscapes • Advertising and sport: Marketing and sports communications • Sports communications and digital media • Creating a sports communication strategy • Social media strategies: engaging audiences • Communications and crisis management • The ethics of sports communications

On successful completion of this module, students should be able to: • Demonstrate an understanding of basic sports communications techniques and applications • Apply a range of skills in developing communications strategies for sports organisations or related industries • Understand and be able to critically assess the relationship between journalism, public relations, commercial interests and sports organisations • Understand the major ethical issues faced by sports communications specialists • Critically reflect on the processes, trends and institutional and organisational pressures faced by sports communications practitioners

On successful completion of this module, students should be able to: • Appreciate the ethics of various facets of sports communication strategies • Understand social, economic and cultural effects of sports communication strategies

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This module will be taught by lecture, workshops, self-directed and blended learning, as well as via numerous active learning assignments in conjunction with key partner sports organisations and communications professionals. The most recent debates on the evolution of public relations, commercialism and sports communications will be a key component of the module.