Towards Building a Framework For Sports and Entertainment Public Relations

Abstract

Sports and entertainment have transformed from a passion to a global industry as a result of the global market that public relations (PR) has established. The once-passionate endeavour has metamorphosed into a vast market with boundless prospects, driven by timely branding and communication on both ends. Amidst the evolution, the Ghanaian sports industry is generally stifled and has struggled to meet world standards in terms of revenue generation. The root of the problem is how unattractive entertainment and sports have been and their inability to meet global appeal due to poor promotion. Hence, to ensure the success of the work of these industry players and to create mass value, which helps them achieve many gains, it is necessary to work on creating positive impressions and feelings about them. To achieve this, this research employed the qualitative research approach and interviewed 10 entertainment and sports communication professionals. The study found that the trends in entertainment and sports public relations are shaped by the evolving media landscape of which social media plays a crucial role, with influencers and digital platforms impacting public perception. Similarly, authenticity, storytelling, and engagement are key focus areas for PR professionals in these industries. The findings further revealed that sports and entertainment personalities often face intense media scrutiny, making it challenging for PR professionals to manage and control the narrative, especially in the age where information spreads rapidly. The study finally discovered that sports and entertainment PR experts facilitate partnerships between celebrities and brands, an opportunity that ensures that collaborations align with the image and values of both parties. Through the findings, the study developed a 10-level framework for sports and entertainment public relations practice.