The Strategic Sports Communication Model - Report Example

Strategic Sports Communication Introduction For any sports organization to accomplish its vision, communication has to be given a first priority. Effective communication usually bridges the gap between different personalities in an organization and unites the people in the achievement of common goals. Pedersen offers a strategic model for effective sports communication that, if strictly observed, can readily yield harmony among sports individuals in an organization. This essay shall describe and provide examples of the components of strategic sports communication, with reference to two National Collegiate Athletic Association (NCAA) institutions. These components of sports communication include Personal and Organizational, Sports Mass Media and, the Sports Communication Services and Support. The chosen NCAA institutions for this essay are the Butler University and the University of Akron. The former is in the state of Indiana while the latter is in Ohio State. As will be seen in the content of the essay, these two institutions share several strategic communication components but only differ slightly in the frequency of conducting communication via the components. Personal and Organizational Communication Both Butler University and the University of Akron frequently conduct this form of communication. Under the Personal and Organizational component, communication can be intrapersonal, interpersonal, small-group, intra-organizational and inter-organizational. According to Pedersen, “intrapersonal communication is the most common communicative act among sport professionals or sports media professionals,” (2005). This form of communication is a monologue; a player communicates internally to himself and make autonomous and independent judgments own his own. It is usually very hard to notice this kind of communication. Its concealment and autonomy make the evaluation challenging as well. Butler University, a member of the NCAA, plays in the Division I league nationwide. The Butler Athletic teams are known by the nickname Bulldogs. The teams include Men and Women’s Basketball, Football, Golf, Volleyball, cross-country and many other indoor games. These teams have very efficient coaches and have excelled in different tournaments. However, communication has always been the key to their success (Boden, Miloch, & Laucella, 2007). At Butler, the intrapersonal communication is a regular practice among key players and officials. The head coaches always think for themselves before they deliver to the entire teams. They must sit alone somewhere and come up with what they may refer to as the most effective tactics for winning games. When their teams win or lose, there is always an internal reaction inside their minds, expressing excitement or disappointment. Such expressions can sometimes be observed in the faces and body gestures. For instance, when a player scores, the coach may be overexcited and jump up, clap his hands or even clinch a fist. These actions are just but reflections of the internal communication. The very expressions are always observed in the players too. In every match, players usually conduct intrapersonal communication before making any move. For instance, a player looks at the position of a partner and quickly evaluates whether it would be wise to pass the ball. This player does not want to risk a defeat thus, ensures that every move is smart enough to earn a score. Intrapersonal communication at Butler does stop at the pitch. Like mentioned earlier, intrapersonal communication is a continuous process at all levels. However, it always tricky to observe and ascertain that such communication took place. The Butler magazines and journals have been very instrumental in facilitating the mediated intrapersonal communication. Most players and team officials usually use these avenues to express their deep seated thoughts and ideas. These magazines are released on weekly and monthly basis. The Butler Bulldogs is an example of a weekly magazine. The very instances of intrapersonal communication at the Butler University have been witnessed at the University of Akron, in the State of Ohio. This NCAA institution is famously known for its outstanding performance in cross country. In the event of a cross country competition, most athletes usually run independently thus, creating an ideal platform for the internal communication. These athletes must depend on their instincts if they have to win any race. Unlike other games, athletics is a sole sporting activity. One cannot depend on the support of other team mates. The University of Akron does not only participate in Cross-country; it has nearly all NCAA teams that also participate in the Division I league. On several occasions, the players in these teams usually conduct intrapersonal communication. Like in Butler University, the intrapersonal communication at this institution is often mediated by the blogs and internal magazines. It is on such online blogs that the players, technical team and the internal publics express their personal sentiments. Interpersonal sports communication, just like intrapersonal communication, is an ongoing process in the day to day sports activities. According to Pedersen, Interpersonal communication is a two-way flow of information between individuals (2005). Both the institutions have always encouraged dialogue among their sports professionals. There has also been interpersonal communication between the coaches and team members. Butler University, best known for its tactical basketball, usually conducts an interpersonal talk between the players. These talks take place during training sessions and in matches as well. The basketball team is quite large and comprises of over thirty members. Besides, the teams have been divided into men’s and women’s team. It is usually hard for a team coach to reach and evaluate every single player. The coaches, therefore, recruit representatives to assist monitor the team. It is through these representatives that team members channel their opinions, grievances, comments and observations on the development of the team. The communication between team members and the representatives is interpersonal. Group communication is also common during a match. For example, players usually bring their heads together during a break and lay a strategy for winning the match. The University of Akron, on the other hand has usually made the use of small-group communication. Here, groups of three or more team members are formed with the aim of enhancing effective communication and problem solving. This kind of communication is contextual as well as developmental (Pedersen, 2005). Through this component, the team members are able to share ideas and learn from each other. Organizational communication is quite rare in both institutions. This component of communication occasionally takes place when a journalist interviews a sports professional, either inside the institutions or outside. For instance, the Wall-street journalists may occasionally interview Ed Carpenter, Indy Car Series driver, whenever he wins a race. Ed Carpenter is an alumnus of Butler University. Other key sports personalities include Dan Johnson, a Major League Baseball player. There are also instances where the sports department communicates with the internal publics such as the grounds men who may be involved in the construction of various sports facilities. The basketball players may at times interact with the fans at the pitch. The Butler Bulldogs usually have a large crowd of fans. It is, therefore, most likely to conduct inter-organizational communication so often. Sport Media Blain noted that “Sport and the media have become associated to such an extent that it is often difficult to discuss sport in modern society without acknowledging its relationship with the media” (2002). Butler University must be relatively advanced in using the media in relaying sports information to its fraternity. The college has recently introduced the school of mass media communication. The course has enhanced sports media by sensitizing many students on role of media on sports. For that matter, Butler could be using sports media so often than Akron. Nonetheless, the two may have embraced the modern information technology and established websites for the sports professionals. Through the sites, the intended information can reach many people worldwide. Sport Communication and Services This segment of strategic sports communication includes advertising, public relation and crisis management. In advertisement, companies may use a sports event to advertise their products. Little is known of Butler and Akron about specific sports communication services. However, the teams from both the institutions usually take part in events that are intended to create awareness about emerging issues such as AIDS and Drug abuse. Through such sports events, the intended information is relayed to the public who are the fans. Sport Communication and Services, however, does not provide an immediate feedback to the sender. Reference Blain T. (2002). Sports in Akron University. Elsevier. Ohio Dr. Kimney P. (2011). A sequential History of Akron University. Akron University Press. New York Pedersen P. & Kimberly S. (2005). Strategic Sport Communication. Human Kinetics. New York. Pedersen, P. M., Miloch, K. S., & Laucella, P. C. (2007). Strategic sport communication. Champaign, IL: Human Kinetics. Waller G. (2006). The Butler Bulldogs. Indiana University Press. Bloomington. Read More