SP6019 - Media Management for Sport

The module will be delivered using a combination of lectures, seminars, tutorials and visits to relevant sport organisations. Independent study is expected and encouraged through the provision of reading lists, seminar preparation and other directed tasks. The learning strategy of the lectures together with independent study aims to develop your conceptual knowledge of public relations in general and management of the media in particular, and illustrate theories used to understand it. The aim of the seminars and associated directed tasks will be to support your learning of both new material and the lecture content, and to provide opportunities to develop skills and techniques associated with media
management. Input from relevant organisations (through visits and guest lectures) will give insight into how media relations are managed in practice. All classroom sessions are supported be the Electronic Learning Platform (eLP) where you can review key ideas from lectures and seminars.

Module tutors will use online resources and the eLP to provide support materials. A module reading list, and weekly readings will also be provided to help guide your own independent study. Constructive feedback will be provided by peers and tutors in seminar sessions to develop conceptual knowledge. Small groups within seminar sessions, will allow students to discuss their assignment ideas and questions with staff and obtain feedback. An ‘Assessment Guidance Session’ will be provided, within seminars, at appropriate points, for each of the summative assessments.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
1. You will be able to review and analyse the theoretical framework of media management within public relations.
Intellectual / Professional skills & abilities:
2. You will be able to explain and critique organisations within the broadcast and print media, and their interest in and impact on sport.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
3. You will be apply to apply and evaluate the tools associated with media management, for example, the press pack, press launch and media conferences.

Formative assessment: Formative assessment will include the opportunity to submit your proposed structure and key references for the assignment, and to receive feedback from module tutors. Seminars will enable you to practise writing for the media in formats such as the press release. Also, there will be opportunity to present, to your peers,
the rationale and outline ideas for a media event, and to receive feedback.

Summative assessment 1: The assignment will focus on the key concepts, principles and models of public relations and media
management, and will require the students to critique existing literature on a key related topic (LO1 & 2).
Summative assessment 2: The project will take a more applied approach, and will require students to write a rationale for, and
plan a media event (e.g. a launch or promotion), and to design materials for the event (e.g. a media pack), thereby applying
pertinent media skills covered in the module (LO3).

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One only needs to think of the IOC, the UCI and FIFA to realise how vital the management of public relations (PR) is to sport organisations.
The media’s appetite for sport seems to be insatiable. Whole newspaper supplements, magazines, radio stations, and even TV channels are now devoted to sport, and the relationship between sport organisations and media organisations needs to be properly and carefully managed. Even smaller sport organisations often depend on the media for publicity for their new facilities, upcoming events or major developments; and hence it is vital that they establish and nurture good relationships with the media. In this module you will explore the relationship between sport managers and the media, in the broader context of public relations – the various ways in which a sport organisation communicates with its key publics. You will develop the skills required to initiate, maintain and enhance those positive relationships with the media in order to reach and influence a variety of audiences.