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Professional Sports Team Fan and Media Relations: a Public Relations Case Study of the 2003-04 Philadelphia Flyers Professional Hockey Team

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Professional Sports Team Fan and Media Relations: a Public Relations Case Study of the 2003-04 Philadelphia Flyers Professional Hockey Team Rowan University Rowan Digital Works Theses and Dissertations 6-18-2004 Professional sports team fan and media relations: a public relations case study of the 2003-04 Philadelphia Flyers professional hockey team Joseph Mathew Harasta Jr. Rowan University Follow this and additional works at: https://rdw.rowan.edu/etd Part of the Public Relations and Advertising Commons Recommended Citation Harasta, Joseph Mathew Jr., "Professional sports team fan and media relations: a public relations case study of the 2003-04 Philadelphia Flyers professional hockey team" (2004). Theses and Dissertations. 1158. https://rdw.rowan.edu/etd/1158 This Thesis is brought to you for free and open access by Rowan Digital Works. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of Rowan Digital Works. For more information, please contact [email protected]. PROFESSIONAL SPORTS TEAM FAN AND MEDIA RELATIONS: A PUBLIC RELATIONS CASE STUDY OF THE 2003-04 PHILADELPHIA FLYERS PROFESSIONAL HOCKEY TEAM by Joseph Mathew Harasta Jr. A Thesis Submitted in partial fulfillment of the requirements of the Master of Arts Degree of The Graduate School at Rowan University June 1, 2004 Approved by Date Approved -- / ° © 2004 Joseph M Harasta Jr. ABSTRACT Joseph M. Harasta Jr. Professional Sports Team Fan and Media Relations: A Public Relations Case Study of the 2003-04 Philadelphia Flyers Professional Hockey Team 2004 Advisor: Professor Anthony Fulginiti Public Relations Graduate Program The relationships between a professional sports team, its fans and media determine the fiduciary success of the team. The responsibility of developing and fostering this relationship falls to the team's public relations department. The purpose of this study was to (a) determine the influence team performance has on the relationships between a sports team, its fans and media and (b) find ways to improve these vital relationships. In doing so, sports team's public relations practitioners might better understand the relationships between their team and its key publics while maintaining these relationships during both winning and losing seasons. To examine the relationships between a professional sports team, its fans and media, this researcher studied the Philadelphia Flyer's performance, its fans and media coverage throughout the 2003-04 regular hockey season. This researcher conducted intercept studies of 100 Flyers fans to understand their wants and needs after both winning and losing games, interviewed sports journalists to find ways to improve media relations and performed content analyses of Flyers media coverage to compare the quantity and quality of media coverage. Findings indicate that team performance does not affect fan allegiance even though media coverage decreases as team performance suffers. MINI-ABSTRACT Joseph M. Harasta Jr. Professional Sports Team Fan and Media Relations: A Public Relations Case Study of the 2003-04 Philadelphia Flyers Professional Hockey Team 2004 Advisor: Professor Anthony Fulginiti Public Relations Graduate Program This study looks at the relationship between team performance, fan attitude and media coverage. To examine this relationship, the researcher studied the 2003-04 Philadelphia Flyers professional hockey team. The findings show that team performance does not affect fan allegiance. However, both the quantity and quality of media coverage decreases as team performance suffers. Accordingly, if employed, sports team public relations practitioners might positively affect fan attitude and improve media coverage in the face of poor team performance. "All elements of our society need a professional societal technician to aid in adjusting them to their publics. This cannot be done by emphasis on words themselves, if it is to have lastingeffect. It demands action, action based on social responsibility that will bring about adjustment between publics and the party concerned The action must be based on applied social science, applying to the problem at hand what social scientists have learnedabout group and group behavior. "-EdwardBernays "Philadelphiais the only place where you pull up on the bus andyou've got the grandfather,grandmother, the grandkids, the kids, everybodyflicking you off The other stadiums, they kind of wave at you and give you the thumbs-down. Here, they give you the middle finger. "-Michael Strahan (NY GiantsDefensive End) iii Table of Contents Chapter 1: Introduc tion.......................................................................................... 1 Chapter 2: Review of the Literature.............................. .... ........... 19 Fan Psycholog y....................................................................................... 19 Identity Theory........... ......................................................... 19 Social Identity Theory........................................................................................... 20 Fan vs. Spectator............................... .......................................... 24 PsychologicalEffects of Being a Fan..................................... ................ 25 PsychologicalFactors Affecting Fan Satisfaction................................................ 27 Fan Behavior.................................................................................................. 30 Fan Violence ............................................. 31 Sports Fans as Consumers.................................................................................... 34 Factors Affecting Fan Relations ................................ ........................... 38 Economic FactorsAffecting Fan Relations.......................................................... 39 Effects of Athletes on Fan Relations..................................................................... 43 Hockey Fans and Fighting.................................................................................... 47 Fan Relations Efforts............................................................................................49 Team Management FactorsAffecting Fan Relations.......................................... 50 Media FactorsAffecting Fan Relations................................................................ 54 Philadelphia Sports Fans........................................................................... 57 Player Perspective on PhiladelphiaFans............................................................ 57 The Fans Themselves............................................................................... 58 Chapter 3: Research Design ........................ ............... .................. 63 Chapter 4: Results................ .......... ..................... 68 Fan Intercept Studies..................................................... 71 Data Set I (Wins & Losses) ............................................ .... 71 Data Set II (Wins Only)...... ... ................................. 81 Data Set III (Losses Only) .......................................... 88 Data Set IV (DiehardFans)........................................... 96 Data Set V (Average Fans)........................................... 107 Data Set VI (Casual Fans).................. ............ ............ 115 Data Set VII (Cross Comparisons)........................................... 122 iv Content Analysis............................................................................................................ 134 Data Set VIII (PhiladelphiaDaily News Articles).......................................................... 134 W inning Game Totals......................................................................................... 138 Losing Game Totals............................................................................................ 139 Tie Game Totals.................................................................................................. 140 Data Set IX (PhiladelphiaDaily News Articles Breakdown of Data by Month)............ 141 October............................................................................................................... 141 November............................................................................................................ 142 December............................................................................................................ 143 January............................................................................................................... 144 February............................................................................................................. 145 March.................................................................................................................. 146 April................................................................................................................... 147 Data Set X (610-WIP Radio Recordings).................................................................. 148 Data Set XI (610-W IP - W ins Only) ............................................................................... 150 Data Set XII (610-WIP - Losses Only)........................................................................... 153 Data Set XIII (610-WIP - Ties Only)............................................................................. 155 Data Set XIV (610-WIP - Cross Comparisons)............................... ............................ 156 Interview with Philadelphia sports journalist................................................................ 158 Data Set XV(Transcript of
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