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1 Sport Public Relations in New Zealand

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1 Sport Public Relations in New Zealand Sport Public Relations in New Zealand: Analysing the State of the Discipline in New Zealand National Sport Organisations Paul Stevens A thesis submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Communication Studies 2018 School of Communication Studies, Faculty of Design and Creative Technologies Primary Supervisor: Deepti Bhargava 1 Table of Contents Acknowledgements ........................................................................................................... 6 Abstract ............................................................................................................................. 7 Chapter 1: Introduction ..................................................................................................... 8 1.1 New Zealand sport and national sport organisations: Providing context ................ 8 1.2 Purpose, scope and importance of research study ................................................. 11 1.3 Thesis structure ...................................................................................................... 13 Chapter 2: Literature Review .......................................................................................... 15 2.1 Introduction ........................................................................................................... 15 2.2 Introducing sport: An overview ............................................................................ 15 2.3 Sport and public relations: The need for sport public relations............................. 19 2.4 Sport public relations practitioners ........................................................................ 42 2.5 Summary and Research Question .......................................................................... 48 Chapter 3: Methodology ................................................................................................. 50 3.1 Introduction ........................................................................................................... 50 3.2 Research aim ......................................................................................................... 50 3.3 Research paradigm ................................................................................................ 50 3.4 Qualitative research approach ............................................................................... 52 3.5 Research method: In-depth interviews .................................................................. 53 3.6 Selection of participants ........................................................................................ 55 3.7 Data analysis .......................................................................................................... 61 3.8 Summary ............................................................................................................... 66 Chapter Four: Findings ................................................................................................... 68 4.1 Introduction ........................................................................................................... 68 4.2 Overview of research participants ......................................................................... 68 4.3 Research participants’ understanding of public relations ...................................... 74 4.4 Main goals for the use of public relations ............................................................. 77 4.5 Benefits of implementing public relations ............................................................ 81 4.6 Most important publics .......................................................................................... 84 4.7 Key public relations activities ............................................................................... 87 4.8 Methods for evaluating the effectiveness of public relations ................................ 94 4.9 Challenges implementing public relations ............................................................ 98 4.10 Achieving the sport organisation’s strategic objectives .................................... 100 4.11 Inclusion of public relations in the organisation’s strategic plan ...................... 104 4.12 Influence on senior management and strategic decision-making ...................... 106 4.13 Summary ........................................................................................................... 109 2 Chapter 5: Discussion ................................................................................................... 111 5.1. Introduction ........................................................................................................ 111 5.2 Sport public relations practitioners in national sport organisations: An overview ................................................................................................................................... 111 5.3 The dominant use of sport public relations: Growing sport participation ........... 113 5.4 A focus on one-way communication to benefit the organisation ........................ 116 5.5 Public relations activities in national sport organisations ................................... 119 5.6 The strategic use of sport public relations ........................................................... 124 5.7 Summary ............................................................................................................. 133 Chapter 6: Conclusions ................................................................................................. 135 6.1 Overview of research findings ............................................................................ 135 6.2 Limitations and recommendations ...................................................................... 138 Bibliography .................................................................................................................. 140 Appendix A: Ethics Approval for Interviews ............................................................... 151 Appendix B: Interview Questions ................................................................................. 152 Appendix C: Participant Information Sheet .................................................................. 153 Appendix D: Example of Master List of Codes for Interview Question Five .............. 155 Appendix E: Example of Coded Data Extracts for ‘Social and Digital Media Management’................................................................................................................. 156 3 List of Tables Table 1. Examples of Sport Organisations in the New Zealand Sport Industry ............... 8 Table 2. Braun & Clarke’s Phases of Thematic Analysis ............................................... 64 Table 3. Overview of Research Participants ................................................................... 72 Table 4. Research Participants’ Understanding of Public Relations............................... 76 Table 5. Research Participants’ Main Goals of Public Relations ................................... 81 Table 6. NSO Sport Public Relations Practitioners’ Adjudged Benefits of Implementing Public Relations .............................................................................................................. 84 Table 7. New Zealand NSOs’ Most Important Publics .................................................. 87 Table 8. Research Participants’ Key Public Relations Activities ................................... 94 Table 9. Evaluating the Success of Sport Public Relations ............................................ 97 Table 10. Challenges Implementing Public Relations .................................................. 100 Table 11. Research Participants’ Suggestions for Achieving NSOs’ Strategic Objectives ....................................................................................................................................... 103 Table 12. Inclusion of Public Relations in the Organisation’s Strategic Plan .............. 106 Table 13. Benefits and Challenges Associated with Research Participants’ Influence on Senior Management and Strategic Decision-Making ................................................... 109 List of Figures Figure 1. Gender of Research Participants ...................................................................... 69 Figure 2. Age of Research Participants ........................................................................... 70 4 Attestation of Authorship “I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person (except where explicitly defined in the acknowledgements), nor material which to a substantial extent has been submitted for the award of any other degree or diploma of a university or other institution of higher learning”. Signed: October 2018 5 Acknowledgements Thank you to everyone who has helped me along the way, it is greatly appreciated. Thank you to my supervisor, Deepti Bhargava. What a journey it has been. You are unwavering in your support and determination to see me do my best. Thanks for the hours you have put in, the countless coffees and phone calls and for your patience, support and guidance. Thank you to those who participated in this study. Each one of you is passionate about your roles as communications professionals in sport and I am grateful to you for your time and expertise. To Emily, who encouraged me to begin
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