Dissertations / Theses on the topic 'Professional sport organizations'

Purpose: The purpose of this thesis is to provide a holistic understanding of how Facebook is used by professional team sport organizations to strengthen customer based-brand equity and how these attempts are perceived by the customers with a focus on the derived benefits. Frame of reference: Customer-based brand equity is conceptualized, modified and employed to the realm of Facebook. Moreover, a communication model is modified in order to link marketing communications in a hypermedia environment with customer-based brand equity.  Methodology: An abductive approach is chosen and a collective case study applied as research strategy. The selected cases are Manchester United and Arsenal London. Firstly, quantitative content analysis is used to analyze the Facebook pages of both cases. Secondly, eleven semi-structured interviews are conducted to understand the customer’s perception of and values associated with the respective club’s Facebook page. Conclusions: The findings of this thesis show that a firm’s usage of Facebook as a medium of communication can strengthen customer-based brand equity. While in both cases most Facebook content evolves around product related posts, it is found that the clubs communicate slightly different. Arsenal posts significantly more non-product related content involving fans than ManU. The communication tool that is most intensively used by both organizations is the link, forwarding users to the official website. The identified benefits on behalf of the interviewees embrace fan identification and peer-group acceptance as well as socializing/companionship, emotions and entertainment. Visuals have been identified as important among the sample. Customers strongly value content that evolves around non-product related posts that focus on fans, while fan integration is generally demanded in a more qualitative manner

Tourism and Sport
Ph.D.
Corporate social marketing (CSM) refers to "a means whereby a corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well-being" (Kotler & Lee, 2005a, p.114). The examination of CSM by professional sport organizations (PSOs) is significant since these organizations have the potential to serve as a particularly meaningful vehicle for promoting socially beneficial ideas and behavior (Chalip, 2006; Kaufman & Wolff, 2010; Loakimidis, 2007; Smith & Westerbeek, 2007). Despite this, little investigation has been undertaken in this research area (Irwin, Irwin, Miller, Somes, & Richey, 2010; Sparvero, 2010). Furthermore, no comprehensive framework exists that explains the process of how CSM influences consumer voluntary behavior in general business disciplines (Du, Sen, & Bhattacharya, 2008). The purpose of this study was to address this gap and investigate the role of corporate credibility in understanding the process of how PSOs influence consumer voluntary behavior through their CSM initiatives. The current research focused on corporate credibility based on previous research findings indicating that the credibility of a message source greatly influences the persuasiveness of its communication (e.g., Hovland, Janis, & Kelley, 1953; Pornpitakpan, 2004). This study developed a theoretical model positing that consumers would formulate their perceptions regarding the credibility of a PSO on supporting environmental protection ("environmental credibility") based on: (1) characteristics of the organization, (2) characteristics of the CSM initiative, and (3) characteristics of the cause. Environmental credibility, in turn, was expected to influence consumer pro-environmental behavior measured by daily recycling involvement and recycling intentions during the PSO's home games. The model further proposed that value congruence would have mediating and moderating effects on the relationship between environmental credibility and pro-environmental behavior. To test this theoretical model, the study collected data from fans of two PSOs that currently operate environmental initiatives. Structural equation modeling (SEM) analysis was employed to analyze the data (n = 368) obtained through web-based questionnaires. The SEM results indicated that the following four of the eight hypothesized antecedents of environmental credibility had significant positive effects: general credibility, perceived effort, perceived impact, and cause importance. Furthermore, environmental credibility was found to positively influence the two recycling behaviors as expected. Contrary to the theoretical propositions, however, the results did not find support for the positive mediating and moderating effect of value congruence. Overall, the findings of this study contribute to the literature by highlighting the role of corporate credibility when PSOs engage in CSM initiatives. Moreover, this research, as well as future endeavors, helps PSOs become an effective vehicle for promoting socially beneficial behavior, which ideally can lead to positive social change.
Temple University--Theses

This case study was conducted to examine organizational effectiveness in a professional minor league baseball franchise. The premise of the study was to explore the relationship between organizational effectiveness and four organizational behavior constructs. The four constructs focused upon were organizational identity, shared values, vision, and continuity. Data collection was based upon personal interviews with the entire staff, observation of general activities, and archival materials such as promotional videos and in-house publications. The organization under study, which was deemed effective because of its on-field success, was found to have a well-defined and distinctive identity, shared values in the realm of philosophical, business concerns, and a clear and acutely projected image. Continuity within the organization was not concretely established for either time frames of reference. The premise of this study was not only to examine the relationships between the four constructs and organizational effectiveness in professional sports franchises but to generate hypotheses for future research. Ten hypotheses were postulated based on the findings of this study. These ten hypotheses were: 1) An effective organization will possess an identity which is well-defined and unique to that particular organization and its members; 2) The organizational identity will be based on characteristics which are both distinctive and essential to the nature of the organization; 3) An effective organization will have developed an organizational value system based upon the shared values expressed by the members of that organization; 4) The shared values ·held will be influenced by the environment in which the organization exists; 5) An. effective organization will project a clear and meaningful image embodied by all its members; 6) An effective organization will possess an internalized guiding philosophy that will dictate a mode of behavior; 7) An effective organization will exhibit a vision which consists of both a guiding philosophy and tangible image which establish.a set of ambitions motivating its members to work towards a specific direction; 8) An effective organization will demonstrate continuity in organizational philosophy, vision, and purpose over a·pertinent and definable time frame of reference; 9) Stability in the key position within the organization will have a positive influence on organizational effectiveness; 10) An effective organization will possess an identity, value system, and vision which are in concert with each other and exemplified by all its members.

Historiskt sett har idrotten i Sverige utövats dels efter ett amatörideal i syfte att bekämpa ohälsa, dels efter eget idrottsintresse. Idrotten har sedan den etablerade sig, följt samhällsutvecklingen och anpassat sig därefter. När amatörregeln togs bort på 60-talet genomgick idrotten en förändring mot professionalisering vilket bland annat innebär att anställda inom professionella idrottsorganisationer erhåller ekonomisk ersättning för deras arbete och utövarna kunde tjäna pengar på sin idrott. Idrotten utvecklades i samhället och kommersialisering blev ett fenomen som har gett bestående inslag inom idrottsvärlden, där det nu återfinns flera kulturella värdegrunder som består av ideell, professionell och kommersiell idrott. Syftet med studien är att undersöka om de olika kulturella värdegrunderna kan förenas inom en idrottsorganisation och om det då uppstår några problematiska situationer, spänningar, när de förenas. Studien är en kvalitativ fallstudie där tre semistrukturerade intervjuer har genomförts. Resultatet utgick ifrån Schein’s organisationskultursmodell samt de kulturella värdegrundernas identiteter och visade på att organisationskulturen formas och integreras av ideell, professionell och kommersiell idrott samt att det uppstår spänningar när dem förenas i en organisation. I detta fall blir den professionella och kommersiella verksamheten mer dominerande i organisationskulturen.
Historically, sports in Sweden have been practiced either according to an amateur ideal for the purpose of combating ill-health or and in accordance with the athletes own sports interest. Since its establishment, sport has followed social development and adapted accordingly. When the amateur rule was removed in 1967, the sport underwent a change towards professionalization. It is primarily sports organizations that compete at the highest level and with a focus on team sports that have embraced this professionalization. The professionalization meant that employees in sports organizations were paid a salary and that the athletes could make money from their sports. Development in sport has since continued in line with society and commercialization has become a phenomenon as well as a lasting element that has taken over parts of the power in the sports world. This has created different cultural values ​​in sports.  We now talk about non-profit -, professional - and commercial sports. This study investigates whether these values ​​can work together within an elite organization and what tensions may arise between them. The study is a qualitative case study in which three semi-structured interviews have been conducted. The analysis was based on Schein's organizational culture model, which focuses on the levels of artifacts, espoused beliefs and values ​​and basic underlying assumptions. The result showed that organizational culture is shaped and integrated by the different cultural values.

This study sought to explore a professional sport venue’s use of Corporate social responsibility (CSR) to promote positive social change, by addressing illegal street racing, through events designed for community participation. This study specifically looked at public dragracing events, titled “Street Fights,” held at a professional dragway. The purpose of this study was to 1) examine drivers’ awareness of the event’s social responsibility initiatives with Street Fight events and 2) determine if these initiatives are promoting behavioral changes in drivers. Drivers at Street Fight events were surveyed (n=77, 60% response rate) on their levels of awareness of the venue’s social responsibility initiatives, as well as, the event and venue’s overall influence on positive social change within the community. Results showed that Street Fight racers seem to be aware that the events were created to offer a safe, legal, and affordable place to dragrace. Street Fight racers also indicated they were less likely to engage in excessive speeding on open roadways due to their participation in Street Fight events.

This research explores the determinants of inter-partner learning in alliances. The potential for organisations to learn from their alliance partner is well recognised in the literature. The Knowledge Based View of the Firm (KBV) posits that an organisation’s knowledge base, especially its tacit knowledge base, is a source of sustainable competitive advantage. Three key determinants of inter-partner learning are: intent to learn, transparency (i.e. willingness to share knowledge) and receptivity (i.e. capacity to learn). These three concepts are used to guide a single case study of an alliance between a National Sport Organisation (NSO) and a Professional Sport Franchise (PSF). Data was obtained through semi-structured interviews with key informants at both organisations. Each individual transcript was colour coded in relation to each of the four research questions. All relevant quotes were then copied into separate files for each organisation and categorised by research question. The results of the study suggest that 1) despite historical conflict, the relationship between alliance partners is becoming increasingly positive; 2) intent to learn was low in both organisations but higher in the NSO; 3) the NSO was more transparent than the PSF; and 4) receptivity was low for both organisations. Key conclusions of the research are that the NSO and PSF are failing to take full advantage of the opportunities presented by their relationship, but intent, transparency and receptivity remain useful concepts to explore inter-partner learning.

This paper weights the relative advantages of multiple factors that lead to the success of professional sports stadiums in major markets, though a discussion of the arguments for and against public subsidies towards these projects. Using a logit statistical model, the paper determines that the two factors determining the highest likelihood of venue success include multiple tenants and access to mass transit. The analysis demonstrates that public subsidies towards stadiums don’t generate sufficient economic returns, and that successful stadiums can be created without using taxpayer funds.

This study is an exploratory qualitative analysis of the projection of images by organizations operating within the context of a professional sport league. The main objective of this research is to investigate differences and changes in organizational images as a function of the external environmental context of organizations. In doing so, it will examine how different environments may demand different images based on different stakeholder pressures. The research will use a professional sport league as the organizational setting (i.e. cultural industry) for investigating and analyzing the particularities of English football (soccer) clubs' images, operationalized as they are presented on club websites. This research will also establish relevant theoretical relationships between the identity of organizations, the images that these organizations project and the environment in which they operate. In doing so, the analysis will attempt to contribute to our understanding of what types of images professional sport organizations (PSOs) must manage in order to be perceived as attractive to different stakeholders that control the resources on which PSOs are dependent on for functioning.

碩士
國立臺灣師範大學
運動休閒與餐旅管理研究所
104
Media relations refers to the relationship between the organization and the news agency. Considering the effects of publicity, the purpose of managing media relations is to obtain positive media coverage by maintaining good relationship with the media. As media attention plays an important role in professional sports, media relations tends to be emphasized. The purpose of this study aimed to discuss how professional sports organization manage media relations. Chinese Professional Baseball League (CPBL) team EDA Rhinos was taken as a case. To comprehend the interaction between the organization and media, strategies and outcomes of media relations, in-depth interviews were adopted to collect data. The findings were as follows: 1. The general manager and the public relations manager, who belongs to the department of marketing, are the main characters who communicate with the media. However, due to the personnel changes, the person in charge of contacting the media has changed several times. 2. The relationship between EDA Rhinos and media could be categorized into two types: symbiosis and exchange. The former cooperate with each other, while the latter only communicate with each other when needed. 3. The organization communicates with media mainly through news release, press conferences, interviews, media events and media gatherings. Additionally, the organization builds relationship with journalists through strategies both on organizational and interpersonal levels. 4.Personnel with experience on media and professional sports are better at managing media relations. However, the abilities of building agenda and planning media event still need further improvement. According to the results of this study, the professional sports organizations are suggested to strengthen the function of public relations, to increase the media relations knowledge, skills and abilities, to put more emphasis on the evaluation of media relations, and to create a conflict and crisis management system in order to maintain a positive relationship with the media.

Dissertação de mestrado em Marketing and Strategy
Since the beginning of the century, a new form of competition has surfaced through the use of computer technology and global communications. Over these recent years the competitive play of video games, dubbed as electronic sports, or simply esports, has grown from a pastime to a fully professional activity. From all over the world, hundreds of players battle each other in virtual arenas for a chance to reach the millionaire prize pools the top competitions offer, and for the amusement of the millions of the fans who follow them. Not to mention, for a chance to play in some of the biggest sports venues, as these competitions have started to step out of the digital realm to fill live stadiums. Still, despite the fact that esports have grown so much in the latest years, not much is known about the teams that compose this universe. So, this research aimed to bring clarity to how electronic sports teams work, by using business models as conceptual tools to display the different elements of the team’s businesses. To do so, sports and esports managers were interviewed in order to better understand how they run their teams. Starting with traditional sports, identifying the essential details that teams need to operate and building their business models, and then moving to esports, where business models were not only identified, but also improved. Additionally, three generic business models were designed for teams with different objectives and in different organizational levels. Moreover, this researched also identified common elements between sports and esports, as well as the main catalysts behind the esports success.
Desde o início do século que uma nova forma de competição surgiu por meio do uso da tecnologia de informação e das comunicações globais. Ao longo destes últimos anos, a prática competitiva de videojogos, mais conhecidos por desportos eletrónicos, ou ‘esports’, passou de um passatempo para uma atividade profissional. Globalmente, centenas de atletas de todo o mundo lutam entre si em arenas virtuais por uma hipótese de chegar aos prémios milionários que as melhores competições oferecem, e para a diversão dos milhões de fãs que os seguem. Isto para além da possibilidade de jogar em alguns dos maiores estádios, visto que estas competições já começaram a sair do mundo digital para o mundo real. Ainda assim, apesar dos esports terem crescido muito nos últimos anos, pouco se sabe sobre as equipas que constituem este universo. Deste modo, esta pesquisa teve como objetivo trazer clarificar o modo como as equipas de desportos eletrónicos trabalham, usando modelos de negócios como ferramentas conceptuais para apresentar os diferentes elementos de negócios das equipas. Para fazê-lo, gestores de equipas de desportos tradicionais e de desportos eletrónicos foram entrevistados, a fim de entender melhor como funcionam as suas equipas. Partindo dos desportos tradicionais, identificando os detalhes essenciais que as equipas precisam para trabalhar e construindo os seus modelos de negócios, passando então para os desportos eletrónicos, onde os modelos de negócios não só foram identificados, mas também melhorados. Adicionalmente, três modelos de negócios genéricos foram desenhados para equipas com objetivos e níveis organizacionais diferentes. Além disso, esta pesquisa também identificou elementos comuns entre os desportos tradicionais e os desportos eletrónicos, bem como os principais catalisadores do sucesso dos desportos eletrónicos.

Tese de Doutoramento em Educação Física e Desporto
Actualmente, o futebol implica jogo e negócio. O director desportivo (DD) deve estar apto a equacionar e gerir a complexidade destes dois universos nas organizações do futebol (OF) profissional e não profissional. Daí a importância estratégica deste activo na direcção executiva: o seu capital humano será fulcral na competitividade e desenvolvimento sustentável das OF, no futuro. Assim, o objectivo principal deste estudo foi a caracterização da actividade dos DD nas OF profissional e não profissional, em Portugal, nomeadamente através da caracterização das OF, da identificação do perfil e da natureza das actividades de gestão, desenvolvidas pelos DD, numa visão dinâmica e prospectiva da sua intervenção profissional na era do conhecimento. Concebemos um modelo de análise para responder aos problemas e objectivos do estudo. A amostra utilizada incidiu em 69 OF em Portugal (21 da I Liga; 18 da Liga de Honra; 30 da 2ª Divisão B), sendo possível retirar informação relativa a 124 DD (68 do futebol profissional e 56 do futebol não profissional; 63 DD de topo e 61 DD intermédios). A recolha dos dados foi realizada através da aplicação das técnicas: análise documental, entrevistas e questionário. O questionário relativo à percepção da importância, tempo gasto e distribuição da responsabilidade, nas diferentes actividades de gestão dos DD, foi adaptado e desenvolvido, a partir do questionário de Danylchuk e Chelladurai (1999). O tratamento dos dados foi possível através do seu registo e codificação para o software SPSS, para posterior aplicação dos procedimentos estatísticos, com base na análise estatística descritiva (distribuição de frequências, medidas de tendência central e de dispersão) inferencial (testes de Mann-Whitney e Kuskal-Wallis) e análise de conteúdo. Através dos resultados do estudo é possível caracterizar as OF em Portugal (dados gerais, recursos humanos e materiais), o perfil dos DD em cargos executivos (DD de topo e intermédios; futebol profissional e não profissional) e a percepção dos DD (importância, tempo gasto e distribuição de responsabilidade), relativa às actividades de gestão desenvolvidas nas OF. A gestão financeira, desenvolvimento de receitas, liderança, assuntos dos jogadores e definir staff foram percepcionadas como as actividades mais importantes, em oposição às actividades de rotina, ligação, recolha e disseminação de informação. Verificámos uma associação positiva e significativa entre a importância e o tempo gasto, relativa às actividades de gestão. As responsabilidades dos DDtop e DDint revelaram-se complementares (elevada associação significativa e negativa). No futebol profissional e não profissional, a importância das actividades de gestão foi percepcionadade forma semelhante, ao contrário da percepção relativa ao tempo gasto. O capital humano dos DD é um activo intangível, fundamental na competitividade das OF. Assim sendo, o DD será uma nova profissão cuja importância é decisiva na melhoria do funcionamento das OF, bem como na definição das suas estratégias, políticas e missões.
Currently, soccer implies game and business. The sport manager (SM) has to be apt to equate and to manage the complexity of these two universes in professional and non-professional soccer organizations (SO). The point out the strategic importance of this asset in executive board, the human capital will be extremely important in the competitiveness and sustainable development of SO, in the future. Thus, the main objective of this study is the characterization of the activity of the SM in the professional and non-professional SO, in Portugal, nominated through the SO characterization; the profile identification and the activities nature of the SO management, developed for the SM, in a dynamic and prospective vision of its professional intervention in the knowledge era. We have conceived an analysis model to answer to study problems and objectives. The sample composed by 69 SO in Portugal (21 SO the first league; 18 SO second league; 30 SO third league), able us to obtain relative information concerning124 SM (68 of professional soccer and 56 of the non-professional soccer; 63 top SM and 61 intermediate SM). The data retrieve was carried through the application of following techniques: documentary analysis, interviews and questionnaire. The questionnaire concerning the importance perception, time taken, responsibility distribution, by the different activities of management of the SM, was adapted and developed, from the questionnaire of anylchuk and Chelladurai (1999). The data treatment was possible through its register and codification on the software SPSS, and posterior application of statistical procedures, based on the descriptive statistics analysis (frequency distribution, measures of central trend and dispersion) inferential (tests of Mann-Whitney and Kruskal-Wallis) and content analysis. Through study results it is possible to characterize the SO in Portugal (general data, human resources, financial resources and facilities), the SM profile in executive positions (top SM and intermediate SM; professional and non-professional soccer) and the perception of the SM (importance, time taken and responsibility distribution), relative to the development of management activities in the SO. The financial management, revenue generation, leadership, Athlete Affairs and staffing had been considered as the most important activities, in opposition to routine activities, liaison, information seeking and dissemination. We had confirmed a positive and significant association between the importance and time taken, in management activities. The DDtop and DDint responsibility had shown complementary (high significant and negative association). In professional and non-professional soccer the importance of management activities was considered similar in contrast to time taken activities. The SM human capital is intangible, essential to competitiveness of the SO. Thus, the SM will be a new profession whose importance is decisive in the SO improvement performance, as well as in the definition of its strategies, politics and missions.
Actuellement, le football implique jeu et business. Le directeur sportif (DS) doit être apte à équilibrer et administrer la complexité de ceux-ci deux univers dans les organisations du football (OF) professionnel et non professionnel. L'importance stratégique de cet actif, dans la direction exécutive: son capital humain sera central dans la compétitivité et dans le développement soutenable des OF, à l'avenir. Ainsi, l'objectif principal de cette étude a été la caractérisation de l'activité de DS dans les OF professionnels et non professionnels, au Portugal, notamment à travers la caractérisation des OF, du profil et de la nature des activités de gestion, développées par DS, dans une vision dynamique et prospective de son intervention professionnelle dans l'ère de la connaissance. Nous concevons un modèle d'analyse pour répondre aux problèmes et aux objectifs de l'étude. L'échantillon utilisé est arrivé à 69 OF du Portugal (21 de l'I Ligue ; 18 de la Ligue d'Honneur ; 30 de la 2ème Division B), étant possible d'enlever informations concernant 124 DS (68 du football professionnel et 56 du football non professionnel ; 63 DS de dessus et 61 DS intermédiaire). La collecte des data a été réalisée à travers l'application des techniques : analyse documentaire, entrevues et questionnaire. Le questionnaire concernant la perception de l'importance, du temps usé et de la distribution de la responsabilité, dans les différentes activités de gestion de DS, a été adaptée et développé, sur le questionnaire de Danylchuk et de Chelladurai (1999). Le traitement des dones a été possible à travers son registre et codification pour le logiciel SPSS, pour la postérieure application des procédures statistiques, sur base de l'analyse statistique descriptive (distribution de fréquences, mesures de tendance centrale et de dispersion), statistique non paramétrique (Test Mann-Whitney et Test Kuskal-Wallis) et de l'analyse de contenu. À travers les résultats de l'étude c'est possible caractériser les OF en Portugal (donnés des généraux, ressources humaines et matérielles), le profil du DS en positions exécutives (DStop et DSint; football professionnel et non professionnel) et la perception du DS (importance, temps usé et distribution de responsabilité), concernant les activités de gestion développées dans OF. La gestion financière, le développement de recettes, la direction, les sujets de joueurs et définir le staff ont été perceptionés comme les activités le plus important, dans opposition aux activités de routine, de liaison, de collecte et de dissémination d'informations. Nous vérifions une association positive et significative entre l'importance et le temps usé, concernant les activités de gestion. Les responsabilités du DStop et de DSint sont révélées de forme complémentaire (élevée association significative et négative). L'importance des activités de gestion a été percepcioné de forme semblable, au contraire de la perception concernant le temps usé, dans le football professionnel et non professionnel. Le capital humain de DS est un actif intangible, fondamental dans la compétitivité des OF. Ainsi en étant, DS sera une nouvelle profession dont l'importance est décisive dans l'amélioration du fonctionnement des OF, ainsi que dans la définition de leurs stratégies, politiques et missions.

碩士
世新大學
經濟學研究所(含碩專班)
100
The effects of salary structure on organizational performance and the effects of rewards on individual performance, which have been the focus of attention by the scholars of Labor Economics. Thus, scholars are concerned about how to design the most efficient salary structure and the system. The Tournament Theory was proposed by Lazear and Rosen in 1981, which they refer that the differences of salary on organization will enable individuals to gain more rewards and efforts, resulting in benign competition between each other, stimulating their potential, and increasing individual and organizational performances indirectly. Moreover, Later Lazear proposed errors of the Tournament Theory in 1989, and he also revised and responded that the average of wage payment is the Equity Theory. It can reduce vicious competition from the competitive system, emphasizing the importance of teamwork to improve organizational performance. 　　There are four professional sports as the following: NFL’s and NHL’s past ten seasons (2000 to 2009), and PGA’s and ITF’s past seasons (2002 to 2011), which are the research samples in the study, and to explore the effects of teams’ salary structure on their performance and whether there will be supported by different salary structure theories or not. Furthermore, according to different positions of NFL’s and NHL’s players on the teams, this study explores the effects of their salary structure and teams performance. This study also investigates the effects of reward structure on individual professional sport and performance, whether it can support the Tournament Theory or not. In the hope of providing strategies and suggestion on management that the team pays salaries to players. 　　In NFL and NHL, the empirical results show that a team has higher total salary, it also has higher positive effects on its performance. In order to enhance organizational performance, NFL’s and NHL’s salary structures tend to support the Equity Theory. According to the positions of players, the empirical results show that offensive and defensive positions of NFL’s and NHL’s players tends to support the Equity Theory on salary structure. The results of individual sports show that PGA and ITF have higher rewards, which they also have positive effects on individual performance. Thus, PGA and ITF tend to support the Tournament Theory on reward structure.

This dissertation explores intersections of public relations and social media in the context of professional sports organizations. Specifically, this dissertation examines sports public relations practitioners’ perceptions of public relations, social media, the relationship between the two, and their organizational roles relative to both practice areas. This study explores the degree to which these practitioners have integrated social media into the organizational functions of public relations. With this, the purpose of this dissertation is to examine how social media have affected the practice of excellence in public relations within professional sports organizations in the U.S.