Final Foundations Paper

1
Running head: SOCIAL MEDIA
Social Media in Sports Communication

Nicole Paul
Kent State University
In todays world social media are becoming popular for conveying information
fast, and effectively. In 2011, Pew reported that 65% of online adults use social
networking websites such as Facebook or Twitter (Madden & Zickuhr, 2011). People are
constantly checking and updating social media accounts; it has become a popular form of
communication. Public relations specialists need to be able to think fast and get
information out to the public quickly before sporting organizations or players take the
wrath for false or skewed stories placed in the media either by fans or news outlets. It is
also important for public relations specialists to understand and implement social media
to promote the organizations product since social media is so widely used. In this paper,
I will discuss the influence social media have in sports communication; the influence
social media have on players and sporting organizations, connect research to my future
career, and discuss the applied concentration of communication.
According to the Western Journal of Communication, The community of sport
can be viewed as a myriad of forces and processes related to how sport is developed,
played, consumed, and understood on the individual and societal level (Schultz &
Sheffer, 2008 pg 180). Skills required in sports communication are branding, monitoring
websites to make sure information is up to date, Internet promotions, and marketing. The
most important skill is a background in social media. Twitter is used predominantly as a
technology of fandom; it serves as a backchannel to television and other streaming
audiovisual media, enabling users to offer commentary on the universally shared media
text of the event as it unfolds live (Highfield, Harrington & Bruns, 2013 pg 315). Social
media can spread news so rapidly, public relations specialists need to be able to control a
situation the second it starts to make their client look bad.
Having knowledge for sports communication is pivotal for my future career path.
After obtaining a degree from Kent State University in applied communication studies,
with a minor in public relations I plan to become a sports publicist for the Denver
Broncos in Denver, Colorado. Receiving this degree will make me indispensible because
of my vast knowledge in journalism, public relations, communication, and multi-media.
According to the Journal of Media Research, It has been seen that the more advanced
educational systems have raised the importance of improving communication skills
(Irimies, 2013 pg 41). In todays world potential job candidates are attending colleges,
getting good internships, and networking. Having solid communication skills is
imperative if you want to be competitive in the workforce. Having a degree in
communication studies will give me an edge and prep me for a job at the managerial
level.
One important aspect of a sports publicist is the ability to constantly learn about
new technologies and media outlets. According to Vineet Kaul, Public relations plays an
integral role in assisting the organization to monitor and interpret its social environment
and in advising management on establishing and maintaining mutually beneficial
relationships for long term organizational success (Kaul, 2013 pg 62). It is important to
keep up with social media because of the effect it could potentially have on a sporting
organization or its players. There are not strict regulations on what is posted to social
media sites, it is important to be able to understand media and how to correct the situation
quickly and effectively. Players are in the publics eye, the amount of time it takes for
one tweet to go viral could be detrimental. Public relations specialists job is to make the
client look good at all times so skills in social media are important.
Sports communication is the main building block in effectively marketing a

sporting organization or player. Communication plays a large role in the job of a sports
publicist. To be a successful sports publicist, I need to enhance my skills in sports
communication, and develop a strong skill base in social media. To receive important
skills the classes I take in my applied communication concentration and classes in my
public relations minor are important.
I will graduate from Kent State University with an applied
communication studies degree with a minor in public relations. My
goals are specific, so course selection is important. Three of most
important courses for the applied concentration are organizational
communication, high impact of professional speaking, and practicum in
applied communication. Organizational communication is a class that
deals with the application of communication theories, and relating
them back to organizational settings. The class organizational
communication will be important to my future career because every
person should know how to be orderly, and this class will teach me
this. Learning how to work in the organized setting is a valuable skill
for my career. The high impact of professional speaking course deals
with the practice of professional presentation skills and development.
In my future career being able to speak effectively to co-workers,
customers, or to large groups of people is imperative. High impact of
professional speaking will give me the proper tools to effectively
communicate. Practicum in applied communication is a course that
has students do fieldwork of their choice. The requirements for the

course is senior standing, prior communication courses completed, an
internship that uses skills in communication, journalism and mass
communication, and visual communication design. The practicum is
important because it allows you to demonstrate everything you have
learned in your concentration, but it also helps you network and build
your rsum.
My minor ties in perfectly with my major. The three main courses
for my public relations minor are media writing, newswriting, and
principles of public relations. The media writing course discusses
various writing skills important to different media professions. I want
to work in public relations, having strong writing skills and how to
write to different groups of media is important. Newswriting is a
course designed to introduce you to news theories and practice writing
in basic print and electronic news form. A background in newswriting
will advance me in my public relations career because I will have to
send press releasesin print and electronic formhaving a general
knowledge will help. Principles of public relations is a course that
breaks down laws, theories, and media of public relations. Knowledge
of laws, theories, and media will greatly help me in my future career. If
the work Im doing is not ethical or appealing to different medias then
my work is useless, and I would not be employed. One elective that is
required through the applied concentration but I feel is very important
to me particularly is media, power, and culture. Media, power, and

culture is a course that shows how all forms of media came about, and
how they have either flourished or not. I think the course is important
because it shows how different cultures and forms of media effect
different types of work. As a person who wants a future in public
relations it is important to see how different cultures react to certain
works, and what is ethical to one culture may not be to another.
Course work is important in order to receive a degree, but extra
curricular activities are also important.
Extra curricular activities are building blocks needed if you want
a successful career. While at Kent State University I plan to join Kent
Communication Society and Public Relations Student Society of
America. Kent Communication Society is a student run academic
organization that puts together communication activities, philanthropy
work, and workshops to benefit communication students. I think I
would benefit from this organization because I can network with
current communication studies students, but also help build my
rsum because I helped assemble workshops for my college. Public
Relations Student Society of America is an organization that enhances
public relations students knowledge, network, and help prepare
students for the work force. I believe that joining this organization
would benefit me because of my intended career goals. Joining an
organization that relates to my career will not only look great on my

rsum, but also give me experience in the work I want to do.
Internships are important aspect of college as well. In the
upcoming school year I have accepted a public relations internship
with the Kent State mens ice hockey program. During the internship I
will be in charge of on and off campus promotions, website, social
media, and game day activities. I am excited to start this internship
because it allows me to demonstrate my skills in communications,
visual design, and journalism. This internship will help me land either
another sporting public relations internship, or a public relations career
in the sporting world. I am also hoping that my club affiliation will help
me find internships as well.
Public relations is a career that is always changing because of
new technologies and media. If I am to be an effective PR agent I need
to be aware of how these new social media technologies can affect the
clients I represent. I will need to continue to further my
communication skills and take the recommended courses to obtain my
degree and my minor. I believe Kent State University will prepare me
for a career in public relations because of my courses, extra curricular
actives, and internships offered.
References
Highfield, T., Harrington, S., & Bruns, A. (2013). Twitter as a technology for audiencing
and fandom. Information, Communication & Society , 16(3), 315-339. doi:
10.1080/1369118X.2012.756053
Irimies, C. (2013). Effective communication an essential step towards public success.
Journal of Media Research , 6(1), 37-42 .
Kaul, V. (2013). PR and the media: Friends or foes?. Global Media Journal: Pakistan
Edition, 6(1), 58-90.

Kent communication society . (2014). Retrieved from
https://www.kent.edu/comm/current-students/resources/comm-student-orgs/kentcommunication-society.cfm
Madden, M. & Zickuhr, K. (2011). 65% of online adults use social networking sites, Pew
Internet & American Life Project, Washington, DC.
Prssa public relations student society of america. (2014 ). Retrieved from
http://www.prssakent.com
Schultz, B., & Sheffer, M. L. (2008). Left behind: Local television and the community of
sport. Western Journal of Communication , 72(2), 180-195. doi:
10.1080/10570310802038507

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1

Running head: SOCIAL MEDIA

Social Media in Sports Communication

Running head: SOCIAL MEDIA

Running head: SOCIAL MEDIA

Running head: SOCIAL MEDIA

Sports communication is the main building block in effectively marketing a

Running head: SOCIAL MEDIA

has students do fieldwork of their choice. The requirements for the

Running head: SOCIAL MEDIA

to me particularly is media, power, and culture. Media, power, and

Running head: SOCIAL MEDIA

organization that relates to my career will not only look great on my

Running head: SOCIAL MEDIA

Running head: SOCIAL MEDIA

Edition, 6(1), 58-90.

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