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'The Employment Landscape Has Shifted Massively, and We Must Shift with It': A Review of Sports Public Relations Courses within Sports Communication Programs

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Title: 'The Employment Landscape Has Shifted Massively, and We Must Shift with It': A Review of Sports Public Relations Courses within Sports Communication Programs
Language: English
Authors: Betsy Emmons (ORCID 0000-0002-3761-2065), Kevin Hull (ORCID 0000-0001-6461-4069), Brian Petrotta
Source: Journalism and Mass Communication Educator. 2026 81(1):58-72.
Availability: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
Peer Reviewed: Y
Page Count: 15
Publication Date: 2026
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Athletics, Journalism, Public Relations, Occupations, Program Descriptions, Undergraduate Study, Communications, Journalism Education, College Programs
DOI: 10.1177/10776958251376410
ISSN: 1077-6958
2161-4326
Abstract: Undergraduate sports communication programs have increased in popularity. Recent studies have reviewed the sports journalism side of the industry, but there is scant research regarding sports public relations. This exploratory study reviewed sports communications programs to document if public relations courses were available, what types were offered, and what related applied learning existed. Results indicated disjointed course offerings with partial curricular development into sports public relations along with wide variance in potential skill development and unclear applied learning.
Abstractor: As Provided
Entry Date: 2026
Accession Number: EJ1497678
Database: ERIC
FullText Text:
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  Data: 'The Employment Landscape Has Shifted Massively, and We Must Shift with It': A Review of Sports Public Relations Courses within Sports Communication Programs
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  Data: <searchLink fieldCode="AR" term="%22Betsy+Emmons%22">Betsy Emmons</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-3761-2065">0000-0002-3761-2065</externalLink>)<br /><searchLink fieldCode="AR" term="%22Kevin+Hull%22">Kevin Hull</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-6461-4069">0000-0001-6461-4069</externalLink>)<br /><searchLink fieldCode="AR" term="%22Brian+Petrotta%22">Brian Petrotta</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Journalism+and+Mass+Communication+Educator%22"><i>Journalism and Mass Communication Educator</i></searchLink>. 2026 81(1):58-72.
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  Data: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
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  Data: 15
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  Data: <searchLink fieldCode="DE" term="%22Athletics%22">Athletics</searchLink><br /><searchLink fieldCode="DE" term="%22Journalism%22">Journalism</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Relations%22">Public Relations</searchLink><br /><searchLink fieldCode="DE" term="%22Occupations%22">Occupations</searchLink><br /><searchLink fieldCode="DE" term="%22Program+Descriptions%22">Program Descriptions</searchLink><br /><searchLink fieldCode="DE" term="%22Undergraduate+Study%22">Undergraduate Study</searchLink><br /><searchLink fieldCode="DE" term="%22Communications%22">Communications</searchLink><br /><searchLink fieldCode="DE" term="%22Journalism+Education%22">Journalism Education</searchLink><br /><searchLink fieldCode="DE" term="%22College+Programs%22">College Programs</searchLink>
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  Data: Undergraduate sports communication programs have increased in popularity. Recent studies have reviewed the sports journalism side of the industry, but there is scant research regarding sports public relations. This exploratory study reviewed sports communications programs to document if public relations courses were available, what types were offered, and what related applied learning existed. Results indicated disjointed course offerings with partial curricular development into sports public relations along with wide variance in potential skill development and unclear applied learning.
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      – SubjectFull: Athletics
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      – SubjectFull: Journalism
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      – SubjectFull: Public Relations
        Type: general
      – SubjectFull: Occupations
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      – SubjectFull: Program Descriptions
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      – SubjectFull: Undergraduate Study
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      – SubjectFull: Communications
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      – SubjectFull: Journalism Education
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      – SubjectFull: College Programs
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      – TitleFull: 'The Employment Landscape Has Shifted Massively, and We Must Shift with It': A Review of Sports Public Relations Courses within Sports Communication Programs
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