This book is intended for upper-level undergraduate and graduate students studying sport administration or public relations. It covers all aspects of public relations, starting with the basics and progressing all the way through legal and ethical issues that sport public relations professionals encounter. Topics covered include: (1) the purpose of sport public relations programmes, the distinction from sport marketing, and the benefits to sport organizations; (2) a strategic perspective on public relations, addressing issues related to reputation management, fostering desirable relationships with key publics, and campaign planning; (3) the history of sport public relations and how it is evolving; (4) the foundations for effective media relations in sport, including information services and organizational media; (5) the critical need for a crisis communications plan and how to develop and execute such a plan; (6) the diverse forms of community relations practice and how such programmes can generate revenue for sport organizations; and (7) the diverse forms of public relations practice, encompassing employee, investor, customer, donor, and government relations. The book has 15 chapters and a subject index.