In this chapter you will learn about three primary aspects of sport public relations. First, you will learn about communication in general -- the basi skills, the general framework, and the application of those concepts to public relations practice. Second, your will learn about the most common sport public relations jobs. These jobs are in media relations, community relations, and several other areas (Jackwski, 2000; Mullin, Hardy, & Sutton, 2000). The media relations section of the chapter will include a brief overview of the relatively unique relationship between sport and the mass media. The third area discussed in this chapter focuses on community relations in sport, and the fourth section considers other public relations positions in the industry. The fifth section examines the impact of communication technology on sport, specifically the practice of sport public relations. Finally, since understanding and appreciating socially responsible behavior is a bottom-line requirement for a successful career in sport public relations, each of the sections will highlight some relevant ethical issues involved in the practice.