Provided for non-commercial research and educational use only. Not for reproduction, distribution or commercial use. This chapter was originally published in the book SPORT PUBLIC RELATIONS AND COMMUNICATION. The copy attached is provided by Elsevier for the author's benefit and for the benefit of the author's institution, for non-commercial research, and educational use. This includes without limitation use in instruction at your institution, distribution to specific colleagues, and providing a copy to your institution's administrator. All other uses, reproduction and distribution, including without limitation commercial reprints, selling or licensing copies or access, or posting on open internet sites, your personal or institution’s website or repository, are prohibited. For exceptions, permission may be sought for such use through Elsevier’s permissions site at: http://www.elsevier.com/locate/permissionusematerial From Maria Hopwood, James Skinner and Paul Kitchin, Bringing public relations and communication, Sport Public Relations and Communication, 1st ed, Butterworth-Heinemann, 2010, pp. 1-12. ISBN: 9781856176156 Copyright 2010, Elsevier Ltd. All rights reserved. Butterworth-Heinemann is an Imprint of Elsevier Author's personal copy