Communicating a sport brand effectively is extremely important for any sport organization. The course aims to examine the role of public relations and mass media in sports communications. The course provides an understanding of the operation of sports media and communications at all levels of sports and the role of sports in the society and how publicists, agents and sports marketers perform their jobs at all levels of sports. Students will learn to analyse and apply the concepts and practices of sports communications through class lectures, writing assignments, guest speakers, and a final project. It aims to (1) provide the students with a conceptual, strategic, and technical understanding of the operation and business of sports communications at all levels of sports; (2) provide a clear understanding of how a well thought out strategic communication plan supports the building of a strong sports organization brand; (3) provide students with comprehensive coverage on how to develop a strategic and holistic communications plan for a sport organization that drives brand marketing across platforms; and (4) learn about the various communication tools available today, how to use them, as well as the pros and cons of each medium.