Crisis Communication and Reputation Management in Digital Sports Environments
Crisis Communication and Reputation Management in Digital Sports Environments

Summary/Abstract: Sport is a deeply rooted part of our society, characterized by a high level of emotional engagement among both active and passive stakeholders. Especially where a large fan base follows the activities of a club, public sentiment can shift dramatically in a very short time due to success or failure. It is essential to manage these shifts appropriately through a prudent communication strategy. The aim of this paper is to compile the essential aspects of crisis communication and, in doing so, to develop approaches to prevention and reputation management. This paper is based on a comprehensive literature review. The paper evaluates existing theoretical approaches as well as supplementary empirical observations. A key focus is the role of the stakeholders involved. The results show how the timely application of preventive measures can help prevent potential crises or ensure that a club is well-prepared for a crisis situation. At the same time, it becomes clear what contribution well-organized reputation management can make to limiting potential damage and restoring trust.

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