Sporting Organisations: Do they need to Communicate with Members?

Luck, Edwina M. & Buchanan, Elizabeth J. (2008) Sporting Organisations: Do they need to Communicate with Members? 3CMedia: Journal of Community, Citizen's and Third Sector Media and Communication.


Communication is an important element in devising, disseminating and pursuing the organisational goals for all organisations. It involves informing target audiences about frequent, timely and relevant information. Members were consulted with regard to their particular needs; as well as staff, who are responsive, knowledgeable and passionate about the organisation. Being very different target groups, we found communication approaches wanted by both groups to differ. We surveyed Australian sporting organisations aiming to examine their communication strategies. Not surprisingly, our findings suggest that many organisations consider communication as an after-thought. We argue that sporting organisations are not making the most of the latest communication methods, nor progressing with member's communication desires or what members are actually seeking. Members want electronic, two-way and fast communication tools including electronic newsletter and bulletin boards. This research opens up debate on how community-based media may value-add to the organisational communication mix, and how digital broadcasting can be developed by the community broadcasting sector to enhance the communications capabilities for the not for profit sector.

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ID Code: 15455
Item Type: Journal Article
Refereed: Yes
Additional Information: The contents of this journal can be freely accessed online via the journal's web page – see link.
Additional URLs:
ISSN: 1832-6161
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2008 Edwina M. Luck and Elizabeth J. Buchanan
Deposited On: 04 Nov 2008 00:00
Last Modified: 29 Feb 2012 13:42

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