Public relations practice in English county cricket

The main reason for conducting this research was to conduct an analysis of the extent of public relations activity in domestic first‐class cricket in an attempt to offer a strategy for effective, proactive public relations.

The research objectives were achieved by using an exploratory case study approach to evaluate the extent of public relations within the two cricket clubs, Durham County Cricket Club and Yorkshire County Cricket Club. The constructivist approach was adopted, as primary qualitative research strategies provided the bulk of the findings. A purposive sample of respondents was identified for semi‐structured, open‐ended interviews that were conducted face‐to‐face and via the telephone.

Public relations is extremely important at Durham County Cricket Club. Durham CCC's approach to public relations is the exception rather than the rule amongst the 18 first‐class counties. Yorkshire CCC does not have a dedicated public relations professional on the marketing team. Though there is clearly a place for public relations, other commercial techniques seem to be more important at Yorkshire. The consensus is that public relations is essential to the future success of the sport but the reality is that it is not fully implemented to the extent that it should be or that many in the game would like it to be. If cricket is to have a viable future, it must address its image problems and become more appealing to a demographically different audience than has traditionally been the case. Public relations, more than the other elements of the contemporary promotional mix, offers a potential solution.

The major limitation to this research was that interviews could not be arranged with a Yorkshire player to balance that held with the Durham player. The information gathered by the researcher was necessarily indirect but it was felt that this did not invalidate the research, as a range of secondary sources was used to underpin the primary research findings. As this research was a snapshot in time, it would be useful to conduct further regular research in order to monitor changes in attitudes and approach to public relations in cricket.

The findings from this research are applicable to all sports and can be implemented and adapted accordingly. It is felt that all sports organisations regularly need to review their communications strategies and implement public relations much more widely.

No such research has previously been conducted and all the findings and recommendations are original. Durham CCC has already implemented some of the proposals and the author's continuing work with other sports organisations has been founded on this research.