An Examination of Public Relations Strategies and Tactics in Professional Hockey

The following thesis examines public relations strategies and tactics used in professional hockey. This study explores the importance and benefits that public relations strategies and tactics provide for a professional hockey team and players and the effects they have on the stakeholders. Primary research was conducted through interviews with industry professionals and an online survey comprised of fans of professional hockey. This study provides valuable information for public relations professionals working within the hockey spectrum because it reveals the strategies and tactics that are most successful and how they have had to adapt since the start of the pandemic. The findings of this study demonstrate that professional hockey highly depends on strategies and tactics used in social media and within community relations.