Public relations in baseball in the 1960's
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"The first three chapters are concerned with the St. Louis Cardinals' public relations organization. The division in chapters was determined by the three-part division of the St. Louis public relations office. The public relations director and his functions are in the first part of the division, the community relations director and his role in the second part and the sales and promotions department in the final of the three parts. The chapter on promotions also presents the debate among men in baseball concerning the role promotion should play, and thus links Chapter IV with Chapter V, which describes how three separate atypical promotions in baseball helped to improve attendance. Chapter VI uses the preceding as a background and discusses what public relations is doing and is not doing in baseball today. Most of the basis for this chapter is a public relations survey sent to all twenty teams (this was done before the expansion move of 1968 was approved and the four new teams were added to the major leagues). The final chapter draws conclusions from the material presented in the first six chapters. Throughout the thesis are several definitions of public relations, functions of public relations, and theoretical axioms of public relations which support or negate, in theory, the practices of the public relations departments. Their usage is intended to add another dimension to the study. Much of the research for this study was conducted by interviews and on-the-scene reporting. Other sources were leading periodical articles on baseball and on public relations and promotions in baseball."--Page 6.
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