Abstract
Maintaining a favourable image is important at all levels of sport, but it is especially key at the minor league level where budgets and resources are often limited. The symbiotic relationship between sport and the media provides a unique opportunity for minor league franchises to play an active role in influencing public perception through agenda-setting. Minor league franchises must be particularly strategic in the manner in which they interact with the media and with members of their respective communities. This study examined media coverage, demographics and fan perception relative to the franchise's role within the community, team performance and support for the team. A strategic justification and practical guide was provided for minor league hockey teams to use as a guide in agenda-building and in interactions with the media.
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