Organisational perception management in sport: The use of corporate pro-environmental behaviour for desired facility referenda outcomes

The subsidisation of professional sport facilities has inspired deeply contentious debates. In North America, these debates have culminating historically in a vote by referendum. In order to obtain a favourable outcome, sport organisations have relied largely on controversial means, including using the influence of urban regimes, disseminating unreliable economic impact analyses to the public, or using political influence to circumvent the democratic process. In this paper, organisational perception management is proposed as an alternative approach to these tactics. This strategy is defined and illustrated using corporate pro-environmental behaviour in sport to demonstrate professional sport organisations can protect their images, reputations, and identities and obtain favourable referenda outcomes. From this analysis, the Desired Voting Outcomes Framework is presented, illustrating that effective organisational perception management can interrupt anticipated no-voters' decision-making processes, leading to a reconsideration of voters' judgments. Furthermore, the organisation's longterm reputation is sustained due, in part, to the perceived legitimacy of referenda. Implications of this framework and directions for future research are discussed. (C) 2012 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.