Abstract
This essay aims to familiarize the reader with the connections between public relations and sports, including best practices, analysis of PR's potential in sports, and the promotion of a favorable image that might lead to increased exposure in public. A company's ability to build and manage enduring relationships with athletes, fans, sponsors, and the community determines how effective its operations are. Public relations is a marketing communication strategy that benefits the firm conveying the message as well as other groups interested in its success. It may be used to reach any of these four shareholders. The main goals of public relations overlap with the goals of promotion, but in cases of crisis communications it should be emphasized that this element of promotion is a priority choice and the main goal is to support the solution of the problem.
Publisher
Faculty of Sports Union Nikola Tesla University, Serbia
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