Public Relations

Public Relations is a communication-based function which identifies and
evaluates relationships with a sport organization’s key specific publics, with a
general goal of fostering and improving desirable relationships between them.
Managerial strategies in public relations then become part of the comprehensive
program. In addition, a need to address a specific purpose or particular issue, such
as generating support for a cause, publicizing charitable donations, or responding to
a negative perception is often desirable. A Public Relations Campaign is developed
and administered. Campaigns have the following characteristics: They have a
specific purpose, rather than general goals. They address a particular issue rather
than the overall relationship with a public. They are periodic (distinct time lines),
rather than sustained and ongoing. They usually operate within the framework of a
larger PR program.