DIGITAL LITERACY AND TYPES OF COMMUNICATION WITH THE PUBLIC IN SPORTS

Minja Vlajković; Andrei Jean-Vasile; Biljana Vitković

doi:10.58984/smbic2301145v

Authors

Minja Vlajković Faculty of Culture and Media, Megtrend University, Belgrade, Serbia Author
Andrei Jean-Vasile National Institute for Economic Research "Costin C. Kiriţescu", Romanian Academy, Faculty of Economic Sciences Petroleum-Gas University of Ploiesti, Prahova, Romania Author
Biljana Vitković Faculty of Sport, University ’’Union – Nikola Tesla’’, New Belgrade, Serbia Author

DOI:

https://doi.org/10.58984/smbic2301145v

Keywords:

Public Relations, Relationship Management, Sports Clubs, Sports and Public Relations

Abstract

It is the responsibility of public relations professionals to encourage communication between the public and the organization. In sports clubs, discourse is crucial because it fosters tolerance and the coming together of individuals with disparate viewpoints and beliefs to work toward a shared objective. Sports teams may benefit greatly from using public relations techniques to strengthen their bonds with their fan bases. Measurement of fan groups' support and a better comprehension of the goals and missions of sports teams may be achieved by connecting the relationship outcomes to the PR process. External communication helps to build the club's reputation, gain financial support, and attract fans, sponsors, and media attention. Internal communication, on the other hand, ensures effective coordination and collaboration between players, coaches, and management personnel, enhancing teamwork and improving overall performance.

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