Uloga i angažman publike sportskih organizacija kroz aktivnosti strateških odnosa s javnošću

undergraduate thesis

• Title (english): The Role and Engagement of the Audience of Sports Organizations through Strategic Public Relations Activities
• Author: Mark Miketić
• Mentor: Ivan Burić (mentor)
• Mentor: Dražen Maleš (sumentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2024-09-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Uloga publike u sportskim organizacijama ključna je za njihov uspjeh i održivost. Publika oblikuje imidž i ugled organizacije. Angažman publike podrazumijeva aktivno sudjelovanje u događajima, interakciju putem medija i podršku putem društvenih mreža. Veći angažman doprinosi većoj lojalnosti, posjećenosti i samim povećanjem prihoda od događaja. Ključne dimenzije angažmana publike su emocionalna povezanost, interakcija i sudjelovanje. Odnosi s javnošću uključuju aktivnosti poput medijskih kampanja, kriznog komuniciranja, sponzorstva i upravljanja društvenim medijima, a sve te aktivnosti zajedno oblikuju percepciju publike te samim time utječu na njihovu lojalnost i angažman. Strateški odnosi s javnošću usmjereni su na dugoročne ciljeve organizacije i usklađivanje komunikacijskih strategija s tim ciljevima, a ciljevi su između ostalog dosezanje široke publike i postizanja pozitivnih rezultata za organizaciju. Marketing uključuje puno aspekta kojima utječe na organizaciju i sami brending organizacije. Prije svega, svaka organizacija mora biti spremna na krizne situacije kako bi neočekivane neugodne situacije dočekali spremni i samim time zaštitili dugo građeni ugled organizacije. Brending je važan dio marketinga kojim se povećava svijest o brendu i njegov publicitet, širenje publike i zadržavanje već postojećih. Reklamiranje velikih zvijezda u sportu također daje pozitivni osvrt brendu, te povećava samu popularnost brenda.

Abstract (english)

The role of the audience in sports organizations is crucial for success and sustainability. The audience shapes the image and reputation of the organization. Audience engagement means active participation in events, interaction through media and support through social networks. Greater engagement contributes to greater loyalty, attendance and the increase in income from the event itself. The key dimensions of audience engagement are emotional connection, interaction and participation. While public relations includes activities such as media campaigns, crisis communication, sponsorship and social media management. All these activities together shape the audience's perception and thereby influence their loyalty and engagement. Strategic public relations are focused on the long-term goals of the organization and the alignment of communication strategies with these goals, and the goals are, among other things, reaching a wide audience and achieving positive results for the organization. Marketing includes many aspects that affect the organization and the branding of the organization itself. First of all, every organization must be prepared for crisis situations in order to be ready for unexpected unpleasant situations and thereby protect the organization's reputation, which has been built for a long time. Branding is an important part of marketing that increases brand awareness and its publicity, expanding the audience and retaining existing ones. Advertising of big stars in sports also gives a positive review to the brand, and increases the popularity of the brand itself.

• Keywords: sportska organizacija; sportska publika; emocionalna povezanost; odnosi s javnošću
• Keywords (english): sports organization; sports audience; emotional connection; public relations
• Language: croatian
• URN:NBN: urn:nbn:hr:111:600894
• Study programme: Title: Communication Studies (Single Major); Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-11-06 13:30:56