engleski

COMMUNICATION WITH EXTERNAL AND INTERNAL PUBLICS ACCORDING TO STAKEHOLDER MANAGEMENT PRINCIPLES: EXAMPLE OF SPORTS ORGANIZATIONS

Sport became a lifestyle, which influences the behaviour and the way of living of a growing number of people. The goal of this paper is to conceptualise and develop a theory about the work of contemporary sports organizations based on stakeholder management. Theoretical discourse of this paper focuses on internal and external stakeholder – influential publics and includes: communication with employees, volunteers, consumers, club members, sponsors, donors, investors and state authorities. Mentioned perspective sets public relations on a level of strategical management function, because it is able to influence the way that stakeholder – influential groups support organizational goals. Successful communication implies respecting the needs of customers with which it enters into business, representation of potential benefits or additional funding. Measuring of sports organizations' public relations effectiveness is necessary in order to determine the desirable level of business success in the public relations department.

sport, public relations in sport, internal public, external public, measuring effectivness in public relations practice

Abstracted and Indexed: ProQuest, EconBIZ, CPCI (Web of Science) and Econlit