engleski

New information technology and public relations in sport marketing

The development of public relations in a respectable profession and developing an excellent approach to public relations requires the performance of new media and more advanced role in marketing. The general aim of the research was to answer the question: how and under what conditions the new media affect the current state of sports public relations in Croatia and as they could if to take advantage of structural resources to new media as well as the concept of public relations. In this regard were set specific objectives at the level of scientific description and the level of scientific classification. This included research on sample of subjects in sector of sport: •Determining factors of professional knowledge and skills of top managers in public relations. •Testing the difference in the effects of the use of traditional mass media and new media (Web portals, social networks, mobile apps and other web 2.0 techniques) in sports public relations, • Describe the specifics of the use of new media in achieving excellence of sports public relations compared to developed countries. The conclusion of the research shows that the sport with its huge potential to attract and retain the audience, becomes an important factor in global communication. Popularization of sport excellent fit and in the development of modern technology with which the sport got an important means of communication athletes and sports organizations with their audiences, target groups and sports public, but the new media is still insufficiently used in practice on a selected sample of subjects in Croatia.

public relations, sport, marketing, web 2.0. technology

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