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Why is PR important in the modern sporting world?

Public Relations should be one of the most important things that a business develops in order to succeed - and this is no different for sports clubs.


The CIPR definition of PR is: "Public Relations is about reputation - the result of what you do, what you say and what others say about you.


Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."


Sports clubs are an integral part of their respected communities so it is very important that they maintain goodwill and promote their positive reputation.


This is done by good PR, for example many football clubs donate to their local charities and support them in their matches - this is a great way to maintain goodwill and it benefits them greatly.


Rugby clubs are a great example of how events are used to enhance their reputation, a local rugby match is usually more than just the match - family and friends, players staff all meet at the clubhouse for food and drink after the match - and sometimes make a night of it. This is just what usually happens at a rugby match and it creates a sense of a community among everyone at the club, some great PR.


It is very important that big sports clubs such as Manchester City, the LA Lakers or the Kansas City Chiefs use PR to the very highest level and use multiple different paid, earned and shared media platforms to enhance their public relations and intern make sure the goodwill between the organisations and its communities is at the maximum level.


These types of large organisations have their own website, YouTube channel, social media platforms and have many different members of staff, all around the world to make sure they are performing at the highest level, just like their teams on the field do.


It is important to sports clubs in the modern world as they are very much a business now and like any other business they need to make money, and good PR needs to be present to keep the reputation of the company positive so people will continue to go to the games, purchase merchandise and consume the in house media produced.


With the rise of social media, and sports stars becoming younger, many old social media posts pop up from the next generation of sports stars. Public relations comes into play and crisis management must be quickly employed by the sports star and its club - mainly an apology - a lot of people can see it was a mistake they made as a child, but it is important that the players reputation is managed correctly.


These are just some examples of why public relations is important in the modern era for sports clubs and how they implement all their features.

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