ABSTRACT
The primary role of an organization in society was the maximization of organizational profit. Maximizing profit was not only considered a legitimate goal, but also a responsible use of organizational resources. J. L'Etang argued that organizational civic responsibility is the practice of symmetrical public relations in order to build positive relationships with societal stakeholders. Using the civic relationship approaches found in the literature, the research sought to identify the organizational postures sports organizations use during civic responsibility activities. The chapter shows that civic responsibility is operationalized as the management of the relationship between the organization and society. The research examines how public relations professionals manage the organization's civic responsibility with society. This research examined how sports public relations pro-fessionals manage the organization's civic responsibility to society. A review of the public relations literature on civic responsibility reveals two broad relational approaches to civic responsibility, a passive civic relationship approach and an active civic relationship approach.
