ABSTRACT
This chapter introduces public relations as an element of the sport promotion mix, and examines the public relations process, applied both proactively and reactively. It notes how sporting organisations have been required to take a more active role in managing their public relations. Because public relations are part of the promotion mix, and the promotion mix is part of the marketing mix, it is obvious that marketing objectives are the basis for both promotion and public relations objectives. Proactive public relations can be defined as a planned effort to influence public attitudes in order to create favourable opinions. Reactive public relations actions are put in place when unplanned events occur that negatively influence the attitudes of the organisation’s publics. A media conference presents the sporting organisation with the opportunity to inform all present media at once. In recent times, an organisation’s perceived reputation has become more closely associated with its public persona.
