Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The role of strategic communication in sport events: The challenges of the PR RACE in attracting amateur athletes to distance running events in Romania
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Rolul comunicării strategice în evenimentele sportive : Provocările PR RACE în atragerea atleților amatori la evenimentele de alergare pe distanțe lungi în România (Romanian)
Abstract [en]

This year will be the 110th since the first time that athletes ran the exact distance of 42.195 km at the Olympic Games in London, the length known today as the standard distance for a marathon. Since then, the world of distance competitions has gone through remarkable transformations in structure, vision, strategy and location. Attending distance running events is a social global phenomenon, and thousands became hundreds of thousands in terms of participation rate. Starting 1980 the sport communication research experienced an exponential growth due to fast technological changes in sport events organization and promotion channels. The aim of this current research is to study the role of strategic communication in attracting amateur runners to engage in distance races, and the concept of Intelligence-led PR and its functionality during the challenges faced by PR practitioners. The concept is part of strategic communication theory and it has a key role in the communication process due to the significant social and economic impact of these events on the participants’ life and on the local markets. The study will focus on the content and data analysis of two distance running competitions organized in 2016 in Romania. The data collection was made by conducting two interviews with the representatives of the biggest sport event organizers in Romania - Bucharest RUNNING Club Association and Media Production Group, and examining several market reports. The main conclusions of this Master thesis are that research and planning, as well as using modern communication tools and new technologies, as part of strategic communication, have helped the big sport event organizers to reach targeted audiences, form and shape public’s perception about recreational activities and engage people to participate in running competitions. Another finding is that PR Intelligence, as a concept of strategic communication, is represented by a set of knowledge that can be gained both by education and relevant practice and makes this type of communication essential for an organization becoming one of the essential managerial functions. 

Place, publisher, year, edition, pages
2018. , p. 36
Keywords [en]
sport communication, strategic communication, Public Relations Intelligence, marathon, distance running, Romania, Facebook
Keywords [ro]
comunicare sportivă, comunicare strategică, Inteligența Relațiilor Publice, maraton, alergare pe distanță lungă, România, Facebook
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-40699ISRN: JU-HLK-MKA-2-20180187OAI: oai:DiVA.org:hj-40699DiVA, id: diva2:1222362
Subject / course
HLK, Media and Communication Studies
Presentation
(English)
Supervisors
Examiners
Note

I would like to show my gratitude for the support I received from Bucharest RUNNING Club Association and Media Production Group Romania in conducting this study. Likewise, I express my hope that this research will be a useful input to the current literature in the sport communication area and strategic communication and it will be considered as inspiration for further research, and at the same time it will bring additional knowledge to other PR practitioners.

Available from: 2018-06-25 Created: 2018-06-21 Last updated: 2018-06-25Bibliographically approved

Open Access in DiVA

fulltext(984 kB)86 downloads
File information
File name FULLTEXT01.pdfFile size 984 kBChecksum SHA-512
71eed56ff348e42f0feea7ecee712cc65069576d035deb6005f2534cf56487d1d001b3976b19571264267368883526234d844e6d0035f59eb67fc78303109aab
Type fulltextMimetype application/pdf

By organisation
HLK, Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 86 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 85 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf