INSTRUMENTAL PR PORTFOLIO OF A PHYSICAL EDUCATION AND SPORTS ORGANISATION (BASED ON THE ACTIVITIES OF THE NOC OF UKRAINE)

Abstract

Introduction. Modern sport as a social phenomenon has a number of communication advantages that must be properly used in sports management. Public relations play an important role in the system of modern communications. PR in sports is necessary, first of all, to achieve such goals as popularizing a healthy lifestyle, attracting children and young people to sports. development of Ukrainian sports, creation and maintenance of a positive image of domestic sports organizations and athletes. To achieve these goals, PR specialists use a variety of technologies and tools, the list of which is constantly growing. The aim of the study is to determine the status of filling the instrumental PR portfolio of the NOC of Ukraine and to analyze the most popular PR tools in its activities. Material and methods. When writing the article, we used the following methods: analysis of scientific literature and documentary sources, including content analysis, monitoring of Internet resources, comparison and generalization. Results. The conducted analysis makes it possible to state that the PR portfolio of the National Olympic Committee of Ukraine (hereinafter – NOC of Ukraine) includes almost all modern and traditional tools and technologies. These are connections with mass media, both traditional and Internet resources (press releases, press conferences, interviews, briefings, articles, reports). Recently, the use of social networks and messengers (Instagram, Facebook, Twitter, YouTube-channel and Telegram) has intensified. Ceremonial ceremonies of the best athletes, coaches, escorts of our athletes to responsible international starts and meetings from them, implementation of numerous projects of the NOC of Ukraine, within which various tools are successfully combined – presentations, performances, exhibitions, competitions, master classes, etc. – arouse considerable public interest. Conclusions. The scale of activity of the NOC of Ukraine, support from the state, public organizations, the variety of events and their level make it possible to use, depending on the circumstances, almost the entire modern arsenal of PR tools.