THE RELATIONSHIP BETWEEN SPORT AND PR IN MODERN SOCIETY: GOALS AND CONSEQUENCES

Abstract

This article briefly seeks to shed some light on the position of sport in contemporary society, considering it in the context of the relationship between this sphere of society (sport) and the field of Public Relations. With that intention, we investigate key features of modern sports events and the aspects on which they connect with the so-called PR industry, which are, at the same time, based on the origins of that relationship. The analysis of key trends and consequences of the processes that are realized within that relation (sport-PR), indicates the basic mechanisms that drive them, but also the numerous negativities that occur along the way, due to the reversal of the original logic of both areas. In this regard, the role of professional ethics is considered, as a barrier to these, negatively oriented processes, but also as a basis for returning that logic to the original meaning of sports, PR, and their relationship; and thus, the prevention of social anomalies that arise today from that relationship, which we all witness every day.