Public Relations is a communication-based function which identifies and
evaluates relationships with a sport organization’s key specific publics, with a general
goal of fostering and improving desirable relationships between them. Managerial
strategies in public relations then become part of the comprehensive program. In
addition, a need to address a specific purpose or particular issue, such as generating
support for a cause, publicizing charitable donations, or responding to a negative
perception is often desirable. A Public Relations Campaign is developed and
administered. Campaigns have the following characteristics: They have a specific
purpose, rather than general goals. They address a particular issue rather than the
overall relationship with a public. They are periodic (distinct time lines), rather than
sustained and ongoing. They usually operate within the framework of a larger PR
program.
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