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STRATEGIES FOR PROMOTING SPORT CLUBS IN THE WEB 2.0 ERA. A ROMANIAN VIEW
Abstract
This paper aims to explore which of the new communication tools popular in the web 2.0 era are most common in promoting sport clubs, in a given city (Timisoara, Romania). In a country with more than 8 million Facebook users and with the rapid advent of technology-rooted communication, it is only natural that such tools be used in PR practices aimed at enhancing the visibility of sport clubs. The link between PR practices and sport is rarely tackled in communication studies, with a few notable exceptions mainly originating in sociological approaches to sports. This analysis puts under scrutiny the major sport clubs of Timisoara in football, rugby and American football. The monitoring of social media, websites and Facebook pages of these clubs display a preference given to Facebook over all other tools, followed by careful updating of websites. Twitter, Vimeo, Pinterest, YouTube rank much lower in the preferences of PR specialists for the selected corpus, with discontinuous and sometimes hectic occurrences. Although the popularity of a sport club depends largely upon the popularity of the sport itself, upon the success of the team and culture of the public, the case study shows that successful uses of communication strategies can result on the increase of visibility, audience and even popularity of a certain club. Practitioners and PR analysts can benefit from the results of this study and select a proper mix of tools of communication to plan and implement communication/promotion strategies of sports. A good public relations practitioner will make use of the readiness of the public to follow, like, share and contribute to content in enhancing the visibility of such an emotional topic as sports.
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