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Public Relations in Sports

Course Description: This course covers the scientific concepts of public relations in sports, its roles, functions, and importance for sports organizations, enhancing sports identity and investments, and the key principles that achieve public relations effectiveness and common mistakes in the field. The content addresses concepts related to sports public opinion and the administrative organization of public relations in sports institutions. It also covers public relations activities and strategies in sports, the link between public relations activities and modern technology, the use of social media in improving fan relations with clubs, how to shape public perception, and how public relations deals with sports crises, along with the most important modern strategies in sports public relations.

Credits: 2

Objectives of the course :

The course aims to equip students with the knowledge and skills related to public relations in sports organizations, dealing with sports public opinion using various communication tools and methods, and how to effectively communicate with the media during sports crises, in accordance with scientific principles, in line with achieving the goals of sports organizations.

Course outputs :

1.0 Knowledge and Understanding:
1.1 Mentions concepts and definitions of public relations in sports.
1.2 Lists the levels of public relations organizations and structures in the sports field.
1.3 Identify the differences in roles and functions between public relations and similar departments within a sports organization.
1.4 Explains modern public relations strategies in sports.
1.5 Reviews the roles of public relations in the sports field.
1.6 Explains public relations methods for dealing with and communicating during sports crises.
2.0 Skills:
2.1 Designs public relations activities to deal with the internal and external public of the sports institution according to modern strategies.
2.2 Employs media communication strategies during sports crises.
2.3 Utilizes modern technological applications for communication and for collecting and analyzing information related to sports organizations' public relations plans.
3.0 Values, Independence, and Responsibility
3.1 Demonstrates integrity, values, and professional ethics when dealing with public relations issues and problems related to the sports public.
3.2 Practices professional public relations in sports organizations effectively and independently.
3.3 Collaborates effectively within projects, research groups, or professional settings, demonstrating leadership and taking responsibility during work.

Additional information:

Last updated: 2026-05-10