ANALYSIS OF SOCIAL MEDIA PUBLIC RELATIONS MANAGEMENT IN MACEDONIAN AND TURKISH FOOTBALL CLUBS IN SEASON 22/23

Abstract

Public relations essentially represent one of the most effective ways to communicate and promote sports clubs. Two-way communication is a key element of well-organized and orderly public relations. With the emergence of social networks, due to the opportunities they offer, public relations represent an important link in the successful management of every sports club. The main goal of the research is to present the current state of public relations management on social networks among football clubs from the First Macedonian League and football clubs from the First Turkish Super League, as well as to make a comparison between the two leagues. In order for the data source to be objective, we applied the following research methods: observation method, analysis method, comparative analysis and synthesis method. After analyzing all segments that indicate the level of success of public relations management through social media, we can conclude that football clubs from the First Macedonian football league do not work enough on public relations and are far less successful compared to football clubs from the First Turkish Super League who recognized the importance of successfully managing public relations through social media for their club.