Publication: Spor hizmetinin sunulmasında halkla ilişkilerin fonksiyonu
Abstract
1. ÖZET SPOR YÜKSEKOKULU VE KULÜPLERİNDE HALKLA İLİŞKİLER FONKSİYONUNUN ETKİNLİĞİ Halkla ilişkiler hedef kitle ve örgütün elemanları ile etkili bir iletişim ve etkili bir pazarlama için önemli bir rol oynamaktadır. Özellikle spor pazarlamasında halkla ilişkilerin pazarlama karmasının ayrı bir bileşeni olarak kabul edilmesi, spor yüksekokulu ve kulüplerinde de bu bileşenin önemini arttırmaktadır. Bu nedenle yapmış olduğumuz çalışmanın esas amacı, İstanbul'daki spor yüksekokulu ve kulüplerinin halkla ilişkiler fonksiyonu ile ilgili durumunu ortaya koymaktır. Buna ilave olarak dernek kulübü, kurum kulübü ve spor eğitim kuruluşları arasındaki farklılıkların belirlenmesi de amaçlanmıştır. Spor pazarlamasında halkla ilişkilerin sekiz fonksiyonu belirlenerek, spor yüksekokulu ve kulüplerinde deneklerin görüşlerini saptamak için bir anket formu geliştirilmiştir. Bazı kriterler doğrultusunda toplam sekiz spor kulübü ve bir beden eğitimi spor yüksekokulu saptanarak anketler uygulanmıştır. Araştırmanın kapsamına spor kulüplerindeki tüm yöneticiler ve sporcularla spor yüksekokulundaki yöneticiler ve öğrencilerin tamamının alınması hedeflenmiştir. Toplam 1892 anketten 944 tanesi (% 49.89) doldurulup geri dönmüş fakat 870 tanesi değerlendirilmeye alınmıştır. Elde edilen veriler SPSS bilgisayar programıyla analiz edilmiştir. Gruplar arasındaki farklılıkların olup olmadığını saptamak için tek yönlü varyans analizi kullanılmıştır. Grup ortalamaları arasında anlamlı bir sonucun bulunması sonucunda bu farkın hangi gruplardan kaynaklandığını belirlemek amacıyla Tukey HSD tekniği uygulanmıştır. Sonuç olarak, spor eğitim kuruluşunda halkla ilişkiler fonksiyonlarının pek çoğunun yerine getirilmediği, spor kulüplerinde ise kısmen uygulandığı fakat etkin olmadığı görülmüştür. Elde edilen sonuçlar halkla ilişkilerin sekiz fonksiyonuna göre tartışılmış ve bu doğrultuda bazı öneriler sunulmuştur. 2.
THE EFECTIVENESS OF THE PUBLIC RELATIONS FUNCTION IN THE SPORTS CLUBS AND THE SCHOOL OF PHYSICAL EDUCATION AND SPORTS Public relations plays an important role for effective community and employee relations and effective marketing efforts. Especially, in sport marketing, public relations has been accepted as an additional element of the marketing mix, which increases the importance of this element for the schools of physical education and sports and sports clubs. That's why the purpose of this study was to evaluate public relations practices in the sport clubs and the school of physical education and sports in Istanbul. Also it was aimed to identify the differences in public relations function among the company clubs, the association clubs and the sport education institution. Eight public relations functions in sport marketing were determined and a survey questionnaire was developed to investigate the opinions of the subjects in sport clubs and the school of physical education and sports. A total of eight sport clubs and one school of physical education and sports were selected determining some criterions and questionnaires were distributed to these clubs and the school. The whole sport managers and athletes in sport clubs and the administrators and students in the school of physical education and sports were included in this study. From a total population of 1892, a total of 944 ( 49.89 % ) surveys were completed and returned but 870 of them were evaluated. The collected data were analyzed using the computer program SPSS. One - way ANOVA and Tukey HSD method were used for determining the differences among the groups. As a result, responses indicated that most of the functions of public relations were not administered in the sport education institution but there were some ineffective public relations activities in sport clubs. Results were discussed according to the eight public relations functions and some recommendations were given.
THE EFECTIVENESS OF THE PUBLIC RELATIONS FUNCTION IN THE SPORTS CLUBS AND THE SCHOOL OF PHYSICAL EDUCATION AND SPORTS Public relations plays an important role for effective community and employee relations and effective marketing efforts. Especially, in sport marketing, public relations has been accepted as an additional element of the marketing mix, which increases the importance of this element for the schools of physical education and sports and sports clubs. That's why the purpose of this study was to evaluate public relations practices in the sport clubs and the school of physical education and sports in Istanbul. Also it was aimed to identify the differences in public relations function among the company clubs, the association clubs and the sport education institution. Eight public relations functions in sport marketing were determined and a survey questionnaire was developed to investigate the opinions of the subjects in sport clubs and the school of physical education and sports. A total of eight sport clubs and one school of physical education and sports were selected determining some criterions and questionnaires were distributed to these clubs and the school. The whole sport managers and athletes in sport clubs and the administrators and students in the school of physical education and sports were included in this study. From a total population of 1892, a total of 944 ( 49.89 % ) surveys were completed and returned but 870 of them were evaluated. The collected data were analyzed using the computer program SPSS. One - way ANOVA and Tukey HSD method were used for determining the differences among the groups. As a result, responses indicated that most of the functions of public relations were not administered in the sport education institution but there were some ineffective public relations activities in sport clubs. Results were discussed according to the eight public relations functions and some recommendations were given.