Odnosi s javnošću u sportu na primjeru Formule 1

master's thesis

• Title (english): Public relations in sports on the example of Formula 1
• Author: Anamaria Jurković
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Diplomski rad na temu Odnosi s javnošću na primjer sporta Formule 1 napisan je sa svrhom objašnjenja kako je komunikacija odnosa s javnošću preobratila ovaj zatvoreni i nedostupni sport u onaj koji danas prate milijuni gledatelja. Formula 1 sport je koji dolazi s velikom dozom opasnosti i mogućnosti za krize, a odnosi s javnošću nikada prije nisu bili toliki fokus ovoga sporta kao danas. Stoga je cilj bio prikazati kako efektivna komunikacija između timova, vozača i odnosa s javnošću u sportu Formule 1 može promijeniti percepciju postojećih pratitelja te privući nove javnosti. Kroz ovaj rad analizirane su kampanje i aktivnosti koje su FIA, FOM, vozači i njihovi timovi i drugi akteri poduzeli kako bi upoznali javnost s onim što je zapravo Formula 1 i što se krije iza kulisa samih utrka. Također, u radu su obrađeni slučajevi kriznog komuniciranja kroz povijest do danas, koji služe kao pokazatelj kako se strateško i krizno komuniciranje u ovome sportu mijenjalo kroz godine. Iako, spomenuti akteri imaju još prilika za unapređenje ovoga sporta, pomak u zadnjem desetljeću je vidljiv. Komunikacija je postala transparentnija, reakcije timova i timova za OSJ su postale brže i efikasnije, medijska pokrivenost veća, a skandali, spekulacije javnosti i manjak informacija rjeđi. Prostori za poboljšanje vide se u pogledu ekološke održivosti, poštene igre s očuvanjem integriteta timova i jasnije definiranog Pravilnika.

Abstract (english)

The thesis on Public Relations on the example of Formula 1 sport was written with the purpose of explaining how public relations communication turned this closed and inaccessible sport into one that is followed by millions of spectators today. Formula 1 is a sport that comes with a great deal of danger and potential for crisis, and public relations has never been as much of a focus of this sport as it is today. Therefore, the goal was to show how effective communication between teams, drivers, and public relations in Formula 1 can change the perception of existing followers and attract new audiences. Through this work, the campaigns and activities are undertaken by the FIA, FOM, drivers and their teams, and other actors to introduce the public to what Formula 1 is really about and what is hidden behind the scenes of the races themselves. Also, the paper deals with crisis communication cases throughout history until today, which indicates how strategic and crisis communication in this sport has changed over the years. Although the aforementioned factors still have opportunities to improve this sport, the shift in the last decade is visible. Communication has become more transparent, the reactions of teams and PR teams have become faster and more efficient, media coverage is greater, and scandals, public speculation and lack of information are less frequent. Areas for improvement can be seen in terms of environmental sustainability, fair play with the preservation of team integrity, and a more clearly defined Rulebook.

• Keywords: Formula Jedan; odnosi s javnošću; strateško komuniciranje; krizno komuniciranje; sport
• Keywords (english): Formula One; public relations; strategic communication; crisis communication; sport
• Language: croatian
• URN:NBN: urn:nbn:hr:114:587914
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-26 07:18:44