Медіа як інструмент формування іміджу спортивної організації

Abstract

The paper is devoted to forming the image of a sports organisation through mass media, as they are an important tool for shaping public opinion and positioning the organisation in the competitive arena. The stages of creating the image of sports organisations with the help of mass media are determined. The particular attention is given to the traditional and new media. The primary methods and tools for improving the image to enhance the organisation’s recognition and reputation are outlined.