title: Ð¦Ð¸ÑÑÐ¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐµÑÑ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð ÐÐ Â«Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ñ Ñ Ð¾ÐºÐºÐµÑ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Digital communications in the promotion of the organization of the sports sphere (on the example of the NGO "St. Petersburg Hockey Federation")
Creators: name: ÐÑÑÑÑÐºÐ¾Ð², ÐÐ°Ð²ÐµÐ»
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð°Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ñ
swot-Ð°Ð½Ð°Ð»Ð¸Ð·
ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ Ð¼ÐµÐ´Ð¸Ð°
digital-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
digital communications
sports organization
swot-analysis
content-marketing
digital media
digital marketing

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÐµÐ´ÑÑÐ²Ð°Ð¼Ð¸ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¸ Ð¿Ð¾Ð¸ÑÐºÑ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½ÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ:1. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. 2. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸.3. Ð¡Ð¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. Ð Ð°Ð±Ð¾ÑÐ° Ð¾ÑÐ½Ð¾Ð²ÑÐ²Ð°ÐµÑÑÑ Ð½Ð° ÑÑÐµÐ±Ð½Ð¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÐµ, Ð»Ð¸ÑÐµÑÐ°ÑÑÑÐµ Ð¾ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐµ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐµÑÐµ. Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ¾Ð´ÐµÑÐ¶Ð°ÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÑÑÐµÐ´Ð¸ ÐºÐ¾ÑÐ¾ÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½ÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹, Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð¾Ð²ÑÐ²Ð°ÑÑÐ¸Ðµ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½ÑÐµ ÑÐ¾ÑÐµÐ²Ð½Ð¾Ð²Ð°Ð½Ð¸Ñ, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ´ÐµÑÐ°ÑÐ¸Ð¹ ÑÐ¾ÐºÐºÐµÑ Ð Ð¾ÑÑÐ¸Ð¸, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ñ Ð¿ÑÐ¸ÑÑÑÑÑÐ²Ð¸Ñ Ð² Ð¸Ð½ÑÐµÑÐ½ÐµÑÐµ, Ð° ÑÐ°ÐºÐ¶Ðµ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ¾Ð¼Ðµ ÑÐ¾Ð³Ð¾, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ³Ð¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð¹ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Â«Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ñ ÑÐ¾ÐºÐºÐµÑ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°Â», ÐµÐµ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°Ð¹ÑÐ°. Ð¡ÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¿Ð¾Ð¼Ð¾Ð³Ð»Ð¾ Ð²ÑÑÐ²Ð¸ÑÑ ÑÐ´ÑÐ¾ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, Ð½Ð° ÐºÐ¾ÑÐ¾ÑÐ¾Ðµ Ð¸ Ð±ÑÐ´ÐµÑ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð° PR-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð² Ð¸Ð½ÑÐµÑÐ½ÐµÑÐµ. Ð Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ Ð¾Ð±ÑÐ¸Ð¹ Ð¿Ð»Ð°Ð½ PR-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹.Â 
description: This work is devoted to the development of the promotion of a sports organization by means of digital communications and the search for solutions to the problems of promoting sports organizations using digital communications. Tasks that were solved during the study:1. Research of the theoretical part of information about the promotion of organizations through digital communications.2. Analysis of digital communication activities of the organization.3. Creation and implementation of the promotion of a sports organization through digital communications. The work is based on educational literature, literature on digital communications, as well as the specifics of digital promotion in the sports field.The work contains research, including market analysis of sports organizations that organize sports competitions, competitive analysis of Russian hockey federations, analysis of their presence on the Internet, as well as SWOT-analysis. In addition, the analysis of the regional public organization "St. Petersburg Hockey Federation", its social networks, as well as the website was carried out. Segmentation of the target audience helped to identify the core of the target audience, which will be targeted by the PR campaign on the Internet.In the final qualifying work, a general plan of a PR campaign based on digital communications is proposed.