Journal of Human Sport and Exercise

Public relations in organizations in sportsman students view: Development of management tools or healthy and friendly relations formation

Roza Sh. Akhmadieva, Mikhail N. Mikhaylovsky, Margarita M. Simonova, Svetlana M. Nizamutdinova, Alexey I. Prokopyev, Sofia Sh. Ostanina



The relevance of this article is the need to study the students' understanding of public relations as a means of management. The experience of countries with a developed social sphere shows that the use of public relations in the management of social work institutions can improve the social status of social services, form a positive public opinion and, as a result, ensure the social effectiveness of services provided. The purpose of the research is to analyse students' perceptions of public relations’ essence as a means of managing social services in the external environment. Research methods: as a research method, we used a questionnaire survey, which allows us to qualitatively investigate public relations in the organization through the eyes of students. Results of the research: the article considers the students' views on the means of managing social services in the external environment, reveals the role of public relations in the management of social services in the external environment in the representation of students. The novelty and originality of the research consists in the analysis of public relations as a means of management in the external environment in relation to the activities of social protection institutions in the representation of students. It is revealed that, in the view of students, public relations accumulate management tools and include: the use of various forms of communication aimed at identifying common views or interests of different groups; they contribute to the formation of partnership and friendly relations between the social service, clients and the General public; ensure the achievement of mutual understanding based on truth and full public awareness and, ultimately, form a positive public opinion and a favourable image for the social service. The essential aspects, specific features, structural and functional features and opportunities of public relations as a means of managing social services in the external environment are highlighted in the students' view. It is determined that in the views of students, the management of the social service does not have a well-thought-out concept of organizing public relations, which leads to ineffective management of the social service in the external environment and is used in social work spontaneously. Practical significance: the data obtained in this work can be used in social psychology, Economics, advertising psychology, management psychology, as well as for further theoretical development of this issue.


Sportsman student; Public relations; Representations; Management


Abramov, R.N. (2012). Public Relations. Moscow: Publishing house "KnoRus".

Barezhev, V.A. & Malkevich, A.A. (2010). Organizing and conducting PR campaigns. Saint Petersburg: Piter.

Bayanova, A.R., Sivova, I.V., Kamasheva, Y.L., Popova, O.V., Semyanov, E.V., Shagieva, R.V. & Yusupov, I.M. (2020). Student online services consumption: Routine practices or mistrust to digital service? Contemporary Educational Technology, 11(1), 47-54.

Bayanova, A.R., Vodenko, K.V., Sizova, Z.M., Chistyakov, A.A., Prokopyev, A.I. & Vasbieva, D.G. (2019.) A philosophical view of organizational culture policy in contemporary universities. European Journal of Science and Theology, 15(3), 121-131.

Bolotova, A.K., Zhukov, Yu.M. & Petrovskaya, L.A. (2008). Social communications. Moscow: Gardariki.

Burganova, A.A. (2009). Management theory. Moscow: INFRA-M.

Cherdymova, E.I., Borisova, M.O., Peremyshlina, E.S. & Peshnova, E.I. (2017a). Professional adaptation of employees as a social factor of organization's effective activity. Cooperation and entrepreneurship: status, problems and prospects. Collection of scientific papers of the International conference of young scientists, postgraduates, undergraduates and students, pp. 118-120.

Cherdymova, E.I., Kuznetcov, V.A., Machnev, V.Y., Solovova, N.V., Sarbaeva, I.Y. & Masalimova, A.R. (2017b). Eco-vocational consciousness formation model of a specialist in modern mega polis. Eurasian Journal of Analytical Chemistry, 5, 521-531.

Doblaev, V.L. (2002). Organizational behavior. Moscow: EKMOS.

Frolovsky, S.Yu. (1997). Three-Dimensional model of effective characteristics of managerial activity: empirical validation. Bulletin of the Baltic Pedagogical Academy, 12, 95-102.

Kayumova, L.R. (2016). Formation of the noxologic educational environment in elementary school: Application of moderation technology. Mathematics Education, 11(4), 779-786.

Kayumova, L.R.& Morozova, M.A. (2016). Using the technology of critical thinking development (CTD) as a means of forming competencies of students majoring in "life safety". International Journal of Environmental and Science Education, 11(8), 2113-2122.

Khashchenko, V.A. (1988). Research of the collective subject of management. Joint activity: methodology, theory, practice, 1, 88-98.

Kondratiev, E.V. & Abramov, R.V. (2009). Public relations. Moscow: Academic project.

Kovalchuk, A.S. (2009). Fundamentals of image and business communication. Rostov on Don: Phoenix.

Kuznetcov, V.F. (2007). Public Relations: Theory and technology. Moscow: Aspect Press.

Lomov, B.F. & Zhuravlev, A.L. (1978). Psychology of management. Moscow: Znanie.

Lyashenko, A.I. (1995) Organization and management of social work in Russia. Moscow: Nauka.

Machnev, V.Ya. & Cherdymova, E.I. (2017). Essence of differences between eco-professional, environmental and professional training of a specialist. Current issues of human ecology: social aspects, collection of scientific articles of participants of the International scientific and practical conference, pp. 7-12.

Mescon, M.Kh., Albert, M. & Khedouri, F. (1997). Fundamentals of management. Moscow: Delo.

Mikheev, V.A. (2001). Fundamentals of social partnership: theory and policy. Moscow: Examen.

Olkhovaya, T.A., Cherdymova, E.I., Merculova, L.V., Manakova, O.S., Sukhodolova, E.M., Laptev, A.A. & Popova, O.V. (2019). Development features of students communicative focus. Modern Journal of Language Teaching Methods, 1(9), 78-89.

Ponomarev, N.F. (2008). Public Relations: socio-psychological aspects. Saint Petersburg: Peter.

Tatarinova, G.N. (2004). Management of public relations. Saint Petersburg: Peter.

Tolochek, V.A. (1992). Triad of management and management style. Sociological research, 1, 121-125.

Voitenko, A.I. & Komarov, E.I. (2010). Organization, management and administration in social work. Moscow: INFRA-M.

Zaitsev, D.V. (2011). Organization, management and administration in social work. Moscow: Publishing and trading Corporation "Dashkov and Co".

Zayats, O.V. (2004). Organization, administration and management in social work. Moscow: INFRA-M.


Copyright (c) 2021 Journal of Human Sport and Exercise

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.