A stakeholder analysis on amateur sports clubs from the perspective of public relations: Havza example

Public relations and communication strategies have a special importance for sports clubs. Amateur sports clubs can establish strong relationships with their stakeholders by using these strategies effectively. Stakeholder Theory, which is prominent in the field of business management today, differs from traditional profit-oriented approaches and prioritises the satisfaction of all stakeholders. For amateur clubs, this approach is important not only for sporting success but also for the establishment of sustainable relationships. From this point of view, the aim of this study is to analyse the communication, decision-making and stakeholder management processes of amateur sports clubs, to identify possible problems in the stakeholder management process and to offer suggestions. In line with this purpose, case study, one of the qualitative research designs, was adopted in this study. According to convenience sampling, data were collected from athletes, families and sports managers of amateur sports clubs in Havza district of Samsun province by focus group interview and semi-structured interview techniques. Different interview techniques were preferred according to the stakeholders. Accordingly, focus group interview technique was preferred when collecting data from athletes, and semi-structured interview technique was preferred when collecting data from families and sports managers. The data were analysed using MAXQDA 20 package programme according to the content analysis technique. As a result of the analyses, it was determined that the feedback mechanisms of amateur sports clubs in their communication processes with stakeholders are insufficient, they do not use social media platforms effectively enough, and stakeholders' demands for transparency in club management are not fully met. In addition, it has been revealed that it is necessary to prepare a content calendar for social media and develop content strategies suitable for each platform, share event announcements via mobile applications or web platforms, and move feedback mechanisms to the digital environment. As a result, it is recommended that clubs should improve their communication strategies and make their decision-making processes more democratic. Keywords: Public Relations, Stakeholder Management, Amateur Sports Clubs, Strategic communication, Content analysis.