PR-tools to enhance the image of fc "Krasnodar" and increase attendance of home games
The article is based on the goal - to show the importance of working with the image as one of the main ways to promote the football club. The representation of a sports organization in this field plays a special role at the present stage of the development of information channels. Refusal from active use of PR in the formation of a football club brand, or insufficient positioning in the information space reduces the effectiveness of interaction with the target audience. This is especially noticeable in "communication" with the younger generation, which actively uses social networks as one of the main channels of communication and positioning. Promotion of the football club through various PR-actions is an important task, which is reflected in this article. A competent combination of work with social networks and the media, the conduct of events and the creation of favorable conditions allows solving many issues related to the positioning of the club's brand, the strengthening of its image. Active study of these issues allows us to better understand the possibilities of using modern methods of promoting the football club, which allows us to keep closer contact with the target audience, ready for dialogue and close interaction, which allows us to obtain both reputational and commercial benefits. Thus, the material presented is an opportunity to explore existing opportunities and new trends in the use of PR in the sports field, in football in particular.