ANALYSIS OF PRESS RELEASE FEATURES ON COOPERATION AMONG SPORTS TEAMS

ABSTRACT

This scientific article analyzes the press releases of sports teams with an emphasis on their characteristics and language techniques in different categories. In the course of the study, 50 press releases from the official websites of the Dynamo and CSKA teams were studied. The analysis included the selection of press releases, the description and analysis of their content, their comparison and classification. The results of the study helped to identify distinctive aspects of press releases related to collaboration, news and sporting events. In conclusion, the article provides recommendations for enhancing the PR activities of sports teams.

Keywords: sports teams, press releases, language techniques, classification, analysis, Moscow, Russia, CSKA, Dynamo.

The media constantly covers sports news, allowing people to keep up to date with the events of the various teams and their activities. In today's society, interest in sports has grown significantly, thanks in part to the widespread coverage and promotion of events such as the Olympics and other games. One of the activities in the popularization of sports is PR activity and one of its tools is press releases.

According to modern scientists, a press release is a PR text that provides up-to-date information about an event related to PR. It serves the purpose of informing the press and external audience, contributing to the formation and growth of the organization's reputation.  press releases or warning press releases depending on the type of information they convey. Recently, releases have become more multimedia: along with the traditional text format, they include photos, audio, video and hyperlinks [1, p. 30]. Press releases are studied from various angles, from the side of structure [3, p. 110], genres [3, p. 109], multimedia [1, p. 31], and linguistic features are also considered of the intended message.

Scientists note a significant increase in the use of multimedia in press releases [2, p. 29]. Using multimedia technologies, public relations professionals can fully present the news and attract the attention of online users. This information can refer to various online resources, such as corporate websites, video hosting platforms and audio files. of the main page allows you to quickly convey the main message. In addition, electronic PR texts should include relevant keywords and phrases to optimize search engine visibility. This makes it clear that a modern press release has a number of unique characteristics, including multimedia elements, intertextuality, wide audience coverage, and the ability to adapt to different media formats. These attributes allow a press release to maintain its position as the main form of communication in public relations.

This study was conducted on the basis of the analysis of 2 press releases, such as "Hyundai Motor CIS has become the Official Sponsor of the CSKA Professional Football Club Today Hyundai Motor CIS announces the signing of a sponsorship agreement with one of the leading football clubs in Russia – CSKA.", "OJSC ANK Bashneft is the general sponsor of PFC CSKA Moscow, Russia, February 18, 2010.", dedicated to cooperation.

Cooperation releases contain information about partnerships and investments. In such press releases, special attention is paid to sponsors, their names are mentioned in almost every sentence, as well as hyperlinks to the site, as well as a phone number and e-mail address for contact with the sponsor's press service.

Publication of press releases on cooperation is aimed at expanding the audience and attracting potential customers. Such publications confirm the success of the team and contribute to strengthening its authority in the eyes of future customers and partners. Long-term partnerships can lead to new products and ideas that no single company could create on their own. The texts of such press releases often contain active links that allow you to go to the partner's website, as well as provide large numbers to demonstrate the scope of the project and emphasize its importance.

It is also important to note the presence  of quotes from top officials - CEOs, development directors and deputy CEOs: "The President of the CSKA Professional Football Club Evgeny Giner notes that:.....", "Hyundai Motor CIS CEO Kerry Cho notes that "sponsorship of a popular football team is a new, extremely important stage in Hyundai's marketing strategy in Russia..." Quotes from the two leaders are used in all the texts from this group analyzed by us, they reflect the personal opinion of the main persons about what is happening, epithets and colloquial expressions are often poured out, describing the emotions and moods with which this or that comment is given.

It is worth mentioning that when interacting with the partner, additional background information is provided about the history of the establishment of this partner company: "Established in 1967 and becoming the world's fifth largest automaker in 2007.For more information about Hyundai Motor Co. and its products, pleasevisit http://www.hyundai.com/ and http://br.thenewsmarket.com/HyundaiMotor»,» So, in the release of the CSKA football club, information about their new sponsor Hyundai Motor CIS is included. Important years for the company: "Established in 1967 and became the fifth largest in 2007", "Hyundai's global sales in 2008 amounted to 2.8 million vehicles", monetary fund: "Hyundai Motor's revenue in 2008 was $25.6 billion", the number of products produced: "Hyundai cars are sold in 193 countries around the world in about 6 thousand stores and car dealerships", "amounted to 2.8 million cars."

Also, abbreviations and abbreviations are often used in such press releases: "...including the official sponsor of the 2002 FIFA World Cup in Korea and Japan and  the 2006 FIFA World Cup in Germany.", "President of Bashneft Viktor Khoroshavtsev", "The first match that PFC CSKA will play with the support  of  Bashneft", "Products of the Bashkir fuel and energy complex are sold in the Russian Federation".

Such press releases contain various jargon, specific jargon related to sports and the activities of the company: "Hyundai Motor's unconsolidated revenue in 2008 amounted to $25.6 billion...", "Due to its multifunctionality, large cargo compartment, convenient operation and quality, the new Hyundai minibus perfectly meets both the corporate needs of a large company and the requirements of a large family.....», «…has now been transformed into  the Hyundai Automobile Group, which unites...", "Army football club is the pride of domestic football.", "....group of the Bashkir fuel and energy complex, which is one of the Top 10 enterprises of the Russian Federation for oil production....".

It also most often includes quotes that are evaluative statements of the top officials of both companies: "The President of the CSKA Professional Football Club Evgeny Giner notes that: today we are pleased to announce the beginning of a long-term and fruitful cooperation between CSKA.... We are pleased that Hyundai, an active sponsor... We hope that thanks to the agreement signed today, our partnership will grow into a long and strong friendship."

Having analyzed all of the above, we can confidently say that press releases about the cooperation of sports teams are full of different kinds of text, each of which has its own distinctive features. In general, press releases on the cooperation of sports teams are filled with information about the partnership, its benefits and opportunities for all stakeholders.

References:

1. Verkhovtseva O.N. Features of a press release for publication     on the Internet// Economics and Society. 2016. №12-3. pp. 29-32 https://cyberleninka.ru/article/n/osobennosti-press-reliza-dlya-publikatsii-vinternete/viewer (accessed 20.03.2023)
2. Petrova A.M. Press Releases of Sports Events: Speech and Language Features // Scientific Research in Higher School: New Ideas, Problems of Implementation, Search for Solutions. Collection of Articles of the International Scientific and Practical Conference. 2022. P. 58-62 https://elibrary.ru/item.asp?id=49578160 (date of request - 20.03.2023)
3. Chekalova N.I. Press release in the structure of PR activities//Scientific Bulletin of MSTU GA. 2009. No.146. pp. 109-112 https://cyberleninka.ru/article/n/press-reliz-v-strukture-pr-deyatelnosti/viewer (date of request - 03/20/2023)