PR COMMUNICATIONS MANAGEMENT OF THE INTERNATIONAL SPORTING EVENT IN THE CONTEXT OF TERRITORIAL BRANDING (ON THE EXAMPLE OF XXVII SUMMER UNIVERSIADE IN KAZAN)

Abstract

The organization of global sporting events in the economic and social spheres has become one of the
tools for improving competitiveness of territories. The process of carrying out the megaproject involves
both considerable investments and a well-functioning communications system. The report examines the
possibility of territorial brand formation using PR-communications of a great sporting event. Some peculiarities
of informational and PR support of he Summer Universiade in Kazan are described. Besides, the interaction
system of the sporting event brand with the target audiences is analysed. Special attention is paid
to the process of constructing newsworthy events and organization of special events.
The main distinctive images having strong associative connections with Kazan are determined with
the help of content analysis. The usefulness of such semantic units in the communication strategy of the
megaproject is emphasised and the peculiarities of using PR communications of the international sporting
event for the promotion of Kazan are considered in the paper.
Some key focus areas in positioning of the city of Kazan have been highlighted as the result of the research:
the characteristic image of the sports city, which is open to the world, is represented in the information
and communications space, as well as the associations with the European cities are actualized according
to the richness of cultural traditions, level and quality of services provided, and cleanliness. Thus media
portrait of the city has been formed, key features of which can be used in the future as the bases for
Kazan’s brand.