1Direktor Zavoda za međunarodnu saradnju Vlade Crne Gore
PROMOTION OF MONTENEGRO THROUGH SPORTS
PROMOCIJA CRNE GORE KROZ SPORT
Sport Mont 2011, VIII(25-26-27), 119-122
Modern social structures of Montenegro exist in a hypercomplex and very dynamic
environment. The complexity and dynamism are, in part, a consequence of the general
characteristics of the modern age, and in part, of the transition processes which
have affected the Montenegrin society. The transition processes are taking place at
all levels and subsystems of the community, and its sociological milieu is facing inevitability
of adaptation and immersion in such processes and trends.
There is no more positive promotion for a country than a sports promotion. There
is no expert team, public relations agency or a lawyer than can win Montenegro a
front page.
We can talk about the importance of sports for the promotion of Montenegro
from another point of view. If we compare the number of occurrences of names of the
selected Montenegrin athletes with that of politicians, scientists or artists in different
internet search engines, we will realize how great is the capacity of marketing potential
that lies in Montenegrin sports and top athletes as representatives of the products
and services with the label - Made in Montenegro.
In addition to the success of the Montenegrin athletes globally, the promotion of
Montenegro through sports is directly contributed by the major sporting events and
contests, on account of which Montenegro presented itself not only as an excellent host
and organizer, but also demonstrated the remarkable state and marketing capabilities
and competencies.
Reputation (image) is not achieved overnight. Its semiological and symbolic
charge includes all (visual, vocal, environmental, personal, active) inputs, which need
to be channelled and created. Indeed, continual work in creating and maintaining the
image of Montenegro is a public relations function.
With efficiently and professionally developed media and PR strategy, the modern
state of Montenegro may expect to favourably position its image at the international
scene, and to present its sports potentials in the affirmative sense. Naturally, this will
be done through a methodology that will be specially adapted to the social and economic,
political, and sports particularities of Montenegro. N/A
Abstract
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