Relações públicas e a gestão de imagem de atletas do futebol

Abstract

The present work has as its theme the study of image management focused on soccer athletes. The objective sought to identify the role of Public Relations in building an image, focusing on the strategies that can be used for such action. To contribute to the development of the study, bibliographic research and the case study were used as methodological procedures, both made possible the application and a better understanding of the concepts covered. Based on the theories studied, it was possible to identify that image management is essential in the lives of athletes, who live in a highly visible and exposed environment. The study pointed out the need for strategies that help the athletes' career trajectory, to avoid distorted perceptions about their image. Such strategies go through different moments of the career, and can be conducted by the Public Relations professional with great success, considering that they are trained to create a scenario of approximation between the public and the athlete. Given this, it is evident that the profession has the potential to explore a little occupied field and that it is of great importance to people. [resumo fornecido pelo autor]