Paper Title
Measuring Effectiveness of Relationship Management in Public Relations: A Research on Sport Clubs

Abstract
The purpose of this study is to measure the benefits of the relational approach in public relations and to determine the effect on the emotional and behavioral attitudes of the target groups. In this research, sport clubs have been chosen as the foundation and existing members have been selected as target groups. The research has been conducted in two different countries, Turkey and Ukraine, and the effects of cultural influence on relational outcomes have been compared. According to the research results, it was found that “control mutuality”, “trust”, “satisfaction”, and“commitment” principles as a relational outcome have a positive effect on emotional and behavioral attitudes.There was a significant correlation between relational outcomes of sport clubs members in each countries and this correlation was similar. Keywords- Public Relations, Relationship Management, Sport Clubs