The quality of public relations in a sports organization will certainly be influenced by the place of public relations in the structure of the organization. If public relations is placed in the administration, there is no doubt that it will give the maximum of its great potential. The line level will not ensure strategic planning and proactive implementation of public relations in a sports organization. In addition to organizational sports public relations, a very important aspect is the personal public relations of athletes. Sports staff, coaches, players and others, in addition to organizational “coverage”, can also hire private communication experts who will guide them through communication challenges, primarily media relations. Creating a desirable image of athletes in public is extremely important, especially since many top athletes identify as role models and symbols. Society draws strength from them, encourages excellence and ethics. Because of such exceptional popularity, athletes can be, and often are, drivers of social processes. By their actions, they instill hope and encourage young people, even the more mature ones, to follow them. That is why it is important that athletes emphasize the most important values of a society, that they act humanitarianly, stimulatingly and socially useful.