Contemporary strategic management of an organization is a necessary component of every successful and efficient business. It actually implies the activities on two levels. First of all, strategic management calls for detailed analysis of the organization itself. On the other hand, it includes the activities whose purpose is to identify the characteristics of the external environment, which means the environment outside the organization. In this way it is possible to determine not only the strong and weak points of the organization, but also the opportunities and threats coming from the environment. The collected basic information on the organization and the environment enable us to finally create a specific strategy for different types of publics which are important to the organization in order to achieve the desired business goals. Therefore, the specific strategy for relations with particular publics represents the key for the efficient operation of the organization, being closely connected with the strategic analysis of both the organization itself and its environment. The aim of this paper is to present the principles and characteristics of strategic management of a sports organization which is actually a sports club. The emphasis will be on development of a specific PR strategy whose final goal is to increase the number of users. The sports club analysed in the paper will be the Lika Zagreb Judo Club. The strategic focus on the actual organization will first be on the analysis of operation of the organization itself, its strong and weak points. The information will be collected by different methods, with the final aim to create the fullest possible picture on how a sports club actually functions as an organization. Thus, the aim of the strategic approach will primarily be to get the insight not only into the positive, but also into the negative aspects of the organization's business. This knowledge will enable us to lay out the actual activities which should be the answer to the present situation. The actual activities, which means the specific PR strategies, should help the club to achieve its business goals.