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赛事组织方只有保持与媒体的良好发展关系,增加社会知名度、美誉度,扩大社会的深远影响,吸引企业斥巨资参与赞助,优化市场化运作,争取公众的理解与支持才能保证大赛成功进行。利用文献资料和案例分析法对国内具有代表性的大型体育赛事中所利用的公共关系策略的现状进行研究分析,并从大型体育赛事的宣传、传播体育运动精神、与媒体的互动三个方面具体分析,分析其中公共关系策略的优势和不足之处,然后提出更加有利于大型体育赛事开展的公共关系策略。
Only by maintaining a good development relationship with the media, the organizers of the tournament can increase their social reputation and reputation and expand the far-reaching influence of the society. It is imperative for enterprises to attract huge sums of money to participate in sponsorships, optimize market-oriented operation and gain public understanding and support in order to ensure the success of the competition. Using the literature and case studies, this paper analyzes and analyzes the current situation of the public relations strategies used in the representative large-scale sports events in China. It also elaborates the public relations strategies from the aspects of publicity of major sporting events, dissemination of sportsmanship and interaction with the media Analyze and analyze the advantages and disadvantages of the public relations strategy, and then put forward the public relations strategy that is more conducive to the development of large-scale sports events.