传播学视域下NBA公共关系运作对中超联赛的启示

发布时间：2018-06-29 00:38

本文选题：NBA + 中超　；参考：《上海师范大学》2015年硕士论文

【摘要】：本研究在大量文献资料研究的基础上,通过专家访谈、案例分析、比较分析、逻辑分析法等方法,研究了NBA(美国职业男子篮球联赛)在公共关系、危机公关运作上的方式方法和特点,同时也研究分析了中国足球超级联赛在公关运作、危机处理的机制和方法。通过对比,得出NBA对中超联赛在公共关系和危机公关工作方面的启示,并结合传播学理论,对中超联赛危机公关工作给出科学合理的理论指导。研究得出以下结论:1.公共关系运作对于NBA取得辉煌成就而言,发挥了巨大的推动作用。NBA通过巧妙处理媒体公共关系、受众公共关系以及其他社会组织的公共关系,将NBA自身的影响力发挥到了极致,并且以精益求精的态度来提升联赛的包装和质量,紧紧巩固了NBA自身的公共关系,树立起了高大上的联赛品牌。2.NBA通过建立专业的危机公关部门,建立起了包括危机前的各种预案,危机时迅捷的反应机制,以及危机后全方位的品牌形象恢复体系,使得NBA在数十年来的发展中化解各种危机,并能化危机为契机。3.中超联赛在公共关系上虽然有一定成就,但是与NBA相比,还有许多需要借鉴的地方,中超联赛应该从受众、媒体、社会组织三方面借鉴NBA的先进经验,结合中国国情,提高联赛公关能力,扩大联赛影响力,建立巩固的公共关系,成为真正的超级职业联赛。4.中超联赛由于公共关系运作水平缘故,危机公关能力也一直较弱。除了向NBA学习来提高自身危机公关能力外,还应该通过结合传播学、公共关系学相关理论,将危机分解为危机前期、危机传播中、危机过后期三个方面,利用议程设置理论、双重守门人理论、沉默螺旋理论、六度分隔理论来提高科学处理危机的能力,提升中超联赛危机公关水平,增强联赛品牌的抗风险能力。
[Abstract]:Based on a large number of literature and materials, this study studied the public relations of NBA (American Professional Men's Basketball League) by means of expert interview, case analysis, comparative analysis, logic analysis and so on. The methods and characteristics of crisis public relations operation, and the mechanism and methods of crisis management in China Football Super League are also studied and analyzed. Through comparison, this paper draws the enlightenment of NBA on the public relations and crisis public relations of the Chinese Super League, and combines with the theory of communication to give scientific and reasonable theoretical guidance to the crisis public relations of the Chinese Super League. The study came to the following conclusion: 1. The operation of public relations has played a huge role in promoting the NBA's brilliant achievements. The NBA exerts its own influence to the extreme by skillfully handling the media public relations, the audience public relations and the public relations of other social organizations. And with the attitude of excellence to improve the packaging and quality of the league, tightly consolidated the NBA's own public relations, set up a high league brand. 2. The NBA through the establishment of a professional crisis public relations department, Established including pre-crisis plans, crisis response mechanism, and post-crisis brand image recovery system, so that the NBA in decades of development to resolve various crises, and can turn crises into opportunities. Although the Chinese Super League has some achievements in public relations, compared with the NBA, there are still many areas that need to be used for reference. The Chinese Super League should learn from the advanced experience of the NBA from three aspects: audience, media, and social organization, in combination with China's national conditions. Improve league public relations ability, expand league influence, establish solid public relations, become the real super professional league. The Chinese Super League because of the level of public relations operation level, crisis public relations capacity has been weak. In addition to learning from the NBA to improve their ability of crisis public relations, we should combine the relevant theories of communication and public relations to decompose the crisis into three aspects: the pre-crisis, the crisis propagation, the post-crisis, and the use of the theory of setting the agenda. Double gatekeeper theory, silent spiral theory, six-degree separation theory to improve the ability of scientific crisis management, to enhance the level of crisis public relations in the Super League, to enhance the League brand's ability to resist risks.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G80-05

【参考文献】