| At present, China is in the critical period of "economic transition" and "social transition", while it enters a new round of high-incidence season of crisis and seems to have become a normal Society. With the national sports system reform, the process of sports to industrialized and commercial production is developing in greater depth; with the sports events grow fast, the public demand for participation in sports is increasing. Sports organization as a subsystem in the social system also turns to be crisis and happened frequently in modern society. In the popularity of the mass media and information can be obtained by the multi-channel condition, the organization does not rely on the way of cover up news, the truth or keep silence to deal with the crisis. Therefore, it becomes a public issue subject about how to use the resources of mass media, how to deal with the crisis using corresponding measures to eliminate the misunderstanding, establish and maintain the image of sports organizations.Combined with subjects like journalism, communication and Public Relation, using both the methods of theoretical analysis and case illustration, this thesis takes the crisis management in" revolution of Chinese Super League's investor" and "anti-corruption storm" as example of cases, mainly discusses the issue that Sports Organization how to handle media in crisis management. With the help of scientific methods like fact, statistics, content and so on, this thesis has come to the following preliminary results and suggestions:1. Sports organization should adopt news spokesman system firmly. It's a way for sports organization in order to fulfill a good effect. Openness information is not its ultimate goal, but public relation.2. It's necessary for sports organization to build up the fast reaction system of counter-crisis. Fastness and openness will restrain the harness of the crisis for sports organization.3. Knowing the media deeply. If you want to do well for public relation in crisis, it must know each other. They are not enemies, but they are rather different for their aims and requirements. It's the first step to understand itself and the requirement of media in order to know each other.4. Carefully selecting the media. Different from other organizations and institutions, media always guarantees the timeliness of their news while they sometimes do not double-check the accuracy of the information. In most cases, media only combine the information they collect and then forward to the public, and it is the public that needs to figure out whether the information they receive is correct or not. Sports organization should have the sense of planning for the news. Therefore, the selection of media determines if the media public relation activity is successful or not.5. A good preparation for the future. A good saying is "it's very late to mend the sheepfold after a sheep is lost". It's very important for an intelligent sport organization to know a good preparation. They build up active job relation by routine attachment with media members, which is mention to "media circle". It owns controlling power of the information when there is a media circle for sport organizations. Conversely, it runs into a bad result when negative information happens.
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