Research On The External Organizational Communication Of The European Professional Football League

The external communication as an important element of the organizational communication, mainly refers to the interactive information exchange process between the external environment and other external organizations, plays an important role in the organization's external publicity, and the maintenance of image and interests. As the highest level and most influential football matches, European professional football leagues'establishment of scientific and highly efficient operating mechanism and mature business development model, and the formation of mutually beneficial interaction relationship of the media, always accompanied by the information transmission and distribution. All the successes above are inseparable from the approaches and practices of the external organizations of European professional football leagues. It can be said that the scientific communication strategies and effective means of external communication played a crucial role in the development and influential enhancement of European professional football leagues around the world.Through the literature data collection and collation, this paper possess a large number of material about the development course of European professional football, institutional mechanisms history and operating management and business development strategy, clarify the current organizational structure of European Professional Football League. Also, through the analysis and research of domestic and foreign literature about the relationship between professional sports and the media interaction, this paper tease out the evolution course of the interaction relationship between the European Professional Football League and the media. This paper also summed up the development process of the organization external communication of European Professional Football League. Finally, through the analysis of some professional football clubs as specific cases, examining the background, current situation and the problem of the European professional football leagues external communication, conclusions are got as follows:1. The external communication of European professional football leagues means:The dissemination of behavior such a n exchange, promotional and public relations activities, througn the use of traditional mass media, new media or other means, between European professional football league or professional football clubs and the media, fans, community and other objects or the external environment.2. In the process of the interactive relationship between the European professional soccer leagues and the media. It experienced the process from the print media age with passive acceptance, to the television media age with spread consciousness of organization communication, then the new media era with more intense and active organization external communication.3. The external communication of European professional football leagues is influenced by the external social and cultural background, business and economy, and the media environment.4. The external communication of European professional football leagues primarily use to traditional methods like press releases, interviews and public relations activities, as well as through the modern way such as the official web site, digital pay-TV and club channels and other new media platforms.5. The mainly problems of external communication the constraint of external mass media, the resistance encountered by digital pay TV and other pay-project, as well as the technical limitation of building new media distribution platform, etc.Through the above analysis and conclusion, this paper provides a new theoretical perspective and basis for better understanding of the current operation and management, business development, harmonious relations with the media, the global influence of the European Professional Football League.