The Enlightenment Of NBA Public Relations Operation To Super League In The Perspective Of Communication

In this study, based on a lot of literature study, expert interview, through case analysis, comparative analysis, logical analysis and other methods.This study rely on NBA(American occupation basketball league) in public relations, crisis public relations operation methods and characteristics, also analyzed Chinese Football Super League in the public relations operation, crisis management mechanism and method.The research draws the following conclusions:1. The operation of the public relations for NBA has made brilliant achievements, has played a huge role in promoting. NBA by manipulating the audience media public relations, public relations and other social organizations of public relations, NBA its influence to play to the extreme, and to refine on attitude to enhance the quality and the packing of the league, firmly consolidated public relations of NBA itself, set up the huge brand league2.NBA through the establishment of professional crisis public relations department, set up various plans include pre crisis, crisis response mechanism of quick, system restore a full range of brand image, after the crisis, allows the NBA to solve crisis in development for decades, and can turn the crisis into an opportunity.3.The Chinese Super League in public relations despite certain achievements, but compared with NBA, there are many places need to learn for the Super League, should learn from the audience, media, social organizations and three advanced experience of NBA, combined with the Chinese conditions, improve the ability of public relations to expand the league, League of influence, the establishment of a public relations consolidated, become real super occupation league.4. The Chinese Super League because of the public relations operation level reason, crisis public relations ability also has been weak. In addition to the NBA to improve the ability of self learning public relations crisis, should also be through a combination of communication, public relations theory, the crisis will be decomposed into early after the crisis, crisis communication, crisis period in three aspects, to improve the ability of scientific processing crisis by means of the agenda setting theory, double gatekeeper theory, silent spiral theory, six degrees of separation theory, raise the level of public relations crisis enhanced Super League, League brand of anti risk ability...