Research On Public Relations Of China Marathon Crisis

With the promulgation of the "Healthy China 2030" Plan and other related policies,China attaches great importance to the development of the physique of the people and the development of mass sports.After the opening of China's competition approval system in 2015,it will provide a platform for the rapid development of China's marathon events and promote the development of the marathon.According to relevant statistics,there were 1,581 games held in the 2018 marathon,with a total of 5.83 million participants.At the same time as the rapid growth of the marathon,the marathon crisis has continued to occur,and the types of crisis events have emerged in an endless stream,such as the "death" and "Jura players" events.Therefore,the author uses the literature data method,mathematical statistics method and case analysis method to study the crisis events and disposal strategies of the marathon.Through the crisis management public relations strategic management theory,summarizing and collecting the marathon crisis events in recent years,the marathon crisis public relations management theory and model are proposed to provide solutions and guidance for the proper resolution of the marathon crisis.At the same time,it enriches the use of public relations theory in the field of sports and promotes the improvement of the quality of sports events.The author believes that the crisis public relations in the marathon refers to the whole process of the organizer's identification,communication and management of the crisis events of the event according to the evolution of the crisis period.Identification refers to the analysis and classification of the stakeholders and risks of the event organizers' influence on the event;communication refers to the two-way transmission of information between the event organizer and the active public after the public segmentation of the event;management refers to the event The disposition strategy adopted by the organizers for the crisis caused by the public.The Marathon crisis public relations management mode is proposed to identify the stakeholders and risks in the competition in the early stage of the crisis;the public segmentation and communication of the formation during the initial period of the problem;the management and response to the crisis during the crisis period,thereby reducing the crisis.Occurs and resolves the crisis well.The author analyzes the crisis events in the "2018 Shenzhen Nanshan Half Marathon","2018 Suzhou(Taihu)Marathon" and "2018Nanning International Marathon" competitions.When an organization has a crisis,the organizers of the event should deal with it in a timely manner.Through the identification of risks and stakeholders,establish crisis awareness and prevent crisis;in the face of crisis,we should take measures for the first time,set up an emergency public relations team,communicate with the public and the media,and finally optimize the organization through crisis management and feedback.Structure,reshaping the image of the event.