| The purposes of the study were exploring public relations practice in Taiwan's professional basketball teams and offering strategies for effective and proactive public relations. In order to examine the public relations practice of Taiwan's professional basketball teams, a qualitative approach with a case study was chosen and four major questions in the study included (1) What is the profile of Taiwanese sport public relations practitioners?; (2) What are the public relations strategies utilized by Taiwanese sport public relations practitioners?; (3) What roles do Taiwanese sport public relations practitioners perform in their organizations?; (4) What public relations models do Taiwanese sport public relations practitioners practice?; The findings indicated that the Taiwanese sports public relations practitioners of the SBL seem to be predominantly male, ranging in age between 25 and 45, and with advanced degrees. Players, coach, employees, and supervisors were internal publics they often deal with. Fans were external publics they often deal with since they held fans activities, manage fans club, and fan volunteers. The communication technician role was assumed by Taiwanese sport public relations practitioners. Moreover, the public agentry model was employed by Taiwanese sports public relations practitioners. |
