The Public Relations Operation Of NBA And Enlightenments To The CBA

In this paper,based on studying a large number of documents,the author combined several research methods,such as expert interviews,case studies,and comparative analysis,to do the study.By studying the course of development,the operating philosophy and the practice of the NBA (National Basketball Association) public relations operation,the author bring up the inadequacies in the operation of the Public Relations of the CBA(Chinese Basketball Association),and also present the enlightenment that the Public Relations operating of NBA gave to that of CBA on a basis of inspecting the operation status of public relations of the CBA.The main points are as follows:1.The NBA public relations operating hold on the principle of the consumers(fans) supremacy.Effective promulgation and communication are main contents of the public relations operation.Excellence in the activity originality and organization of the public relations are the means to achieve the objectives.2.The operating of NBA public relations bear distinct characteristics as follows:Firstly,the public relation activities are carried out under the guidance of a kind of values,mission and principle; Secondly,NBA public relations activities often have a very strong trend of the integrated marketing;Thirdly,NBA public relations operating activities are of strong procedural and systematicness;Fourthly,NBA public relations operation focused on the overall consideration of community,countrywide,and the whole world,and it is increasingly characterized by globalization.Fifthly,NBA gave great emphasis on the concept of the league.3.CBA realized the important role of public relations operation in upgrading its image and shaping its brand,and it has strengthened the sense of public relations operation.But overall speaking,the trace of imitating the NBA is too transparent,it hash' t highlighted its own characteristics and formed suitable model for its own.4.Several enlightenments in the following could be drawn from NBA: Firstly,we should hold on the core idea that the main purpose of the public relations operation is to enhance the brand influence at all times when the public relations operation is carried out.Secondly,we must focus on handling the relationships among clubs,players,fans,media, and sponsors well.Thirdly,it is very important to the construction and maintenance of web site and web site is an important operating platform as a public relations operation.Fourthly,the public relations operation should be a consensus of the club and the League and be fixed down in the form of institution.Fifthly,it is necessary to absorb and effectively combine the ideas of integrated marketing when the guiding ideology and planning awareness of public relations operation are formed. Sixth,CBA should provide public relations training courses to athletes, coaches and officials consciously,so as to enhance their ability of responding to the public.