Research On The Strategies About How Sports Press Officers Deal With Mass Media

The development trends of sports internationalization,sports industrialization,and sports socialization drive sports organizations to deal with mass media with proper strategies,establish the system of sports press officer and send professional sports press officers to deal with mass media.Research on the strategies about how sports press officers deal with mass media involves the theories of interpersonal communication,mass communication,public relations,sports public relations and sociology, which Will provide theoretical references for sports press officer' s practice and the establishment and development of the system of sports press officer.With the methods of documentary review,expert interview and case study,the conclusions are as follows.First,the development trends of sports internationalization, sports industrialization,and sports socialization provide a good environment for sports press officers' practice.Second,sports press officers' practice drives the system reform inside sports organizations and then the system of sports press officer will be established and developed,which provide a system guarantee for sports press officers' activities.Third,when dealing with mass media,sports press officers should use the following strategies:improving sports organizations' consciousness of public relations,establishing harmonious and mutual benefit relations with mass media,developing the system of sports press officer and other related systems,improving their own comprehensive qualities and being proficient in public relations strategies and concrete strategies and principles in different conditions. Based on the above analysis,the suggestions are as follows.First,due to the development trends of sports internationalization, sports industrialization,and sports socialization,sports organizations should cultivate the consciousness of media public relations and develop the system of sports press officer and other related systems.Second,sports press officers should get more professional training, improve their own comprehensive qualities and be proficient in strategies of dealing with mass media,in order to finish their work successfully and promote the development of sports organizations.Third,sports organizations should support the related researches on dealing with mass media,media service and sports public relations, in order to establish harmonious and mutual benefit relations with mass media.