The Study On The PR Communications Of American Major League Baseball (MLB) And Its Clubs

As an important content of public relations,PR(Public Relations) Communications plays a significant role in the modern public relations practice.Describing the communication process in professional sports organizations' PR communication,and revealing its communication philosophy,is a new study field combined with public relations and communications.The professional sport in United States has already formed a relatively complete and mature operating and communicating mechanisms.Studying on the PR communications of the American Major League Baseball(MLB) and the clubs could not only analyze its communication factor,channel and process,reveal its communication philosophy,but also bring some valuable apocalypse to Chinese professional sports organization. In this dissertation,the PR Communications in MLB and the clubs was chosen as the study object.Considering the special relationship between MLB and its 30 clubs,as well as their organizing similarity,MLB and the clubs was planed as a whole object during the research.During the study large amount of literature has been read in order to collect sufficient materials.Also the PR communication in MLB and the clubs were analyzed both in longitudinal and latitudinal direction respectively by using the methods of statistics,comparison and case study.In this dissertation three main questions have been discussed:How did MLB and the clubs develop their PR communications;How does the PR communication act out in MLB and the clubs nowadays;according to the experience of MLB and the clubs,what apocalypse could bring to Chinese sports organization.In the end conclusion has been drawn to answer the three questions, and the suggestions have also been put forward:Accept the double-communication and service concept;complete the organization structure;highlight the specific practice of information management, media service and public events;face to the crisis with positive attitude.