Research On Sports Star Crisis Public Relations In New Media

The sports requirement of public has been greatly changed sincethe Beijing Olympic Games in2008.From happening to spreading, the dependence ofthe public has enlarged a lot. It is not the main way to solve a problem by controllingthe media. Recently, the new media times has been coming because of thedevelopment of the high technology.Many things has make the media change a lotsuch as digitized, multimedia, internet and so on. especially the wechat and weibo,they changed the situation of China media greatly.With the rapid development of sports undertakings in China, the Competitivesports has become the cradle of generating star. The sports stars, such as Yao, LiuXiang, Sun Yang and so on, are not only the idol of the public that everybody knowsthem,but also they become the represent of China. They are one of the focus in thepublic relationship, because of the double identity in sports star’s life and the hero ofChina. Behavior of the players, scores and impressions in the public have becomecenters for the public to their requirements and standards. Generating and solvingthese problems for the personal development of sports stars also has a vitalrelationship.This study is based on the through analysis of crisis causes and solutions ofrepresentative athlete stars, using comparative analysis, and case study to illustrate theenvironment under the new media era, the sports athlete stars use new thinking andnew methods to deal with personal crisis and respond to public opinion.