The Media Strategy Of Crisis Public Relations Of Our Sports Management Center

Sport have become the focus of mass media in today's society, an ordinary dispute in other social fields may quickly become a crisis to sports organization in the sports field. From the decision of General Administration of Sport on1986, the reform of the national sports system has been gradually formed, and the sports industrialization has developed in greater depth as well, but the operational mechanism of all the sports management has not really formed yet, the coexistence of old and new systems is still ongoing, so people start to give more focus on the crisis public relations of sports management center because of frequent sport crisis, various failures in handling the crisis and poor coping strategies with medias.In the process of crisis public relations, media is the main way of communication between the sports management center and the community, the importance of the media strategy is self-evident. In the circumstance of the increasing popularity of mass media and various ways to obtain information, the sports management center cannot deal with the crisis by the blackout, covering up the truth or remaining silent. The sports management centers often need to face many of the media in a short time in the rapidly-changing crisis events, and the strategy and level of dealing with the media often directly affect the effectiveness of crisis public relations.In this thesis, the media coping strategies of the sports management center in crisis events was chosen as the study object, use subjects like journalism, communication, public relations and other related disciplines, scientific methods like literature, case studies, and both the methods of theoretical analysis and case illustration, the conclusions as follows:The most effective coping strategy of the sports management center in facing the crisis is to implement crisis public relations through the media, but they have the problem as follows:the lack of crisis consciousness, slow reaction, not be frank and sincere, ignore the system of press spokesman, the lack of authority's voice and no crisis plan.Because of the transitional period of national sports system changing, management system deficiencies, low professional staff, lack of PR consciousness and ignoring the media effects were the reason of frequent public relations crisis.The media strategy is essential because of our sports management center can ensure the flow of information, delay the development of the crisis and form a good turn for the belter by using the media strategy in crisis public relations.The suggestions of the media strategy in crisis public relations of the sports management center were as follows:First, establish a good media relations;Second, raise the awareness of officials in the media;Third, make a rapid response for the mediaFourth, make full use of the press spokesman system;Fifth, strengthen the application of new media.