Study On The Media Public Relation Service Of Shanghai Tennis Master Series

This paper used the method of literature, investigation method, case analysis, researchmethods, research Shanghai Tennis Masters media public relations service concept,organizational structure and practice. Research on the public relations practice. Thisresearch hopes to provide reference for the same type of sports public sports.The Shanghai Tennis Masters series of media and public relations services into thefoundation service, tour service and after the mid-term follow-up services, on everystage of media public relations service contents and forms, by comparing with otherevents, combing the Shanghai Tennis Masters media public relations servicecharacteristics.Through the research on the media and public relations services early, middle, late,the author draws the following conclusions: in philosophy, masters organizingcommittee in the event the preparatory stage clearly put forward the "service first" theidea of public relations. In practice, the Shanghai Masters tennis tournamentorganizing committee carried out a series of targeted and effective media publicrelations services. In the organizational structure, masters organizing committeeintroduce professional PR team to help business news, the news center media serviceand efficient, targeted.In the tournament organizing committee to prepare early, and hardware eventsresources construction as the focus, and through cooperation and consultation andpublic relations team, make sports public relations plan; in the event the medium-term,the Organizing Committee and the PR team act with united strength, the organizingcommittee is mainly responsible for the general direction of grasp of media publicrelations services, and public relations team is responsible for media and publicrelations services for the implementation of the follow-up; stage in the game,evaluation, the organizing committee is mainly responsible for the material inventoryand event PR effect summary of gains and losses, and for the subsequent events toprepare.Shanghai Tennis Masters presents internationalization, localization, systematic,specialized in practice. Internationalization internationalization includes servicecontent, presentation of the internationalization and the internationalization of staff.Localization including localization events propaganda localization and service process.The system is that the media public relations service system. Professionalspecialization includes both professional services including work team.Masters organizing committee in the implementation of competition of media andpublic relations services, also exposed some problems, in particular to media publicrelations service concept is not in place, media public relations structure defect andpractice.Through to the Shanghai Tennis Masters Cup of media and public relations servicesfield study and research, the author put forward the following suggestions: strengthenthe concept of service culture; optimizing the structure of the organization;supervision of public relations practice effect.