The Study Of Yao Foundation Charity Game’s Public Relations

Yao Foundation Charity Game, initiated by Yao foundation, has been held for four times since 2007. Yao Foundation Charity Game has a large influence in China, which owes to the effective events management and public relations operation. This study, through various study methods such as case studies, expert interviewing, based on the theories of public relations and sports competition organization as well as the practice of Yao Foundation Charity Game, studying Yao Foundation Charity Game’s public relations communicating framework-the PR body, the objects and the communicating process. From the perspective of events’stakeholders, analyzing the operation of Yao Foundation Charity Game from aspects of media relation practice, government relation practice, sponsors relation practice, consumer relation practice and crisis PR.This study hopes to analyze the PR body, the objects and the operation process of Yao Foundation Charity Game, summarizing effective methods and providing references for other events.The main conclusions are as follows:1. The body of Yao Foundation Charity Game’s public relations. Beijing Zhonghui International Sports Management Co.,Limited(STARZ SPORTS), as the event organizer, is the subject of Yao Foundation Charity game’s public relations. In addition to social organizations, the body of public relations also includes the special social individuals (celebrities, sports stars etc.). Yao Ming as the founder of Yao foundation, who involves in the event’s preparation, operation and external coordination and cooperation.2.The objects of Yao Foundation Charity Game’s public relations. The objects of a sports event equal to the relative stakeholders of it. The internal objects of Yao Foundation Charity Game include, Yao Ming, members of STARZ SPORTS. The external objects include, relative administrative departments, sponsors, the media, consumers, players, volunteers and the celebrities.3. In essence, the operation process of Yao Foundation Charity Game’s public relations is PR objects management. Major PR objects of Yao Foundation Charity Game include the media, sponsors, relative administrative departments and consumers. Besides, these contents closely combined with each others and focus on media relations4. The media communication of Yao Foundation Charity Game is divided into the five following steps, the starting, the warming-up phase, heating stage, the highlight, on-going phase, which constitute to the integrated process of Yao Foundation Charity Game’s PR Media communication.5. CIS (company identity system) strategy, New Media and the influnce of super stars are effective strategies and characteristics of Yao Foundation Charity Game’" s PR operation. Using Sina, Sohu, Tencent, NetEase-the top four gateway websites to promotes event, through Yao foundation official website, Sina microblog, WeChat and other new media to release information, communicate with the public, and enhance the event’s influence by inviting stars.