The Study On Crisis Communication Of NBA During David Stern Time

American professional sports developed fast and formed a perfect operation system, and for crisis communication, the American professional sports league has a complete response system and strategies. National Basketball Association which influences the world widely is one of the most successful professional leagues, the crisis events of NBA is typical and classical. This research studies the crisis communication of NBA through literature searching, interviewing, and case analyzing. The following conclusions were made:Pre-crisis, NBA have a crisis management team and the crisis management team members are from different areas and the core members with different education background. The crisis management team also includes the training of the members such as the media relation, law education, spokesperson, and individual development.Crisis response, in facts dimension, through telling strategy NBA publish the truth of crisis, clarify standpoint of the league, and correct the rumors of the crisis; through persuasion strategy NBA transfer the issue of the crisis, obtain the right of crisis speak, and seeking the support of the experts to influence the public's opinion of the crisis; through transition strategy NBA divert public attention of the crisis, and reduce the negative efforts of the crisis.In values dimension, through reconstructing strategy, NBA forms a new value system with public, supplying wonderful matches and perfect experience of the venue to fans, and launches a series of charitable activities such as "NBA Cares", "Basket without Boarders" among the community residents, communicating with the fans flectional. Besides, trough communicating strategy, the NBA provides complete media service to the media journalists in order to form a trustful and respectful relation between them. Post-crisis, trough all kinds of ways NBA seek all the crisis information and divert the public's attention. Since David Stern is the commissioner of NBA, the league is committing to optimize and improve the communication channel, creating a harmony, healthy, and equal communicating environment. In order to improve the image and influence among the middle class, the NBA launched anti-drug program and completed details of new "business casual" dress code. Through the tough punishments of the sports violence on court and basketball community activities improve the image of the league, escalating the influence among the teenagersAlthough there are a lot of differences between China and USA in composition of the organization, operation system, and social environment, through the study of pre-crisis phrase, crisis response strategies and post-crisis reputation image, the thesis aims at supplying certain references to the development of Chinese professional, league.