The Research On The Publication Of Sports Organiztion

Media relationship is the most common form of public relations in the field of sports,and the operation of publications plays an important role in media relations of sports organizations.The highly developed sports organizations,such as NBA and NFL,always highly value the effects of publications in media relations.The best example is that,they provide the media and the public with media guides in each season which cover all aspects about themselves.The details such as planning,production and distribution,reflect their advanced ideas of media relations.This paper studied publications of sports organization through literature,case analysis and expert-interview method,and referred to the monographs and papers on public relations,sports public relations, sports media relations,sports media services,publications,and etc. This paper selected the NBA Denver Nuggets 2007-2008 Media Guide as an case and analyzed its contents,design and the concept of media services. In addition,Other outstanding publications of sports administration and organizing committees of large-scale comprehensive sports event,league, international competitions are selected,which includes the 10th National Games Reporter Handbook,CBA official handbook,World Table Tennis Championships Brochure,Gymnastics information as other cases and were described and analysed of their contents and ideas,which demonstrates the status quo of Chinese sports publications.The author interviewed with the reporters of "Sports Weekly",Sina,Sohu and other media staffs who are involved in the production or have used the sports organizations publications,and got much information.This paper analysed and discussed from four aspects,which are the classification of sports organization publications,the related theories explanatory of sports organizations publications,the current situation of Chinese sports organizations publications and the valuable experience of developed sports organizations which China may learn from.And the conclusions are as follows:Sports organizations publications can help sports organizations establish a good public relations;foreign excellent sports organizations have formed complete mechanisms of running publications;the running of Chinese sports organizations publications is still at its primitive stage;foreign developed sports organizations have inspiring influence on China both in terns of theory and operation.Based on the above researches,there are several recommendations are as follows.Firstly,the publications as the image of sports organizations have got more and more attentions from Chinese sports organizations,however,there are many aspects needs to be improved comparing with the foreign excellent sports organizations,therefore, the Chinese sports organizations should attach importance to the concept of publications.Secondly,Chinese sports organizations should focus on the running of publications,such as content planning,writing and editing.Finally,cooperation with other organizations is necessary for the Chinese sports organizations in running of publications due to their weak basis.