The Research On Media Relations Of China Open

Organizing sport events is an important method and way to enhance the reputation, set up the brand and improve the core competitiveness of the city. The relation between event and media is the primary problem that the organizers of the event need to consider. The media relations of the sports events aim at creating a good public environment.Through documents, interview, logical analysis and other research methods, the paper analyzes the media relations of China Open. A lot of relevant knowledge of management, communication and sports as well as service theory and the SWOT analysis method are used in the paper.In the thesis, media relations can be analyzed in three aspects:media promotion, media services and media report. China Open achieves a better result by taking various forms of media promotion. In terms of media services, China Open is fruitful in hardware construction and supporting facilities in the news center. They all meet the demand of the media during the games. And in the last term, the report in the television is long and extensive and the report in the print media can be seen everywhere due to the deep intervention of Beijing Youth Daily and good cooperation of many other media. In addition, the new media report also gain a good effect by online chat of stars, video broadcast, opening the website, microblog, wechat, App and other new media ways. By analyzing the media environment of China Open, the paper found that China Open has its own advantages and disadvantages. The quantity of media is large and the quality is professional, but this may also increase the difficulty of media management. There are good opportunities to develop sports due to the good environment while also threats from the competition of other same kind of events.Based on this, the paper puts forward three suggestions. At the macro concept level, China Open should establish a service awareness and service concept in media relations and try its best to build a service platform between events and media. At the medium level of organizational structure, China Open should consider to establish a sport information department and set up a team for crisis public relations. At the micro level of practice, China Open could provide more detailed and humanized services to media and journalists by promoting multi-level cooperation between players and media and setting up association. If conditions are perfect, it can also participate in media services of other tennis tournament.