Sport Heroes’ Public Communication Strategy In The New Media Environment

Sports is a kind of art beyond national boundaries, sport hero is a kind of artist, every move of them is the focus of the world, and will have an influence in society. In addition to personal achievement, image-building of sports hero also relates to the personal characteristics and public communication methods. In the era of traditional media, sports heroes have very limited time and opportunities in communicating with the public, only through a passive interviews or press conferences can make them speak directly to the public, but now with the continuous development of new media, weibo, wechat which are based on WEB 2.0 technology platform has become an integral part of people’s daily life and sports heroes only need to open an official account on those media, then they can change passive to active to spread and in tangible or virtually created their own image, improve their influence and increase social and commercial value. However on the new media platform, such as weibo and wechat, many sports stars’ official accounts appeared some negative problems in these few years, such as the poor language skill strategy, and the problem of not understanding the communication, this not only brings harm to their images, but also cuts their business values, and also shows bad example for their fans and the youth, finally play a negative role in building a good example for society. This article based on the perspective of public communication in the new media environment, analyze the relevant cases, summarize the mistakes that sports heroes have made in public communication, find out the crux of the problem, and provides the corresponding countermeasures, so as to provide sample for sports heroes to build a good image with the help of new media.