The Research On Communication Of Public Relations Of Hangzhou Marathon

As the domestic marathon developing dramatically,Hangzhou marathon is one of the oldest domestic marathons which has been held for 30 years.Hangzhou marathon gets rapid progress these years,especially after the G20(The Group of Twenty Finance Ministers and Central Bank Governors).This paper discusses and analyzes the issue based on above to expect to promote the development of running races in Zhejiang province,and provides the example to public relations for Chinese marathon.This paper analyzes the communication of public relations of Hangzhou marathon with four methods: documentary study,individual cases analysis,field investigation and interview.Based on public relations communication theory in case of Hangzhou marathon,the author tries to analyze the public relations communication through four aspects: basic facts,communication subject,primary audience and communication medium.This paper analyzed the organization chart and characteristic of Hangzhou marathon,investigated the target people and discuss the relationship between organization and several audience.Finally,it is classified different kind of communication medium.After assaying,sum up its feature on cases one by one.The study found that the communication of public relations of Hangzhou marathon has following problem:(1)Media relations consciousness is weak.(2)There is no clear public relations departments and professionals.(3)Lack of thinking and media platform.(4)The official Weibo operation needs to be strengthened.Moreover,the author put forward to four suggestions according these shortage :first,Set up the consciousness of public relations,and try to establish public relations department.Furthermore,it should cultivate professional public relations staff.They should have specific work tasks and establish project to ensure good operation of all media platform.Second,maintain good media relations and establish good relationship with media to provide good service for media people.Hangzhou marathon also have designed and organized many characteristic activities for media to promote the deep understanding of the media for the event.Third,make full use of the connection of various media to create high quality dissemination content.The author thinks that Hangzhou marathon control big data as the host of marathon,it should be based on users' attributes and propagation law,build interacting system with marathon audience.And there is various ways to continue to generate more excellent original news materials extensively in?Finally,creating new Weibo topic to promote audience interaction,it increased exposure and build feedback system like teasing.Moreover,collecting good comments,opinions and Suggestions,it set up information flow that can communication with each other between Communicator and audience.