Research On Sports Stars Crisis Public Relations In New Media Era

China's sports industry has been prosperous under the background of the stable and rapid development of our society and economics,and numerous sports stars such as Yao Ming,Liu Xiang,Lin Dan and Sun Yang have emerged.With public's increasing attention to sports stars,problems have also arisen in the process of their life training and their participation in socio-economic and cultural activities,leading to frequent crisis events.Especially in the new media era,the new media may become the birthplace of the crisis and contributes to the dissemination of sports star crisis information,and thus increases the negative impact of sports stars.On the other hand,sports stars can use new media to guide positive public opinions and help to improve the efficiency of crisis public relations.The crisis of sports stars under the new media environment is not only complex and diverse,but also the related research results of it are not systematic.Therefore,it is of great practical significance to strengthen the study of sports public relations crisis under the new media environment.Combining communication and public relations,this thesis employs Fink's stage analysis theory and crisis public relations 5S principles as the theoretical basis.The thesis adopts the literature data method,case analysis method,and textual analysis method,and takes sports stars crisis public relation as the research object from the perspective of propagation characteristics of new media.And crisis situation analysis on crisis events and textual analysis on the apology,response,statements and related documents of sports stars' crisis public relation teams during crisis communication will be respectively analyzed.Conclusions are made as follows: Firstly,the rapid development of new media has shown both positive and negative influence upon sports star crisis public relations.New media can quickly guide public opinions and improve the efficiency of sports star crisis public relations to restore their own image.In contrary,new media can directly lead to the crisis of sports stars,and it can also expand the bad impact of crisis.Secondly,the sports star crisis in the new media era is divided into four categories according to the causes of the crisis,that is.,bad sports results which fail to meet the expectations of the public,violations of social public moral behaviors,violations of their organizations,and violations of sports professional ethics.Thirdly,there are many problems in the public relations crisis of sports stars under the new media era.Sports stars have many problems in themselves,such as insufficient level of their own quality,weak crisis awareness,and inaction after the crisis.The training and management mechanisms of relevant sports organizations are irrational and there also exist other serious problems.Inadequate press coverage by the media usually leads to the further expansion of the crisis.Especially under the current environment of new media,the acceleration of the speed of the crisis and the lack of truthful information dissemination also result in the crisis.Fourth,the team of sports stars complete a good job of crisis control in the period of crisis;complete a good job of emergency treatment during the crisis period;complete a good job of public opinion guidance in the crisis tendril;make a good image restoration in the period of crisis recovery.Related sports organization management departments improve the management and training mechanisms of sports stars and athletes.Besides,the media should establish a healthy new media environment,and learn to cooperate with sports star teams to achieve a win-win result.As to the public,they must maintain a balanced mentality and do not want to spread or fabricate false information on the new media platform.During the World Championships,sports stars should do crisis control in advance,be cautious of the use of micro-blog in the public relations,and prepare a good pre-arranged planning for past crisis events.