Research On The Crisis Public Relations Of Sports Stars In The New Media Era

Since the founding of New China,sports have developed for 70 years and have achieved remarkable achievements.China has gradually become a powerful country dominant in sports field because of the vigorous development in sports industry,and competitive sports have achieved great progress.Sports stars have also arisen more and more attention.With the advent of the new media era,the mass media concentrates on sports star competitions,as well as their daily training,living conditions and social activities.The more sports stars are exposed,the more crisis it will cause.Therefore,this study will investigate the crisis public relations of sports stars in new media era.This research adopts the methodology of logical analysis,literature,case study and content analysis,it takes the new media era as the research background,the crisis public relations of sports stars as the research object.It combines with the key case analysis,compares the general situation of the crisis public relations of sports stars in the traditional media era and the new media era.It expounds the futures and challenges of the crisis public relations of sports stars in the new media era,and combined with Steven Fink's four stage model of crisis communication.In this way,this study proposes five innovative strategies of crisis public relations of sports stars in the new media era.This study starts with the classification of sports star crisis public relations and crisis events,and analyzes the sports public relations elements from the athletes themselves,family,coaches,teams,organizations,media,and official perspectives;it selects Liu Xiang's two retirement crisis to study the characteristics and shortcomings of the star crisis public relations in traditional media era sports,it chooses Sun Yang's unlicensed driving incident,drug testing procedure controversy and Horton incident three typical crises to conduct a case study of the sports star crisis public relations in the new media era,expounding the futures of sports star crisis public relations in the new media era conditions;the study innovatively proposes the crisis public relations stage as the crisis potential period,crisis emergency period,crisis spread period,crisis resolution period,reflection review period.It then demonstrates the staged dilemma and the strategy faced by the sports star crisis public relations in the new media era.This study starts from a more comprehensive crisis public relations period,focusing on the crisis events of Liu Xiang and Sun Yang,providing innovative strategies for each stage of the crisis public relations of sports stars in the new media era.This study respectively elaborates the topic in five aspects below: from the sound "big data + cloud computing" crisis early warning mechanism in the potential crisis period,first-time of the crisis emergency period to make a targeted voice,the realization of the crisis extension period of audience interaction "win-win",all media economic people participating in online and offline linkage in crisis resolution period and reflection on all-round restoration of damaged image of sports stars in the restoration period,so as to provide reference for crisis public relations of sports stars in the future.