Please use this identifier to cite or link to this item:
Media Relations in Professional Sports Organization - A case of EDA Rhinos
Chinese Professional Baseball League (CPBL)
二、媒體與球團互動型態大致可歸類為共生(利益合作) 與交換(表面接觸) 關係兩種，前者雙方在工作上彼此合作；後者則在需要時才與對方接觸，平時接觸頻率較低。
Media relations refers to the relationship between the organization and the news agency. Considering the effects of publicity, the purpose of managing media relations is to obtain positive media coverage by maintaining good relationship with the media. As media attention plays an important role in professional sports, media relations tends to be emphasized. The purpose of this study aimed to discuss how professional sports organization manage media relations. Chinese Professional Baseball League (CPBL) team EDA Rhinos was taken as a case. To comprehend the interaction between the organization and media, strategies and outcomes of media relations, in-depth interviews were adopted to collect data. The findings were as follows: 1. The general manager and the public relations manager, who belongs to the department of marketing, are the main characters who communicate with the media. However, due to the personnel changes, the person in charge of contacting the media has changed several times. 2. The relationship between EDA Rhinos and media could be categorized into two types: symbiosis and exchange. The former cooperate with each other, while the latter only communicate with each other when needed. 3. The organization communicates with media mainly through news release, press conferences, interviews, media events and media gatherings. Additionally, the organization builds relationship with journalists through strategies both on organizational and interpersonal levels. 4.Personnel with experience on media and professional sports are better at managing media relations. However, the abilities of building agenda and planning media event still need further improvement. According to the results of this study, the professional sports organizations are suggested to strengthen the function of public relations, to increase the media relations knowledge, skills and abilities, to put more emphasis on the evaluation of media relations, and to create a conflict and crisis management system in order to maintain a positive relationship with the media.
|Appears in Collections:||學位論文|
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.