職業運動組織的媒體關係研究─以義大犀牛隊為例

Abstract

媒體關係即組織與新聞機構及新聞界人士的關係，目的在透過與媒體的良好互動關係，將組織欲對外傳播的資訊透過媒體傳播給公眾，以獲得媒體正面報導。職業運動的發展，需要媒體的正向報導，故媒體為組織經營之重要基礎。本研究旨在探討職業運動組織如何管理媒體關係以達成其公關目標，以中華職棒義大犀牛隊為研究對象，利用深度訪談法瞭解其媒體關係運作情形、策略與效果。其主要發現如下： 一、球團之媒體公關部門隸屬於行銷推廣部，主要透過公關及領隊與媒體互動；然經多次人事異動，使聯繫窗口較為混亂，且易受公司高層影響，缺乏獨立運作空間。 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。 三、球團主要透過新聞稿、記者會、接受訪問、媒體事件及媒體聚會與媒體互動；並交互使用組織與人際層次之策略，與記者建立關係，作為媒體策略之輔助。 四、球團部分人員具媒體與職棒相關經歷，在媒體關係運作上較順暢，但在製造話題、媒體流程安排與公關活動規劃上仍有待加強。在新聞處理方面，記者多如實呈現，但在議題不嚴重之情形下，可能斟酌以對球團較有利之方式處理。 未來建議職業運動組織在媒體關係運作上強化公關之功能性，提升公關人員專業知識與能力，增加球團對媒體關係之認知，重視媒體關係之效果評估，並建立衝突性議題處理流程，以維繫雙方長久之互動關係。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.