運動組織網路公關操作之探討

The Exploration of Public Relations Operation in Sport Organizations

林怡秀(Yi-Hsiu Lin)

《運動知識學報》 7期 (2010/08) Pp. 287-292

https://doi.org/10.29596/BGYY.201008.0026

摘要

網際網路所帶來的傳播革命使得公關溝通策略面臨轉型的關鍵時刻。網際網路之優勢在於資訊的即時性與互動效果，眾多學者指出，網路可作為一種公關工具，利用線上公關活動進行產品宣傳，其他例如招募新員工、傳輸檔案給新聞媒體以建立媒體關係、公司內部的電子郵件溝通以建立員工關係等。網路在公關業界趨於普及，甚至已成為日常工作流程的一部分，本文透過個案分析說明運動組織應如何有效使用網際網路，並了解網路在溝通上的功能，以提升運動組織公關人員的競爭力。

關鍵字

網路公關 ； 運動組織 ； 中華民國網球協會

並列摘要

The communication revolution caused by Internet has led to the change of public relations (PR) communication strategies. The advantages of the Internet include real-time information and its interactivity. Many researchers have argued that the Internet can be used as a PR tool by using on-line PR campaigns to promote products, recruiting staff, sending files to news media and establishing employee relationships by internal emails. The Internet has become popular and even become a daily routine in the PR domain. The current paper was to address how sport organizations use the Internet well and understand its communication functions in order to increase the competitiveness of PR staff in sport organizations.

並列關鍵字

Internet PR ； sport organizations ； tennis association