亞奧運單項協會之公共關係角色與模式之研究

A Study on Public Relations Roles and Models of Sport Associations of Asian and Olympic Games

10.6214/JSRM.201106_8(1).0002

林怡秀(Yi-Hsiu Lin)

奧運 ； 亞運 ； 單項協會 ； 公共關係 ； Olympic Games ； Asian Games ； sport association ； public relations

運動休閒管理學報

8卷1期（2011 / 06 / 01）

18 - 31

繁體中文

本研究主要目的為探討國內亞奧運項目之單項協會的運動公共關係從業人員之角色和單項協會所使用之公共關係模式。本研究運用質性研究個案分析之深度訪談。本研究結果發現亞奧運單項協會之公共關係人員所扮演之角色為溝通技術人員；人員工作內容主要為召開會議、撰寫公文、與教練和選手協調、選拔選手、舉辦比賽等；根據主管指示做事，並無決策能力；並無參與主管決策制訂的過程。此外，亞奧運單項協會所執行之公共關係模式為新聞代理模式；其主要特徵為：公共關係人員認為其主要工作內容為替協會爭取更多選手；公共關係人員較少從事調查研究；公共關係人員關注協會活動的推廣。

This present study was to explore the roles public relations staff play and the model used by public relations sport associations of Asian and Olympic Games. Qualitative approach of case study along with in-depth interviews was utilized. The results revealed that public relations staff in sport associations of Asian and Olympic Games play a communication technician role. The job content included setting up a meeting, writing official documents, coordinating with coaches and athletes, selecting athletes, and holding events. Instead of participating in the decision process, staff followed orders from supervisors. Furthermore, sport associations of Asian and Olympic Games employed public agentry model. The primary characteristics of public agentry model included staff putting more efforts in recruiting more athletes, staff rarely conducting research, and staff focusing on promoting activities planned by the associations.

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