体育公共关系案例及回答问题

第一篇：体育公共关系案例及回答问题

体育公共关系案例

安踏（中国）有限公司创建于1991年，1992安踏开始转换经营模式实行分级经营加盟模式，1999安踏与中国乒乓球队签协议聘请孔孔令辉代言，同年安踏开始在央视5套投入巨额广告形成“孔令辉+CCTV”宣传造牌模式，这一营销策略获得巨大成功。2001年安踏由单一运动鞋生产模式向综合体育用品过渡，2003年开始投入赞助CBA和CUBA，先后荣获中国名牌、中国驰名商标、国家免检产品等，目前公司厂房20多万平米，员工5千多，年产销1000多万双运动鞋，全国4000多家专卖店实现销售，2001年至今连续6年获国内运动鞋市场综合占有率第一，2006年销售额12亿连续3年年销售额增长率达150%以上，2007年7月成功在香港联交所上市，预计2007年公司销售额将达到30亿元人民币，公司制定了到2011年实现销售额达到120亿元人民币，成为中国第一世界前十的综合体育运动品牌的宏伟规划。

1、体育公共关系从业人员应如何树立自己的形象？

2、体育公共关系从业人员应该具备哪些能力？

1解答：1.体育公共关系从业人员的形象包括内在形象和外在形象。内在形象是社会责任、道德修养、知识水平、个性心理等多方面因素的综合表现。自信是一个公关人员形象的核心。自信的培养，首先应变现为任何社交场合始终保持不卑不亢的良好心态；其次要通过公关活动锻炼自己的社交能力，增强自我意识，消除胆怯心理；第三，言谈举止要落落大方，说话行事充分表达出自信而又谦虚、热情而又稳重的精神风貌。开朗健谈是对公关人员素质的又一要求。良好的性格能够促使公关人员在处理复杂琐碎的事务中保持身心平衡，提高在社交场合随机应变能力。外在形象主要指风度仪表，表现在衣着、言谈、举止等方面。公关人员在衣着打扮和举止风度等方面必须注意客观效果。作为公关人员，在任何场合都应做到快而不乱、忙而不慌，站有站相，坐有坐相，谈吐讲究，举止得体，不轻浮造作。给人和蔼可亲、端庄大方的良好印象。

2解答：1.创新能力2.表达能力3.协调能力4.组织能力5.应变能力6.社交能力

第二篇：公共关系案例

【案例】2008年雅典奥运会时耐克投放 了一则由刘翔担任主角的“定律”广告，将耐克品牌推向一个全新高度。30秒的电视广告:“定律是用来被打破的”：伴随着一开始充满悬念的音乐，黑白画面闪入，在起跑线上，亚洲肤色的小腿肌肉有节奏的跳动，做起跑前的最后准备，还有穿在脚上的耐克跑鞋……此时音乐嘎然停止，字幕打出：“定律1.亚洲人肌肉爆发力不够？”紧接着是镜头由远及近地拉向黑白栏杆，起跑线上蓄势待发的运动员，和枪响后的一连串起跑动作……音乐又一次嘎然停止，字幕打出：“定律2.亚洲人成不了世界短跑飞人？” 起跑后，音乐节奏骤然加快，运动员们一片争先恐后，耐克跑鞋再次出现，亚洲肤色的大腿肌肉更有节奏，刘翔的身影从侧面开始显现……音乐第三次嘎然停止，字幕打出：“定律3.亚洲人缺乏必胜的气势？”但是此时此刻，音乐的旋律变得高亢，镜头下，刘翔在第四跑道一路领先，以绝对优势把对手抛在后面。再也没有疑问，字幕打出：“定律是用来被打破的 ”。面对镜头的刘翔挥舞着拳头，庆祝自己的胜利，而同时见证这一胜利的是穿在刘翔脚上的耐克跑鞋。

【分析】

一、从广告的背景看：2001年，18岁的刘翔参加全运会和世界大学生运动会，获得110米栏冠军，成绩为13秒34，引起耐克的注意。随后耐克公司陆续派专人观察刘翔的训练和比赛，认为刘翔这名运动员非常有潜力，当年耐克中国即与刘翔签约。在雅典奥运会之前，耐克把刘翔广告安排为其奥运广告系列“你能比你快”的压轴大戏。

在播出电视广告前10天，耐克在《体坛周报》、《南方体育报》和《东方体育日报》等媒体上发布刘翔平面广告；

8月24日预赛前一天，耐克在包括上海、北京、广州体育台和其他12个省台开始播出刘翔电视广告；

8月27日起，耐克全部换上刘翔广告。

8月28日夺冠当天，耐克于第一时间在《北京青年报》、《新闻晨报》、《体坛周报》、《南方体育报》和《东方体育日报》发布“黄道吉日”祝贺平面广告，并在零售店铺换上“黄道吉日”祝贺海报，庆祝刘翔夺冠，把“你能比你快”宣传活动推向高潮。

显然，耐克公司的公关部充分发挥了“采集信息，检测环境”的职能。从注意刘翔、观察刘翔到签约刘翔表明着耐克公司都要早于其他竞争对手意识到刘翔改变亚洲田径历史可能性，所以才能让耐克在雅典奥运期间激烈的品牌战中脱颖而出，成为强者中的强者。在信息社会中，信息是公认的巨大资源，公共关系作为一种管理职要能建立和维持组织与公众之间互惠互利的关系，就必须以采集多项全面的信息为前提。公共关系人员应该具备信息意识，能时刻观察和预测到影响组织目标实现的各种环境情况。耐克公关正是将公共关系作为信息产业看待才会有这样的成功。

二、从广告的内容上看：30秒电视广告的核心便是那三大定律，即“定律1.亚洲人肌肉爆发力不够？”“定律2.亚洲人成不了世界短跑飞人？”“定律3.亚洲人缺乏必胜的气势？”这三个疑问不仅只是作为广告词存在于耐克广告中，或许更是全世界人们心中的疑问；这三大定律不仅代表着一枚短跑跨栏金牌的争夺，或许更是全亚洲人们对13年历史的革新。于是“定律是用来被打破的”成为响彻雅典奥运田径赛场上的动人口号。当刘翔以12秒88力压群雄，夺得冠军时，耐克的品牌精神“Just do it（发挥潜能）”便深深扎入全亚洲甚至全世界人们的心中。于是我们在商场上看到耐克的运动鞋、耐克的服装、耐克的背包就仿佛看到希望和胜利，于是耐克公司的公关也圆满完成了他们的任务。

第三篇：有关2013年长沙体育中考问题回答：

有关2013年体育中考问题回答：

1、申请全部免考的要求：残疾人，要有市民政局的残疾证明。

2、申请个别项目免考的要求：需市二甲医院以上的证明，免考成绩为该项目成绩的60%。

3、申请缓考的要求：需市二甲医院以上的证明，并按时参加补考。

4、申请免考或缓考的流程：

（1）学生向所在学校提出书面申请。

（2）填写2013年初中毕业升学体育免考（缓考）申请表。

（3）学校审核后加盖学校公章，连同相关证明材料由学校统一于4月1日前报市教育局学生工作处。

（4）外地回长生及因故缓考的学生，定于长沙市文化中考后第一天，在长沙市实验中学进行测试。

5、1000米跑和800米跑（16分）：考生跑完全程，但超出中考成绩时间限制范围的，男生1000米超过4ˊ43〞、女生800米超过4ˊ30〞，给予最低分值5分；中途退出或未跑完全程，则该项成绩计“0”分。

引体向上（12分）：0.5次计最低3分。（0.5次指考生从直臂悬垂开始，有正确的引体动作和正确的下杠动作但未完整完成一次）

仰卧起坐（12分）：小于或等于15个计最低分3分。项目/最低分 男5分 女5分

篮球运球（16分）≥20〞8 ≥27〞0

足球运球（16分）≥14〞2 ≥22〞0

排球垫球（16分）≤10 ≤8

第四篇：回答问题

回答问题：

1.简要描述希腊神话中万神之王宙斯的性格特征。

At the end of the story, It showed Jose’s love to human beings and Perseus , that moment, he no longer appears to be the ruler of the world, but as a father, saw the son, see his own creation of human beings, aroused waves of love.2.宙斯最初只是侥幸逃脱父亲吞噬的孩子，简述他是如何得到力量，夺得王位？

Zeus followed Prometheus's suggestion,Cyclops give lightning fire to Zeus, east to Poseidon trident, and stealth helmet to hades.The arm giant fighted on the battlefield.Finally Zeus defeated cronus.3.赫拉克勒斯是宙斯之子，半神之体，一个矛盾的集合体，他所完成的12项任务给了人们什么启示？ Talent is center and should have the courage to fight unfair phenomenon.4.为了战胜美杜莎，帕尔修斯从幽冥女神宁芙那里得到了哪三件武器？ God bag, flying shoes, and Leather Helmet.论文 Gods of war “Gods of war” this movie is very interesting, the plot is good, from a coffin of baby to a rescue human hero, it is be hardly worthy of belief.There are the gods of every hue in ancient Greek mythology, also has a lustrous and dazzling ghost.In Greek mythology, the gods like humans with love and hate, lust It's not a boring documentary.There are ten different chapters.Each chapter tells the different characters or events of the ancient Greek mythology.I also recognize that the ancient Greek mythology and ancient Chinese mythology as wonderful mystery.I have a clear understanding of the Greek myth of Rome.The gods in the myth also have human feelings.For example, the first episode, In Greek mythology, the god Cronus devoured five of his offspring to prevent them from overpowering him.Only Zeus, with his mother Rhea's help, escaped the fate of his siblings.Zeus followed Prometheus's suggestion,Cyclops give lightning fire to Zeus, east to Poseidon trident, and stealth helmet to hades.The arm giant fighted on the battlefield.Finally Zeus defeated cronus.According to the leading version of mythology, this was where Zeus struggled with his father Cronus, finally beating him and seizing the throne.And Medusa,The head of Medusa that turns living men to stone, you have been allowed to look at in a mirror merely.The sixth and seventh chapters,Odysseus spots the massive wooden club he left behind, and gets an idea.With the help of his men, he shaves the narrow end to a fine point, hardens it over a flame, and waits.As nigh falls, the Cyclops returns.Odysseus offers the wine to the Cyclops.The beast downs one bowl, then another, and a third.Instantly, he begins to teeter.As the drunken giant stumbles around the cave he asks Odysseus his name and gets a dever answer.Odysseus says:“oh!Well, my name is nobody.” With that, the Cyclops crashes to the floor and passes out.Odysseus spring into action.With the help of his man, he lifts the buried stake, charges forward, and plunges it into the eye of the beast.Hearing the scream of the Cyclops inside his cave, the other Cyclops come around.The Cyclops at that point then answers,“ Nobody is hurting me.” The wounded Cyclops opens the doorway in a blind rage.Odysseus sees his opening and makes his move.The Cyclops is sitting in front of the door and Odysseus doesn't let them try to creep out.He ties them beneath the sheep.He has lost 72 of his men in an ambush, and confronted hurricane winds.Odysseus faced death inside the cave of a monstrous Cyclops and the Poseidon's curse.Although he always endures pain ,but always gets back after being knocked down.Both of them have carpentry backgrounds.Their stories revolve around the hardships of a suffering hero and the similarity between Odysseus's visit to Hades and Jesus' last day on earth.Both of their stories begin with a banquet.In Greek mythology, Medusa was a Gorgon, before she was a beauty;due to excessive pride and self-confidence, she stood in front of the loud Athena shouting herself more beautiful than God..She has long hair locks and a pair of tusks, even the neck are covered with scales of a snake, even body also changed into a snake.the goddess of wisdom showed her that when any person who saw her ,she would immediately turn to stone eyes.Athena taught Perseus how to kill, so he successfully cut off Medusa 's head I had a simple understanding of ancient Greek mythology.Through this film, I have a simple reading of ancient Greek mythology and some historical and cultural background of northern Europe.The film tells a war between men and gods.This movie is mainly about: a fisherman fishing,accidentally saw a child, he would raise him and named Parr hughes.Once they accidentally saw a group of soldiers who attempted to rebel against Jose, ruining a statue of Jose.Pluto--Hades, threw the soldiers into the sea.but Parr Hughes lucky escape.He joined the army to revenge.In prison, he met a Goddess:IO, then she told him that he was the son of Jose.He later learned that the total solar eclipse, Hades would release the krakenmonster--Beihai.At this time,the human will sacrifice to Princess Kraken, Parr Hugheswith Medusa's head, riding a winged horse, with a sword,arrived on time.He lifted the Medusa head, finally defeated the kraken, and would attempted against Zeus Hades to fight back to the underworld.Hades,the king of the darkness and the misery,was tricked by his brother---Zeus,who reigned over the whole world.So he wanted to change the situation and to free his monster---Kraken,which would destroy the world of human and make the universe full of pain and fear.But,Perseus,a son of Zeus,determined to defeat Hades and Kraken.His whole family were killed by Hades.So he swore to avenge.With the help of several brave warriors,Perseus came to kill the powerful witch---Medusa.Then he beat Kraken with the head of Medusa and used his sword to prison Hades back to the darkness and the misery.So,Perseus saved the world of human and returned the order of the gods.At the end of the story, It showed Jose's love to human beings and Perseus , that moment, he no longer appears to be the ruler of the world, but as a father, saw the son, see his own creation of human beings, aroused waves of love.This film was based on the Greek mythology.It takes us into a world of magic and mystery,This was created by the ancient Greece people.In this world, there are gods,monsters,and many other strange creatures.Everything could be possible.Gods reigned over everything and they have infinite power and magic.They can do whatever they want such as flying,crashing or even becoming a bird.This film illustrates the whole magic world so that we may feel that we were personally on the scene.This documentary is definitely to spend our time seeing.It will help us to grow our knowledge.It can disseminate knowledge and public opinion orientation, record history and interpretation of history, emotional communication and information exchange, give people a happy.

第五篇：公共关系-案例分析

案例一

中大新华学院北门有一间名叫“金牌饺子王”的大排档，从我进入大学一直看着它有衰转盛的过程。它曾经是一对夫妇经营着，但由于很多不足的因素，导致该店亏本，最后老板不得不结束经营。但是当一群刚创业的大学生接管之后，该店有了起死回生的起色，仅过了一个月的调整，这间店以一个全新的面貌重新开张了。

转让前的现状分析：

1.外部环境差，店内灯光暗，气氛冷冷的，感觉有点邋遢。

2.服务态度差，对客人很冷淡，工作没有积极性，甚至有时候还衣冠不整。3.上菜速度很慢，流失很多固定的老客户。转让后的改革分析：

1.餐馆内外简易地装修，把墙壁刷成白色，使坏境变得干净明亮；在招牌和门前装饰了很多色彩缤纷的灯，使门面更有吸引力了。2.人员调配，只留下了之前的厨师和一个老员工，另外注入了三个新鲜的“血液”。这样的人员安排，不仅仅能保持该店原来美味的菜肴和老顾客，而且能吸引更多的新顾客。

3.该店分发员工统一的深黄色的员工服。使员工看起来更专业、更精神。在顾客方面能给给顾客一种视觉上的满足，也会提高对该店的满意度；在员工方面，能增强内部的凝聚力与向心力，让员工有归属感。

4.老板狠抓该店卫生。统一使用消毒并真空包装的餐具；亲自监督厨房的卫生情况。让顾客吃得安心、吃得放心。

案例二

某企业自备饮料于重阳节这一天在某宾馆的餐厅宴请敬老院的孤寡老人。半小时后，用过饮料的二十多人都不同程度地出现恶心、呕吐等中毒症状，其中四人已有生命危险。一名闻讯赶到的电台记者即拟好一条简讯，准备在半小时后的新闻节目中播发。见此状，有人建议：为了不影响宾馆的声誉，餐厅应立即阻止记者发稿；同时暂停营业，责令该企业从餐厅后门组织抢救工作，并限于一小时内处理完毕，以便餐厅恢复正常营业。分析：

1.该企业应该主动联系新闻媒体，把状况告诉民众，并诚实地承诺事情的出真相前不开业经营。这样既满足了公众的知情权，同时让民众感觉到该宾馆的真诚和负责。这样也能防止民众以讹传讹的事件，挽回宾馆的信誉度。2.立即采取行动，安慰受害人和受害者家属的情绪。负责人应该陪同家属到医院，并且承担部分费用，等事故原因查出真相时再协商作出合理的赔偿。

3.事后开新闻发布会，报道处理结果和事发结果。这样能把危机转化为机遇，能提高宾馆的知名度和美誉度。

4.该宾馆做到迅速组织抢救工作，证明该宾馆建立了健全的危机公关处理办法，非常重视危机事件的发生。员工们平时训练有方，领导者做到临危不乱。