论体育明星的公共关系价值及价值实现

Sports stars' public relation values and their realization

从社会学、组织传播学视角,分析体育明星公共关系价值的成因,探讨体育明星公共关系价值的指标,提出了在实现体育明星公共关系价值时应注意的问题:品牌内涵要与体育明星的个人形象相吻合、增强明星广告的艺术性、判断体育明星的市场风险、促成体育明星与组织建立伙伴关系。

According to the sociological and communicational studies, this paper analyzes how the sports stars can realize their public relation values,e, g. , the images of the famous brands should match those of the stars, the advertisements made by the sports stars should be more artistic, the market risks should be taken into consideration and there should be partnerships between the sports stars and the organizations.