TITLE: How does Chinese PR benefit China:Case study of the 2008 Beijing Olympic Games
ABSTRACT
The Olympic Games are the most typical large-scale sporting events,good public relations is an important and indispensable factor of the Olympic Games.Through a large number ofdocuments and multimedia networks,the author analyze the object and methods of public relationsof major sports events and evaluate the public relations activities of the 2008 Beijing Olympic Games.The main purpose of this research paper was to answer the question"How does Chinese PR benefit China:Case study of the 2008 Beijing Olympic Games"from the perspective of the P.E. public relations. The author also carry out some problems which should pay attention to and solution in this field to help organizing large-scale sporting eventsin the future.
Taking an Interpretivism philosophy, this research is conducted by adopting a single case study strategy. Mainly primary data of a qualitative nature is collected through research methods that encompass a face to face preliminary study and further study.
The findings analysed the specific public relations activities which launched before and during the 2008 Beijing Olympic Games. Through research, the researcher find out that the strategic objective of Chinese Olympic PR is to expand the international influence of China and Beijing, establish a good image of Beijing Olympic Games.The Beijing Organizing Committee of Olympic Games (BOCOG) hired Hill&Knowlton as the communication manager. And they did not establish specialized PR department to manage the public relations but dispersed the task of PR to many interrelated departments which support and cooporate with each other in daily work. And the specific public 留学生帮写公关学硕士毕业论文relations activities including torch relay,CIS,relationship with media,crisis management,international exchange activity, media platform,etc. Besides,the researcher find out that the government of China(GOC) have so great influence and controlling force on media that most of the Chinese Olympic public relations activities were launched under the guidance of government and the domestic media never report the sensitive event in a negative manner.
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TABLE OF CONTENTS
TITLE PAGE
ABSTRACT
TABLE OF CONTENTS
ABBREVIATIONS & GLOSSARY
LIST OF FIGURES AND TABLES
Chapter1 Introduction
1.0 Research Question
1.1 Context of Research
1.2 Public Relations
1.3 P.E.public relations
1.4 Relevance of Research
1.5 Aims and Objectives
1.6 Chapter Outline
Chapter2 Literature Reviw
2.0 Introduction
2.1 Present situation of research on Chinese PR
2.2 Present situation of research on Chinese P.E.public relations
2.3 Chinese P.E.public relations
2.4 Chinese Olympic PR
2.5 Relationship between olympic games and News Media
2.6 Conclusion
Chapter3 Methodology
3.0 Introduction
3.1 Research Philosophy
3.2 Research Approach
3.3 Research Strategy
3.4 Research Methods
3.5 Practicalities and conduct of Research
3.7 Limitations of Research
3.8 Research Ethics
3.9 Summary
Chapter4 Findings
4.0 Introduction
4.1 Findings from Preliminary Study
4.1.1 Strategic objective of Chinese Olympic PR
4.1.2 Executive orgnaization of Chinese Olympic PR
4.1.3 Object of Chinese Olympic PR
4.2 Findings from Further Study
