大卫·斯特恩时代NBA危机公共关系研究
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摘要
美国职业体育已经形成了相对完善的职业体育运营体系,而面对体育危机事件,也有一套完整的应对机制和策略。美国职业篮球联赛作为美国四大职业体育联盟全球化运营最为成功的职业体育赛事,它的危机事件和危机应对策略具有一定的代表性和典型性。本论文通过文献资料法、专家访谈法、个案分析法对大卫·斯特恩执掌NBA以来的危机公共关系进行研究,得出以下结论：
在日常公关活动中,联盟构建高素质的危机公关团队。NBA联盟管理层面的员工来自不同领域,这些NBA管理团队的核心成员拥有不同的教育背景,经过培训和大量实践演练后成为NBA联盟应对危机的核心团队。
NBA联盟应对危机时,事实层面上联盟通过告知策略向公众公布事件真相、表明联盟立场并纠正关于危机的谣言；通过疏导策略,引导危机进展核心议题,争取危机对话的话语权,同时寻求第三方联盟影响公众关于危机的态度；通过转换策略,借由特定新闻事件转移公众视线,淡化危机对联盟的负面影响。
价值层面上,面对危机时NBA联盟通过重建策略,同利益相关者构建全新价值体系,提供给受众精彩的体育比赛和完美的赛场体验,同各利益相关者进行情感上的交流；通过沟通策略,向新闻媒体记者提供完善的媒体服务,同媒体建立相互信任、尊重和互相认同的合作关系。危机过后,NBA通过各种信息的搜集和整理,尽快转移公众视线,恢复日常秩序,对外重塑联盟形象。NBA一直致力于优化和改善联盟的沟通渠道和沟通方式,积极营造一种和谐、健康、平等的对话环境。提升NBA球员在美国中产阶级中的社会形象和影响力；树立积极、健康的联盟形象,尤其是逐步扩大对青少年的社会影响力。
虽然中美两国在体育组织构成、运营模式和社会大环境等方面存在很多不同之处,但是通过本研究对NBA联盟危机预防、危机应对、以及危机后形象修复等方面的研究,为我国职业体育运动的发展提供借鉴作用。
American professional sports developed fast and formed a perfect operation system, and for crisis communication, the American professional sports league has a complete response system and strategies. National Basketball Association which influences the world widely is one of the most successful professional leagues, the crisis events of NBA is typical and classical. This research studies the crisis communication of NBA through literature searching, interviewing, and case analyzing. The following conclusions were made:
Pre-crisis, NBA have a crisis management team and the crisis management team members are from different areas and the core members with different education background. The crisis management team also includes the training of the members such as the media relation, law education, spokesperson, and individual development.
Crisis response, in facts dimension, through telling strategy NBA publish the truth of crisis, clarify standpoint of the league, and correct the rumors of the crisis; through persuasion strategy NBA transfer the issue of the crisis, obtain the right of crisis speak, and seeking the support of the experts to influence the public's opinion of the crisis; through transition strategy NBA divert public attention of the crisis, and reduce the negative efforts of the crisis.
In values dimension, through reconstructing strategy, NBA forms a new value system with public, supplying wonderful matches and perfect experience of the venue to fans, and launches a series of charitable activities such as "NBA Cares", "Basket without Boarders" among the community residents, communicating with the fans flectional. Besides, trough communicating strategy, the NBA provides complete media service to the media journalists in order to form a trustful and respectful relation between them.
Post-crisis, trough all kinds of ways NBA seek all the crisis information and divert the public's attention. Since David Stern is the commissioner of NBA, the league is committing to optimize and improve the communication channel, creating a harmony, healthy, and equal communicating environment. In order to improve the image and influence among the middle class, the NBA launched anti-drug program and completed details of new "business casual" dress code. Through the tough punishments of the sports violence on court and basketball community activities improve the image of the league, escalating the influence among the teenagers
Although there are a lot of differences between China and USA in composition of the organization, operation system, and social environment, through the study of pre-crisis phrase, crisis response strategies and post-crisis reputation image, the thesis aims at supplying certain references to the development of Chinese professional, league.
在日常公关活动中,联盟构建高素质的危机公关团队。NBA联盟管理层面的员工来自不同领域,这些NBA管理团队的核心成员拥有不同的教育背景,经过培训和大量实践演练后成为NBA联盟应对危机的核心团队。
NBA联盟应对危机时,事实层面上联盟通过告知策略向公众公布事件真相、表明联盟立场并纠正关于危机的谣言；通过疏导策略,引导危机进展核心议题,争取危机对话的话语权,同时寻求第三方联盟影响公众关于危机的态度；通过转换策略,借由特定新闻事件转移公众视线,淡化危机对联盟的负面影响。
价值层面上,面对危机时NBA联盟通过重建策略,同利益相关者构建全新价值体系,提供给受众精彩的体育比赛和完美的赛场体验,同各利益相关者进行情感上的交流；通过沟通策略,向新闻媒体记者提供完善的媒体服务,同媒体建立相互信任、尊重和互相认同的合作关系。危机过后,NBA通过各种信息的搜集和整理,尽快转移公众视线,恢复日常秩序,对外重塑联盟形象。NBA一直致力于优化和改善联盟的沟通渠道和沟通方式,积极营造一种和谐、健康、平等的对话环境。提升NBA球员在美国中产阶级中的社会形象和影响力；树立积极、健康的联盟形象,尤其是逐步扩大对青少年的社会影响力。
虽然中美两国在体育组织构成、运营模式和社会大环境等方面存在很多不同之处,但是通过本研究对NBA联盟危机预防、危机应对、以及危机后形象修复等方面的研究,为我国职业体育运动的发展提供借鉴作用。
American professional sports developed fast and formed a perfect operation system, and for crisis communication, the American professional sports league has a complete response system and strategies. National Basketball Association which influences the world widely is one of the most successful professional leagues, the crisis events of NBA is typical and classical. This research studies the crisis communication of NBA through literature searching, interviewing, and case analyzing. The following conclusions were made:
Pre-crisis, NBA have a crisis management team and the crisis management team members are from different areas and the core members with different education background. The crisis management team also includes the training of the members such as the media relation, law education, spokesperson, and individual development.
Crisis response, in facts dimension, through telling strategy NBA publish the truth of crisis, clarify standpoint of the league, and correct the rumors of the crisis; through persuasion strategy NBA transfer the issue of the crisis, obtain the right of crisis speak, and seeking the support of the experts to influence the public's opinion of the crisis; through transition strategy NBA divert public attention of the crisis, and reduce the negative efforts of the crisis.
In values dimension, through reconstructing strategy, NBA forms a new value system with public, supplying wonderful matches and perfect experience of the venue to fans, and launches a series of charitable activities such as "NBA Cares", "Basket without Boarders" among the community residents, communicating with the fans flectional. Besides, trough communicating strategy, the NBA provides complete media service to the media journalists in order to form a trustful and respectful relation between them.
Post-crisis, trough all kinds of ways NBA seek all the crisis information and divert the public's attention. Since David Stern is the commissioner of NBA, the league is committing to optimize and improve the communication channel, creating a harmony, healthy, and equal communicating environment. In order to improve the image and influence among the middle class, the NBA launched anti-drug program and completed details of new "business casual" dress code. Through the tough punishments of the sports violence on court and basketball community activities improve the image of the league, escalating the influence among the teenagers
Although there are a lot of differences between China and USA in composition of the organization, operation system, and social environment, through the study of pre-crisis phrase, crisis response strategies and post-crisis reputation image, the thesis aims at supplying certain references to the development of Chinese professional, league.
引文
[1]Marra, F. J. (1998). Crisis Communication Plans:Poor Predictors of Excellent Crisis Public Relations Review, 24,4,461-474
[2]Horsley, J. S.& Barker. R.T. (2002).Toward a synthesis model for crisis communication in the public sector. Journal of Business and Technical Communication,16,4,406
[3]Garnett, J. L.& Kouzmin, A (2007). Communicating throughout Katrina:Competing and Complementary Conceptual Lens on Crisis Communication. Public Administration Review,67,171
[4]Grabowski, G. (2007). Avoiding and Managing Product Recalls. Risk Management,54.12,12
[5]Fall, L. T. (2004). The increasing role of public relations as a crisis management function:An empirical examination of communication restrategising efforts among destination organization managers in the wake of 11th September.2001. Journal of Vacation Marketing,10,3,238
[6]James, D.(2000) When your company goes code blue. Marketing News,34,23,15-16
[7]Neil. B. (2000). Crisis management and the Internet. Ivey Business Journal,64,3,13-17
[8]Hearit. K. M. (1996). The use of counter-attack in apologetic public relations crises:The case of General Motors vs. Dateline NBC. Public Relations Review,22,233-248
[9]Bonoit. W.I. (1997). Image repair discourse and crisis communication. Public Relations Review,23,177-186
[10]Coombs, W. T.,& Holladay S. J. (2001). An extended examination of the crisis situations:A fusion of the relational management and symbolic approaches. Journal of Public Relations Research,13,4,321-340
[11]Krupa, G.(1998). Fund helps athletes win at the game of charity. Boston Globe. Retrieved September 30,2003. from The Giving Back Fund
[12] Anderson, W. B. (2003). Crafting the national pastime's image:The history of major league baseball public relations. Journalism & Communication Monographs,5(1).5-44.
[13]Pondiscio. R. (1996, October 4). Baseball strikes out again. Christian Science Monitor,88(218).20.
[14]Bowers, F.(1997. July 1).Spouse abuse and sports:Do teams drop the ball?Christian Science Monitor, 89(151).1.
[[15]McCallum. J.,& Kennedy, K. (1996. April 29). Nebraska's double standard. Sports Illustrated.84(17).17.
[16]Kennedy. K.(2000. December 4). Medium cool. Sports Illustrated.93(23),26
[17]Brand. M. (2001). Academics first:Reforming intercollegiate athletics. Vital Speeches of the Day,67(12). 367-372
[18]Gee. E. G. (1990. November). Greed and Avarice:The crisis in collegiate athletics. USA Today Magazine. 119(2546),24-26
[19]冯惠玲,胡百精《北京奥运会与文化中国国家形象构建》,《中国人民大学学报》,2008(4),19-22
[20]李万来,刘青. 《体育公共关系概论》,人民体育出版社,2005.217
[21]G. Clayton. Stephen W. Dittmore. Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》,201-203
[22]Fortunato. J.A. (2000). Public relations strategies for creating mass media content:A case study of the National Basketball Association. Public Relations Review,26(4),481.
[23]McCallum. J.& Kennedy. K. (1996. April 29). Nebraska's double standard. Sports Illustrated.84 (17).17.
[24]谷周亮,《NBA及其俱乐部的媒体关系传播》,北京体育大学硕士论文,2008.44.
[25]W. Timothy Coombs. Parameters for Crisis Communication.2009
[26][美]G.Clayton Stoldt, Stephen W. Dittmore. Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》,206.
[27] Barton. L. (2001) Crisis in organizations Ⅱ Cincinnati. OH:College Divisions Southwestern
[28]胡百精.《危机公关管理—流派、范式与路径》(M).北京：中国人民大学出版社,2008.115-116
[29] "The Donaghy File". ESPN. Retrieved July20,2007
[30]胡百精.《危机公关管理—流派、范式与路径》(M).北京, 中国人民大学出版社,2008.175-176.
[31]Coombs W. T. (2006). Halo or Reputational Capital. Journal of Communication Management, 10(2).123-137.
[32]League Launches "NBA cares"—http://www.nba.com/community/NBACARES
[33]Coombs. W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory, Corporate Reputation,10,1-14
[34] Coombs. W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory. Corporate Reputation,10,1-14
[35] NBA Mission and Values Statement
[1]Marra, F. J. (1998). Crisis Communication Plans:Poor Predictors of Excellent Crisis Public Relations Review,24,4,461-474
[2]Horsley. J. S.& Barker. R.T.(2002).Toward a synthesis model for crisis communication in the public sector. Journal of Business and Technical Communication,16,4,406
[3]Garnett, J. L.& Kouzmin, A (2007). Communicating throughout Katrina:Competing and Complementary Conceptual Lens on Crisis Communication. Public Administration Review.67, 171
[4]Grabowski, G. (2007). Avoiding and Managing Product Recalls. Risk Management,54,12,12
[5]Fall, L. T. (2004). The increasing role of public relations as a crisis management function:An empirical examination of communication restrategising efforts among destination organization managers in the wake of 11th September,2001. Journal of Vacation Marketing,10,3,238
[6]James, D.(2000) When your company goes code blue. Marketing News,34,23,15-16
[7]Neil, B. (2000). Crisis management and the Internet. Ivey Business Journal,64,3,13-17
[8]Hearit, K. M. (1996). The use of counter-attack in apologetic public relations crises:The case of General Motors vs. Dateline NBC. Public Relations Review,22,233-248
[9]Bonoit, W. I. (1997). Image repair discourse and crisis communication. Public Relations Review,23,177-186
[10]Coombs, W. T.& Holladay S. J. (2001). An extended examination of the crisis situations:A fusion of the relational management and symbolic approaches. Journal of Public Relations Research,13,4,321-340
[11]Krupa, G.(1998). Fund helps athletes win at the game of charity. Boston Globe. Retrieved September 30,2003, from the Giving Back Fund
[12]Anderson, W. B. (2003). Crafting the national pastime's image:The history of major league baseball public relations. Journalism & Communication Monographs,5(1),5-44.
[13]Pondiscio, R. (1996, October 4). Baseball strikes out again. Christian Science Monitor, 88(218).20.
[14]Bowers, F.(1997, July 1).Spouse abuse and sports:Do teams drop the ball?Christian Science Monitor,89(151).1.
[15]McCallum, J.& Kennedy, K. (1996, April 29). Nebraska's double standard. Sports Illustrated, 84(17),17.
[16]Kennedy, K.(2000, December 4). Medium cool. Sports Illustrated,93(23),26
[17]Brand, M. (2001). Academics first:Reforming intercollegiate athletics. Vital Speeches of the Day,67(12),367-372
[18]Gee, E. G. (1990, November). Greed and Avarice:The crisis in collegiate athletics. USA Today Magazine.119(2546),24-26
[19]冯惠玲,胡百精《北京奥运会与文化中国国家形象构建》(J).《中国人民大学学报》,2008(4),19-22
[20]李万来,刘青. 《体育公共关系概论》(M)北京：人民体育出版社,2005.217
[21]G. Clayton. Stephen W. Dittmore, Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》(M).沈阳：辽宁科技大学出版社.201-203
[22]Fortunato, J.A. (2000). Public relations strategies for creating mass media content:A case study of the National Basketball Association. Public Relations Review,26(4),481.
[23]McCallum, J.& Kennedy, K. (1996, April 29). Nebraska's double standard. Sports Illustrated, 84 (17).17
[24]谷周亮,《NBA及其俱乐部的媒体关系传播》(D),北京体育大学硕十论文,2008.44.
[25]W. Timothy Coombs. Parameters for Crisis Communication,2009
[26][美]G.Clayton Stoldt, Stephen W. Dittmore, Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》(M).沈阳：辽宁科技大学出版社2008.206.
[27]Barton. L. (2001) Crisis in organizations Ⅱ Cincinnati. OH; College Divisions Southwestern
[28]胡百精.《危机公关管理—流派、范式与路径》(M).北京：中国人民大学出版社,2008.115-116
[29]"The Donaghy File". ESPN. Retrieved July20,2007
[30]胡百精.《危机公关管理—流派、范式与路径》(M).北京,中国人民大学出版社,2008.175-176.
[31]Coombs W. T. (2006). Halo or reputational capital:Reputation and crisis management. Journal of Communication Management,10(2),123-137.
[32]League Launches "NBA cares"-http://www.NBA.com/community/NBACARES
[33]Coombs, W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory. Corporate Reputation,10,1-14
[34]Coombs. W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory, Corporate Reputation,10,1-14
[35]NBA Mission and Values Statement—http://www.NBA.com
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[37]易剑东.《中国体育媒体服务系统的构建》(M).杭州：浙江大学出版社,2006.
[38]杨加陆.公共关系学教程(M).上海：复旦大学出版社,2006
[39]廖为建.公共关系教程(M).北京：当代出版社,2003
[40]李祚.张东.公共关系学(M).北京：中国劳动社会保障出版社,2007
[41][美]丹.拉铁摩尔等著《公共关系：职业与实践》(M).北京：北京大学出版社,2008
[42]廖为建,李莉《美国现代危机公关研究及其借鉴意义》(J).广州大学学报(社会科学版)：2004.8
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[46]刘德佩,石岩.《体育公共关系》(M).北京：高等教育出版社,2004
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[48]胡百精.《中国危机管理报告》(M).北京：中国人民大学出版社,2009
[49]中国公共关系协会.《中国公共关系二十年》.北京：北京大学出版社,2007
[50]胡百精.《公共关系学》(M).北京：中国人民大学出版社,2008
[2]Horsley, J. S.& Barker. R.T. (2002).Toward a synthesis model for crisis communication in the public sector. Journal of Business and Technical Communication,16,4,406
[3]Garnett, J. L.& Kouzmin, A (2007). Communicating throughout Katrina:Competing and Complementary Conceptual Lens on Crisis Communication. Public Administration Review,67,171
[4]Grabowski, G. (2007). Avoiding and Managing Product Recalls. Risk Management,54.12,12
[5]Fall, L. T. (2004). The increasing role of public relations as a crisis management function:An empirical examination of communication restrategising efforts among destination organization managers in the wake of 11th September.2001. Journal of Vacation Marketing,10,3,238
[6]James, D.(2000) When your company goes code blue. Marketing News,34,23,15-16
[7]Neil. B. (2000). Crisis management and the Internet. Ivey Business Journal,64,3,13-17
[8]Hearit. K. M. (1996). The use of counter-attack in apologetic public relations crises:The case of General Motors vs. Dateline NBC. Public Relations Review,22,233-248
[9]Bonoit. W.I. (1997). Image repair discourse and crisis communication. Public Relations Review,23,177-186
[10]Coombs, W. T.,& Holladay S. J. (2001). An extended examination of the crisis situations:A fusion of the relational management and symbolic approaches. Journal of Public Relations Research,13,4,321-340
[11]Krupa, G.(1998). Fund helps athletes win at the game of charity. Boston Globe. Retrieved September 30,2003. from The Giving Back Fund
[12] Anderson, W. B. (2003). Crafting the national pastime's image:The history of major league baseball public relations. Journalism & Communication Monographs,5(1).5-44.
[13]Pondiscio. R. (1996, October 4). Baseball strikes out again. Christian Science Monitor,88(218).20.
[14]Bowers, F.(1997. July 1).Spouse abuse and sports:Do teams drop the ball?Christian Science Monitor, 89(151).1.
[[15]McCallum. J.,& Kennedy, K. (1996. April 29). Nebraska's double standard. Sports Illustrated.84(17).17.
[16]Kennedy. K.(2000. December 4). Medium cool. Sports Illustrated.93(23),26
[17]Brand. M. (2001). Academics first:Reforming intercollegiate athletics. Vital Speeches of the Day,67(12). 367-372
[18]Gee. E. G. (1990. November). Greed and Avarice:The crisis in collegiate athletics. USA Today Magazine. 119(2546),24-26
[19]冯惠玲,胡百精《北京奥运会与文化中国国家形象构建》,《中国人民大学学报》,2008(4),19-22
[20]李万来,刘青. 《体育公共关系概论》,人民体育出版社,2005.217
[21]G. Clayton. Stephen W. Dittmore. Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》,201-203
[22]Fortunato. J.A. (2000). Public relations strategies for creating mass media content:A case study of the National Basketball Association. Public Relations Review,26(4),481.
[23]McCallum. J.& Kennedy. K. (1996. April 29). Nebraska's double standard. Sports Illustrated.84 (17).17.
[24]谷周亮,《NBA及其俱乐部的媒体关系传播》,北京体育大学硕士论文,2008.44.
[25]W. Timothy Coombs. Parameters for Crisis Communication.2009
[26][美]G.Clayton Stoldt, Stephen W. Dittmore. Scott E. Branvold编著易剑东等译,《体育公共关系—组织传播管理》,206.
[27] Barton. L. (2001) Crisis in organizations Ⅱ Cincinnati. OH:College Divisions Southwestern
[28]胡百精.《危机公关管理—流派、范式与路径》(M).北京：中国人民大学出版社,2008.115-116
[29] "The Donaghy File". ESPN. Retrieved July20,2007
[30]胡百精.《危机公关管理—流派、范式与路径》(M).北京, 中国人民大学出版社,2008.175-176.
[31]Coombs W. T. (2006). Halo or Reputational Capital. Journal of Communication Management, 10(2).123-137.
[32]League Launches "NBA cares"—http://www.nba.com/community/NBACARES
[33]Coombs. W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory, Corporate Reputation,10,1-14
[34] Coombs. W. T. Protecting organization reputations during a crisis:The development and application of situational crisis communication theory. Corporate Reputation,10,1-14
[35] NBA Mission and Values Statement
[1]Marra, F. J. (1998). Crisis Communication Plans:Poor Predictors of Excellent Crisis Public Relations Review,24,4,461-474
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