第一篇：體育公共關系案例及回答問題

體育公共關系案例

安踏（中國）有限公司創(chuàng)建于1991年，1992安踏開始轉換經(jīng)營模式實行分級經(jīng)營加盟模式，1999安踏與中國乒乓球隊簽協(xié)議聘請孔孔令輝代言，同年安踏開始在央視5套投入巨額廣告形成“孔令輝+CCTV”宣傳造牌模式，這一營銷策略獲得巨大成功。2001年安踏由單一運動鞋生產(chǎn)模式向綜合體育用品過渡，2003年開始投入贊助CBA和CUBA，先后榮獲中國名牌、中國馳名商標、國家免檢產(chǎn)品等，目前公司廠房20多萬平米，員工5千多，年產(chǎn)銷1000多萬雙運動鞋，全國4000多家專賣店實現(xiàn)銷售，2001年至今連續(xù)6年獲國內運動鞋市場綜合占有率第一，2006年銷售額12億連續(xù)3年年銷售額增長率達150%以上，2007年7月成功在香港聯(lián)交所上市，預計2007年公司銷售額將達到30億元人民幣，公司制定了到2011年實現(xiàn)銷售額達到120億元人民幣，成為中國第一世界前十的綜合體育運動品牌的宏偉規(guī)劃。

1、體育公共關系從業(yè)人員應如何樹立自己的形象？

2、體育公共關系從業(yè)人員應該具備哪些能力？

1解答：1.體育公共關系從業(yè)人員的形象包括內在形象和外在形象。內在形象是社會責任、道德修養(yǎng)、知識水平、個性心理等多方面因素的綜合表現(xiàn)。自信是一個公關人員形象的核心。自信的培養(yǎng)，首先應變現(xiàn)為任何社交場合始終保持不卑不亢的良好心態(tài)；其次要通過公關活動鍛煉自己的社交能力，增強自我意識，消除膽怯心理；第三，言談舉止要落落大方，說話行事充分表達出自信而又謙虛、熱情而又穩(wěn)重的精神風貌。開朗健談是對公關人員素質的又一要求。良好的性格能夠促使公關人員在處理復雜瑣碎的事務中保持身心平衡，提高在社交場合隨機應變能力。外在形象主要指風度儀表，表現(xiàn)在衣著、言談、舉止等方面。公關人員在衣著打扮和舉止風度等方面必須注意客觀效果。作為公關人員，在任何場合都應做到快而不亂、忙而不慌，站有站相，坐有坐相，談吐講究，舉止得體，不輕浮造作。給人和藹可親、端莊大方的良好印象。

2解答：1.創(chuàng)新能力2.表達能力3.協(xié)調能力4.組織能力5.應變能力6.社交能力

第二篇：公共關系案例

【案例】2008年雅典奧運會時耐克投放 了一則由劉翔擔任主角的“定律”廣告，將耐克品牌推向一個全新高度。30秒的電視廣告:“定律是用來被打破的”：伴隨著一開始充滿懸念的音樂，黑白畫面閃入，在起跑線上，亞洲膚色的小腿肌肉有節(jié)奏的跳動，做起跑前的最后準備，還有穿在腳上的耐克跑鞋……此時音樂嘎然停止，字幕打出：“定律1.亞洲人肌肉爆發(fā)力不夠？”緊接著是鏡頭由遠及近地拉向黑白欄桿，起跑線上蓄勢待發(fā)的運動員，和槍響后的一連串起跑動作……音樂又一次嘎然停止，字幕打出：“定律2.亞洲人成不了世界短跑飛人？” 起跑后，音樂節(jié)奏驟然加快，運動員們一片爭先恐后，耐克跑鞋再次出現(xiàn)，亞洲膚色的大腿肌肉更有節(jié)奏，劉翔的身影從側面開始顯現(xiàn)……音樂第三次嘎然停止，字幕打出：“定律3.亞洲人缺乏必勝的氣勢？”但是此時此刻，音樂的旋律變得高亢，鏡頭下，劉翔在第四跑道一路領先，以絕對優(yōu)勢把對手拋在后面。再也沒有疑問，字幕打出：“定律是用來被打破的 ”。面對鏡頭的劉翔揮舞著拳頭，慶祝自己的勝利，而同時見證這一勝利的是穿在劉翔腳上的耐克跑鞋。

【分析】

一、從廣告的背景看：2001年，18歲的劉翔參加全運會和世界大學生運動會，獲得110米欄冠軍，成績?yōu)?3秒34，引起耐克的注意。隨后耐克公司陸續(xù)派專人觀察劉翔的訓練和比賽，認為劉翔這名運動員非常有潛力，當年耐克中國即與劉翔簽約。在雅典奧運會之前，耐克把劉翔廣告安排為其奧運廣告系列“你能比你快”的壓軸大戲。

在播出電視廣告前10天，耐克在《體壇周報》、《南方體育報》和《東方體育日報》等媒體上發(fā)布劉翔平面廣告；

8月24日預賽前一天，耐克在包括上海、北京、廣州體育臺和其他12個省臺開始播出劉翔電視廣告；

8月27日起，耐克全部換上劉翔廣告。

8月28日奪冠當天，耐克于第一時間在《北京青年報》、《新聞晨報》、《體壇周報》、《南方體育報》和《東方體育日報》發(fā)布“黃道吉日”祝賀平面廣告，并在零售店鋪換上“黃道吉日”祝賀海報，慶祝劉翔奪冠，把“你能比你快”宣傳活動推向高潮。

顯然，耐克公司的公關部充分發(fā)揮了“采集信息，檢測環(huán)境”的職能。從注意劉翔、觀察劉翔到簽約劉翔表明著耐克公司都要早于其他競爭對手意識到劉翔改變亞洲田徑歷史可能性，所以才能讓耐克在雅典奧運期間激烈的品牌戰(zhàn)中脫穎而出，成為強者中的強者。在信息社會中，信息是公認的巨大資源，公共關系作為一種管理職要能建立和維持組織與公眾之間互惠互利的關系，就必須以采集多項全面的信息為前提。公共關系人員應該具備信息意識，能時刻觀察和預測到影響組織目標實現(xiàn)的各種環(huán)境情況。耐克公關正是將公共關系作為信息產(chǎn)業(yè)看待才會有這樣的成功。

二、從廣告的內容上看：30秒電視廣告的核心便是那三大定律，即“定律1.亞洲人肌肉爆發(fā)力不夠？”“定律2.亞洲人成不了世界短跑飛人？”“定律3.亞洲人缺乏必勝的氣勢？”這三個疑問不僅只是作為廣告詞存在于耐克廣告中，或許更是全世界人們心中的疑問；這三大定律不僅代表著一枚短跑跨欄金牌的爭奪，或許更是全亞洲人們對13年歷史的革新。于是“定律是用來被打破的”成為響徹雅典奧運田徑賽場上的動人口號。當劉翔以12秒88力壓群雄，奪得冠軍時，耐克的品牌精神“Just do it（發(fā)揮潛能）”便深深扎入全亞洲甚至全世界人們的心中。于是我們在商場上看到耐克的運動鞋、耐克的服裝、耐克的背包就仿佛看到希望和勝利，于是耐克公司的公關也圓滿完成了他們的任務。

第三篇：有關2013年長沙體育中考問題回答：

有關2013年體育中考問題回答：

1、申請全部免考的要求：殘疾人，要有市民政局的殘疾證明。

2、申請個別項目免考的要求：需市二甲醫(yī)院以上的證明，免考成績?yōu)樵擁椖砍煽兊?0%。

3、申請緩考的要求：需市二甲醫(yī)院以上的證明，并按時參加補考。

4、申請免考或緩考的流程：

（1）學生向所在學校提出書面申請。

（2）填寫2013年初中畢業(yè)升學體育免考（緩考）申請表。

（3）學校審核后加蓋學校公章，連同相關證明材料由學校統(tǒng)一于4月1日前報市教育局學生工作處。

（4）外地回長生及因故緩考的學生，定于長沙市文化中考后第一天，在長沙市實驗中學進行測試。

5、1000米跑和800米跑（16分）：考生跑完全程，但超出中考成績時間限制范圍的，男生1000米超過4ˊ43〞、女生800米超過4ˊ30〞，給予最低分值5分；中途退出或未跑完全程，則該項成績計“0”分。

引體向上（12分）：0.5次計最低3分。（0.5次指考生從直臂懸垂開始，有正確的引體動作和正確的下杠動作但未完整完成一次）

仰臥起坐（12分）：小于或等于15個計最低分3分。項目/最低分 男5分 女5分

籃球運球（16分）≥20〞8 ≥27〞0

足球運球（16分）≥14〞2 ≥22〞0

排球墊球（16分）≤10 ≤8

第四篇：回答問題

回答問題：

1.簡要描述希臘神話中萬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.宙斯最初只是僥幸逃脫父親吞噬的孩子，簡述他是如何得到力量，奪得王位？

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，半神之體，一個矛盾的集合體，他所完成的12項任務給了人們什么啟示？ Talent is center and should have the courage to fight unfair phenomenon.4.為了戰(zhàn)勝美杜莎，帕爾修斯從幽冥女神寧芙那里得到了哪三件武器？ God bag, flying shoes, and Leather Helmet.論文 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：公共關系-案例分析

案例一

中大新華學院北門有一間名叫“金牌餃子王”的大排檔，從我進入大學一直看著它有衰轉盛的過程。它曾經(jīng)是一對夫婦經(jīng)營著，但由于很多不足的因素，導致該店虧本，最后老板不得不結束經(jīng)營。但是當一群剛創(chuàng)業(yè)的大學生接管之后，該店有了起死回生的起色，僅過了一個月的調整，這間店以一個全新的面貌重新開張了。

轉讓前的現(xiàn)狀分析：

1.外部環(huán)境差，店內燈光暗，氣氛冷冷的，感覺有點邋遢。

2.服務態(tài)度差，對客人很冷淡，工作沒有積極性，甚至有時候還衣冠不整。3.上菜速度很慢，流失很多固定的老客戶。轉讓后的改革分析：

1.餐館內外簡易地裝修，把墻壁刷成白色，使壞境變得干凈明亮；在招牌和門前裝飾了很多色彩繽紛的燈，使門面更有吸引力了。2.人員調配，只留下了之前的廚師和一個老員工，另外注入了三個新鮮的“血液”。這樣的人員安排，不僅僅能保持該店原來美味的菜肴和老顧客，而且能吸引更多的新顧客。

3.該店分發(fā)員工統(tǒng)一的深黃色的員工服。使員工看起來更專業(yè)、更精神。在顧客方面能給給顧客一種視覺上的滿足，也會提高對該店的滿意度；在員工方面，能增強內部的凝聚力與向心力，讓員工有歸屬感。

4.老板狠抓該店衛(wèi)生。統(tǒng)一使用消毒并真空包裝的餐具；親自監(jiān)督廚房的衛(wèi)生情況。讓顧客吃得安心、吃得放心。

案例二

某企業(yè)自備飲料于重陽節(jié)這一天在某賓館的餐廳宴請敬老院的孤寡老人。半小時后，用過飲料的二十多人都不同程度地出現(xiàn)惡心、嘔吐等中毒癥狀，其中四人已有生命危險。一名聞訊趕到的電臺記者即擬好一條簡訊，準備在半小時后的新聞節(jié)目中播發(fā)。見此狀，有人建議：為了不影響賓館的聲譽，餐廳應立即阻止記者發(fā)稿；同時暫停營業(yè)，責令該企業(yè)從餐廳后門組織搶救工作，并限于一小時內處理完畢，以便餐廳恢復正常營業(yè)。分析：

1.該企業(yè)應該主動聯(lián)系新聞媒體，把狀況告訴民眾，并誠實地承諾事情的出真相前不開業(yè)經(jīng)營。這樣既滿足了公眾的知情權，同時讓民眾感覺到該賓館的真誠和負責。這樣也能防止民眾以訛傳訛的事件，挽回賓館的信譽度。2.立即采取行動，安慰受害人和受害者家屬的情緒。負責人應該陪同家屬到醫(yī)院，并且承擔部分費用，等事故原因查出真相時再協(xié)商作出合理的賠償。

3.事后開新聞發(fā)布會，報道處理結果和事發(fā)結果。這樣能把危機轉化為機遇，能提高賓館的知名度和美譽度。

4.該賓館做到迅速組織搶救工作，證明該賓館建立了健全的危機公關處理辦法，非常重視危機事件的發(fā)生。員工們平時訓練有方，領導者做到臨危不亂。