[[alternative]]A Case Study on the Public Relations of an Sport Associations

[[abstract]]Abstract The study purpose was to understand the public relations (PR) application of selected sport associations. The subjects were chose by their organization chart, which has developed the PR function. Content analysis and the in-depth interview were applied for the discussion. The results are： 1. The PR application activities (1) In the subjects’ view that the PR function is the communication efforts for establishing the relationship with corporations, media, and internal groups. In addition, the operation and sponsorship resource allocation of the sport association should be informed for the corporations. (2) The tool of organization propagation was simply via mass media and lack of diversification activities. (3) There was no such PR study case regarding to responses for public information, media promotion, and personal experience, governmental policy, which could be referred as the guide of event management. (4) In the subjects’ view that media exposure is the main mechanism for feedback instead of focusing on the operation process of PR. 2. The influencing factors toward PR policy of sport associations (1) In the subjects’ view that there was no direct relation between the president and volunteer in terms of PR application. (2) In the subjects’ view that the key decision maker of PR planning is the secretary general and the PR staffs were not aware of the whole process. 3. The development of referred PR process for future operation The referred PR process based on the subjects includes the assessment of corporations, the analysis of the cooperation with different corporations, the establishment of PR professional staff, the development of PR activities progress chart, and the evaluation meetings.