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A study of sport associations’ cognition, current situation and restraints in public relations

By 林嘉齡 and Chia-Ling Lin


[[abstract]]  The purpose of this study was to understand the sport associations’ cognition, current situation and restraints in public relations in Taiwan. The subjects were selected from “Sports Statistics in 2009” and “The Report of Sport Associations in Taiwan in 2001”. 91 out of 115 samples were valid. The study was conducted from April 1 to May 6, 2010. From the data collected, descriptive statistics, one-way ANOVA and Pearson’s correlation coefficients were performed for data analysis. The results were derived as followed: 1.Most directors had bachelor’s degree or above and majored in public relations or social sciences. More than 90% of sport associations had been set up for over 10 years and more than 37% of directors had been engaged in public relations. 2.With regard to cognition on current situation and restraints of public relations, the results were detailed below: (1) most directors of sport associations had fair cognition in public relations, and better cognition in marketing. (2) most sport associations set up and maintained the official websites as the main channel for public relations for news publishing, and the second and third channels were to hold the seminars and to deliver information by mass media. Only 23% of the sport associations set up the department of public relations, 13% of them outsourced the work. (3) The first restraint to develop public relations for sport associations was shortage of the budget, and the last one was cognition in public relations. 3.Most directors of sport associations were 30 years old and under with a bachelor’s degree, had been engaged in public relations affairs and had better cognition in public relations. 4.The directors of sport associations who had been engaged in public relations had less restraint to develop public relations. 5.There were positive correlations between the cognition and current situation in public relations, and there were negative correlations between the restraints and cognition, and between the restraints and current situation in public relations.   According to the results, the sport associations were recommended to reinforce the directors’ cognition in public relations, to solve the problems about budget and human resource, and to invite the professionals in public relations for the aid with the set up for the department of public relations which would strengthen the development of public relations in Taiwan.

Topics: 體育團體;公共關係;認知;阻礙因素, Sport associations;public relations;cognition;restraint, [[classification]]59
Year: 2011
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