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【6h】Sports PR trends in the second decade of the 21st century: Why sports legends' non-profits work.

机译21世纪第二个十年的体育公关趋势:体育传奇人物的非营利组织为何运作。

【摘要】With every conceivable sport being integrated into the lives of Americans via television and the internet, athletes have become worldwide celebrities. It is now becoming more and more popular for professional athletes to start nonprofits in their own names, and because of this, it is more difficult for an athlete's charity to survive. Only a select few actually flourish. To investigate why certain nonprofits are more successful than others, the author carefully researched and analyzed three athlete-owned charities, their impact on the community and in their own lives. The author also determined why the use of an athlete is beneficial to a non-profit organization. Lastly, the author offers recommendations to sports public relations professionals about how to successfully start and sustain an athlete-owned charity.

【摘要机译】通过电视和互联网将每一种可能的运动融入美国人的生活中,运动员已成为全球名人。现在,职业运动员以自己的名义开办非营利组织变得越来越受欢迎,因此,运动员的慈善事业更加难以生存。实际上只有少数几个人蓬勃发展。为了调查某些非营利组织为什么比其他非营利组织更成功,作者仔细研究和分析了三个运动员拥有的慈善机构,它们对社区和自己生活的影响。作者还确定了为什么使用运动员对非营利组织有利。最后,作者向体育公共关系专业人士提供有关如何成功启动和维持运动员拥有的慈善机构的建议。

【作者】Perez-Silva, Alessandra.;

【作者单位】University of Southern California.;

【年(卷),期】2010(),

【年度】2010

【页码】97 p.

【总页数】97

【原文格式】PDF

【正文语种】eng

【中图分类】;

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