Study on the Communication Strategy of Sports Events under the Perspective of Public Diplomacy

Abstract

In the context of globalisation, sports events have increasingly become the focus of public diplomacy research in terms of their communication strategies. This paper interviews five groups of people and shares their views on the experience of major international sports events and their outlook for the future, and analyses how sports events can achieve the construction and dissemination of the national image through media communication, social media interaction, cultural display and other means. Research results show that successful communication strategies for sports events can not only attract the attention of global audiences, but also effectively convey the cultural values and national image of the host country. Specifically, cultural exhibitions and tourism promotion activities during the events can enhance the international community's understanding of and interest in the history and culture of the host country, while the extensive use of social media has greatly expanded the scope of the event's dissemination, facilitated direct communication and interaction between the international public and the host country, and deepened mutual understanding and friendship. Therefore, an effective communication strategy for sports events needs to take these factors into consideration and be flexibly adjusted to achieve the best public diplomacy effect.