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well-structured department format, providing
future organizers with a lot more than just a
new idea for publicity. A brief description of
LAOOC PR practices is presented in Table 9.1.
Seoul 1988
The basic goals of the Seoul PR programme as
stated in the official post-Games report were:
to create an atmosphere for the maximum
public participation and stimulate public
awareness domestically, and to win global
support for Seoul’s hosting, ultimately drawing
the participation of as many nations as
possible (SLOOC, 1988). Public relations
programmes were classified into: direct public
relations, intended to support Games programmes
themselves, including activities
undertaken directly by the OCOG at home and
abroad, and those aimed at creating a
favourable environment and atmosphere, that
included support of direct PR programmes
through the media, various administration
channels and activities to raise people’s public
consciousness.
The SLOOC took charge of direct public
relations while the Ministry of Culture and
Information along with other governmental
offices and private organizations handled
public relations aiming at the creation of a
favourable atmosphere.
Table 9.1 Los Angeles 1984
PR practices
Description
1 Community relations The Community relations’ staff opened two ‘satellite’ offices, in combination
with the Olympic neighbours programmes provided Los Angeles residents
direct and easy access to the OCOG.
2 Public information The need of the OCOG to assemble and disseminate information and respond
to inquiries and requests was the reason for the set up of this division that
handled telephone and written requests, remote ticketing, info booths and
info kiosks.
3 Audio visual, radio and TV The division produced tapes and films that would help foster understanding
of the Organizing Committee’s planning, and promote public enthusiasm
and support on the Games. More than 24 films and radio messages were
realized.
4 Speakers bureau In the five-year period during which the bureau operated approximately 2,000
speeches were made to an estimated audience of 560,000 people. The
majority of speeches were during lunch or dinner hours to local businesses,
chambers of commerce, professional organizations, schools and service
clubs; 150 speakers from the local community and staff from the OC were
used.
5 Olympic spirit team Some 250 contemporary Olympic athletes voluntarily participated in an effort
to promote personal involvement and the support for the Games.
6 Publications Regular publications, such as the Olympic Update newsletter, informational
brochures, and other major projects, such as the Official Olympic Guide to
Los Angeles were designed and produced in collaboration with the Look
of the Games, and led a further step forward the Olympic publications
history.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors