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twenty years of observation was the United
States. Los Angeles and Atlanta, in 1984 and
1996 respectively, contributed significantly to
the evolution recorded. This enables us to
realize that the organization of the Games in
one country every four years would benefit
the overall progress of the Games. However
the multicultural dimension of the Games
allows the integration of a model that could
be adjusted to every culture, however different
this could be.
As observed the current tendency in the
organizational PR field is related to technology.
Internet and other communication appliances
will play a vital role in the advancement
of public relations, to a far wider audience in
a significantly shorter time frame. The cooperation
that started through the transfer of
knowledge programme under IOC co-ordination
is also an effective way of communication
and easier issues resolution. In the era of communication
explosion and globalization,
public relations could only grow towards this
direction, according to the original universal
spirit of the Olympic Games.
The present research opens additional
fields for exploration to future researchers as
well. A more detailed analysis of specialized
PR areas such as media relations, press relations,
government relations and community
relations is required, to name but a few.
Additionally, crises management issues should
be addressed, in conjunction with reactive PR
and media predisposal to the Games. The
effect of technological advancements in
public relations could also comprise a research
topic.
Finally, it should be taken into account
that this research was completed before the
Sydney 2000 Olympic Games, which does
not allow an overall appraisal of the practices
performed by the public relations of SOCOG.
This specific time frame was chosen with the
aim of maintaining objectivity towards the PR
programme, as developed, irrespectively of
the Games impressions. However, the fact that
the research took place during the preparations
for the Sydney Games could raise a question
of subjectivity. The research was
completed one day before the opening of the
2000 Olympic Games. This allowed for as
extensive as possible a coverage of the PR
practices implemented and any problems
related to these. The lack of related research
studies in the field of public relations both in
OCOGs and sport organizations does not allow
comparative evaluation. The literature reviewed
for that reason derives from the
broader organizational PR area. In the end it is
to be noted that this chapter has referred only
to the specific PR requirements of Olympic
Games organizing committees.
REFERENCES
Atlanta Organizing Committee for the Olympic Games
(ACOG) (1996) Official Post Games Report of the
Centennial Games, Atlanta, GA.
Banks, Stephen P. (1995) Multicultural Public Relations:
A Social-interpretive Approach, Thousand Oaks,
CA: Sage.
Barcelona Organizing Committee for the Olympic
Games (BOCOG) (1992) Official Post Games Report
of the 25th Olympiad, Barcelona.
Burke, E. (1999) Corporate Community Relations: The
Principle of the Neighbor of Choice, Westport, CN:
Quorum Books.
Epov, P. (1986) The Marketing and Public Relations
Manual, Lidcombe, NSW: Peter Epov Sports
Marketing Pty.
Haberman, D. A. and Dolphin, H. A. (1988) Public
Relations: The Necessary Art, Ames, IA: Iowa
University Press.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors