Paradigm Shift and Networking: Reconstruction of Public Relations Concept and Practice of Beijing 2022 Olympic Winter Games from the Perspective of Relationship Management

Taking 2022 Beijing Olympic Winter Games as the example, the implementation focus of conducting public relation maintenance of mega sporting events are studied from the perspective of relationship management, its strategy and concept shift. Social network analysis has been adopted to interpret the major crisis management events during 6 Olympic games after 2010 social media emerges. Based on the response to crisis events in public relation from Olympic Committee of the hosting cities, through data screening and manual sorting 32 key crisis management events and 29 corresponding relationship subjects are identified. It holds that the relationship subjects of Beijing 2022 Olympics can be divided into 3 types.The first is the internal subjects among governments at all levels, internal working personnel and sporting event operators; the second is the external subjects among athletes, brand & market partners and media; the third is the external subjects based on local people and non-local people.Relationship maintenance and management strategies include access, positivity, openness, assurances, networking, sharing of tasks. The proposals are to develop strategic relationship management based on the wholeness concept of relationship network, to conduct the long term management based on the potential difference of relationship subjects, and to build an overall relationship network based on sport community and sustainable development.