Assessment On and Off the Field: Examining Athletic Directors’ Perceptions of Public Relations in College Athletics

in International Journal of Sport Communication
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Public relations (PR) activities in college athletics are concerned with many types of people, organizations, and businesses. The success of a program depends on support from these constituents. The purpose of this research was to determine the perception of PR roles in a college athletic environment. One goal was to determine how many athletic directors (ADs) occupy PR positions in their department or what position they perceive to be most involved with PR. A second goal was to examine attitudes held by ADs regarding the importance, benefits, and responsibilities of PR officers. A final goal was to determine what role behaviors PR practitioners are exhibiting. This study provides empirical research in the area of PR, specifically in college athletics. The findings provide a benchmark for the PR literature in relation to the sports industry, how PR fits into the sports structure, and what roles PR plays in college athletics.

Ruihley is a doctoral student in the College of Education, Health, and Human Sciences, and Fall, his advisor, is with the College of Communication and Information, University of Tennessee, Knoxville.

International Journal of Sport Communication
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