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.