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Mark Vermillion

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G. Clayton Stoldt and Mark Vermillion

Employing an organizational public relations (PR) roles typology, this study addressed differences in the professional use and perceptions of social media based on the primary PR roles of college athletics communicators. Data were gathered via an online survey of members of the College Sports Information Directors of America (N = 518). Results indicated that those in management roles spent significantly more time working with blogs and social media than technicians did. Managers and technicians also differed significantly in several ways regarding their perceptions of the impact of social media and their relationship with traditional mainstream media. The findings contribute to an understanding of how PR roles have evolved in the era of social media, as well as role-related dynamics specific to social media in college sport PR.

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G. Clayton Stoldt, Lori K. Miller and Mark Vermillion

The purposes of this study were to gain insights regarding how sport public relations practitioners in the United States define public relations goals, identify linkages between the public relations function and overall organizational goals, and evaluate public relations’ effectiveness. Using a modified approach to a method first employed by Hon (1997, 1998), the investigators queried 30 public relations professionals in diverse sport settings. Findings indicated that achieving some sort of outcome with an intended audience, although those outcomes varied, was the most common goal. Respondents also indicated that there were linkages between public relations and organizational goals, although the nature of those linkages was not always specified. The most common method of evaluating public relations was tracking media coverage.