Do Sports and Public Relations Make a Winning Combination for Schools? - How public relations is utilized in the Ole Miss Athletics Department and that of four other universities

McMillin, Lauren (2014) Do Sports and Public Relations Make a Winning Combination for Schools? - How public relations is utilized in the Ole Miss Athletics Department and that of four other universities. Undergraduate thesis, under the direction of Robin Street from Journalism, Sally McDonnell Barksdale Honors College, The University of Mississippi.

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Abstract

This thesis covers several areas of investigation. A majority of the information came from staff members in the Ole Miss Athletics Department and the Ole Miss Athletics Foundation, including information from my own experiences working with both organizations. In researching other schools, I reached out to colleagues associated with the four other universities that I examined, interviewing them on different subject matters. Additional information was found in textbooks and online articles. From my research, I was able to discover the various methods that schools use to promote athletics programs. By employing the areas of public and media relations, marketing, social media, promotions and fundraising, schools can communicate efficiently and effectively with their target publics; furthermore, administrators in athletics departments can utilize these skills when facing crises, knowing how to properly communicate with publics and handle situations. Tailoring each of these areas to a school’s specific needs, including its target publics along with the needs of the university and student-athletes, can help staff members of athletics departments promote their programs in a positive, impactful manner.

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