Date of Award

Spring 5-20-2019

Degree Type

Thesis

Degree Name

MA Public Relations

Department

Communication and the Arts

Advisor

Kristen Koeher, Ed.D.

Committee Member

Renee Robinson, Ph.D.

Committee Member

Ruth Tsuria, Ph.D.

Keywords

public relations, image repair, NCAA, Division I, athletics, media

Abstract

NCAA Division I universities are constantly under a threat of image loss due to both internal and external factors. The purpose of this study was to examine past image repair campaigns executed after a crisis by the following NCAA Division I member universities: Ohio State University, Louisville University, and the University of Maryland. A problem-oriented case study was completed on the media coverage of these situations, which evaluated the effectiveness of the strategies chosen by each respective university. Results revealed the best practices for public relations practitioners to repair and maintain a positive image in the collegiate landscape.

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