Enhancing the image of college athletics: A guide for sports information directors on how to perform effective media relations in a college athletic department.

摘要

The purpose of this study was to determine if a problem exists in the relationship between sports information directors and sports reporters in both the print and electronic media. If a problem did indeed exist in this relationship, the study was intended to guide sports information directors in how to improve that relationship. If no problem existed, the study was intended to demonstrate how to maintain the relationship. Questionnaires were sent to 569 sports information directors and sports editors and directors. Of the questionnaires distributed, 215 (37.7 percent) were returned. No serious problem exists in the relationship between sports information directors and sports reporters, though SIDs do hold a higher opinion of sports reporters than sports reporters hold of SIDs. Also, sports information directors more accurately predict the news values and information desires of their counterparts than do sports reporters. Although the relationship is good, sports information directors can do their part to improve it by producing news releases that may be used as updates and as sources of information the media can use to develop stories, by being proactive and honest when dealing with crisis situations, by upholding the same news values held by the media and by refusing to give exclusives.