Pete Rozelle: A historical review of how the NFL commissioner used public relations

Few public relations practitioners rise to the level of head of an organization; therefore, this study on former National Football League Commissioner Pete Rozelle presents a unique opportunity to examine how an organizational leader with PR work experience managed a business operation. Drawing upon unique historical records, this study demonstrated how Rozelle used his public relations background to help make the NFL America's number one sport (in terms of revenue and in fan polling).     

Gender violence, fan activism and public relations in sport: The case of “Footy Fans Against Sexual Assault”

This paper is based on the belief that online activism is essential for understanding the role and potential of public relations in modern campaigns. In relation to the issue of gender violence against women in football, analyzed and compared are the responses of two official, resource-rich organisations – the National Rugby League (NRL) and Australian Football League (AFL) – and an unofficial, resource-poor fan advocacy group, called Football Fans against Sexual Assault (FFASA). In cooperation and conflict with the leagues, FFASA positioned itself in the market place, taking the widely unoccupied niche of “fan advocacy”—different from “expert advocacy” or “player advocacy”.The article discusses in more detail the major strategy of the group, the Purple Armband Games, which carries many elements of cutting-edge public relations such as advocacy as third-party endorsement; “fan activism” as empowering of “expert advocacy”; “symbolic outsourcing” of participants by facilitating their mode of engagement, the “emblematic richness” of the purple armband symbol, the “oneness” of which overcomes any confrontational dualism.     

Sports PR in message boards on Major League Baseball websites

Message boards are possible places for sports fans to actively express and exchange their opinions. The purpose of this study is to explore the typology of message board uses on sports websites. The analysis of 1350 topics on eight Major League Baseball teams’ websites for 10 days revealed that: (1) the cognitive need of using message boards in a sports organization's website was an outstanding motivation; (2) sharing opinions was a new motivation category (compared to traditional uses and gratifications) that was found to be dominant; and (3) winning teams and losing teams’ message boards were significantly different in terms of number of topics, number of users, and optimism score; however, messages seemed to be optimistic. Implications for public relations practitioners suggest that the message board is an excellent monitoring tool for them as well as a fine communication tool between sports organizations and fans.     

(De)mobilising and (mis)representing ‘youth’ in the Chinese workplace: political dependency,generational subordination and corporatisation in the Communist Youth League

The Chinese Communist Party’s (CCP) youth organisation, the Communist Youth League (CYL, League), has an extensive grassroots network and approximately twelve million members in public and partially state-owned sectors of the economy, as well as a political mandate to promote ‘youth’ interests at work. This article examines the League’s operation in the Chinese workplace by analyzing qualitative data collected during fieldwork in twelve different sites in Beijing and Zhejiang province. It was hypothesised that as League organisations are under pressure to represent youth-specific demands, their response would be similar to the Trade Unions, which try to simultaneously remain loyal to pro-management Party committees and act as grassroots channels for advocacy. The article finds that League cadres occupy junior positions in political, generational and workplace hierarchies resulting to their multifaceted subordination to more senior power holders present, namely the management, Party Committee and Union leadership. The institutionalised ‘juniority’ of cadres creates strong disincentives for pro-youth employee initiatives and leads to the disarticulation of a distinctive ‘youth’ agenda. This institutional ‘gap’ in workplace representation has direct implications both for the welfare of young employees and for the future of industrial relations in China.     

Soccer, civil religion, and public relations: Devotional–promotional communication and Barcelona Football Club

The aim of this article is to provide a public relations perspective on the civil religion phenomenon through a study of Barcelona Football Club (BFC) as an institution and its public relations efforts. We believe that BFC can be seen as a form of civil religion that uses a devotional–promotional communication model which sets forth, upholds and reinforces relations with “faithful supporters”. The paper links to three main contributions: the work of [Salvador, J. (2004). Futbol, metàfora d’una guerra freda: Un estudi antropològic del Barça. Barcelona: Proa.] on anthropological approach to BFC, [Giner, S. (2003). Carisma y razón. Madrid: Alianza] on civil religion and its communicative dimension, and [Tilson, D. J. (2006). Devotional–promotional communicationa and Santiago: A thousand-year public relations campaign for Saint James and Spain. In J. L’Etang & M. Pieczka (Eds.), Public relations: Critical debates and contemporary practice (pp. 167–184). Mahwah, NJ: Lawrence Erlbaum.] on devotional–promotional communication. Thus, this article advances a public relations approach to civil religion.     

This Sporting Life: the antithetical novel’s revelation of the organization and work of sport

ABSTRACT

The novel This Sporting Life by David Storey is used in this article as fictive, ethnographic data to explore the relationship between sports work, industrial organization, identity, and the management of the body. Drawing upon the work of Pierre Bourdieu on sport, and rugby specifically, and the relationship between sport, the body, class, and rationalization, this paper argues that David Storey provides a vivid, if pessimistic, fictional, and semi-autobiographical account of the ways in which sports, and sports work specifically, is driven by management discourses of rationality and control. We examine how this functions as class exploitation where labour is embodied and expended as a form of bodily capital. Lastly, we offer a critique of the precarious social mobility that sports work promises. Through Storey’s Rugby League playing fictional anti-hero – Art Machin – we explore the central struggle between social structures and individual agency.     

Major League Baseball under investigation: how the industry used public relations to promote its past to save its present

This study used Berger's (1999) four characteristics of organizational public relations to examine how Major League Baseball (MLB) responded to the 1951–1952 congressional investigation into the sport's business dealings. This analysis demonstrated the impact an entity's image, which is based in large part on past communications and prior behavior, has on its current situation. In this case, MLB's image as a sport outweighed any effort by legislators to present professional baseball as a monopoly.     

The Football Lads Alliance and Democratic Football Lad’s Alliance: an insight into the dynamism and diversification of Britain’s counter-jihad movement

ABSTRACT

In response to 2017’s terror attacks in Britain, the Football Lads Alliance (FLA) and latterly, the Democratic Football Lads Alliance (DFLA) were formed. Self-described as street-protest movements that encourage rival ‘football firms’ to reject acrimonious hostilities to unite against the Islamist extremism and extremists it believes are threatening Britain, its culture, values and way of life. As new incarnations of the British counter-jihad movement, this article affords new insights into how the movement and constituent parts are dynamically identifying and mobilising behind an increasingly diverse range of identities and socio-political issues. Contributing new knowledge about the FLA and DFLA, neither of which have been subjected to scholarly inquiry, this article makes a timely contribution to an embryonic scholarly canon. Contextualising the counter-jihad movement, this article explores how ‘football’ afforded the FLA and DFLA with a shared identity around which to mobilise. Highlighting how this is different to other far-right and counter-jihadi groups, their ideologies and activities are explored in relation to their establishment, support base and function. In conclusion, this article positions both groups within an ‘identity-oriented’ paradigm of new social movements as a means of offering new understanding and explanation.     

The Islamic Soccer League in Israel: Setting Moral Boundaries by Taming the Wild

This article strives to use the institutional and discursive strategies employed by the Islamic Movement in Israel in the soccer sphere to illustrate wider theoretical arguments about setting boundaries of inclusion and exclusion in the public sphere. The Islamic Movement uses an isolationist strategy, by creating the independent Islamic Soccer League. In contrast, social agents who strive to promote integration in Israeli society or, alternatively, Arab-Palestinian national pride encourage the involvement of Arab teams and players in the Israeli Football Association. The article argues that the isolationist strategy is inherent in the attempts of a religious movement to articulate a definition of collective identity that is based on a sacred moral code. Then, relying mainly on the contents of the sports sections of the Islamic press, the article analyzes the inevitable tensions stemming from the use of an institution with a strong secular orientation for the purpose of reproducing religious identity.     

Acceptance of democracy and public relations: Attitudes in a transitional country

The study explores the relationship between acceptance of democracy and opinions about public communication used by the private sector in television newscasts in Croatia, a country transitioning to democracy. A survey administered to students at a large University in Zagreb found inconsistent responses to the items that measured acceptance of democracy, indicating that young Croatians in the study may still be in a political “gray zone” and may not have a full understanding of the precepts of democracy. However, there was a positive correlation between opinions about public relations media practices and acceptance of democracy. The study suggests that it is not enough to use a theoretical framework of global public relations that characterizes a country as a democracy or not, but rather to recognize that democratization is a process. Many people in transitional societies may be closer on the continuum to traditional communist points of view than to newer democratic views; such understanding can help provide a theoretical understanding of transitional public relations.     

Financial Sustainability Within UK Charities: Community Sport Trusts and Corporate Social Responsibility Partnerships

The change in political leadership in the UK in 2010 has created financial uncertainty and instability for many third sector organisations. In a shifting funding landscape, it is clear that an over-reliance on Government funding is a risky strategy and that there is a need to diversify and seek out alternative sources of revenue. This article considers the impact of political change on the financial sustainability of community sports trusts associated with Premier League and Football League clubs in England. It explores sources of revenue through the analysis of financial statements, revealing that on average community sports trusts receive a significant proportion of income from grant funding whilst sponsorship income is relatively small. The article goes on to discuss the potential for community sports trusts to diversify revenue streams by developing social partnerships that address the corporate social responsibility (CSR) agendas of commercial organisations. It illustrates that although commercial sponsorship can provide benefits including the provision of additional funding that can enable financial stability, key issues include the balance of power, the impact on organisational flexibility, whether there is a need to restructure, and the development of long-term partnerships. Although the findings from this article are focused on a particular type of charity, given the importance of CSR partnership income for the charities sector they may also have broader implications for other charitable organisations.     

Commodification of rural places: A narrative of social fields,rural development,and football

One of the most significant recent elements of restructuring in rural areas is the transition from an economy based on agricultural production to an economy based on the countryside as a form of commodity. In this transition process, different narratives or images of an area are produced to promote villages and other places in the countryside as commodities. Much of the literature takes it for granted that outsiders control the processes of branding rural areas, but our case study demonstrates that the producers (as well as potential consumers) of the countryside as a commodity can be insiders within a community. In this paper, we demonstrate how a local football club can take a leading role in the process of commodification of rural places in the post-modern era. Football clubs are presented as commodities to attract investors, sponsors, and expertise from private businesses. In both commodification of rural places and football, the challenge is to construct narratives or images that correspond to the pre-existing expectations of consumers, whoever they might be. Our theory-informed empirical analyses illustrate the way in which the Norwegian football club Sogndal Football has been instrumental in the restructuring of the Sogndal community.     

Networks of social capital: Extending a public relations model of civil society in Peru

Scholars have argued that public relations can and indeed must be used to improve society. This article builds on the work of Taylor and Doerfel (2005), who advocated for the continued study of civil society through the lens of public relations theory. This study contributes to a normative public relations model of civil society by examining how interorganizational relationships, which may initially be established for purposes of resource exchange, benefit civil society through the creation and maintenance of social capital. The study examined a segment of Peruvian civil society dedicated to media development, as media is a key partner in building civil society (Taylor, 2009). The results of the study help to explain how interorganizational relationships contribute to the creation of social capital in a civil society network, and how certain network positions are integral to maintaining the social capital of a community of actors. Implications for the role of public relations in building and maintaining networks of interorganizational communities are discussed.     

Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign

This article is a case study examining promotional efforts undertaken by the National Hockey League (NHL) via integrated marketing initiatives launched during the 2005–2006 season. Following the 2004–2005 season player lockout², the NHL worked to promote itself to both fervent and casual fans. By briefly assessing past marketing efforts and the dwindling popularity of the league in recent years, the article provides a fuller picture of how professional hockey was marketed in North America when the NHL returned to play. The focus is on “My NHL” and the league's re-branding efforts as part of its new integrated communications plan. This research reveals that in its attempts to revive the sport the NHL has done a better job than with past efforts, however the current campaign must be aggressively maintained in order to successfully re-brand the league.     

International public relations’ influence on media coverage and public perceptions of foreign countries

The purpose of this study is to examine the influence of international public relations on a target country's news coverage and public perceptions toward other countries. This study proposed a public relations influence model of national image formation and tested its relationships based on 27 countries’ public relations effort targeting the U.S. news coverage and publics. This study found that (1) public relations of other countries in the U.S. had a direct impact on how significantly the U.S. public perceived those countries; (2) the more prominently and favorably foreign countries were covered by the U.S. news media, the more significantly and favorably the U.S. public perceived and felt toward those countries.     

Getting out of the doghouse: The image repair strategies of Michael Vick

Michael Vick's federal dog-fighting conviction in 2007 made him notorious. Vick spoke publicly about his role in the dog-fighting operation only once before beginning a prison term. Three years after entering prison, he returned to National Football League action. By 2011, some in the media proposed that Vick had successfully rehabilitated his image and redeemed himself in the eyes of the public. This study examines the image repair strategies Vick employed at his August 27, 2007, press conference. It concludes that Vick chose appropriate strategies but did not fully develop one critical strategy: corrective action. The paper also explores Vick's strategic use of the third person and appeals to a supernatural being.     

“I paid my income tax today”: How the U.S. government used public relations to persuade its citizens to accept a mass tax during World War II

This case study will show how U.S. Treasury Department (Treasury) and U.S. Office of War Information (OWI) officials used public relations strategies and techniques during World War II to ensure public acceptance of the installation of a personal income tax on most Americans, not just the wealthy. To prevent this change from appearing as coercion, U.S. government officials used sacrifice as an overriding message to help persuade Americans to join the taxpayer ranks. Patriotic Americans, the government told the public, would choose to do their part in the war effort by buying victory with their tax dollars. And, it was not just Uncle Sam saying this but popular entertainment figures ranging from singer Danny Kaye to animated character Donald Duck as well.     

Before crisis: How near-miss affects organizational trust and industry transference in emerging industries

A near-miss, such as a narrowly avoided collision between vehicles, evades a full-scale accident but can generate media attention that threatens trust. In emerging industries, the effects of near-miss may extend beyond organizational boundaries and influence trust in the industry and technology. This study empirically tests these assertions by examining how media reports of near-miss affect organizational trustworthiness and how trust repair strategies after a near-miss influence organizational and industry trust and technology acceptance in the emerging commercial industry of unmanned aircraft. Notwithstanding parallels to paracrisis, near-miss communication is understudied in public relations research. Further, studies of trust in the context of crisis are recent (see Brühl et al., 2018; Fuoli et al., 2017), and have produced unexpected results that warrant continued exploration in public relations. Underpinned by attribution theory, this study adopts a 2 (near-miss cause: external, low controllability; internal, high controllability) x 3 (trust repair strategy delivered via news story: denial, excuse, apology) scenario-based experiment. This study found that near-miss reduced organizational trustworthiness regardless of whether the event was controllable or not, indicating that when it comes to trust perceptions, near-miss can operate similarly to crisis. Further, apology was the only strategy that arrested a fall in organizational trustworthiness. The study signaled a trust transfer effect where organizational trust influenced industry trust, which led to the acceptance of unmanned aircraft technology. In the context of emerging industries, these findings have implications for organizations that experience near-miss, highlighting the potential for a standardized initial strategy to acknowledge a reduction in trust in order to support trust beyond the organization.     

PERSUADED UNDER PRESSURE: EVIDENCE FROM THE NATIONAL FOOTBALL LEAGUE

We exploit a natural experiment within each National Football League game, finding the first evidence in professional sports that referees succumb to the pressures of satisfying team personnel in the vicinity of possible violations. Using generalized additive models for binomial outcomes, we show that these sideline‐based differences in penalty rates, which are observed on common but influential penalties including pass interference and holding, peak near the centralized location of players and coaches on the sideline. With sizable interests in referee decisions, coaches and players often try to manipulate referee behavior with verbal and nonverbal communications; such actions appear to be persuasive. (JEL ZO, H3)