Through the Eyes of Athletics Directors: Perceptions of Sports Information Directors,and Other Public Relations Issues

Abstract

The perceptions of college athletics directors (ADs) reveal a great deal, both about the status of their sports information directors (SIDs) and about other public relations issues pertinent to the programs they serve. This paper details the results of a survey of NCAA Division I, II, and III athletics directors (n=133) regarding their SIDs, key relationships with various constituent groups served by those SIDs, and other public-relations-related issues confronting their programs. Key findings included the frequent perception among athletics directors that the SIDs serving their programs are their departments’ top public relations officers and that SIDs make important contributions to athletics programs. However, most ADs either cannot or will not estimate the financial value of those contributions. Furthermore, ADs cite general relational benefits associated with sports information and other public relations activities more frequently than they cite specific financial benefits.