NCAA

Public Relations Audit

History

• IAAUS– Intercollegiate Athletic Association of the United

States – President Teddy Roosevelt• Founder

– 62 members originally– 13 Institutions

http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/about+the+ncaa/overview/history.html

History continued…

• NCAA– National Collegiate Athletic Association• Changed to present name in 1910• 1921• 1973

– membership was divided into three legislative and competitive divisions - I, II and III

http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/about+the+ncaa/overview/history.html

History continued…

• 1980– The NCAA began administering women's athletics

programs– Divisions II and III established 10 championships

for 1981-82.

• 1987– Walter Byers retired October 1

http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/about+the+ncaa/overview/history.html

Mission

• Core Ideology– “The NCAA's core ideology consists of two

notions: core purpose - the organization's reason for being - and core values - essential and enduring principles that guide an organization”----NCAA website

• Core Purpose• Core Values

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/NCAA/About%20The%20NCAA/

Overview/mission.html

Corporate Environment

• Partnership Programs– http://www.ncaa.org/wps/portal/ncaahome?WC

M_GLOBAL_CONTEXT=/ncaa/NCAA/About%20The%20NCAA/Corporate%20Relationships/Corporate%20Alliances/Program.html

• Corporate Partners– http://www.ncaa.org/wps/portal/ncaahome?WC

M_GLOBAL_CONTEXT=/ncaa/NCAA/About%20The%20NCAA/Corporate%20Relationships/Corporate%20Alliances/partners.html

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/

ncaa/ncaa/about+the+ncaa/corporate+relationships

Workplace Environment

• Ryan Wyland– Championships – Ryan joins the NCAA staff from East Stroudsburg

University where he received his Masters of Science in Sport Management. While at East Stroudsburg University, Ryan served as an assistant baseball coach and was involved with all aspects and operations of the baseball program.

Workplace Environment continued...

• Question 1– What is it like working for the NCAA

• The feel of work at the NCAA is very corporate and different than the campus setting or athletic department. The employees at the National Office do not have much interaction with student-athletes, but are very involved with administrators at the conference and institution level. The interaction with athletic directors and presidents provides a unique opportunity to meet and work with a wide variety of professionals within intercollegiate athletics. The NCAA national office has over 400 employees with varying background, which provides a network to explore other opportunities within sport management. The NCAA is broken down into groups to serve different roles functioning with the membership including: Administrative Services, Branding and Communications, Championships, Corporate and Broadcast Alliances, Diversity and Inclusion, Division I Men's Baseball and Football, Division I Men's Basketball, Division I Women's Basketball, Eligibility Center, Enforcement, Executive Office, Governance, and MSAA. Many of these groups collaborate on best practices, but each has their own function .

Workplace Environment continued...

• Question 2– Can you describe the mission or goals of the NCAA• Our mission and goals can be found on our website

Workplace Environment continued...

• Question 3– What would you say is the best part working for

the NCAA• The best part of working at NCAA can vary depending on what

department you work in. The best part about working in championships is getting to see the pinnacle experience for student-athletes at championship events. It gives allows you to see the big picture of the championship selection process, and is comprised of a team environment with professionals who are passionate about athletic. Another perk of the NCAA is unlike a campus and other athletic fields, the typical work day 8:30 to 5

Activities

• Serves as governance and administrator to its members– Members include:• 335 Active Division I Member Institutions• 288 Active Division II Member Institutions• 432 Active Division III Member Institutions• 134 Conferences

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/NCAA/About%20The%20NCAA/Membership/membership_breakdown.html

Services• Enacts and Interprets Legislation• Provides Financial Assistance• Promotes Championship Events and all

Intercollegiate Athletics• Compiles and Distributes Statistics• Writes and Interprets Playing Rules• Conducts Research• Annually Produces Television Programs• Maintains a compliance services program

Services continued…

• Administers Insurance Programs• Promotes & Participates in International

Sports Planning• Sanctions Postseason Competition• Supports Community Service Programs• Implements recruiting rules and regulations• Drug Testing• Administers Marketing & Licensing Programs

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/NCAA/About%20The%20NCAA/Overview/services.html

The NCAA Brand

• FUNDAMENTAL PRINCIPLES:– Learning– Balance– Spirit– Community– Fair Play– Character

https://www.ncaa.org/wps/wcm/connect/ncaa/ncaa/about+the+ncaa/the+ncaa+brand

Trademarks

• All day. Every day. Our game.™• Champions Play Here• Final 4®

• It’s More Than A Game®

• National Champion of Champions™• The Big Dance® • We are the Game®

• The Greatest Show on Dirt®

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/wps/wcm/connect/ncaa/NCAA/About%20The%20NCAA/The%20NCAA%20Brand/Trademarks%20and%20Logos/Trademarks.html

Advertising and Promotional Standards

• Designed to encourage those advertisements and advertisers that support the NCAA's ideals

• Exclude advertisements and advertisers that do not appear to be in the best interests of higher education and student-athletes

• Exclude anything that conflict’s with the NCAA’s mission and fundamental principles

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/wps/wcm/connect/ncaa/NCAA/Media+and+Events/Broadcasting/Broadcasting+Manual/Sect3/AdvStand

Examples

• “Focus on the Family”http://www.youtube.com/watch?v=xqReTDJSdhE

• Public Service Announcementhttp://www.youtube.com/watch?v=eRX7TpV2Te8

Challenges

• Academic Success• Drug Testing• Gender Equity• Hiring Minority Coaches• Sports Wagering• Bribery of players and coaches• Cheating• Sport Safety

Academic Reform

• “Academic Progress Rate (APR) is a term-by-term measure of eligibility and retention for Division I student-athletes that was developed as an early indicator of eventual graduation rates.”

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/wps/wcm/connect/ncaa/NCAA/Academics%20and%20Athletes/Education%20and%20Research/Academic%20Reform/

Drug Testing

• “The NCAA Drug-Testing Program was created to protect the health and safety of student-athletes and to ensure that no one participant might have an artificially induced advantage or be pressured to use chemical substances.”

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/legislation+and+governance/eligibility+and+recruiting/drug+testing/drug_testing.html

Sports Wagering

• “The NCAA opposes all forms of legal and illegal sports wagering on college sports.”

• 2003 National Study on Collegiate Sports Wagering and Associated Health Risks Found:– Of 388 men’s basketball players surveyed, 17

admitted to gambling– Of 2,000 football players surveyed, 102 admitted

to gambling

http://www.ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/legislation+and+governance/eligibility+and+recruiting/sports+wagering/sports_wagering_index.html

NCAA Activities to Limit Sports Wagering

• Conduct background check of officials and umpires

• Educate student-athletes and coaches on dangers of sport wagering

• Development of sports wagering curriculum for high schools

Public Image

• NCAA contributes $300,000 to relief effort in Haiti- Haiti Article

• NCAA convention focuses on need for leadership - Leadership Article

• NCAA implements changes to minimize risk of injury - Safety Article

• NCAA Football awards youth grants - Grants Article

Final Analysis

References

1) Lederman, Doug. Inside Higher Ed. 02242010. Web. 02242010. http://www.insidehighered.com/news/2010/02/24/ncaa.

2) "NCAA Passes Landmark Academic Reform Plan." Black Issues 27 Jan 2005: n. pag. Web. 22 Feb 2010. http://diverseeducation.com/article/4285/.

3) Thamel, Pete. "N.C.A.A. Issues Postseason Bans for Poor Academic Performance." The New York Times. 06 May 2009. The New York Times, Web. 24 Feb 2010. http://www.nytimes.com/2009/05/07/sports/07colleges.html?_r=2.

References

4) Sterling, Jocelyn. "Does NCAA drug testing need refinement." The Beacon. 19 Feb 2009. The Beacon, Web. 24 Feb 2010. http://media.www.upbeacon.net/media/storage/paper1193/news/2009/02/19/Sports/Does-Ncaa.Drug.Testing.Need.Refinement-3639451.shtml.

5) Rhoden, William. "A Lasting Image: Standing Up to the N.C.A.A.." The New York Times. 22 Jul 2009. The New York Times, Web. 24 Feb 2010. http://www.nytimes.com/2009/07/23/sports/ncaabasketball/23rhoden.html

References6) "NCAA contributes $300,000 to relief effort in Haiti ." National Collegiate

Athletic Association. 11 Feb 2010. National Collegiate Athletic Association, Web. 24 Feb 2010. http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/ncaa+news/ncaa+news+online/2010/association-wide/ncaa+contributes+%24300%2C000+to+relief+effort+in+haiti_02_11_10_ncaa_news

7) Brown, Gary. "Compliance looks to sharpen leadership image." National Collegiate Athletic Association. 12 Jan 2010. National Collegiate Athletic Association, Web. 2 Mar 2010. http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/ncaa+news/ncaa+news+online/2010/association-wide/ncaa+affiliated+member+news.

References6) "NCAA changes to minimize risk of injury." National Collegiate Athletic

Association. 10 Dec 2009. National Collegiate Athletic Association, Web. 24 Feb 2010. http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/ncaa+news/ncaa+news+online/2009/association-wide/ncaa+changes+to+minimize+risk+of+injury+-+12-10-09+-+ncaa+news.

7) "NCAA Football awards youth grants." National Collegiate Athletic Association. 05 Sept 2008. National Collegiate Athletic Association, Web. 24 Feb 2010. http://ncaa.org/wps/portal/ncaahome?WCM_GLOBAL_CONTEXT=/ncaa/ncaa/ncaa+news/ncaa+news+online/2008/assocation-wide/ncaa+football+awards+youth+grants+-+09-05-08+-+ncaa+news.