How organizations are perceived by the public is linked directly to engagement and profitability

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How organizations are perceived by the public is linked directly to engagement and profitability. As one aspect of marketing communications, public relations can be an important positive or negative for an organization. As an example, the NFL (National Football League) has been in a PR crisis for the last couple of seasons. They’ve had two major issues constantly in the news: the CTE epidemic (Chronic traumatic encephalopathy) and the controversy over NFL player related conduct issues, like sexual abuse and domestic violence. Relevant articles on these two issues are included below for your reference; many more are available.

Hernández, V. (2023). Boston University provides update on CTE study, discovers brain disease in 92 percent of ex-NFL players analyzed.
Schuman, N. (2022). Deshaun Watson Suspension Initiates PR Crisis Mode for NFL, Browns.
Analyze the impact that these issues have had on the popularity of the NFL. In your opinion, which has been worse for popular sentiment related to the NFL?
What should the NFL do to address the public relations problems they’re having?

Sample Solution

The NFL’s PR Crisis: Head Trauma and Player Conduct

The NFL has been grappling with two major PR crises: Chronic Traumatic Encephalopathy (CTE) and player conduct issues. Let’s analyze their impact and potential solutions.

Impact on Popularity:

Both issues have undoubtedly hurt the NFL’s popularity. Here’s how:

  • CTE: The revelation of the high prevalence of CTE among former players raises concerns about the long-term health consequences of playing football. This can alienate parents who are hesitant to let their children play and raise ethical questions about the safety of the sport, potentially impacting viewership and participation.
  • Player Conduct Issues: Domestic violence, sexual assault, and other off-field misconduct by players erode fan trust and damage the league’s image. Fans may feel uncomfortable supporting a league that seemingly tolerates such behavior, leading to boycotts and declining viewership.

Worse for Popularity? (Opinion):

In my opinion, player conduct issues might be more detrimental in the short term. While CTE is a serious concern, its impact is felt more gradually. Fans can distance themselves from the league due to specific, egregious acts of misconduct by players, leading to a more immediate drop in viewership and sponsorship deals.

Addressing the PR Problems:

The NFL needs a multi-pronged approach:

  • CTE:
    • Transparency and Funding: The NFL should openly acknowledge the risks of CTE and increase funding for research to find preventative measures and treatments.
    • Improved Player Safety: Implementing stricter rules to minimize head injuries, investing in safer equipment, and prioritizing long-term player health are crucial.
  • Player Conduct Issues:
    • Stronger Policies: The NFL needs to adopt and enforce stricter policies regarding player conduct, with harsher penalties for violations.
    • Vetting and Education: Implementing stricter vetting processes for potential players and educational programs on appropriate conduct can help prevent future incidents.
    • Accountability and Transparency: The NFL needs to demonstrate swift and decisive action against players involved in misconduct, and clearly communicate disciplinary measures to the public.

Conclusion:

Regaining public trust requires the NFL to address both CTE and player conduct issues head-on. Transparency, stronger policies, and a commitment to player safety and well-being are essential for the NFL to move forward and maintain its popularity.

 

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