ABSTRACT
College sports public relations (PR) directors are the professionals in college athletics charged with publicizing and promoting the department, its student-athletes and coaches. Traditionally referred to as sports information directors (SIDs), they serve as PR specialists, event managers, media liaisons, publications and web professionals, and administrators. As noted in a brochure published by the College Sports Information Directors of America (1993), SIDs “serve as a positive communication link with a variety of the institution’s publics, including the staff, media, fans, community members, alumni, student-athletes, parents and prospective students.” Because college sports PR directors are connected to these groups more than anyone else, it is imperative that the PR representative be involved in decision-making and leading the athletic department.
