In my public relations courses, we have been taught to consider the many audiences that need to receive our campaign messages. But my professors have encouraged not only focusing of course on the external audiences (customers, media, etc.), but also on internal audiences. Many case studies illustrate the importance of a company’s focusing within the organization rather than outside. Athletic departments and universities could learn a lesson or two about this topic.
For an athletic department, the internal audience members include athletes, faculty, staff, and others involved within the university. Many times, some of these individuals are left out of the loop when it comes to things that happen within the athletic department. But– it is better to be transparent to those who are within the university. If a crisis occurs, they need the right message from the right source.
Athletes can be great visual supporters of the university if they know what is going on. But this goes both ways. Athletes need to feel that their voices are heard and that they are able to communicate with anyone in the athletic department. If the individuals in the department are not approachable or “do not have time” to spend with athletes– this could cause some issues with athletes. Athletes need to feel valued, not only for their athletic achievements, but as people as well. I would suggest monthly meetings where EVERYONE in athletics gets together and talks.
I would also suggest an online newsletter that can be sent to all athletic department personnel, coaches, administrators, and athletes to discuss a variety of issues happening with the university and athletic department. An open forum online for discussion would also be great. It doesn’t take much to create a transparent environment. 🙂
The point that I would like to make is that athletes are people– the individuals in the athletic department are people– we are all working on the same team!! 🙂 Why can’t we be friends?! 😀
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