The Athletic Director And the Media By Bill Nichols, The Cleveland Plain Dealer Sports public relations is exciting, challenging and fun when the work consists of games, victories, all-Americas and clever coaches who spout witty sayings. Unfortunately, it is not always like that. In today's society, athletes, coaches and teams are under a media microscope. The spotlight is constantly turned on and often it gets very hot under the lights.
Trouble occasionally strikes an institution.
An athletic program may be under investigation by the NCAA, athletes may be on drugs or a coach is fired. These are negative stories that must be dealt with quickly. A very delicate situation develops when a coach or coaches are fired. When rumors of a firing surface or the dismissal actually take place, the athletic director is thrust immediately into the media forefront. The media, especially the very aggressive members, will pursue a rumor of a firing with vigor and great dispatch.