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Tyson Birrell
September 12, 2002
Comm 3355 Public Relations Cases
Instructor: Dr. Lisa Lyon, Ph.D.
Case Analysis from the News "NCAA Eye Drawn to S. Carolina"
Atlanta Journal and Constitution September 5, 2000
BACKGROUND
A National Collegiate Athletic Association enforcement representative, Jeff Higgins, interviewed three individuals in August 2002 in regards to potential rules violations. These violations included parents of University of South Carolina football players receiving benefits including jobs and money. The most glaring violation was the improper use of a vehicle owned by a South Carolina alumnus. The attached article also quotes University of South Carolina spokesman, Kerry Tharp, addressing the NCAA accusations. In addition, a response from South Carolina head football coach is attached to show initial public relations tactics displayed by the university.
PROBLEM STATEMENT
The university must demonstrate that their athletic programs do not violate any NCAA rules. The University of South Carolina must also display that their athletes, coaches, and boosters only operate with the highest degree of integrity.
PUBLICS
This type of rules violation can have an affect on many groups involved with the university. One group that should be targeted is high school recruits and their parents. The university must demonstrate to this group that South Carolina football is not only one of the top programs in the country, but also that USC wins by following NCAA rules. Not many potential recruits are going to want to play for a school that because of NCAA violations cannot appear on television or participate in a bowl game.
Another group that would be greatly affected by these developments are the alumni and booster clubs associated with the university. A large amount of...
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