February 1, 2016  

PR prof on NFL's winning image, 50th Super Bowl

WEST LAFAYETTE, Ind. — When it comes to a winning public relations strategy, the NFL lives by its own playbook, says a Purdue University communication expert.

"The NFL is the Teflon league. It does not seem to be as damaged by negative issues that have tarnished other professional sports organizations," says Josh Boyd, an associate professor in the Brian Lamb School of Communication. "While performance-enhancing drug use harmed baseball's image, the NFL has an incredible ability to thrive even when faced with multiple controversies, ranging from concerns with concussions to players' behavior on and off the field."

Boyd studies corporate rhetoric and public relations issues management and teaches sports communication. He says part of this fan forgiveness is that football by nature is a violent sport and people are willing to overlook problems because it's part of the game they love to watch.

"The NFL's PR approach would not be sustainable for other corporate entities - even other professional sports organizations - but as football is the most popular spectator sport in the United States, people are more forgiving," he says. "It's a remarkable case study in that the regular rules of corporate public relations don't apply. It will be interesting to see how long this phenomenon lasts. It reminds me of baseball's home-run chase between Barry Bonds and Mark McGwire; fans are willing to suspend disbelief when they are caught up in the thrill of the sport." 

Writer: Amy Patterson Neubert, 765-494-9723, apatterson@purdue.edu

Source: Josh Boyd, 765-494-3333, boyd@purdue.edu 

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