You have been hired as the athletics director at Your State University. (You ove

Question

You have been hired as the athletics director at Your State University. (You oversee both marketing and public relations in that role.) The once-proud reputation of YSU is in shambles. The football and basketball teams have losing records, there are claims of academic dishonesty, players have been arrested, and the athletes are troublemakers on campus. The coaches are rude to sports writers, fans, and alumni. Athletes are viewed as malcontents. Alumni are disgusted, current students won't support the teams because of the behavior, season-ticket sales have plummeted, and you can't sign any sponsors. Give an action plan for how you will respond.

Explanation / Answer

The first course of action is to think about revival. This will come only slowly, once the reputation of the team improves.

The improvement in reputation will take some time. Firstly, the athletes who are the main human capital of the University have to be brought on track. For this, I will lay out a strict code of conduct which all athletes will have to follow. There will be a strictly zero tolerance policy for the people violating the code.

The alternative to this can be to replace the current team and then lay the code of conduct both of which should be highly publicized to get the public eye upon measures being taken by the Director. This will help to gain some amount of public confidence.

Since there are no sponsors for the team, the team will have to run in losses for some time. For this purpose, a loan could be taken to revive the University team albeit at higher interest cost since the team is in such a state.

Thus, before considering closure of the team, a revival should be attempted.

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