The document discusses the importance of public relations professionals for sports organizations. It notes that Americans are emotionally connected to sports and that sports organizations are constantly facing image issues and controversies related to safety and ethics. The document argues that professional sports leagues now maintain a billion dollar industry, but that without public relations experts, sports leagues would not be as popular or powerful as they are today. It emphasizes that now more than ever, professional sports teams need public relations experts to maintain and protect their image in the face of ongoing controversies and scandals.

1. THE IM ESSION
The Necessity of Sports PR
By Aron Harris
If there was ever a single industry in the free market that needed a team of publicity experts, it
would be the sports sector. From front office scandals to player glorification, sports PR is never dull.
Americans are so emotionally connected to the sport of their preference, which is why PR profes-
sionals in the sports industry are held to an unprecedented standard. Popular American sports or-
ganizations, such as the NFL, MLB and NBA, are constantly in image catastrophes, which are ei-
ther conquered by masterful strategic publicity or worsened by careless blunders.
While there is no singular event labeled as the birth of sports PR, the industry has faced media
adversity since the dawn of media such as newspapers. American football, for instance, was nearly
prohibited after several deaths in the 1905 season. Journalists began labeling football as a “human
blood-sport” and a “display of savagery.” President Theodore Roosevelt, the man who many credit
for institutionalizing public relations in American politics, reacted quickly to save the game. Roose-
velt held a conference among Ivy League coaches to come up with ideas to make the game safer.
Using his media relations expertise, Roosevelt started a campaign to reform football’s image. His
efforts were successful, and the media began to regard football as a game that builds a man’s char-
acter, instead of the barbaric sport the public had grown accustomed to seeing.
Image issues have not escaped sports. The NFL still faces a similar controversy in regards to play-
ers’ safety, the NBA is working to maintain their brand in the post-Donald Sterling era and the MLB
can’t seem to eliminate it’s substance abuse epidemic. Now, more than ever, professional sports
teams need public relations experts to maintain and protect their image.
Brian Breseman, director of public relations for the Tampa Bay Lightning, spoke with PRSSA about
his experience and gave useful advice about crisis management. He emphasized the importance of
communicating with the media and stated that media relations can drastically affect an organiza-
tion’s reputation and ethics. Professional sports now maintain a billion dollar industry that is always
changing and full of several personalities. Public relations professionals in this field may never get
the credit they truly deserve because without them, sports leagues would be nowhere near as pop-
ular and powerful as they are today.
University of South Florida October 2014
Upcoming
Events:
Professionals’
Night Out:
USF PRSSA and
PRSA Tampa Bay
invite you to a mixer
aimed at helping stu-
dents expand their
network this
semester at Takara
Sushi Lounge in
Tampa.
When: Wednesday,
November 5 at 6:30
p.m.
Fee: $10 for students
General Body
Meetings:
Wednesday, 10/22 at
5 p.m. in MSC 3705
Wednesday, 11/5 at
5 p.m. in MSC 3705
"Now, more than ever, professional sports teams need public relations experts to
maintain and protect their image.”

2. KnoBull PR: Promoting
Brands, Engaging Clients
and Advancing into the Fall
Semester
By Helen Bierko, Newsletter Editor
The University of South Florida’s first student-run public relations firm
continues to excel this semester as it takes on several new clients.
Between an on-campus organization like USF Best Buddies and other
local businesses like Mojo Books and Records, Dyno Tours and Post-
Dinner Conversation, the KnoBull PR teams are off to a busy and
productive start.
“We are passionate students that value experience,” KnoBull PR Founder and Firm Director Theresa Woods said. “We are all students with clas-
ses, jobs, internships and extracurricular activities, so it’s hard to stay up to date with our tasks. That being said, we are learning that the keys
are organization and over-communication. We are still learning, but we are hungry for knowledge.”
After founding the firm as an affiliate of USF’s PRSSA chapter in spring 2014, Woods developed a large following of students eager to get hands
-on experience with public relations. The firm has worked with a variety of clients, ranging from non-profit organizations, student clubs and local
businesses.
“When I graduate, I get to add two and a half years of actual agency experience to my
resume as something that will help me get ahead of the game with my future employers,”
said newly elected Firm Vice President Taylor Evans.
As the newest addition to the firm’s leadership, Evans has shown outstanding dedication
in making KnoBull PR a positive and productive environment. Alongside Woods’ passion
and goal-oriented mindset, Evans’ outgoing personality and organizational skills make
the two a powerful team. The firm continues to grow as PRSSA executive board mem-
bers also take on account management positions for the fall semester.
The teams have already begun to brainstorm ideas, create strategies and implement plans
for their respective clients. With the use of tools such as HootSuite, Asana and highly-
organized Google documents, each member is learning what it feels like to be a part of a
real-life PR campaign. They are working on social media projects, content marketing, graph-
ic design and more, and by using these tools, students are provided with an experience that
will help them in their future internships and jobs.
“I think this experience is very different than traditional internship experience in many ways,”
Woods said. “I love providing this opportunity for other students because it gives them crea-
tive freedom. Jobs and internships give us the “small fish in a big pond” feeling. KnoBull
does just the opposite.”
As students learn and grow throughout this experience, so does KnoBull PR. This semester,
they are working with soon-to-be big names in Tampa, and providing these companies with
incredible ideas and interesting content.
“I am hoping that each student takes away not just an inspiration for their future goals, but
insight as well,” Evans said. “If every student can take away from this experience a tool or
tip that can help them get ahead in the game with future employers, than I am beyond satis-
fied.”
KnoBull PR teams discuss techniques for promoting their
clients.
“Jobs and internships give us the
‘small fish in a big pond’ feeling.
KnoBull does just the opposite.”
-Theresa Woods
KnoBull PR Founder and Firm Director
Theresa Woods
University of South Florida October 2014

3. PRSSA Members Visit Edelman PR
Agency in Orlando
By Helen Bierko, Newsletter Editor
This September, members of USF PRSSA took a look inside the Orlando office of the world’s
largest public relations firm: Edelman. Beyond observing the agency work environment, the stu-
dents were able to hear from four public relations professionals about their daily routines, their
specialties and the career opportunities they have had this far.
“We all took different paths to get to where we are now,” Edelman Senior Account Executive
Brad Simon said, “But each path led us to this same place.”
There are generally three major options when it comes to working in the field of public relations.
First, in corporate PR, or an “in-house” agency, a company or business does its own public relations work. Second, non-profit PR functions to
provide public relations services to a charity or not-for-profit organization. Lastly, PR agencies work to provide these services to a variety of
different corporations and businesses. In an agency like Edelman, there are a few professionals in each office, which are located throughout
the world. Although employees in the Orlando office do not all work on the same accounts, they may collaborate with other account executives
in other states or countries to provide their clients with the best service.
Edelman employees are required to have outstanding communication skills, as they are frequently communicating nationally and international-
ly with other account executives. Employees work vigorously throughout the week to prepare for deadlines, give clients individual attention and
brainstorm new strategies. Edelman has also developed a digital team to work with clients’ social media, graphics and overall digital strate-
gies.
The agency provides their employees with a laid-back and creative-oriented work environment, while simultaneously pushing them to work
efficiently and create successful campaigns.
University of South Florida October 2014
PRSSA members visit the Orlando office of Edelman PR to hear from agency professionals. Pho-
to Courtesy of PRSSA.
Photo Courtesy of Edelman.com

4. Contact Us
Find us on social media
or contact our executive
board members for
more information.
Facebook
USF PRSSA
Twitter
@USFPRSSA
#ItsYourFuture
Instagram
@USFPRSSA
#ItsYourFuture
USF PRSSA Office
4202 E Fowler Ave
CIS 3003
Tampa, FL 33620
Editor-in-Chief:
Helen Bierko
helenbierko
@mail.usf.edu
Copy Editor:
Stephanie Livaudais
slivaudais
@mail.usf.edu
The Dangers of
Social Media
By Saeyoung Kim, Staff Writer
When something dramatic happens, the majority of people in our society immediately take out
their phones and begin sharing the news instead of remaining in the moment. In today's world,
we tend to tweet, post to Facebook or blog about an event almost instantly after it has occurred.
This societal trend could be due to the constant need for attention, and by using social media
frequently, it has forced us to form an addiction.
The use of social media is a trend that has increased rapidly in recent years, especially in public
relations. Public relations professionals do their best to frame certain issues about an individual,
group or company to the public. As technology develops, immediacy and freedom of social media
has caused PR departments to have their guard up. Releasing information onto the Internet
makes clients vulnerable to various opinions, which can sometimes have a negative effect. For
example, if a PR firm is trying to defend a restaurant that has been using unhealthy ingredients
and this is released onto the Internet, anyone with access to a computer or smartphone is imme-
diately allowed to voice his or her opinion about the restaurant. People can bash the restaurant
and attempt to back up their opinions with facts they've researched. If others see or share their
posts, news of the restaurant’s mistake will spread like wildfire.
Ultimately, it has become crucial for public relations professionals to use social media to their
advantage while remaining cautious of its downfalls. By carefully communicating with the public
through social media platforms, responding to negative comments appropriately, and producing
effective web-centered campaigns, the PR industry is trying to use this developing trend in their
favor.
University of South Florida October 2014
Public Relations Society of America Scholarships
To find out more about how to apply for PR scholarships, visit
www.prsafoundation.org/scholarships.html.
USF PRSSA’s new executive board members welcomed Brian Breseman of the Tampa Bay
Lightning this fall by wearing blue and white.