A presentation dissecting the announcement by UAB to discontinue football, bowling, and rifle in early December 2014 with an emphasis on the PR plan and the resulting crisis management. Presented to the Alabama chapter of the Public Relations Society of America on January 13, 2015.
How NOT to Kill Football in the Football Capital of the South
1. HowHow NOTNOT to kill footballto kill football
in the Football Capital of the Southin the Football Capital of the South
PRSA AlabamaPRSA Alabama
AndrAndré Nattaé Natta
January 13, 2015January 13, 2015
13. Partial timeline
10/28 UAB Football Foundation announcement*
10/31 Boosters meet w/Watts, Mackin, Wagonner, & Williams
11/4 Letter to Watts from boosters released
11/6 Statement from Watts released by UAB**
11/7 BBVA Compass/UAB Soccer complex announcement
11/12 First UAB FF members announced*
*Corporate filing has not been completed.
**No official statement from UAB between 11/6 - 12/2
14. About the announcement
$1.5 million gift towards project
2nd
BBVA named venue in North America
(other location is Houston – both soccer)
Supports two athletic teams
Intended to be press conference event
Only press release shared; no rendering
17. Know your audience
“Football is a religion in the Southland,
played by the boys and lived and relived
daily by their families.”
Zipp Newman, former sports editor, The Birmingham News
29. Work the plan
Celebrate accomplishments
Stress excellence
Find a template
Talk to ALL affected
Show solidarity
Explain simply
Be prepared for anything
32. Stress excellence
“As we look at the evolving landscape of
NCAA football, we see expenses continuing
to increase. When considering a model that
best protects the financial future and
prominence of the Athletic department,
football is simply not sustainable.”
Ray Watts, President, UAB
December 2, 2014
41. Consider
No teams until 1972*
No football
Division III Division III*
Where Volker went to college/first worked
42. Consider
“Criticism also appeared, as in The Wall
Street Journal's suggestion that UAB acted
irresponsibly in accepting the City of
Birmingham's bond issue to help build its
football program when Birmingham City
Schools lacked appropriate support.”
- Tennant McWilliams
The New Encyclopedia of Southern Culture: Volume 17: Education