Managing professional athletes’ and sports team owners’ reputation in times of crisis: why it’s necessary to follow these crisis communication and public relations techniques

In preparation for this thesis, both secondary and primary research were conducted to show and analyze how public relations professionals manage the public images of professional athletes and former team owners, especially in times of crisis. The qualitative research included interviews with Brenda Lynch, Crisis Communication expert and Senior Partner at Rogers Finn Partners, Keren Lynch (no relation), Publicist for the Anaheim Ducks, Alex Caulfield, Senior Director of Communications for the Seattle Sounders FC and Lee Lopez, Professional Golfer with the Ladies Professional Golf Association (LPGA). In addition, the researcher also studied two word clouds created specifically for two of the case studies analyzed, Donald Sterling and Lance Armstrong. The word clouds were drafted from secondary research of interview transcripts, news articles, research from Crimson Hexagon, and research from the business Document Capture Co, which collects data and creates word clouds. The result would show some shocking terminology that, in turn, would support the notion that crises are not to be ignored or minimized; their effects are very real and lingering. The secondary research included assessments of news articles, journals, websites, books, blogs and magazines. The overarching question that will be considered throughout this thesis is why it is necessary and important for athletes and sports team owners to have a strategic public relations team. The researcher has analyzed and specifically looked at research, case studies, crisis management and public relations techniques and methods to show the best-possible way of dealing with a crisis.