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.

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

2. Last time | 2008Last time | 2008

3. Today
a PR case study of the UAB athletics announcement
≠
determining winners/losers, right vs. wrong

4. I was a student athleteI was a student athlete

5. We were famous!We were famous!

6. Discontinued in 2012Discontinued in 2012

7. We were upset

8. They were upsetThey were upset

9. What happened?What happened?

10. Remember this.Remember this.
Also on 12/2/2014...Also on 12/2/2014...

11. WinningWinning
Photo: Shanna Lockwood/USA Today SportsPhoto: Shanna Lockwood/USA Today Sports

12. Lost control

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

15. Lost controlLost control

16. Lost controlLost control

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

18. Know your audience

19. Not knowing = thisNot knowing = this

20. Indirect
8:01 into remarks
18:19 total
0:01 into remarks
0:47 total time

21. DefensiveDefensive

22. HiddenHidden

23. Hiding thingsHiding things →→ thisthis

24. Hiding thingsHiding things →→ thisthis

25. Since crisis managementSince crisis management
started...started...

26. Less hidden...Less hidden...

27. SupportSupport
Photo: Frank Couch/al.comPhoto: Frank Couch/al.com

28. ?

29. Work the plan
Celebrate accomplishments
Stress excellence
Find a template
Talk to ALL affected
Show solidarity
Explain simply
Be prepared for anything

30. Celebrate accomplishmentsCelebrate accomplishments

31. Please, own it.

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

33. Men's Basketball 1981, 1982, 1983, 1984, 1987, 1990, 1999, 2004, 2011
Men's Tennis 1991, 1992, 1993, 1994, 1995
Women's Basketball 1990, 1991, 1992, 1994
Women's Tennis 1993, 1994, 1995, 1996
Women's Volleyball 1990, 1991, 1992, 2006
Men's Baseball 1991, 1992, 1994, 2012
Men's Soccer 1994, 1995, 1999, 2011
Women's Soccer 2003, 2004, 2006
Women's Cross Country 1995, 2006
Men's Golf 1991, 2008
Women's Indoor Track 1995
Women's Outdoor Track 1995
Stress excellence

34. Find a template

35. Talk to ALL affected

36. Show solidarity

37. Explain simplyExplain simply

38. Explain SimplyExplain Simply

39. Explain completely

40. What would
Dr. Volker say
about this?

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

43. Remember this?Remember this?

44. $44 million$44 million →→ all student-athletesall student-athletes
vs.vs.
$10 million$10 million →→ football teamfootball team

45. Keep updating

46. Own itOwn it

47. Questions ?Questions ?

48. Thanks!Thanks!
AndrAndré Nattaé Natta
@acnatta@acnatta
andre@bhamterminal.comandre@bhamterminal.com