Sports Crisis Communication
OVERVIEW
You will select 3 unique crisis situations involving sport organizations and/or athletes associated
with a sport organization.
INSTRUCTIONS
The crisis situations must have occurred at least 12 months prior to the start of the course (i.e. no
crisis situation can be utilized that has occurred within the last calendar year). After selecting 3
crisis situations, you must provide a thorough background/explanation of each situation, identify
key PR elements, outline what the organization’s posture and response was, assess the
appropriateness and effectiveness of the response postures taken, and make recommendations on
improved response techniques for similar situations in the future.
In total, the response analysis must be no fewer than 6 pages (at least 2 for each selected crisis
situation). The document must be in current APA format and contain a Title Page and Reference
Page (neither of which count towards the 6 page minimum). An Abstract is not required.
Check out our Essay writing services
Sports Crisis Communication
1: Colin Kaepernick’s National Anthem Protest
In 2016, NFL quarterback Colin Kaepernick sparked nationwide controversy by kneeling during the national anthem to protest racial injustice and police brutality. The San Francisco 49ers faced immense public pressure, both in support of and against Kaepernick’s actions.
PR Elements and Organizational Response
Key PR elements included media framing, stakeholder communication, and crisis timing. The 49ers’ initial response was neutral, emphasizing players’ rights to free expression without overtly endorsing the protest. The NFL released a general statement rather than addressing Kaepernick directly.
Effectiveness of the Response
While the 49ers maintained neutrality, the NFL faced backlash for failing to take a clearer stance. Public perception was divided, with many criticizing the league for inconsistency and lack of leadership.
Recommendations for Future Crises
Sport organizations must develop a clear, values-based communication strategy that acknowledges social issues while uniting stakeholders. Timely, transparent messaging and engagement with affected communities can build trust and mitigate backlash.
