Integrated Impression

Management in Athletics
By: Savannah Snyder, David Tase, and Durrell Thomas
Main Points of the Article
Athletic Directors are representatives
Integrated Impression Management: a
combination of image, message, and
action/interaction
ADs act as CEOs
Essential things go into being a CEO
Communication
Building relationships
Managing issues
Responsible for fiscal health
The Study
Athletic directors
Purpose of the study:
learn how ADs understand public
relations in the context of their
athletics departments



Study showed
Ads understand public relations as
integrated impression management: a
combination of image, message, and
action/interaction
Chapter 1
Publics
PR focus on Publics
ADs must answer to their publics

Media Relations
Meeting the information needs of the mass
media

Community Relations
Building relationships with the
community
Chapter 2
Strategic Management
The set of decisions and actions that
result in the formation and
implementation of plans designed to
achieve an organizations objectives
Management & strategy are essential

Chapter 6
Mass Media
Print and electronic
Reach to publics
Electron media has made PR so
much easier
Chapter 8
Media Coverage
Essential
Chapter 10
Facing Crisis
Build Relationships
Communication
What We Take Away From This
Better understanding of
Athletic Directors
Crucial and Vital parts of an
Athletic Department
Ads understand PR