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PR Theory Used: Systems Theory (The NFL’s statement on concussions, how the media reported and the way the NFL dealt with the media).

NFL Commissioner Roger Goodell has said that the league is doing more than ever to make sure athletes are safe both on and off the field. The NFL has recently made changes on the field such as moving up the kickoff line to make kick returns less common. They also penalize hits above the neck with large hefty fines (which is another issue in itself) and teaching trainers to diagnose concussions on the sideline earlier and making said player be cleared by a health professional before returning to the field.

Some in the media believe these changes don’t solve the bigger issue. Players who get hit might not think they are damaging themselves till later in their careers. Others don’t want to report an injury because they don’t want to miss any time off the field and keep their injury to themselves. For decades, the NFL had denied that there was any connection between playing football and concussions, although there were plenty of retired players developing early-onset brain illnesses such as Parkinson’s disease, ALS (or Lou Gehrig’s disease) and depression among others.

In August the NFL agreed to pay more than $765 million to settle on numerous lawsuits brought on by the family of former players for damages. They claimed the NFL took no real effort in insuring the health and wellness of retired players and looked past the facts for years. A documentary partnered by PBS and ESPN about the truth of concussions and what the NFL really knew was supposed to air in October, but ESPN pulled out last minute from airing and the media believes it was because they didn’t want to anger the NFL.

The NFL has been dealt with some bad publicty over the years, with the issue of concussions, there are constant arrests (the Aaron Hernandez saga), medical issues, and many other problems that hurt one of the nation’s most popular brands.

The NFL’s Statement on Concussions: It’s taken awhile for the league to publicly what they know or chose not is disclose, but the league has acknowledged long-term concussion effects and have vowed to take better steps in protecting current and former players. The first real step was taken in 2008 when commissioner Goodell took questions from the House Judiciary Committee in Washington DC. During that time, lawmakers and former players voiced their frustrations and believed the NFL was neglecting active and retired players with brain injuries.

Fast forward to August of 2013, the NFL reached a settlement with 18,000 retired players, “agreeing to compensate victims, pay for medical exams and underwrite research,” in an article on NFL.com by the AP. “Under the settlement, individual awards would be capped at $5 million for men with Alzheimer’s disease; $4 million for those diagnosed after their deaths with a brain condition called chronic traumatic encephalopathy; and $3 million for players with dementia.”

 How the Media Reported It: Intially much of the media that reported on this issue had believed that the NFL would take longer to reach an agreement to fix this solution, rather than quickly settle that was brought to many to be surprised at the move. Most of the retired players were relived like former Chicago Bears coach Mike Ditka who was quoted, “Concussions are part of the game. I know a lot of the old players need a lot of help, and it’s quite a settlement, from what I understand. … I think people have hid behind this too long. It’s time it’s out in the open. It’s out in the open now so we’ll see what happens.”

Others weren’t so thrilled, as said by former running back Leroy Hoard: “”They (the NFL) put a big settlement number out there, but guess what? They say you have to qualify, how easy will they make that? Then you get 50 percent in the first three years and the rest of it you have to wait for over a period of 17 years? Some of the guys who need to be compensated will be dead by then. A guy who has alzheimer’s now. … how relevant is that number to them? Who cares?”

http://youtu.be/R4FJu7Ck8kE

How the NFL Has Dealt with the Media: The league has since created new ad deals with compaines such as Twitter and has been making more games available online. Although this might be good news for the fans, the NFL has still remained mum on what studies (if at all) they are conducting, only repeatingly saying they have the best interest of the players in mind. However many retired players would disagree, and until the NFL can be more open about concussions and the lingering effects, it will only further damange their reputation.

Additional Sources: espn.go.com/nfl/story/_/id/9612672/reaction-nfl-concussion-settlement

Recently, there has been more and more concern about the increasing amount of concussions happening in sports. Most people see concussions happening in high impact sports when a player hits their head against another player or against some other object, but usually it doesn’t seem to be extreme injury. From the sidelines, a concussion might not seem like a very big deal, but recently, there have been studies that show the long term effects of concussions.

According to an article written by Fox News, a single concussion may have a lasting impact on the brain and can result in long term structural damage. The study comes from the New York University Langone School of Medicine. They found that patients who have suffered from a concussion or mild traumatic brain injury (MTBI) obtained significant damage in portions of their brains a year after the injury. In many sports, when a player has a concussion, they might not show all of the symptoms and can even be allowed to play right away or soon after the injury takes place. Even though it may not appear to be a serious injury, this study shows that more damage can occur than initially diagnosed.

Dr. Yvonne Lui is the neuroradiology section chief and assistant professor of radiology at NYU. She says “Many patients experience symptoms such as headaches, dizziness, memory problems, and even depression or anxiety. Sometimes, these side effects last for months – and sometimes years.” These statistics effect many health researchers, sporting events, athletes and the public, all of which need to be made aware of the hazards of a concussion.

Situational theory says that the public can be identified and classified in the context to which they are aware of the problem and to the extent to which they do something about the problem. I believe that this study is using situational theory in there public relations campaign to inform the public about the long term affects that can be related to a single concussion. The first part of situational theory is problem recognition. The news article is clearly trying to inform the public that concussions should be taken more seriously and that more medical studies should be done. By using the media, NYU is presenting the problem to the public to consider. The next part of situational theory is constraint recognition. Constraint recognition is the extent that individuals see that their behaviors as limited by factors beyond their control. This can be seen through the study from athletes themselves. Concussions in sports have become a big concern from many athletes around the world. “The finding comes to light at the same time as 4,000 former football players file lawsuits alleging that the National Football League failed to protect them from the long-term health consequences of concussion.” Study’s like these empower athletes to ask questions and to raise awareness about concussions in the sports they play. The final variable in situational theory is level of involvement. When it comes to targeting the athletes themselves, involvement in the problem can become very large. With all of the risk factors involved, athletes are becoming more aware of their safety and health. The public is also targeted to try and make changes in things like safety gear, prevention and health treatments to make sure that the sports they enjoy are safe.

I think that this campaign does a good job at using situational theory in their public relations campaign. They are able to present the problem to be recognized, show the public how their actions can affect the problem and how they can become involved for a solution. Sports fans use the media to keep up on sporting events including games, injuries, scores and any news related to the sport. By using media to present their findings, they have presented the argument and findings for their target audience to consume and think about.

Sources:

http://www.medicalnewstoday.com/articles/256518.php

http://www.mylittletonhospital.org/long-term-effects-of-concussions

http://www.foxnews.com/health/2013/03/12/single-concussion-can-cause-lasting-damage-to-brain-study-finds/

In October of 2006, Petr Cech, a professional goalkeeper from the Cech Republic, was hit in the head during a game. He fractured his skull, had a very serious concussion, and had to have surgery after the clash with an opposing forward. He was then forced to wear a rugby like helmet in order of protection if he wanted to keep playing. He now wears a helmet in all of his games, protecting him from typical goalkeeper concussions as well as protecting his skull.

http://www.youtube.com/watch?v=uo2E9NqeHWE

Petr Cech is now a recognizable face in soccer, as well as in the causes and effects of concussions in soccer and sports in general. He had to make the decision of playing the sport he loves while wearing a helmet or giving up soccer for good because of the damage he could receive from playing the game without a helmet.

A professional soccer trainer stated about Cech: “He’s a goalkeeper, so he’s constantly diving for balls and jumping to win balls that put his head in danger. Goalkeepers should all wear headgear.”

The Social Exchange Theory discusses the costs and benefits to predict behavior while considering the repercussions in order to keep rewards high and costs low. When Adidas gave Cech the helmet to wear during his games, Cech had to weigh the costs and benefits of what continuing on in his soccer career would do for his health and future life, making this a dilemma a part of the social exchange theory. This helmet by Adidas allowed Cech to keep his rewards high by still being able to play the game he loves and his costs low by having protection for his head and keeping his concussion count to a minimum.

In this example, both Adidas and Petr Cech himself are receiving attention from the world. They could both be considered public relations because their image is being favored and advertisement is beingcreated through Cech wearing the helmet and the attention he receives from that. Cech is benefiting for his health and his popularity. And Adidas is benefiting by keeping a professional athlete safe while receiving publicity for him wearing it.

Cech is not the only soccer that has faced career ending head injuries. Concussions have injured more and more players in the recent years, and players that find themselves with concussion after concussion usually see an end to their athletic career.

http://www.youtube.com/watch?v=iHrJBJuqox8

So it is not only goalkeepers in the sport of soccer that can seriously injure their heads, forwards and all other players on the field can as well. A helmet, similar to the one that Cech wears, could be the answer while more time is spent researching the causes of these head injuries within soccer.

Sources:

http://www.soccer-training-info.com/headgear_battle_cech_carr.asp

http://www.rugbyimports.com/ADI332.asp?gclid=CLnmh7b_nrsCFRaTfgodv1QAHg

http://www.youtube.com/watch?v=uo2E9NqeHWE

Concussions in sports leave a significant impact on the individual, their family, the team, league, and fans. The UMPC, affiliated with the University of Pittsburgh, created a Sports Medicine Concussion Program in 2000. Since its creation, it has remained the largest leader in this discipline.

The program reached success with its innovative methods of diagnosing and treating concussions. The program includes concussion research, assessment, treatment, rehabilitation, and is still growing to this day. 13,000 patients are seen annually providing the most published research by any program. They also provide a specific facility for concussions, a multi-specialty team, and the first computerized assessment tool to diagnose concussions and their severity. Their timeline and implementation of the program have been following the Diffusion of Innovations theory.

The Diffusion of Innovations theory is what drives a new idea, product, or in this case practice, to be adopted by the publics over time. The practice is communicated through channels and adopted through five steps: awareness, interest, evaluation, trail, and adoption. Diffusing innovations into a behavior starts with becoming exposed to the new idea, finding interest, considering it to be useful, trying and confirming, and accepting it. There are also different categories of the adopters. These include the innovators, early adopters, early majority, late majority, and the laggards.

Since 2000 when the Sports Medicine Concussion Program was launched, they have been a huge success in the medical discipline of treating concussions. The program was first inspired by the NFL’s interest in Dr. Mark Lovell to create a league-wide neuropyschological-testing program. After being recruited by UPMC Orthopedic Surgery Department Chairman Freddie Fu in 2000, him and Dr. Lovell established the first free-standing concussion program in the US that apply to both general and sport concussions. They recruited some other doctors who have had experience with concussions, and a news conference on September 6th, 2000 announced the creation of the UPMC Sports Medicine Concussion Program.

Dr. Lovell previously developed a neurocognitive protocol for the Pittsburgh Steelers in the early 1990s. The implementation of this program along with this protocol is what helped gain so much exposure, interest, and adopters. It was named the “Steelers Battery,” and was first adopted by the Pittsburgh Steelers who considered and confirmed its practicality and usefulness. Both Dr. Lovell and the Steeler’s team neurosurgeon Joe Maroon were the innovators.The program relabeled this protocol as the “ImPACT neurocognitive test battery” and it was branched out to the NCAA, and WPIAL after use in the NFL and NHL. The Steelers team were the Early Adopters, the NFL league were the early majority, and the NHL and rest of the sports leagues were the late majority and laggards. After exposing many major sports leagues to the testing battery, the program further expanded to the international community after joining the Vienna international conference on concussions in 2002. An interest for a league-wide concussion program has been long awaited since 1997, and this idea has gained the interest of multiple leagues and led to new innovations in 2004 where computerized testing began. After joining the Prague international conference on concussions in 2005, the program gained more adopters with seven colleges and 41 high schools included in their patient base. Today, the program has expanded to assisting and rehabilitating patients with concussions. A new wing solely for treatment and injury research has been created, and an estimated 13,000 patients are treated annually. Throughout the years from 2005 to now, the program expanded with exponential clinic growth, and groundbreaking concussion studies.

What started as an interest to create a concussion program solely for the NFL, expanded, and gained many new adopters later on. Without the effectiveness of media relations, and the initial spread of Dr. Lovell’s testing battery, the program would not be as developed as it is today. Overall, the program gained awareness by the media press announcement on September 6th, 2000. It was backed up by previous interest for a need to have a league-wide concussion program. The NFL considered Dr. Lovell’s protocol for concussions to be useful, and other teams and leagues adopted this. The program also expanded help to the general public and international communities in conferences, and provided diagnosis, care, and treatment for any individual with a concussion. Now, sports leagues, patients, and athletes have accepted the program, and it currently stands as a research and treatment center.

“UPMC Sports Medicine Concussion Program.” Sports Medicine Concussion Program Media Kit. UMPC.com, n.d. Web. 08 Dec. 2013. .

“Timeline of the UPMC Sports Medicine Concussion Program .” Sports Medicine Concussion Program Timeline. UMPC.com, n.d. Web. 08 Dec. 2013. .