NCAA Thinks It Has an Image Problem

The National Collegiate Athletic Association, bruised by a year of scandals, is looking to improve its image. Ad Age reported that the NCAA is requesting proposals from agencies for a public relations campaign. A request for proposals obtained by Ad Age included this acknowledgment that some people might not think as positively about the NCAA as its leaders would like: "Market research and media analytics show that misperceptions persist and opportunities exist to inform public opinion, increase confidence in the association, and boost awareness and advocacy for the positive values of intercollegiate athletics."