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National Football League: Concussion Issue—Phase II

National Football League: Concussion Issue—Phase II. A N onprofit O rganization. Important Points & Concepts of Phase I. 1960 —NFL became official brand 1966 —AFL & NFL merger NFL classification as a nonprofit 501(c)(6) NFL—$10 billion in revenue annually Mission of the NFL:

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National Football League: Concussion Issue—Phase II

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  1. National Football League:Concussion Issue—Phase II A Nonprofit Organization

  2. Important Points & Concepts of Phase I • 1960—NFL became official brand • 1966—AFL & NFL merger • NFL classification as a nonprofit 501(c)(6) • NFL—$10 billion in revenue annually • Mission of the NFL: • Focus on attracting wide broadcast audience & ensuring that the NFL is the best sports entertainment in the world • Primary Services, Initiatives & Sites: • NFL Health & Safety (Service) • NFL Player Care (Service) • NFL Evolution (Site)

  3. Important Points & Concepts of Phase I THE ISSUE=CONCUSSIONS • August 2013 Lawsuit: • Filed by players & their families • Remains hot topic in sports/general media • Resulted in $765 million settlement (Controversial) • Severity of Concussion-Related Issues could lead to: • Liability Concerns • Future Lawsuits • Policy Changes • Football Regulation Changes

  4. Points & Concepts of Phase I • Review of Stakeholders • PRIMARY: • Players • Coaches • Owners • Employees • INFLUENCERS: • ESPN • SECONDARY: • Doctors • Lawyers • Researchers • Media • NCAA • Youth Athletes • Parents of Athletes

  5. MEDIA COVERAGEControlled & Uncontrolled from Phase I • Recap—UNCONTROLLED: • NY Times, PBS, CNN, CBS, NPR, ESPN, ABC, USA Today, etc. • Social Media—Facebook, Twitter, Blogs* • Mixed/various opinions as far as who’s to blame & steps to take in future • Lawsuit repeatedly brought up • Recap—CONTROLLED: • Materials distributed: • Evolution Site, Health and Safety Reports, NFL Communications, NFL owned social media, Neurological Care Foundation

  6. MEDIA COVERAGE—Uncontrolled: Phase II “Fewer Kids are Playing Football, but Mark Cuban Might be Wrong About Why” 3/24/14 “Concussion Suits Might be Combined” 3/21/14 “Why the NFL’s Concussion Policy is Failing” CNN Chief Medical Correspondent, Dr. Sanjay Gupta: “I am ‘doubling down’ on medical marijuana” 3/6/14 “Football Helmets don’t provide much protection from concussions, study suggests” 2/28/14

  7. Mark Cuban’s Facebook Post: • Uncontrolled Media • Sparked lots of social commentary • Variety of opinions & reactions to his claim

  8. MEDIA COVERAGE—Uncontrolled: Phase II “Why the NFL’s Concussion Policy is Failing”

  9. MEDIA COVERAGE—Uncontrolled: Phase II “NFL hopes camp for moms will prevent concussions in kids” http://www.cbsnews.com/video/nfls-45-million-youth-football-grant-targets-concussions • MOTHERS—key stakeholders • Roger Goddellspeaks out & engages this time around • “If moms know what’s right, they can make sure their kids do, too.” • The league realized that “there’s only one person most kids will listen to" “When moms understand it better, they say, ‘Yes, we want our kids to participate. We like the fact that we’re brought into the circle, so that we can understand better the game & understand what you’re doing to make sure when I leave my kid with you, as a coach, you’re making sure that he’s being taken care of.’”

  10. MEDIA COVERAGE—Uncontrolled: Phase II “Heads Up Program Flourishing” • Heads Up Program—Seeking to change attitudes & behaviors • —In 1 year, 2,800 groups adopted Heads Up Football • —Currently in its 2ndseason • —Heads Up= proactive approach • —Demonstrates that the NFL cares about youth & moms (key stakeholders) • —Making effort at fundamental level • Key Components of Heads Up Football: • Coaching education & certification • Equipment fitting • Concussion education & response • Heat & hydration • Establishment of a player safety coach

  11. Materials Distributed—Controlled Media • NFL Health and Safety Updates • 9 released since Phase One

  12. Materials Distributed—Controlled Media • NFL Communications • Heads Up Program • NFL Foundation commits $45 million to USA Football Programs • Funds will benefit more than 5.5 million youth/high school athletes • Commissioner’s Statement: • “We support it because we believe in the game & the principles that it teaches—the hard work, team work and perseverance. We are aware of the declining rates in all of sports, that includes football and even at a lesser level, but that concerns us because we want our kids to have the benefits of playing sports. It’s an effort we’re very proud of.”

  13. Materials Distributed—Controlled Media NFL SOCIAL MEDIA Twitter: @NFLFoundation @NFL @NFL345 @NFLPlayerEngage @NFLHealthSafety Facebook: NFL Player Engagement Facebook https://www.facebook.com/NFL https://www.facebook.com/nflnetwork https://www.facebook.com/NFLonESPN

  14. Goals • To increase health & safety of football players • To keep stakeholder groups informed & to increase their trust • To provide health & safety information to the media

  15. Objectives • Input Objectives • To reduce head injuries by (X%) over the next (5 years) • To promote favorable attitudes toward NFL’s safety initiatives among (70%) of primary stakeholders • To promote the NFL as the primary source of information for (50%) of media reports on NFL head injuries • Output Objectives • To create (3) resources for former injured/retired players over the next (5 years) • To create (2) primary and (3) secondary resources for media to utilize over the next (2 years)

  16. Strategies • Produce multiple online resources on health & safety • Create social media presence surrounding health & safety • Develop health & safety programs for players

  17. Tactics • Create a website to house all health & safety information • NFL Evolution • Add head injury component to the Player Care Foundation • Neurological Care Program • Publish annual player health and safety report • Publish reoccurring weekly health and safety updates • Tweet about health and safety updates at least (5) times a week • Create an NFL “Camp for Moms” for educational purposes • Create “Heads Up” initiative to educate youth football players on safety

  18. Messaging • From the NFL • We Care • The concussion issue at large • Beyond the NFL league • We promote health and safety • Preventative & proactive efforts • From the stakeholders • Take ownership of the issue • Protection for players • Former, current and future

  19. Successes • Proactivity • Sustainability • Transparency • Targeted all stakeholder groups • Multiple strategies • Resource availability and amount • Discouraged continued media discussion

  20. Recommendations for Improvement • Publicly supporting policy change • Game changes • Youth football changes • Develop standard health and safety programs • Improve two-way communication • Social media strategy • Controlled online forums • Standardized methods • Designate health and safety spokesperson • Improve relations with ESPN

  21. Lessons Learned • Being proactive will help when future problems arise about an issue • Make sure to address stakeholder groups • Have available resources for the media • Use social media as two-way communication • Top executive involvement is important • Consistent messaging is key

  22. References Breech, J. (2014, January 19). President Obama: I wouldn’t let my son play pro football. Retrieved from http://www.cbssports.com/nfl/eye-on-football/24414125/president-obama-i-wouldnt-let-my-son-play-pro-football CNN Library. (2014, January 14). NFL concussion fast facts. CNN. Retrieved from http://www.cnn.com/2013/08/30/us/nfl-concussions-fast-facts/ Cressman, D.L., & Swenson, L. (2007). The Pigskin and the Picture Tube: The National Football League’s First Full Season on the CBS Television Network. Journal of Broadcasting & Electronic Media, 51(3), 479-497. Davies, R.O. (2012). Sports in american life. (2nd ed., pp. 191-200). Malden, MA: John Wiley & Sons, Inc. NFL Communications (2014). Retrieved from http://nflcommunications.com/category/player-health-and-safety/ NFL Evolution (2012). Retrieved from http://www.nflevolution.com/concussion-protocol

  23. References NFL Health & Safety Twitter (2014). Retrieved from https://twitter.com/NFLHealthSafety NFL. 2014, January). Super bowl xlviii health and safety press conference. Retrieved from http://nfllabor.files.wordpress.com/2014/01/hs-press-conference.pdf Player Care Foundation (n.d.). Retrieved from https://www.nflplayercare.com/ Salmon, S. (2014, February 14). The national football league and non-profit status. Gang Green Nation, Retrieved from http://www.ganggreennation.com/2014/2/14/5412618/the-national-football-league-and-non-profit-status Tammy, J. (2012, May 27). Memo to the NFL: To Reduce Concussions, Ban Football Helmets. Retrieved from http://www.forbes.com/sites/johntamny/2012/05/27/memo-to-the-nfl-to-reduce-concussions-ban-football-helmets/

  24. References • Associated Press. (2014, March 21). Concussion suits might be combined. ESPN NFL, Retrieved from • http://espn.go.com/nfl/story/_/id/10649591/mike-webster-concussion-lawsuit-nfl-combined-other-case • Carroll, W. (2013, October 7). Why the NFL’s Concussion Policy is Failing. Retrieved from http://bleacherreport.com/articles/1800166-why-the-nfls-concussion-policy-just-isnt-working • Castillo, M. (2014, February 18). Football helmets don’t provide much protection from concussions, study suggests. Retrieved from http://www.cbsnews.com/news/football-helmets-concussion-protection/ • Dr. Sanjay, G. (2014, March 6). Gupta: ‘I am doubling down’ on medical marijuana. Retrieved from http://www.cnn.com/2014/03/05/health/gupta-medical-marijuana/index.html?iref=allsearch • Paine, N. (2014, March 25). Fewer Kids are Playing Football, but Mark Cuban Might Be Wrong About Why.FiveThirtyEight, Retrieved from • http://fivethirtyeight.com/datalab/fewer-kids-are-playing-football-but-mark-cuban-might-be-wrong-about-why/

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