1. Kylie Kader COMM100: Introduction to Communication Studies Dr. Gournelos April 28, 2015

2. February 2014: Baltimore Raven's running back Ray Rice and his fiancée involved in domestic violence incident NFL initially issued Rice a two game suspension September 2014: Video released of the incident revealing its severity Stakeholders: NFL employees, fans, women, women organizations, etc… Kylie Kader2

3. Hopwood, Skinner, Kitchin – ‘Sport Public Relations and Communication’ – “Once an organization is held responsible for an act that is viewed to be offensive, the need for image restoration exists.” (p. 128) Buzawa & Buzawa - ‘Domestic Violence: The Criminal Justice Response’ – “…domestic violence is operationally defined as violence between intimates living together or who have previously cohabitated.” (p. 13) Kylie Kader3

4. Bradley – ‘Corporate Social Responsibility and Sporting Events’ – “Several key elements are included in the development of this image, which include social trends as well as the treatment of human rights” (p. 89) Kahle, Riley – ‘Sports Marketing and the Psychology of Marketing Communication’ – “…messages delivered by well-known personalities achieve a high degree of attention and recall for some consumers.” Kylie Kader4

5. King – ‘How to Be Good. The NFL, Corporate Philanthropy, and the Racialization of Generosity. – In 1999 NFL began recognizing female fan base of more than 68 million women. Began to spread breast cancer awareness and started “NFL for Her” merchandise. (p. 280) Mondello – ‘Media Economics of the NFL ’ – Mid 2010 season, NFL games average 18.3 million viewers Kylie Kader5

6. Content analysis of scholarly sources Speech analysis of press conferences Video analysis of elevator video Kylie Kader6

7. NFL was ineffective with the strategies they used to handle this crisis NFL should have conducted a more thorough internal investigation Kylie Kader7

8. NFL perceived as not caring towards women and insensitive towards domestic violence issues Research other domestic violence cases within the NFL Research effects of Ray Rice scandal on female NFL fans Kylie Kader8