It isn’t just the Pac-12 referees who have an image problem. The conference believes its brand does, too.
The Pac-12 has hired a top-tier public relations and crisis management agency, according to The Oregonian.
“Its mission? Fixing the conference’s broken brand,” sports columnist John Canzano wrote. “The repair is necessary, but what the conference members need most to compete is additional revenue. The brand isn’t broken because of public perception. It’s busted because of results.”
Andrew Walker, the Pac-12’s head of communications, confirmed to The Oregonian that FleishmanHillard was retained. The agency has helped clients such as Levi’s, Chevrolet, JPMorgan Chase, Crocs, Alibaba Group and USA Gymnastics.