Coach Chesney on Super Bowl Video on Twitter

This is why you can’t figure out whether a school is making or losing money on football by looking only at direct football revenue and expense. It’s very complicated and impossible to put a $ figure on what this type of publicity does for HC.

Let’s just agree that while these moments and events are difficult to calculate an absolute value, financial and/or image, they are a positive for the school, the alumni, and the community. Earned media and attention that we received from the football successes would be difficult and costly to purchase.

My experience with PR for consumer products taught me that the way to gain such favorable exposure is for your PR team to be proactive and reach out to the producers at the media company and suggest stories and provide content for them. You won't get a hit every time, but a benefit of that approach may come when the media company comes up with its own project and needs content and the producers know they can look to you for content. 

In a few seconds Coach Chesney defines how a team can be greater than the sum of it's parts.