The university has pissed away opportunities to promote themselves positively in recent years, particularly the athletic department. I'm personally familiar with one such relationship they couldn't effectively negotiate because they wanted to provide less of their product for more money. They then tried to come crawling back months later to see if some resolution could be found and the other part declined to entertain them. This was pre-Moos.Dirk has very little positive to say about anything Husker really. For every one positive, he has a dozen negs. Just his personality I'd guess.
And, no it's not really their 'job' to be the positive voice for the program but it's not their 'job' to bash undermine and be critical either. I am not suggesting the local media is the only voice. The Department should have plenty of PR people to be putting forth some positive news. Don't know what the Dept spends on promotional items and advertisements but it may not be enough. There was a time when the football program got more coverage than it may have wanted and got paid for it in many ways. Not any more. NU football has an image problem nationally and while winning is the ideal way to build up the image and make the brand 'national' again, it will take more than that as we need more national recognition than ever to regain our status amongst the elites. Marketing, marketing, marketing which will enable better recruiting and help the revenue picture.
Give the local media something to write about and some video, etc. Help them to promote. Ticket demand, apparel sales, etc. all go hand in hand. NU fans have been extremely patient (about 17 years worth).
Ultimately, Dirk is a reporter. It's not his job to shed the university in a positive light or be overly negative. IMO, I think he does sometimes go a bit too far but there's an audience for what he writes, and then there are other times he does incredible work.
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