Dissertations, Theses and Capstone Projects


Jian Liang

Date of Award

Spring 2009

Degree Type


Degree Name

Master of Public Administration (MPA)


Political Science


Kennesaw State University (KSU) is the third-largest university in the University System of Georgia with nearly 20,000 commuter and residential students, including more than 1,700 from 136 countries and the needs of the students are multiple. Athletic sports and events is an important part of daily life of college student and Athletic Department plays a critical role in all organization of KSU. Athletic Department of KSU is an excellent department with a long history, KSU played in NCAA Division I since 2004. The requirement of development will be increased along with strong competition in the University System of Georgia. The attendance rate of the athletic events is a symbol for organizational attraction. Further more increase attendance rate is a measure to improve the reputation of the athletic department. In my paper, I will focus on how to communicate with the publics, audiences and objectives to increase the attendance rate and improve the reputation of Athletic Department. Management by Object (MBO) in Public Relation field is the theoretical basis for my planning. I will analyze the situation of Attendance Rate of basketball game in KSU, and through MBO model to provide the suggestions to improve the Attendance Rate. I believe that communicate with audiences and key publics is the important technique to understand what the needs of audiences are and that will direct us on how to implement the policy to meet the needs and achieve the objectives. However, besides communication planning, many other factors will also influence on Attendance Rate for athletic events; some suggestions will be provided from different angle and aspects of Public Administration at the last.