Public relations strategy in a Japanese college tennis team during COVID-19: Factors for joining the team


  • Shion Hotta Keio University; The University of Tokyo
  • Kazuki Hioki Keio University



public relations strategy, college sports, tennis


The spread of the novel coronavirus infection that began in 2020 has forced the cancellation of many competitive sports events. This has made it difficult for college sports teams to recruit top athletes at athletic venues and has also forced the cancellation of face-to-face recruiting activities for general freshmen. Under these unprecedented circumstances, online publicity strategies have become particularly important. In this study, we attempted to analyze the effectiveness of the public relations strategy of the Y tennis team of K University by focusing on the factors that were decisive in new students’ decisions to join the team. The results showed that the decisive factors were “enriched practice environment” and “compatibility with academic work.” It was also found that approximately 40% of the new members decided to join the team after receiving information on Twitter and participating in online information sessions. In this paper, we propose effective public relations strategies while drawing actual examples from public relations strategies in practice.


Download data is not yet available.


Amiso, M.G. (2008) The New Public Relations: Integrating Marketing and Public Relations Strategies for Student Recruitment and Institutional Image Building―A Case Study of the University of Texas at San Antonio―. Journal of Nonprofit & Public Sector Marketing, 7 (4): 17-31. DOI:

Aoyama, M. (2018) How Undergraduate Students Use Social Network Services in Daily Life: Switching Multiple Services and Accounts (in Japanese). Seijo University, Social innovation studies, 13 (1): 1-18.

Goto, M., Sakai, T., Ito, J., Ishida, T., and Hirasawa, K. (2003) Knowledge Discovery from Selective and Descriptive Questionnaires (in Japanese). Waseda University. (Last viewed on June 9, 2022).

Hotta, S. (2021) The Relationship of Motivation and Satisfaction to Frequency of Officiation in Tennis Officials: A Study by Combining a Quantitative and a Qualitative Method (in Japanse with English abstract). Tenisu no kagaku (Japanese Journal of Tennis Sciences), 29: 13-25.

Hotta, S. (2023). Constitutional Issues in Artificial Intelligence and Avatar Symbiotic Sports Society. JSAI Technical Report, SIG-FPAI 126, 1-7.

Hotta, S., Yamamoto, M., Hirata, D., & Mitsuhashi, D. (2022a). A Survey on good governance in college tennis teams: Consideration based on the sports organizations governance code. Tenisu no kagaku (Japanese Journal of TENNIS SCIENCES), 30, 27-39

Hotta, S., & Yamamoto, M. (2022b). A practical example of strengthening governance in Japanese College Tennis Clubs. ITF Coaching & Sport Science Review, 30(87), 18–24. DOI:

Iwata, M. (2013) University Management Strategies for Survival (in Japanese). Gyosei.

Ministry of Health, Labour and Welfare (2021) About Novel Coronavirus Infections (in Japanese). (Last viewed on June 9, 2022).

MEXT (2017) Second Basic Plan for Sports (in Japanese). (Last viewed on June 9, 2022).

Onodera, T. (2015) Public relations in the social media age (in Japanese). Jyoho no Kagaku to gijyutsu, 68 (4): 156-159.

Shimizu, S., and Shimamoto, K. (2011) The relationship between career development and life skills acquisition in top student athletes (in Japanese). Nihon taiiku daigaku kiyou, 41 (1): 111-116.

Takeuchi, A. (2010) Measuring the Effectiveness of Public Relations Media and its Development in University Public Relations (in Japanese).Jissenn jyosi daigaku ningen kagakubu kiyou, 6: 199-203.

Taninouchi, S. (2020) Research on current state of university public relations (in Japanese). Kouhou kenkyu, 24: 51-64.

Tokyo Metropolitan Government (2021) Survey on the Use of Smartphones, etc. by Young People in the Home (in Japanese). (Last viewed on June 9, 2022).

Toyda, M. (2015) Survey research on smartphone and Internet usage by junior and senior high school students (in Japanese). Wakayama daigaku kyouikugakubu kyouikujissen sougou senta kiyou, 25: 9-16.

Tomozoe, H. (2006) Issues Surrounding College Sports (in Japanese). Gendai Spotsu hyoron, 14: 10.

Yoshida, T. (2021) A Study on the Activity Status of University Sports in COVID-19 virus (in Japanese). Fukuyama daigaku keizaigaku ronsyu (The Fukuyama economic review), 45: 17-30.

Japanese Association of University Physical Education and Sports (2014) Report on the Results of a Survey on Support for Extracurricular Sports Activities at Universities and Junior Colleges (in Japanese). http:// (Last viewed on June 9, 2022).



How to Cite

Hotta, S., & Hioki, K. (2023). Public relations strategy in a Japanese college tennis team during COVID-19: Factors for joining the team. ITF Coaching & Sport Science Review, 32(91), 13–17.