Almost a decade ago, we were tasked by the University of Johannesburg to position it as one of South Africa’s leading sporting tertiary institutions. The idea is to present it as an establishment of choice for the country’s top up-and-coming athletes. To achieve this, we have highlighted the successes of UJ Sport as well as that of its top student-athletes through long-term PR campaigns in the printed, online and broadcast media. Other focus areas are its modern facilities and access to high-performance support. Another important element of our PR initiatives is to create a return on investment for sponsors in terms of exposure in the media.