By Rachel Shuler –
Jake Retzlaff has quickly established himself as more than just a quarterback—he’s also a leader, a record-setter, and a symbol of inclusivity at BYU. As the Cougars’ starting quarterback and co-captain, Retzlaff has achieved an impressive list of milestones. These include spots on the Davey O’Brien and Maxwell Award midseason watchlists and the title of Big 12 Midseason Quarterback of the Year. His ability to perform under pressure was evident during BYU’s thrilling 38-35 comeback win over Oklahoma State, where his leadership earned him recognition on the Davey O’Brien Great 8 list and as a Manning Award Star of the Week (BYU Athletics, 2024).
But Retzlaff’s story goes beyond stats and accolades. As BYU’s first Jewish starting quarterback, he’s breaking barriers and inspiring fans with his unique journey. In the BYU PR Intelligence Lab, we analyzed data on his media coverage and public sentiment, uncovering fascinating insights about his growing influence on the BYU community and beyond (Judd, 2024). And, as Jon McBride states, “While Jake’s story is a cool story on its own, it also taps into many important, broader narratives about what representation can mean, how we can find unity among difference, how faith (any faith) can provide stability and the power of sport in providing a platform for these stories to be told.”
What We Do in the BYU PR Intelligence Lab
The BYU PR Intelligence Lab specializes in transforming data into actionable insights. By analyzing media mentions, public sentiment, and social trends, we help organizations understand how their messages resonate with audiences. Whether tracking an athlete’s influence or evaluating the reception of a campaign, our work bridges the gap between numbers and narratives.
This week, we focused on Jake Retzlaff. His unique position as a record-breaking quarterback and a cultural trailblazer offers a compelling case study in how sports and representation intersect. To fully appreciate his impact, it’s crucial to break down key metrics and their real-world relevance.
What Is Sentiment, and Why Does It Matter?
Sentiment analysis is one of the most important tools we use in media analysis. It measures the tone or emotional weight behind mentions of a person, event, or topic. Mentions are categorized as:
- Positive: Reflecting admiration, approval, or support.
- Neutral: Representing factual reporting without emotional weight.
- Negative: Reflecting criticism or disapproval.
Over the last 90 days, Jake Retzlaff’s media coverage has been overwhelmingly positive. Among all mentions, 53.4% were favorable, 42.1% neutral, and only 4.5% negative (BYU PR Intelligence Lab, 2024). To put this into perspective, public figures like Donald Trump and Kamala Harris often score in the negative range—Trump in the -50s and Harris in the -40s (Judd, 2024).
Sentiment scores in the 80s, which Retzlaff achieved during peak coverage, are extraordinarily high. Such scores are rare in any field and indicate widespread admiration with minimal controversy. This suggests Retzlaff is not only a unifying figure but also a symbol of hope and positivity for fans.
Trending Phrases: What Resonates with Fans
Beyond sentiment, trending phrases reveal which aspects of a story capture public attention. For Retzlaff, phrases like “jewish kid” and “light for somebody” emphasize his cultural significance, resonating with fans beyond the football field (BYU PR Intelligence Lab, 2024). His presence as BYU’s first Jewish quarterback has sparked conversations about representation and inclusivity, particularly in a university setting often associated with Latter-day Saint traditions.
On the athletic side, terms like “touchdown,” “yard touchdown pass,” and “big plays” reflect his on-field success. These phrases, paired with cultural themes, paint a complete picture of why Retzlaff is such a beloved figure.
Reach and Visibility: The Power of Media Coverage
Another key metric is reach, which measures the size of the audience exposed to a story. Retzlaff’s story has been amplified by major outlets like Yahoo! Sports and Sports Illustrated, ensuring that his influence extends far beyond BYU’s fanbase. National coverage of his decision to play on Yom Kippur, for example, highlighted the intersection of faith and sports, further elevating his profile (Judd, 2024).
This type of visibility doesn’t just benefit Retzlaff—it also boosts BYU’s reputation as a program that celebrates diversity and excellence. By reaching audiences who might not otherwise follow BYU football, Retzlaff becomes a powerful ambassador for the university and its values.
Real-World Relevance of Media Analysis
The tools we use in the BYU PR Intelligence Lab—sentiment analysis, trending phrases, and media reach—are applied across industries to shape strategies and measure success.
- In politics, sentiment scores guide campaign messaging by revealing voter perceptions.
- In business, companies monitor public sentiment to assess reactions to product launches or crises.
- For nonprofits, understanding what resonates with supporters can drive engagement and donations.
For BYU and Jake Retzlaff, these tools highlight how his athletic and cultural impact can shape the narrative around BYU football. Recognizing the themes that resonate most—such as his leadership and representation—can inform future campaigns and strengthen connections with fans.
Jake Retzlaff: Bridging Communities and Setting Records
Jake Retzlaff’s journey is one of breaking barriers, inspiring fans, and excelling under pressure. From passing for 348 yards and three touchdowns in BYU’s season opener to leading a stunning comeback against Oklahoma State, his athletic achievements are undeniable. At the same time, his role as BYU’s first Jewish starting quarterback adds layers of cultural and emotional significance to his story.
In the BYU PR Intelligence Lab, we analyze statistics and media insights to identify trends and strengthen connections between organizations and their audiences. This week, we’re specifically exploring public sentiment around Jake Retzlaff’s contributions to the team’s recent success.
Through this data, we see how Retzlaff’s unique combination of athleticism, leadership, and representation resonates deeply with fans. Whether as a quarterback breaking records or a cultural figure breaking barriers, Retzlaff exemplifies how sports can inspire conversations that go far beyond the field. His story isn’t just about touchdowns and trophies—it’s about building bridges, sparking hope, and redefining what it means to lead.
Citations
BYU Athletics. (2024). Jake Retzlaff – Football 2024. BYU Cougars. Retrieved November 7, 2024, from https://byucougars.com
Judd, B. (2024, November 5). BYU’s Jewish QB Jake Retzlaff is giving Jewish BYU fans a voice, face. Deseret News. Retrieved from https://www.deseret.com
BYU PR Intelligence Lab. (2024). Media Analysis Report: Jake Retzlaff and BYU Football.
All data was directly compiled from media analysis tools Meltwater and SemRush by Rachel Shuler and Dr. Michael Burke of the BYU PR Lab
