John A. Fortunato is assistant professor of Communications at the University of Texas. His current research interest is sports media and aspects of advertising, public relations, and marketing. Fortunato is the author of "The Ultimate Assist," a book about basketball and media. He has also authored articles that have appeared in Public Relations Review, Communications and the Law Journal, Fordham Intellectual Property, Media & Entertainment Law Journal, and the New Jersey Journal of Communication. His industry experience includes working for NBC sports at both the 1992 and 1996 Summer Olympics. He lives in Austin, TX.