5 Tips for Scoring Big in Sports PR — GVSU PRSSA – Grand Valley State University Chapter of the Public Relations Society of America

This past October I attended the Public Relations Student Society of America International Conference (PRSSA-IC) in San Diego, CA. The four day conference was packed with keynote speakers and breakout sessions designed to address relevant PR related topics or industries. A session that stood out to me among many was Timeout: A Conversation About Sports with Events and Experiential Director, Marissa Rubenstein from Exactly agency in Washington, D.C. and Andy McGowan, Clinical Instructor at Georgia State University. Both had an unusual introduction to the realm of sports PR but have attained great knowledge from their experiences. Thankfully, they were more than willing to share their best tips for those looking to enter such a competitive industry.

Get Experience

A commonality among all speakers was their emphasis on internship experience. Some would rather them be paid, others said get as much as you can get. Andy framed it as, “What are you going to bring to the table?” The more you familiarize yourself with industry standards and best practices, the less an employer will have to train you and the faster you can jump into the position. Experience helps you learn and prepares you for the future. Go out and get some.

Be Always Learning

Writing, analytics, video, photography, even spreadsheets: these are just a few of the skills Andy and Marissa listed as ones they look for in a potential hire. Not particularly skilled in these areas? Be willing to learn. To illustrate this, Marissa shared her experience as a woman in sports PR. “You have to be constantly evolving,” she emphasized. Unlike many looking to break into the industry, Marissa had little to no interest in sports. As she became involved with entertainment she dedicated time to learning about both her client and their sport. Her willingness to learn despite a lack of interest has transformed her career.

Start in the Minors

Similar to their point on experience, Andy suggested those looking to break into the sports industry start in the minors. Minor league teams can give you a taste of the non-stop world of sports PR without the added pressure of being a nationally recognized brand. Not to mention, local teams can help you acquire media contacts. Starting in the minors also allows you to familiarize yourself with targeting a fan base. Before jumping to applications for your favorite major league sports team, consider seeking experience in the minors.

Be Positive

So you’ve acquired some experience and paved your way into the industry. Congratulations! Your hard work has just begun. In such a time consuming space, Marissa and Andy agreed that it is critical to remain positive. It is so easy to drown yourself in work and complain about how much needs to be done. Be the one who remains collected through it all. Finished with your current projects? Smile and ask for more. A positive attitude and strong work ethic goes a long way.

Stand Out

Your first job won’t be your last, so how does one stand out as an exceptional employee? “Don’t be a fan-girl,” Marissa said. She explained how she has been close to working with someone but didn’t because they were more concerned with meeting the players than the position. Both emphasized that sports PR is not all watching the games and stressed the importance of behind the scenes work. Know that going into any position in the industry, and you’ll have a leg up on the competition.

Finally, think differently. Many sports teams are in extremely large markets with a high level of competition. The ability to think creatively in difficult situations will set you apart.

If you are actively seeking a position in sports, Marissa and Andy stress that the right opportunity will strike when you least expect it. When in college, neither of them imagined ending up where they are today. We are often caught up in planning and perfecting our future when we should be embracing the unknown. Aside from their extremely valuable tips for success, the biggest piece of advice I absorbed from Marissa and Andy’s session on sports PR is this: It’s not a straight line after graduation. Build relationships, work on those people skills, and never refuse an opportunity to learn, even if it’s not exactly what you were expecting.

About Teagan:

Teagan Epley is a senior at Grand Valley State University studying advertising and public relations, with a minor in business. She is our VP of Member Services for GVSU PRSSA and an Account Associate for Grand Valley’s student-run PR firm, GrandPR. Her aspirations as a public relations professional include deepening her skills in media relations, social media and design. In her free time, Teagan enjoys watching movies or exploring Grand Rapids.