WUPRSSA District Conference: Key Takeaways about Sports PR
I had the pleasure of attending this semester’s District Conference hosted by Waynesburg University PRSSA. The theme for the conference was titled “Making the Final Cut: A Strategic Communication Plan for Sports PR” and featured speakers in a variety of sports communication roles. Each speaker gave incredible insight into what it takes to make it in the sports industry, covering topics from gender equality to effective communication tools. Here are my key takeaways from four speakers at the event.
Our first presentation was hosted by Keri Alexander Luchowski, executive director at North Coast Athletic Conference, and Joe Onderko, commissioner at President’s Athletic Conference. The two discussed what it means to be a Sports Information Director for their respective Division 3 conferences. Although their job covers a wide range of tasks, their main responsibilities include networking with other organizations to plan sporting events, internal and external communications, and maintaining the reputation of their organization.
Know how to communicate using the written word: Today, many people use social media and are too focused on the visual aspects of communication, but knowing how to effectively communicate in your writing will set you apart from the competition.
You can do anything for a year: Starting out in sports can often mean taking a low-paying job or relocating to a new city. For many, this idea is terrifying, but be sure to look at the big picture. Often, that initial experience is invaluable and will help you reach your goal.
Working in sports can be overwhelming: When others have free weekends and nights, professionals in the sports industry are usually working games or traveling with the team. This is the reality of the job and is important to be aware of before you enter the industry.
The next speaker, Creg Milko, social media coordinator for the Pittsburgh Steelers spoke on how to build a sports brand through social media. Creg worked for the Pittsburgh Pirates before his current position with the Steelers, where he started as an intern. Today, Creg helps run the Steelers’ social media which has over three million followers. He shared his secret sauce for building a sports brand.
The Three V’s of Branding (Values, Voice, Visuals): Before doing anything, you must determine the values of your organization. What do they stand for and what are they known for? Next, focus on three aspirations that will dictate the voice of your brand. Finally, use visuals that align with your voice and have a consistent aesthetic.
Value your audience: In sports, fans are everything to an organization. They are the reason the team is popular and makes money. That is why it is most important to value and invest in your fanbase.
Content is king: Simply put, there is no substitute for good content. Even if you have a good strategy, you have to have the content to back it up. Otherwise, it is useless. One thing to remember is that you are only as good as your worst piece of content.
The last speaker I will talk about is Lindy Noel, media relations professional for the Columbus Blue Jackets. Lindy’s responsibilities include media and community outreach, player relations, and covering hockey statistics. In Lindy’s presentation, she discussed the importance of addressing sexism in sports PR. While not everyone experiences sexism in the sports industry, it is important to recognize that the industry is still male-dominated, and many firsts still happen for women in the industry. Lindy provided some advice for people of all genders entering the industry.
Speak up for yourself and your peers: There may be a time when you or your peers experience some form of sexism or microaggression from coworkers or executives. In these moments, it is important to address the action and stand up for the person involved. This will help minimize the effects and stop the behavior from continuing in the workplace.
Find a mentor: Mentors provide tremendous support and value in the workplace. Mentors can help you navigate unfamiliar or difficult situations by sharing their past experiences and insight.
Respect yourself and others: Respect goes a long way in the workplace. People can often sense if you have respect for yourself or not, and may treat you accordingly. This does not mean to present as arrogant or conceited, but to let others know that you will not tolerate disrespectful behavior.
The advice given by these professionals was extremely helpful to those who attended the WUPRSSA District Conference. Attendees were engaged and had a surplus of questions for each speaker. For anyone looking to pursue a career in sports communications, I highly recommend seeking out informational interviews with any of the speakers listed, as well as looking at websites such as TeamWork Online or LinkedIn to research jobs and internships.
About Amelia
Amelia Wampler is a senior studying Advertising & Public Relations with minors in Marketing and Spanish. She is currently a Media Relations intern for American Family Insurance. Amelia was formally the Programming Director for GrandPR, and is now an Account Associate. She also plays for the GVSU Women's Soccer team and is a co-founder of the GVSU Aspiras Foundation chapter.