In the ever-evolving world of sports, building meaningful connections is crucial for career advancement, particularly in the field of Public Relations (PR). For students aiming to enter this highly competitive industry, gaining insights directly from those who have navigated its challenges is invaluable. Gayle Pohl understands this well and has developed an exceptional strategy to bridge the gap between academic theory and professional practice for her students. By inviting influential speakers from across the spectrum of sports public relations, she ensures her students are equipped with real-world knowledge that simply cannot be replicated in a traditional classroom setting.
Creating a Network of Experts
The approach taken to curate a learning environment in a Sports PR class focuses on combining academic instruction with professional exposure. Over the years, an extensive network of contacts in sports public relations has been established to enrich student learning. Professionals with diverse roles in the industry are invited to speak to the class, offering students an inside look at different dimensions of sports PR. These guest speakers hail from various parts of the country and represent a variety of sports backgrounds—from collegiate athletics to major league franchises and international events like the Olympics.
During the Spring 2024 semester, several notable industry experts were hosted. Derek Bohlen, a manager for golf players at Range Sports, provided valuable insights into managing individual athletes’ brand images and navigating sponsorship deals. Scott Woodruff, Senior Director of Corporate Partnerships with the Detroit Lions, discussed how major league teams form lucrative relationships with corporate sponsors, while Lisa Braun, Senior Director of Social Media & Content Strategy, spoke on the intricacies of creating engaging digital content for sports franchises. These experiences were carefully curated to not only demonstrate what life is like in sports PR but to give students the tools they need to thrive.
Enhancing Learning Through Real-World Insights
The value of inviting guest speakers is not merely in providing a change of pace from regular classroom lectures—it’s about creating a learning experience that brings theoretical knowledge to life. The students don’t just read about public relations campaigns or study case studies; they get to hear first-hand accounts from professionals who are currently active in the field. Hearing from someone like A.J. Forbes, an NFL Career Coach, provides students with the kind of nuanced understanding of career paths that simply isn’t available in textbooks.
In addition, the selection of speakers is carefully curated to ensure a wide range of sports and expertise are represented. Emaleigh Stevens, who works as a coordinator for runDisney events, offered a glimpse into managing large-scale athletic events, while also sharing her experience as a graphic design co-lead at Women@Disney. Her discussion illustrated the role that creativity and storytelling play in sports PR, providing students with an appreciation of how diverse skills can converge in the industry.
These talks give students a glimpse into various facets of the industry, from community relations with major teams—such as Heather Darney’s role with the Baltimore Ravens—to running an entire sports and entertainment agency, as discussed by Patrick Quinn, who works on projects related to the Olympics and Paralympics. Each speaker brings a unique perspective, helping students grasp the multitude of pathways available within sports PR and preparing them for the specific challenges associated with each niche.
From Learning to Doing: Practical Application
One of the most powerful aspects of this class is how these networking opportunities are paired with hands-on learning experiences. Students don’t just passively receive information; they actively engage with the content they’re taught. The guest speakers’ visits are a starting point, providing the foundation for assignments where students work directly with sports teams.
For example, after Scott Woodruff’s session on corporate partnerships, students may be tasked with designing a hypothetical partnership strategy for a sports team. When Heather Darney shares her experiences in community relations, students can reflect on those lessons by planning a PR campaign focused on community engagement. Through these exercises, students are offered mentorship as they apply theoretical concepts to realistic scenarios. This approach not only solidifies their learning but ensures they are practice-ready when they graduate.
The opportunity to engage directly with sports teams—whether through attending games, shooting videos, handling social media, or writing press releases—means that by the end of the course, students have already experienced what it’s like to be part of a PR team. They face real challenges, such as managing crisis situations, allowing them to develop confidence in their ability to handle high-pressure scenarios. It’s this combination of professional exposure and experiential learning that makes the Sports PR class a standout.
Expanding Opportunities Through Personal Connections
The relationships cultivated with industry professionals don’t just benefit students during the semester—they create lifelong opportunities. By meeting these sports PR professionals, students can build their own networks, potentially paving the way for future internships or jobs. Scott Woodruff, for instance, might spot a promising student and offer a referral for an internship with the Detroit Lions, or Lisa Braun might connect with a student who shares her passion for social media strategy.
The importance of networking cannot be overstated in the field of PR, and this class demonstrates how powerful relationships can lead to opportunities that might otherwise be unattainable. By taking the initiative to invite experts from across the country, students are given a direct line to the very people who are making things happen in the sports industry. These opportunities are not easily available through other means, emphasizing just how crucial a proactive approach to networking is for anyone entering the field of PR.
Preparing Students for the Future
The dedication to connecting students with the broader sports PR community reflects a commitment not just to teaching but to mentoring. Students are guided in navigating conversations with industry experts, encouraged to ask the right questions, make meaningful connections, and understand the value of continuous learning. This approach ensures that students aren’t just academically prepared—they’re also professionally ready, equipped with both knowledge and networks that can help them succeed in their future careers.
These efforts provide students with a unique perspective on the complexities and opportunities of working in sports public relations. Students who have engaged with professionals like Stacie Van Horn, who operates within collegiate athletics, or Patrick Quinn, who owns a sports and entertainment agency, come away with an understanding that there is no single route to success in this industry. Rather, it is a diverse field with multiple avenues, and by exposing students to this diversity, they are opened up to a world of possibilities.
The role of an instructor is not only to impart knowledge but also to open doors for students. By creating a bridge between academia and the professional world and inviting industry leaders such as Scott Woodruff, Lisa Braun, and others, students are given a unique opportunity to learn directly from those who shape the sports industry. This not only enriches their learning experience but also prepares them to step into the professional arena with confidence and the necessary tools for success. The power of networking demonstrated through this class is a testament to the impact that committed educators can have on their students’ futures.