Get Off the Bench: Sports Public Relations [National Conference Session Recap]

editedEvent: Get Off the Bench: Sports Public Relations

Presenter(s):  Beth Marshall, Senior Director of Public Relations, Atlanta Braves

Nzinga Shaw, Chief Diversity and Inclusion Officer, Atlanta Hawks

Rebecca Timms, Senior Manager, Communications, United Entertainment Group, a DJE Company

Recap: For fans, sports often only last for a season; for active and aspiring sports public relations professionals, the season never ends. “Get Off the Bench: Sports Public Relations” provided attendees with valuable advice on how to make a “slam-dunk” when entering the highly competitive sports public relations field. The three highly qualified and well-rounded panelists discussed the importance of authenticity and experience when entering the field.

Through the excitement of touchdowns, grand slams and goals, the need for public relations is growing and highly sought after in the sports industry. The panelists provided real-life examples of work they complete daily, along with informing the crowd about other options for work within the industry. From experiences they have had, to they ways they have worked to gain their positions, the crowd walked away with advice that will assist them from fumbling their dreams of joining the sports industry.


  • Focus on the required skillsets and actions needed for positions – do the job first, be a fan second.
  • If you cannot become involved in the sports industry right away, be proactive and take another job that will hone your public relations and communication skills.
  • Capitalize on any opportunity thrown your way, small or big. They will make you a better and more prepared professional.
  • Honesty and authenticity are crucial. If you are not being transparent about who you are, it will show through your work.
  • Focus on becoming an expert on whatever you want to do; expertise can make you more marketable and mobile.

Natalie Gloady is a junior public relations and sports information major at Waynesburg University. She serves as the public relations director for her Chapter and the assistant firm director for her student-run firm. Follow Natalie on Twitter @natgloady or connect with her on LinkedIn.

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