In this episode of the Sports PR Huddle, Tim Miller digs into the PESO Model © and chats and Gini Dietrich – the architect of the model concept.
Welcome to Episode 10, entitled “Why PESOTraining is Essential for Every Sports PR Professional.”

They dig into a refresher of what the model is and do so by tying it back to its significance in the sports public relations industry. They explore how PESO can beintegrated into various departments, the importance of maximizing owned media, leveraging social media, and the role of data in storytelling.

Gini shares actionable steps for PR professionals to implement PESO effectively and discusses the future of PESO in sports communications. Specifically, PESOtraining for sports PR pros becomes a must, with resources available through Gini’s company, Spin Sucks.

Five Takeaways Should You Listen:

1.    The PESO model – now more than a decade into existence -- is essential for modern PR strategies, with owned media serving as the foundation for PESO.

2.    Integration across departments enhances PR effectiveness – and with LLMs, securing earned media wins helps reach your audience in ways you might not have considered.

3.   Understanding audience-specific strategies is vital with social media listening more important than ever to inform PR strategies.

4.   The PESO model is a long-term commitment for organizations. Data analysis is crucial for effective storytelling – PESO training can help strengthen this

5.    Testing small campaigns can yield significant insights – try it with a nominal batch of paid media can amplify a B2B earned media effort.

Key Moments:

[00:00:00]          Introduction and Episode Milestone

[00:02:15]          Overview of the PESO Model

[00:05:30]          Gini's Journey in Developing PESO

[00:10:45]          PESO as a Dinner Party Metaphor

[00:15:00]          The Importance of Owned Media

[00:22:30]          Challenges in Measuring PR Success

[00:28:45]          Integration Across Media Types

[00:35:50]          Role of AI in Modern PR [00:42:10]Practical Steps for Implementing PESO

[00:48:20]          Advice for Sports PR Professionals

[00:55:00]          Closing Thoughts and Resources

In this episode of the Sports PR Huddle entitled"Sports Comms Pros Need To Be Maximizing LLMs", Ashley Mann, COO of The Colab, joins the show.

Ashley discusses the transformative impact of Large Language Models (LLMs) on the sports public relations industry. After exploring Ashley's career journey now on the agency side, the discussion shifts to the importanceof authenticity in communication, and how LLMs can be leveraged for effective PR strategies. The conversation emphasizes the need for transparency, communityengagement, and the integration of data-driven approaches in PR. As with all modern dialogue in AI, ethical considerations and the irreplaceable human element in communication are also highlighted as key factors for success in the evolving landscape of sports PR.

Five listener takeaways should you tune in:

·            LLMsare revolutionizing the way PR professionals operate. Transparency in PR is stillwhat builds trust with audiences.

•        Communityengagement is essential for accurate messaging. LLMs can help.

•        Data-drivenstrategies, including using LLMs, can enhance PR effectiveness.

•        Authenticityin messaging will continue to resonate more with audiences.

•        Leveraging AIeffectively will define career success.

Notable timestamps

00:00         Introductionto Sports PR and LLMs

01:57         AshleyMann's Career Journey and PR Philosophy

05:01         TheImpact of LLMs on Sports PR

10:04         LeveragingLLMs for Authentic Communication

13:20         Transparencyand Emotional Connection in Sports PR

17:38         ManagingInaccuracies and Community Engagement

21:54         Day-to-DayApplications of LLMs in PR

25:32         CreativeCollaboration with LLMs

30:06         Data-DrivenPR Strategies and ROI

34:41         EthicalConsiderations in Using LLMs

38:56         TheFuture of PR: Human Element vs. AI

42:09         FinalThoughts on LLMs and Career Success

In this episode of the Sports PR Huddle entitled  "Creating value in sports corporate communications roles" Tim Miller interviews Kelly Ross, the manager of employerbrand strategy and communications for the Pittsburgh Pirates. Kelly shares her unique journey into sports communications, emphasizing the importance ofcreating value through effective corporate communications.

She discusses her day-to-day responsibilities, the significance of internal communications, andhow storytelling plays a crucial role in connecting with fans and employees alike.

Kelly also offers valuable advice for aspiring sports communicators, highlighting the need for resilience, curiosity, and the willingness to embrace opportunities. The conversation concludes with insights into the future ofinternal communications in sports and the importance of building a personal brand through storytelling.

Five listener takeaways should youtune in:

1.    A journeyinto sports communications can be unconventional but fulfilling.

2.    Whyinternal communications are crucial for aligning teams and enhancingengagement.

3.   Storytellingis key to connecting with fans and employees, but public speaking skills are stillvital for success in communications roles.

4.    Buildingrelationships is fundamental to effective storytelling.

5.   Thefuture of sports communications will focus on internal messaging and employeeengagement.

Notable timestamps

00:00       Introduction toSports PR Huddle

00:56       Kelly Ross'sJourney to the Pirates

03:46       Creating Value inSports Corporate Communications

07:17       A Day in the Lifeof a Sports Communicator

10:06       NavigatingStorytelling in Sports

13:53       Measuring Successin Communications

16:32       Pinch Me Momentsin Sports PR

20:12       The Human Touchin Storytelling

23:51       The Importance ofInternal Communication

25:23       Navigating CareerTransitions and Education

31:41       Building aPersonal Brand through Storytelling

33:42       The Future ofInternal Communications in Sports

38:06       Finding Balanceand Staying Inspired

40:18       ConnectingAuthentically with the FORD Method

42:53       Qualities forSuccess in Sports Communications

In this episode of “The Sports PR Huddle,” guest BrianBerger, founder of the Sports PR Summit, discusses the importance of networkingin the sports industry and has guidance for comms pros in pro sports- no matterwhere in their career they are.

Brian gets into emphasizing the importance of preparation,resilience, and consistency in networking. If young pros do their homeworkbefore meetings, approach networking with a human touch, and maintain realisticexpectations – relationships can bear fruit. H

Five takeaways should you listen:

1)    Face-to-facecommunication enhances the quality of professional connections.

2)    Networkingshould focus on genuine interest in others, not just self-promotion.

3)    Studysomeone's business and find their challenges.

4)    Resilienceis essential in the face of rejection.

5)    Networkingrequires vulnerability and authenticity.

Notable timestamps

00:00                  Introduction toSports PR Huddle and Brian Berger

01:14                  TheGenesis of Sports PR Summit

05:34                  CreatingUnique Networking Opportunities

08:57                  TheImportance of a Trustworthy Environment

09:56                  EarlyCareer Networking Experiences

15:09                  ShiftingPerspectives on Networking

18:32                  ValueAddition in Networking

19:29                  BuildingMeaningful Connections

22:22                  TheImportance of Preparation

25:48                  NetworkingStrategies for Success

30:32                  Resiliencein the Face of Rejection

34:28                  TheValue of Consistency and Dependability

Episode 6 of “The Sports PR Huddle” becomes a learn-with-us conversation that informs listeners why understanding the differences of different measurement categories in sports PR that could allow for deeper understanding of impact.
Our guest is Steph Bridgeman, a media measurement expert at Experienced Media Analysts in the United Kingdom.

After diving into the evolution of media measurement, the episode touches on the significance of continuous learning, and the distinction between media monitoring and evaluation. We’ll of course touch on an area of measurement that some communications pros errantly mislabel – hence the focus of this edition entitled: “Outputs, Outtakes and Outcomes: Diving Into Different Communication Measurements.”

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Some listener takeaways should you tune-in:

1.    Continuous learning is essential in the evolving PR landscape.

2.    The AMEC framework provides a structured approach to measurement.

a.    Framework: https://amecorg.com/amecframework/framework/interactive-framework/

b.    Taxonomy: https://amecorg.com/amecframework/home/supporting-material/taxonomy/

3.    Outputs are the visible results of communication efforts. Outtakes reflect audience perceptions and thoughts. Outcomes measure changes in behavior and engagement.

4.    Adopting boardroom language is crucial for communication professionals, so starting small with measurement can lead to meaningful insights.

5.    Curiosity drives better measurement practices and collaboration within the PR community fosters knowledge sharing.

Notable Timestamps:
00:00         Introduction to Sports PR and Measurement

02:18         Steph Bridgeman's Journey in Media Measurement

07:45         The Evolution of Media Measurement

11:52         The Importance of Continuous Learning in PR

15:31         Understanding Outputs, Outtakes, and Outcomes

20:39         Differentiating Measurement from Media Monitoring

23:56         Setting Objectives for Effective Measurement

27:44         (More) Understanding Outputs, Outtakes, and Outcomes

30:50         The Financial Impact of Communication

35:59         Adopting the Language of the Boardroom

40:34         Starting Small with Measurement

46:39         The Importance of Curiosity in Measurement

54:18         Resources and Opportunities in Measurement

Episode 5 of “The Sports PR Huddle” focuses on rising in the ranks of communications roles and reflections on the journey. The focus of this conversation is on Gabriela (Gaby) Lozada, the Director of Communications for the Tampa Bay Rowdies. She helps give insight to our title this week: “From Coordinator to Manager: Building Your Leadership Skills”

Gaby’s ascension from a coordinator to a managerial role (and then director and beyond), delivers insights on navigating career goals, the significance of feedback and the balance between professional aspirations and personal life. 
The honesty of the episode shines through as the conversation highlights the challenges and rewards of working in sports PR, offering valuable lessons for aspiring professionals. 

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Some listener takeaways should you tune-in:
1.   The importance of adaptability in career paths.

2. Leadership requires showing others your potential and taking ownership.

3. Transitioning from hands-on roles to management can be challenging.

4. Learning to hold staff accountable is a work in progress.

5. Being open to feedback is important for personal growth.

Notable Timestamps:

0:00              Introduction to Leadership in Sports PR

01:11:                 Gaby’s Journey in Sports Communications

04:58                  Transitioning from Coordinator to Manager

08:41                  Finding Your Path in Sports PR

12:45                  The Importance of Networking in Sports

16:30                  Developing Leadership Skills

21:24                  Navigating Feedback and Self-Awareness

24:06                  Balancing Career Goals and Personal Life

30:38                  The Intersection of Career and Personal Timelines

31:39                  Balancing Career Aspirations and Personal Life

34:06                  Transitioning from Coordinator to Manager

39:40                  Navigating Leadership Styles in Sports PR

43:49                  The Challenges of Managing a Team

50:18                  Learning and Growing as a Leader

56:49                  Celebrating 50 Years of the Rowdies

Episode 4 is a professional development episode centered around Molly Gallatin, Vice President of Communications for 2026 Special Olympics USA Games.
Molly shares her journey to her current role, the unique challenges of managing timelines for large events, and the importance of simplifying complex information for effective communication. 
We all can strive to be more like Molly: she discusses the significance of people-centric leadership, the balance between perfection and timeliness in decision-making, and the importance of effective meeting management. 

Throughout the discussion, she shares insights on how to navigate challenges and prioritize relationships in a demanding work environment.

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Some listener takeaways should you tune-in:

1.    Pressing pause can enhance productivity and strategic thinking.

2.    Perfectionism can hinder progress; sometimes it's better to just be done.

3.    Building a personal brand is vital in the competitive sports industry.

4.    Being present and nurturing relationships is key to long-term success.

5.    Diversity in thought is as important as diversity in appearance.

Notable Timestamps:

00:00: Introduction to Effective Time Management

01:29: Molly's Journey to Special Olympics

05:52: Understanding the Unique Timeline of Events

10:28: Shifting Mindsets in Sports Communication

15:25: Navigating Governance and Communication Challenges

20:17: Simplifying Complex Information for Effective Communication

23:25: The Importance of Pressing Pause

24:42: The Importance of People-Centric Leadership

27:16: Balancing Perfection and Timeliness

30:42: Effective Meeting Management

33:11: The Power of Saying No

39:16: Agility in Time Management

42:17: Building Your Personal Brand in Sports

Summary:

 In this episode of the PR Sports Huddle, host Tim Miller speaks with Kyle Sheldon, CEO and founder of Name and Number, about the importance of brand identity and storytelling in sports PR. They discuss Kyle's journey in the industry, the significance of understanding business impacts in PR, and the role of brand across different departments. Kyle shares valuable advice for young professionals looking to break into the field and reflects on the challenges and successes of rebranding sports teams. You’ll hear discussion the intricacies of brand evolution in sports, emphasizing the importance of transparency, community engagement, and understanding fan dynamics. They explore the successful rebranding of the Chicago Fire and Seattle Sounders, highlighting the need for open communication and collaboration between marketing and PR teams. The discussion also touches on the significance of storytelling in the branding process and the necessity of involving fans and stakeholders in shaping a brand's identity.

Listener Takeaways:

1.    Brand ownership should be a company-wide initiative.

2.    Rebranding requires careful consideration of history. The process of brand evolution is as crucial as the final product.

3.    Effective storytelling is essential in communicating brand changes. Transparency in rebranding fosters greater fan connection and trust.

4.    Engaging with fans throughout the rebranding process is vital. Understanding the local culture and visual language enhances brand identity.

Episode Milestones:

00:00: Introduction to Brand Identity and Storytelling

01:36: Kyle Sheldon's Journey in Sports PR

04:16: Advice for Young PR Professionals

10:31: Understanding Business Impact in PR

14:17: The Role of Brand in Sports Organizations

18:18: Navigating Brand Changes in Different Teams

25:54: The Importance of Brand Evolution

30:19: Transparency in Rebranding

36:16: Starting Fresh: Building a New Brand

40:53: Understanding Your Fan Base

44:36: Collaboration Between Marketing and PR

In this episode of the Sports PR Huddle, host Tim Miller engages with Joshua Reynolds, CEO and Founder of Rob Roy Consulting. They discuss the importance of storytelling, the journey to becoming a trusted advisor, and the necessity of understanding the audience's emotional experiences. 
Reynolds shares insights from his personal journey, emphasizing the significance of asking the right questions and asserting one's truth in professional settings. The conversation highlights the timeless nature of storytelling and its critical role in effective communication within the sports industry. In this conversation, Reynolds and Miller explore the intricacies of storytelling within the sports industry, emphasizing the importance of simplicity, authenticity, and understanding brand identity. 
They discuss the role of communication in business strategy, the significance of transparency, and the need for leaders to ask the right questions. The conversation also delves into the four pillars of persuasion, the importance of finding heroes in adversity, and learning from storytelling mistakes. 

Key takeaways:

Everyone has a unique truth to assert in communication.

Asking smart questions is more valuable than being the smartest person in the room.

Acting like a trusted advisor is essential for professional growth.

Storytelling is a fundamental human experience that transcends time.

Understanding the audience's emotional experiences is crucial for effective storytelling.

Empathy is key in connecting with the audience.

The five-act structure of storytelling can enhance communication.

Notable Timestamps:
00:00 Introduction to Sports PR Huddle

02:28 Joshua Reynolds' Journey and the Birth of Rob Roy Consulting

04:50 Becoming a Trusted Advisor

14:25 The Importance of Storytelling in Sports PR

24:22 Understanding Your Audience for Effective Storytelling

27:36 The Power of Simplicity in Storytelling

29:04 Understanding Brand Identity and Audience Connection

30:29 The Role of Communication in Business Strategy

32:55 Asking the Right Questions in Leadership

36:10 The Four Pillars of Persuasion

39:54 Authenticity in Communication

42:28 The Importance of Transparency in Storytelling

45:25 Finding Heroes in Adversity

46:07 Learning from Storytelling Mistakes

50:27 Rob Roy Consulting and Its Mission

In this episode of the Sports PR Huddle, host Tim Miller and guest Katie Paine (CEO and founder of Paine Publishing) discuss the importance of measurement in public relations, particularly in the sports industry. They explore Katie's journey in measurement, the challenges PR professionals face in proving their value, and the significance of understanding business priorities. The conversation emphasizes the need for effective metrics, the concept of 'champagne moments' as indicators of success, and the importance of collaboration in establishing measurement systems. Katie shares practical advice for PR pros to start measuring effectively and stay curious about data, ultimately aiming to enhance their contributions to organizational goals.

Listener Takeaways:

• Measurement is crucial for proving ROI in communications work.
• Understanding business priorities is essential for effective PR measurement.
• The concept of 'champagne moments' helps define success in PR.
• PR can measure its contribution, not just attribution.
• Starting with pilot projects can help build confidence in measurement.
• Avoid introducing bad metrics that mislead senior leadership.
• Effective measurement requires collaboration with senior leadership.
• Awareness alone is not enough; trust and engagement matter more.
• Using acceptable proxies can help demonstrate PR's impact.
• Continuous learning and curiosity about data are vital for PR professionals.

Notable timestamps:

00:00 Introduction to Sports PR Huddle

03:00 The Journey of Measurement in PR

10:21 Understanding PR Measurement and Attribution

19:30 The Champagne Moment: Defining Success in PR

27:18 Starting Your Measurement Journey

35:36 Acceptable Proxies in Measurement

41:00 Staying Curious About Measurement

Keywords:

Sports PR, Measurement, Communication, ROI, Public Relations, Marketing, Data Analysis, Audience Engagement, Metrics, PR Strategies