The Sports PR Huddle

Episode 16:"Developing Emotional Intelligence for Better PR Leadership"

Guest:Mark Mohammadpour, APR, Fellow PRSA, Founder of Chasing the Sun Health Coaching

In this episode of "The Sports PR Huddle," Mark Mohammadpour discusses the importance of emotional intelligence in sports public relations. The show explores Mark's journey from a PR professional to the founder of “Chasingthe Sun,” a health coaching initiative aimed at improving the wellbeing of PR professionals. The conversation then delves into the unique stressors faced by sports PR pros, the significance of understanding stakeholders and thenecessity of emotional intelligence in crisis management.

Mark introduces the CHASE model for wellbeing and shares practical tips for reducing stress and modeling healthy behavior as a leader. The episode concludes with insights on the impact of tailored communication and resourcesfor further engagement.

Five (5) listener takeaways, should you tune in:

1) Emotional intelligence is crucial for success in PR.

2) Understanding stakeholders helps navigate uniquepressures.

3) Setting boundaries is essential to prevent burnout.

4) Empathy fosters better relationships in high-stressenvironments.

5) Regular wellness check-ins are vital during crises.

Timestamps

00:00   Introduction to Sports PR Huddle

00:31   The Importance of Emotional Intelligence in PR

01:19   Mark's Journey and Chasing the Sun

03:03   The Evolution of PR and Employee Wellbeing

08:30   Understanding Stress in PR and Sports PR

10:32   Unique Pressures in Sports PR

12:34   Navigating Stakeholder Pressures

15:43   The Role of Emotional Intelligence in Crisis Management

19:42   Building Relationships in High-Stakes Environments

21:51   Curiosity and Empathy in PR

25:24   Crisis Management Techniques for PR Leaders

28:17   Wellness in Crisis Planning

32:06   The CHASE Model for Wellbeing

36:34   Meeting Hacks and Stress Reduction Techniques

38:49   Modeling Healthy Behavior as a Leader

41:28   Tailoring Keynotes for Impact

43:01   Connecting with Chasing the Sun

Episode 15: How sports PR pros leveragemeasurement to move from "we think" to "we know"

Guest: Amber Daugherty, Value andImpact Consultant at Big Valley Marketing

Episode Summary:

This episode we’re joined by AmberDaugherty (Value and Impact Consultant at Big Valley Marketing). Amber’s a consultant specializing in communications measurement and evaluation who serveson the IPR's Measurement Commission.
This episode is a deep dive into shifting the PR mindset from tactical outputs to strategic, measurable outcomes that align with core business goals like reputation, fan behavior, and revenue.

PR pros can stop relying on "vanity metrics" and start using web analytics, social listening, and relationship-building to prove their value.

Five (5) listener takeaways should you choose to tune-in:

1.         Your professional value comes from aligning your communications plan with the organization's overarching business goals.

2.         Move beyond outputs: Learn the foundational framework of Outputs, Outtakes, and Outcomes to demonstrate genuine impact (changes in audience behavior) rather than just activity (press releases sent).

3.         Use AI, ButOwn the "So What": AI can draft reports, but you must be able to articulate the story behind the data, read the room, and simplify complex insights for the C-suite.

4.         Embrace Accessible Data: Start your measurement journey right now by leveraging free or readily available tools like web analytics and basic social listening to establish a data baseline.

5.         Be a better internal storyteller: Approach your internal reporting by asking, "Why does this matter?" to the executive who is receiving the information, framing your metrics in terms of revenue, retention or even risk mitigation.

Time & Topic

(01:11) Guest Intro & Journey to value and impact consulting.

(04:44)Biggest Measurement Mistake PR pros make.

(05:59)PR as a Strategic Function driving business.

(08:20)O-O-O Framework (Outputs, Outtakes, Outcomes) explained with a sports example.

(13:48)How to find your organization's True Business Goals.

(15:17)Storytelling Data: Translating complex metrics for public narrative.

(18:05)Job Security & AI: Why measurement skills are essential now.

(22:53)Accessible Data Points: Web analytics and social listening tips.

(26:32)Setting SMART Objectives and establishing baselines.

(30:54)Quantifying Team Reputation (why media sentiment is not enough).

(34:07)Language that Resonates with the C-suite in reporting.

(35:17)Overcoming the "Fear of Math" and embracing analytics.

(41:01)Weaning off Vanity Metrics and showing business contribution.

(45:21)Fighting Misinformation and shaping public perception.

(47:44)The danger of saying, "It's hard to measure comms."

Big Valley Marketing is a consulting firm that helps technology companies grow, win and lead through effective marketing and communications. Their team of experts is steeped in brand strategy, marketing strategy, content marketing, corporate communications, digital and social marketing, and market intelligence. They work with leaders and change agents in high-growth markets, including software, AI, cybersecurity, cloud infrastructure, supply chain, and digital health. Follow them via LinkedIn.

Episode 14 is titled "Training Your Team: Key Skills Every Sports PR Professional Should Have.”We’re joined by Adriene Bueno, a sports and entertainment executive with over adozen years of experience at organizations like the NBA, LinkedIn, and Adidas.

Adriene, now co-founder of thehiring platform Arena Talent, shares her holistic view on what it takes tosucceed in sports PR, from the perspective of a former job seeker, talentmanager, and hiring innovator.

This episode focuses on the keytechnical and soft skills hiring managers are prioritizing today, offeringstrategic advice for both early-career professionals looking to advance andhiring managers struggling to find the right talent.

Five (5) listener takeawaysshould you tune in.

1.      The Biggest Misunderstandings in Sports PR Hiring: The WorkDoesn't Always Speak for Itself. One of the most important skills --Adaptability: The industry is constantly evolving. Professionals must be ableto put themselves in new situations to see how they show up and be flexiblewhen yesterday's strategy doesn't work today.

2.      Passion is the Floor, Not the Ceiling: Being a sports fan is"table stakes." Hiring managers assume passion; they prioritizebusiness acumen and transferable skills that differentiate a candidate.

3.      Packaging Early-Career Experience: When your resume is"lean," focus on transferable skills from unrelated jobs (e.g.,customer service, organizing events) that translate to PR tasks like draftingmessaging or organizing programming. Extract and highlight what's most relevantto the specific job you're applying for.

4.      The "Grunt Work" is the Doorway: Look where no oneelse is looking (outside the big-name teams/leagues) and be willing to do thegrunt work that nobody wants to do, as this can lead to networking and lateropportunities.

5.      Finding Joy in the Work: To avoid a transactional feeling,align your work with your core values (e.g., helping people, learning newskills). This helps sustain motivation and growth throughout your career.

Time          Topic

(00:58)      Introducing Adriene Bueno and her unique career path across theNBA, LinkedIn, Adidas, and more.

(02:20)      The Single Biggest Misunderstanding a sports PR pro has abouthiring managers.

(03:30)      Passion vs. Business Acumen: Why being a fan is the"floor," not the qualification.

(05:10)      The top 3 Non-Negotiable Technical Skills hiring managersprioritize today.

(05:45)      The role of AI Literacy for PR professionals and the risk ofsounding like an "echo chamber."

(07:48)      The value of Great Writing in the age of AI and howorganizations should screen for it.

(11:20)      Packaging Early-Career Experience: How to brand yourself whenyour resume is "lean."

(17:46)      Building a Career Methodically: Why you should look where noone else is looking and the value of "grunt work."

(22:16)      Finding Joy and Avoiding Transactional Work by aligning yourcareer with core values.

(27:18)      The two crucial Soft Skills that differentiate a rising starfrom an average performer.

(29:57)      Adaptability and Emotional Intelligence as core skills formodern PR.

(35:11)      How to frame a Mid-Career Sports PR History to resonate withoutside recruiters.

(39:15)      The common (and easily fixed) Resume Mistakes that stop prosfrom getting interviews.

(46:42)      The importance of Reverse Mentorship and how networking buildsskills beyond formal training.

(51:35)      How Arena Talent is Disrupting Hiring by focusing onrelationships and equitable access.

In this episode of the Sports PR Huddle, we’re joined by guest Carey Marin discuss the intricacies of managing communications for major sports projects, particularly stadium openings. 

Some of the projects Carey (President and CEO of Purpose Media Group) has worked on:

SoFI Stadium (LA Rams and LA Chargers)

Levi’s Stadium (San Francisco 49ers)
AT&T Stadium (Dallas Cowboys)
American Airlines Center (Dallas Mavericks)

Lenovo Center (Carolina Hurricanes)

We discuss the importance of storytelling, building trust with ownership groups, and simplifying complex narratives for media and fans. The conversation delves into the challenges of financing, public perception, and the role of community engagement in shaping successful PR strategies. 

Top 5 listener takeaways should you tune-in 

1. Trust is essential in high-stakes communications as every stadium project has unique challenges.
2. Simplifying complex narratives is crucial for media coverage. Financing complexities require clear communication strategies.
3. Engaging fans through storytelling enhances connection, but community engagement is vital for project success.
4. Listening to both ownership and fans shapes effective communication.
5. Innovative PR strategies can leverage technology but buy-in critical; public perception can shift with effective PR efforts.

Notable Timestamps

00:00 Introduction to Sports PR and Stadium Communications

02:43 The Complexity of Stadium Projects

05:37 Building Trust with Ownership Groups

08:12 Navigating Media Coverage and Financing

10:35 Simplifying Complex Narratives for Fans

13:08 Establishing Early Wins in PR

15:59 Shifting Narratives Beyond Team Performance

18:24 Community Engagement and Public Sentiment

21:05 Managing Public Relations During Controversial Projects

23:40 Mini Campaigns for Diverse Audiences

26:17 Creative Storytelling in Stadium Projects

26:58 Connecting Fans to Projects

31:06 Navigating Public Opinion and PR Strategies

35:55 Combating Misinformation and Fan Engagement

40:38 Managing Corporate Partnerships and Fan Experience

43:15 Trends in Mixed-Use Developments

45:16 Challenges in Stadium Projects

47:04 Key Advice for Sports PR Professionals

In this episode of the Sports PR Huddle, we’re joined by Adelyn Biedenbach, VP of Communications and Broadcasting for the Florida Panthers. The discussion begins with a look at Adelyn's journey in sports PR, the importance of community engagement, and the strategies that have led to the Panthers' success both on and off the ice. 

That’s the focus of this episode (episode 12): “Creating a Winning PR Strategy for Your Sports Team or Organization”

The conversation covers the challenges of balancing local and national media demands, the significance of consistency in media relations, and how data-driven strategies can enhance fan engagement. Adelyn shares insights on maintaining a service mindset, navigating increased media demands during playoff seasons, and fostering a team-first culture within the organization.

Five (5) listener takeaways:

1. A service mindset helps PR professionals build strong relationships with players and media.
2. Balancing local and national media demands is essential during playoff seasons.
3. Understanding player preferences for media interactions can enhance communication.
4. Benchmarking against other teams can provide valuable insights for PR strategies.
5. Creating a team-first culture resonates with fans and enhances brand loyalty.

Notable timestamps:
00:00 Introduction to Sports PR and Career Growth

03:03 Adeline's Journey in Sports PR

05:35 Building a Winning PR Strategy

08:19 Media Relations and Community Engagement

11:19 Innovative Media Distribution Strategies

14:09 Measuring PR Success and Media Impact

16:35 Navigating Playoff Media Dynamics

19:22 Maintaining Local Media Relationships

22:36 Adapting to Increased Media Attention

25:20 Conclusion and Future Outlook

26:37 Navigating PR in a Winning Culture

29:51 Balancing Humility and Responsibility

33:37 Understanding Player Dynamics and Media Requests

36:55 Managing Expectations and Building Relationships

40:52 Leveraging Data for Fan Engagement

43:43 Authenticity in Team Culture and Communication

45:51 Broadcasting and Community Engagement

48:43 Sustaining Momentum Beyond Championships

In this episode of the Sports PR Huddle, Tim Miller and Sarah Kissko Hersh discuss the importance of building a personal brand on LinkedIn for sports PR professionals. 

It’s Episode 11: “From Lurking to Posting: Building Your Personal Brand on LinkedIn" 

They explore the fears that hold many back from engaging on the platform, strategies for overcoming these fears, and the evolution of LinkedIn into a content-driven platform. Sarah shares insights on how to create authentic content, engage with others, and leverage LinkedIn for career advancement, including the potential for fractional roles in PR. The conversation emphasizes the value of storytelling in sports PR and the importance of building trust and credibility through consistent engagement.

Five (5) Takeaways Should You Listen

• Fear is the primary barrier for many sports PR professionals on LinkedIn.
• Commenting can be a comfortable way to start engaging on LinkedIn.
• Confidence in posting comes from practice and consistency.
• Personal branding is essential for career advancement in 2025.
• LinkedIn has evolved into a content platform, not just a resume site.

Notable Timestamps

00:00 Introduction to Sports PR and Personal Branding

01:51 Overcoming Fear in Personal Branding

06:53 The Importance of Commenting and Engagement

10:20 Navigating Personal Branding Styles

15:02 Building Confidence Through Consistency

19:14 The Evolution of LinkedIn as a Content Platform

23:50 Creating Value and Managing Expectations

26:57 Building Authentic Engagement on Social Media

29:05 The Importance of Authenticity and Value

31:04 Navigating PR in Sports: Challenges and Opportunities

33:30 Creativity in PR: Finding Unique Story Angles

35:15 Learning from Engagement: Insights from LinkedIn

37:00 Staying Current in a Dynamic Industry

38:20 The Role of PR Pros as Trusted Advisors

41:03 Building Credibility Through Personal Branding

47:05 Exploring Fractional Roles in PR

49:19 Courses for PR Professionals: From Lurking to Posting

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