When working in sports, sometimes while working in the role of a sports communicator has the role to take you away from the on-field play and work on other organization initiatives. At the heart of your role, you are a public relations specialist and carrying the messaging for an organization is at the forefront of your roles.

In recent years, social initiatives from teams and organizations have become paramount in the work that sports communicators will do. Whether helping to write copy on the mission of the initiatives or composing a press release that discusses the role a team will have in its community, public relations can be the first line of defense in how the public interprets the work being done.

There are several organizations that have either done excellent executions with their CSR initiatives, while there have been others lagging behind in their messaging. Messaging and awareness are two major factors any sports communicator will look for in establishing clear goals for corporate social responsibility.

At times, teams can make it difficult to find where their values and social responsibility. For instance, the National Football League has a community drop-down when you visit nfl.com. It discusses various initiatives and programs the league has undertaken in its pursuit of social change on and off the field. The NFL does an excellent job curating that information.

Most likely, the messaging going on is reviewed by the community team at the NFL in addition to the public relations team at the league office. Having a consistent message and a straightforward approach on how the league is to outwardly operate its messaging can be positive.

At times though, there could be opponents or question the validity of the indicatives and how true they are. Taking the NFL example, currently, the league’s community page is describing Black History Month and celebrating members of the black communities throughout the league. However, one may question on truthful it is regarding its treatment of black athletes protesting the US National Anthem back in 2017. Colin Kaepernick was allegedly blackballed by the NFL and its teams for his outward stance while kneeling during the song, protesting injustices to the Black Community.

As large an organization as the NFL is, it can show quickly whether an organization is working correctly. As a result, thinking outside of the role of working for players and media members can be helpful in finding your role. Being the front line for the outward team or league initatives could be a part of your role as a sports communicator.

The more information and the better well-rounded your experience can be while going through the job search. Additionally, the more you know of existing platforms in a place where you are to apply, the better overall your candidacy could be in securing that role.