Working with Parents in Athletic Communications (August 11, 2025)

 As I start my 25th year of working in college athletics, I am very thankful from the first day of the profession to now that I have forged a relationship with many of the parents of my student-athletes. 

Getting to know the parents of your student-athletes as an athletic communications professional carries several meaningful and strategic benefits. Here's a breakdown of the value it brings:

1. Stronger Storytelling

Parents often provide background details, personal anecdotes, or milestones that help shape more compelling and humanizing stories about student-athletes. This can elevate content for social media, web features, senior day tributes, and more.

2. Enhanced Support and Engagement

When parents feel seen and included, they’re more likely to engage with and amplify your content—sharing posts, attending events, and becoming active ambassadors for your program.

3. Improved Communication

Building rapport with parents creates open lines of communication. This can help you proactively share information about photo galleries, game coverage, or media features their children are part of—earning goodwill and avoiding miscommunication.

4. Trust and Transparency

Fostering positive relationships with families builds trust. Parents appreciate knowing who’s behind the scenes telling their child’s story, especially when it comes to photos, quotes, or features.

5. Reinforcing the Program’s Brand

Parents who feel connected are more likely to speak positively about the athletic department and college as a whole, reinforcing your institution's brand and values in their communities.

6. Content Opportunities

Parents often capture behind-the-scenes moments or unique angles that can complement your official coverage. With permission, their photos, videos, and insights can add a personal touch to your storytelling efforts.

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Bottom line: Taking the time to know the parents isn’t just a nice gesture—it’s a smart strategy that strengthens relationships, elevates your content, and reinforces a community-driven approach to college athletics.