In athletic communications, we spend our days shaping narratives.
We highlight growth.
We frame adversity.
We elevate achievement.
We give context to results.
Yet when it comes to our own careers, many of us abandon that same discipline.
We submit résumés full of task lists.
We maintain LinkedIn profiles that read like job descriptions.
We leave our digital footprint to chance.
If you’re pursuing a career in athletic communications, this is a missed opportunity.
Because you are also a story.
And hiring managers are reading it.
Your Career Already Has a Narrative — Are You Controlling It?
Every sports information director understands this: perception matters.
Two teams can have identical records, but vastly different reputations based on messaging, presentation, and consistency.
Your professional brand works the same way.
Whether you intend it or not, employers are forming opinions based on:
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Your résumé
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Your LinkedIn profile
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Your online portfolio
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Your social media presence
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What comes up when they Google your name
That collection of touchpoints tells a story. The question is whether that story is intentional.
If you don’t shape your narrative, someone else will — usually through incomplete information.
Think Like a Communicator, Not Just a Candidate
Approach your personal brand the same way you’d approach promoting a program.
Start with positioning.
Ask yourself:
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What type of athletic communications professional am I becoming?
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What strengths separate me from other applicants?
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What skills do I want to be known for?
Are you:
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A social-first storyteller?
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A stats-driven media relations specialist?
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A creative content producer?
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A versatile generalist?
You don’t need to be everything. In fact, clarity beats completeness.
Hiring managers aren’t looking for perfection — they’re looking for fit.
Your job is to make that fit obvious.
Your LinkedIn Headline Is Your Opening Paragraph
Most people treat their LinkedIn headline like a title line:
“Assistant SID at XYZ University.”
That tells me where you work. It doesn’t tell me who you are.
Instead, think of your headline as the lede to your story.
Compare:
Assistant Sports Information Director
vs.
Athletic Communications Professional | Media Relations, Storytelling & Digital Content | NCAA Experience
The second version immediately communicates value and direction.
Use this space to highlight:
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Your discipline (athletic communications, media relations, content creation)
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Your core strengths
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Your level or experience type (NCAA, NAIA, intern, GA, etc.)
This is prime real estate. Treat it that way.
Your About Section Should Read Like a Feature Story
Your “About” section is not a résumé in paragraph form.
It’s your opportunity to provide context.
Strong About sections usually include:
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A brief overview of your background
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What you’re passionate about in athletic communications
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What skills you’re actively developing
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What kind of opportunities you’re pursuing
Think of it like a feature profile.
Who are you?
What motivates you?
Where are you headed?
Keep it professional, authentic, and forward-looking.
Show the Work — Don’t Just Claim It
In athletic communications, proof matters.
You wouldn’t promote a team without stats, highlights, or visuals. Your personal brand should operate the same way.
Use LinkedIn’s Featured section or a portfolio site to showcase:
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Press releases and recaps
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Social media campaigns
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Graphics or design work
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Video content
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Analytics screenshots
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Media guides or publications
This immediately elevates you from “applicant” to “practitioner.”
Anyone can say they write well.
Few actually show it.
Be one of the few.
Google Yourself (Yes, Really)
This step feels uncomfortable, but it’s essential.
Search your name the same way an employer would.
Ask:
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What shows up?
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Is it current?
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Does it reflect who I am professionally?
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Are there old accounts, outdated bios, or unprofessional remnants?
You don’t need to erase your personality. But your digital presence should support your career goals, not undermine them.
Remember: hiring managers often research candidates quietly before interviews.
Make sure what they find helps you.
Consistency Builds Credibility
The strongest personal brands are consistent across platforms.
Your résumé, LinkedIn, portfolio, and social accounts should reinforce the same story:
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Same tone
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Same focus areas
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Same professional identity
If one platform says “creative storyteller” and another suggests “operations generalist,” you introduce uncertainty.
Clarity builds confidence.
Final Thought
You already know how to tell stories.
You do it for student-athletes.
You do it for coaches.
You do it for programs.
Now apply that same skill set to yourself.
Your career isn’t just a sequence of jobs — it’s a narrative arc.
Define it.
Shape it.
Present it with intention.
Because in athletic communications, the best stories don’t happen by accident.
They’re built.
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