Insights from PR Consultants Group’s Talking PR Podcast
By Jo Trizila, TrizCom PR & Pitch PR
3/30/2026
PR Consultants Group’s Talking PR podcast recently went inside the game to explore lessons from sports public relations. In this episode, Season 1 Episode 3: Lessons for Sports PR, Mary Ullmann Japhet of Japhet Media, representing San Antonio, Texas and Allison Hawk of AHC Consulting, representing St. Louis, Missouri, shared decades of experience from the NFL, major sporting events and sports philanthropy.
Their message was simple and direct. In sports public relations, there is no off-season.
Whether it is a championship run, a viral controversy, a community partnership or an unexpected crisis, sports communications professionals are always on. The lights do not go out when the game ends. The story continues, and someone must be ready to manage it.
Quick Takeaways from Talking PR
• Sports PR requires constant readiness.
• Crisis communication depends on preparation and relationships.
• Community storytelling builds long-term brand equity.
• Multiple stakeholders must be managed simultaneously.
• Trust is built long before crisis strikes.
What Makes Sports Public Relations Different?
Sports PR is often mistaken for writing game recaps or distributing statistics. In reality, it is high-stakes stakeholder management operating in real time.
In sports communications, professionals must navigate athletes, coaches, leagues, sponsors, media, fans and community organizations simultaneously. Emotions run high. Wins and losses shift narratives overnight. Public scrutiny is constant.
As Allison Hawk explained during the episode, you can move from the highest high to the lowest low within hours. A playoff win can turn into a player controversy overnight. The communicator’s role is to remain unflappable, strategic and steady.
That discipline translates directly into corporate and nonprofit communications. Reputation does not pause. Stakeholders do not wait.
Crisis Communications in the Sports World
Sports crises unfold publicly and quickly. Draft decisions, player legal issues, controversial comments or logistical failures can trigger national attention within minutes.
The framework for response mirrors any crisis communications model. Gather verified facts. Identify stakeholders. Develop clear messaging. Determine the right channels. Maintain transparency. Stay calm.
But in sports, the pace is accelerated. Media cycles are immediate. Fan reaction is emotional. Leadership teams are under pressure.
Allison shared examples from her NFL career where contingency planning was required the moment a controversial draft decision was made. In those moments, communications professionals must become the voice of reason in the room, guiding messaging with clarity and composure.
The lesson for all industries is clear. Preparation makes calm possible.
Protecting Reputation During the Women’s Final Four
Mary Ullmann Japhet shared a powerful example from the 2021 Women’s Final Four hosted entirely in the San Antonio region during the pandemic. After Oregon player Sedona Prince posted a viral video showing disparities between the women’s and men’s tournament weight rooms, national criticism intensified.
Although San Antonio Sports had followed NCAA contractual requirements, local organizers were blamed publicly. Mary’s responsibility was to protect the reputation of her client and the San Antonio community.
The strategy centered on documentation, persistence and relationships. By securing an on-record acknowledgment from NCAA leadership clarifying responsibility and rapidly distributing that clip through trusted media channels, Mary was able to correct the narrative.
That outcome did not happen by accident. It was the result of decades of relationship building. Media contacts trusted her. Community partners trusted her. That trust allowed the truth to travel quickly.
In sports PR, credibility is currency.
Why Relationships Still Matter
Technology continues to change communications. Automation and AI tools support monitoring and drafting. But this episode underscored something essential. Relationships remain the foundation of effective public relations.
Media relationships built over the years create credibility during a crisis. Community partnerships built over seasons create goodwill that strengthens resilience. Stakeholder trust is not built in the moment of controversy. It is built long before.
Sports communications professionals understand this deeply because their work is public and continuous. The same is true in corporate and nonprofit settings. Trust is preventative infrastructure.
Community Storytelling and Sports Philanthropy
Beyond crisis response, sports PR plays a powerful role in community storytelling. Both Mary and Allison highlighted how sports organizations create meaningful community impact through philanthropy, youth initiatives and economic development.
Allison described matching athletes with causes aligned to their personal experiences, creating long-term partnerships that extended beyond the playing field. Mary emphasized how San Antonio Sports has generated more than one billion dollars in economic impact for the region, a story that required consistent, strategic communication.
Fans want to feel part of something larger than the game. Communities want to see tangible benefit. Effective sports PR connects those threads.
The broader PR lesson is simple. Authentic community engagement builds durable brand equity.
Sports PR Principles That Transfer Across Industries
Sports communications sharpen skills that apply everywhere.
| Sports PR Reality | Transferable PR Lesson |
| No off-season | Reputation is continuous |
| Emotional stakeholders | Lead with calm clarity |
| High visibility | Prepare messaging frameworks |
| Rapid change | Stay adaptable |
| Community impact | Invest in long-term trust |
The pressure of sports environments forces clarity, speed and discipline. Those capabilities strengthen any communications function.
How to Think Like a Sports Communicator
For professionals interested in sports PR or simply wanting to adopt its discipline, the advice shared in the episode was practical. Seek hands-on experience through volunteering or supporting sporting events. Say yes to opportunities that stretch your skill set. Build crisis frameworks before you need them. Invest in relationships. Protect your client’s reputation relentlessly.
Sports PR is not about chaos. It is about preparation meeting unpredictability.
Frequently Asked Questions
Why is sports public relations considered always on?
Sports public relations is always on because the narrative never stops. Games, trades, philanthropy initiatives, community events and potential controversies occur year-round. Communications professionals must be prepared at all times to respond and engage.
What can corporate PR learn from sports communications?
Corporate PR can learn adaptability, crisis readiness and stakeholder management from sports communications. Sports professionals operate under constant scrutiny and must communicate clearly and quickly while maintaining credibility.
How do sports organizations handle crisis communication?
Sports organizations rely on preparation, strong leadership alignment and established media relationships. They gather facts quickly, craft clear messaging and address multiple stakeholders simultaneously.
Why are relationships important in sports PR?
Relationships build trust before controversy arises. When a crisis occurs, trusted media contacts and community partners help ensure accurate information is shared and believed.
What role does community engagement play in sports public relations?
Community engagement strengthens loyalty and long-term reputation. Sports philanthropy and local partnerships demonstrate commitment beyond the field, creating goodwill that supports organizations during challenging moments.
Ready to Apply Sports PR Discipline to Your Communications Strategy?
Sports public relations is one of the most demanding environments in communications. There is no pause. There is no off switch. Reputation is shaped in real time and protected through preparation, relationships and disciplined execution.
PR Consultants Group is an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise.
If you are navigating high-visibility communications, preparing for crisis or strengthening community engagement, connect with an experienced PR Consultants Group member in your market.
About Talking PR
Talking PR is the official podcast of PR Consultants Group, an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise. The podcast features real-world insights from seasoned PR leaders across the country. Learn more at https://www.PR Consultantsgroup.com/
About the Participants:
Allison Hawk
Allison Hawk is a highly accomplished Senior Executive, Entrepreneur, Consultant, and Board Member with 25 years of success in government, nonprofits, healthcare, professional sports, higher education, and philanthropy. Allison has extensive experience working in public-facing, civically important work in the areas of public relations, communications, and marketing. Her broad areas of expertise include communications planning; media relations and planning; working across departments and work silos; community relations, outreach, and partnerships; branding and marketing; image awareness and development; and fundraising.
Mary Ullmann Japhet
Japhet Media
Mary Ullmann Japhet is the founder of Japhet Media LLC, where she helps individuals and organizations share their stories with clarity, creativity, and impact. A seasoned communications strategist, Mary has deep expertise in media, messaging, and storytelling across a variety of sectors, with a unique specialization in sports communications. For 18 years, Mary led communications and community engagement for San Antonio Sports, the city’s nonprofit sports commission, where she promoted high-profile events that delivered more than $1 billion in economic impact and championed youth sports programs that continue to benefit the community. Most recently, she was engaged to provide public and media relations support for the 2025 NCAA Men’s Final Four. Mary is also a founding member of Women in Film & Television San Antonio, supporting and advancing opportunities for women in media. She began her career as a television news reporter, anchor, and producer, working at KENS 5 in San Antonio and at major entertainment outlets in Los Angeles, including Entertainment Tonight, E!, and Oprah’s Harpo Productions. Mary served as the 2019-2020 Trinity University Entrepreneur in Residence, where she taught and mentored students pursuing entrepreneurial ventures. She remains an engaged alumna of Trinity University, serves on the nonprofit boards of San Antonio Sports, the Children’s Bereavement Center of South Texas, and The Basketball Embassy. She is also a member of the Public Relations Society of America and mentors entrepreneurs through the Trinity University Venture Mentoring Service and Geekdom, San Antonio’s collaborative startup community. Connect with Mary at 210-414-9030 or mary@japhet-media.com.
About the Author:
Jo Trizila, Founder & CEO, TrizCom Public Relations
Jo Trizila leads Dallas-based TrizCom PR, an award-winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middlemarket companies and national brands, with deep experience in crisis communications, expert positioning and data-driven media strategy. Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit. Connect with Jo at (214) 232-0078 or jo@trizcom.com.