The PR Playbook: Sports Communication Meeting Recap
by Riley Mason
On Feb. 25, the Public Relations Student Society of America (PRSSA) hosted Bryan Harris and Mark Schlabach to discuss their experiences in the sports communication industry.
Bryan Harris is the founder and CEO of 25 Hits and an adjunct professor of sports communication at the University of Georgia. He previously spent 17 years at Jackson Spalding, where he led the firm’s sports and crisis communication practice.
Harris and Schlabach with Katie Barber, PRSSA President
Mark Schlabach is a senior writer and reporter for ESPN. He is also a New York Times bestselling author, with three books reaching the top 10 list simultaneously.
Introductions
Bryan Harris: Harris’s mother was the top-ranked women’s golfer in Florida during high school. She went on to play at UGA, where she met his father, a freshman football player. As Harris put it, “I exist because of Georgia athletics.”
Growing up surrounded by sports, Harris earned a degree in sports studies from UGA and later completed a master’s in political communication. He joined Jackson Spalding as a contractor for a national golf tournament, eventually staying on to develop the firm’s sports communication practice. Over the years, he has worked on nearly every major sports event that has passed through Atlanta. His time at UGA’s Grady College of Journalism and Mass Communication influenced his career, and he played a key role in launching the Sports Media Certificate now offered at Grady.
Mark Schlabach: While at UGA, Schlabach wrote for The Red & Black, covering football and basketball. He landed an internship with The Atlanta Journal-Constitution covering high school sports and was later hired full-time. His ability to write quickly, accurately and clearly led to opportunities covering high-profile teams and games.
Schlabach eventually transitioned to ESPN, where he covers college football and basketball for the network’s website and magazine. In the summer, he shifts his focus to golf, including The Masters Tournament in Augusta.
Advice for Underclassmen Interested in Sports Communication
Harris: Working in sports requires long hours and often lower pay, but the experience is rewarding. Working in sports means your office is at Mercedes-Benz Stadium, Truist Park and Augusta National. “You work in sports because you love it,” he said.
Harris emphasized that sports remain one of the last true storytelling platforms, where unpredictable moments create compelling narratives. However, those seeking a traditional 9-to-5 job should look elsewhere.
Schlabach: Covering premier sporting events like The Masters and the Olympics makes the hard work worthwhile. He advised students to immerse themselves in quality writing: Read everything you can. Read and learn.
Harris: Regardless of your specific career path in communication, strong writing skills are essential. “You have to be a good communicator,” he said. “You must be able to identify and tell a great story.”
Favorite Story
Schlabach recalled a memorable moment from a 1997 Georgia-Kentucky football game. At the time, he was covering the game for The Atlanta Journal-Constitution, and his chocolate Labrador, Tubby, had a habit of escaping the backyard.
During the game, Georgia safety Kirby Smart intercepted a pass, and as Schlabach looked up, he saw his dog running onto the 50-yard line. The game announcer even narrated the dog’s movements on the field.
The Relationship Between Journalists and PR Professionals
Schlabach: Public relations professionals can either view journalists as adversaries or as valuable partners. Schlabach said that the worst thing you can do as a PR specialist is lie to the media.
Harris: Effective PR professionals understand the importance of providing journalists with the right access. If you burn a reporter or block them from doing their job, they will find a way around you—and then they won’t need you anymore.
Harris shared an example from when the Atlanta Braves announced their move from Turner Field to Truist Park. His team ensured fairness by inviting a journalist from each major Georgia news outlet into a conference room before the announcement. All reporters placed their phones in the center of the table to prevent live reporting, and Harris shared the information simultaneously. This strategy worked because he had built trust with both executives and the media.
Get Involved
For students interested in sports communication, the Sports Media Certificate at Grady provides valuable opportunities. PRSSA hopes everyone has a great and safe spring break!
