On February 17, 2026, PRSSA welcomed Will Salter, Senior Producer at Sift Creative. A 2019 UGA graduate, PR major, and former PRSSA executive board member, Will got his start in sports through a simple but bold move: sending a cold DM to a tennis photographer on Instagram. That connection helped him break into the industry.
PRSSA President Sydney Brass interviews Will Salter in Studio 100.
Today, he leads production for men’s professional tennis at the ATP as his main account at Sift Creative. His job requires constant travel to tournaments around the world, including the Australian Open. He recommends taking advantage of work travel by planning personal time before or after trips when flights are covered. Most of his work is planned in advance, and he stays extremely organized using multiple calendars. In high-pressure environments, he focuses on projecting calmness and positivity as a leader.
A major part of his role is relationship-building. He works closely with department heads and maintains strong client trust. He also builds bonds with players over time, helping them feel comfortable on camera so their personalities shine through. His goal is to grow tennis audiences beyond major events and help fans connect with players year-round.
Will credits his leadership experiences in college for teaching him how to manage small teams, navigate group dynamics, and recognize people’s strengths. In hiring, he looks for adaptable candidates with diverse skills and strong communication who fit the team culture. His advice is to make connections on LinkedIn or Instagram, don’t be afraid of rejection, be open to learning, and own your work — even if it doesn’t always perform perfectly.
