College Sports Information Directors of America

In light of many layoffs in our industry, respected CoSIDA veteran Steve Kirschner of North Carolina speaks for many throughout CoSIDA. Follow his tweet from October 6, 2020 to see the reaction from media, athletic directors and many CoSIDA members.

In light of some recent industry layoffs I saw it asked what does an SID (sports information director, communications, public relations, media relations director) do for a college athletic department. Well okay then, here is a list (surely it’s missing stuff)...

— Steve Kirschner (@UNCKirschner) October 6, 2020

Communications Duties
Maintain historical archives;
talking points for public speaking;
advise students and coaches on dealing with the media;
confidante for AD, coaches and student-athletes;
special award campaigns;
media training;

— Steve Kirschner (@UNCKirschner) October 6, 2020

design graphics;
produce short videos;
academic related press releases;
community service press releases;
fan interaction (phone, email, postal, social);
crisis communications specialist;
Creative director;
write, edit and design media guides;

— Steve Kirschner (@UNCKirschner) October 6, 2020

Manage photo archives;
Regular-season staffing for all home events;
Regular-season travel to most away events;
Post-season travel to most events;
Write Recaps for web site, media list, social;
in-game social media;
In-game statistics;
Coordinate interviews

— Steve Kirschner (@UNCKirschner) October 6, 2020

coordinate media services at home events (manage press box);
Issue media credentials;
parking passes;
media seating charts;
photographer seating charts;
advocate for media;
stadium PA, internal PA;
Weekly release;
Game notes;

— Steve Kirschner (@UNCKirschner) October 6, 2020

Event preview stories;
Cumulative season statistics;
submit stat files to conference office and NCAA;
Coordinate interviews - non-event;
Nominate conference and national player of the week awards:
coordinate media at practice;
nominations for post-season awards;

— Steve Kirschner (@UNCKirschner) October 6, 2020

scouting for coaches;
research for coaches for recruiting; graphics, letters, flyers, etc…
produce game day programs;
produce game day rosters and flip cards;

— Steve Kirschner (@UNCKirschner) October 6, 2020

facilitate TV broadcast coverage (meetings, producer liaison, walk-throughs, interviews, etc…);
Select photos to share with marketing, media, others;
write scripts for PA and marketing;
museum curators (where applicable)

— Steve Kirschner (@UNCKirschner) October 6, 2020

Just that (and some other stuff I forgot) ... best freakin’ job in the world if you can’t dunk it hit a curveball but love to spend your life telling stories about those who can

— Steve Kirschner (@UNCKirschner) October 6, 2020

Here's how some people reacted:

A thread to remind everyone in college sports (especially ADs) how critical sports information directors are to the overall product/content. https://t.co/8n3Of45QlE

— Andy Katz (@TheAndyKatz) October 6, 2020

The job SID’s do is absolutely amazing / hrs & hrs of putting info out to assist the media & have been invaluable during my 42 yrs [@ESPN] Trust me they r so underpaid & many do it with love in their heart for their school . https://t.co/5koMDBeH6d

— Dick Vitale (@DickieV) October 6, 2020

College sports isn’t as popular or as beloved without sports information directors helping tell the stories of athletes and teams. https://t.co/4TTTtjHZnl

— Dan Wetzel (@DanWetzel) October 6, 2020

SIDs are absolutely indispensable in college sports. Indispensable. And, this one is one of the industry’s greats. https://t.co/KCdWtnu6T5

— Jay Bilas (@JayBilas) October 6, 2020

This is from UNC’s Steve Kirschner. One of the best SID’s I’ve dealt with over the past 20 years. https://t.co/YupogYpTwu

— Jeff Goodman (@GoodmanHoops) October 6, 2020

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