In the NIL era, college sports communicators can’t stay silent

Some university leaders still can’t—or won’t—communicate with athletes and staff during tough times. That’s a problem.

This is where communications and PR pros can make themselves invaluable. If you’re in the fraternity or know someone who is, take note or share this post. Help decision-makers in your athletic department help themselves.

Even during quiet times on the sports calendar, headlines surrounding House v. NCAA and NIL keep coming. Meanwhile, programs are getting cut—some with no warning and others with vague statements that say nothing at all. We also know House is being used as an excuse for cuts and roster rejiggering.

What can you, as your athletic department’s comms expert, do? Lots. But start here:

1. Don’t be a bystander. You were hired to help athletes and others in your department clearly and consistently communicate and publicize your school. Don’t disappear now.

2. Prep your admins before the firestorm. Don’t wait until changes in your department are announced—or a reporter calls about House money distribution or Title IX compliance. Train leaders on what athletes and staff expect to hear, especially when news is bad. Roleplay tough Q&As. Make them face real questions before backlash rolls in.

3. Cut the corporate B.S. before it hits a release.
You know when a statement sounds like legal-speak sloshed in mayo. If it doesn’t sound human, don’t let it leave your office. Push for clarity. Push for plain language. Help the public, athletes and your staff understand why decisions are being made, even if they disagree. In other words, tell administrators they have to show up in ways people outside their walls understand.

4. Be the bridge between leadership and lived experience.
If you’ve sat through enough team meetings or listened to your athletes, you know what hits hard and what misses. Use that. Check your assumptions. Bring your athletes’ and staff's voices into the room before decisions are announced. Anticipate questions they’ll be asked, and be sure everyone is prepared with clear and compassionate answers. Remind administrators—their decisions impact people’s futures.

For example …

Virginia and N.C. State each cut team divers, reportedly, with little explanation. Twin brothers Nick and Noah Wanzer lost their Division I, ACC spots and scholarships — one at each school — without hearing much from leadership. These weren’t club teams. These were respected programs. So was Grand Canyon volleyball, which I wrote about earlier this year.

In contrast, Cal Poly cut its swim program, but its leaders communicated with them from the outset. They told athletes in person and followed with online Q&As. It still stung. But lines of communication were open, and so were higher-ups’ doors.

PR pros can help stem the sting. Be the voice of reason when your admins want to cut and duck. Save them from themselves.

© 2025, Gail Sideman, gpublicity.com; The NIL Edge

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