Normal, Ill…Success in sports PR isn’t just about who you know, it’s about how you tell the story. Last week, Matt Tumbleson, Vice President of Basketball Communications for the Oklahoma City Thunder, shared his key lessons on internships, MVP campaigns, and the power of authenticity in sports media.
Tumbleson emphasized that one of the most important steps aspiring sports PR professionals can take is gaining hands-on experience as early as possible. "If you want to work in sports, do internships and get good grades," he said. While talent and skills are worth something, much of the opportunity in this competitive field comes from showing initiative, being consistent, and networking with the right people.
However, Tumbleson pointed out that while connections can help you land a job, it’s your knowledge, work ethic, and creativity that will ensure you remain successful.
A central point in Tumbleson’s lecture was the importance of aligning with an organization's vision. He stressed that sports PR professionals aren’t just promoting teams, they’re shaping the brand and creating new narratives around the team. Tumbleson said, “You have to work to understand the vision of the place you’re working for,” That involves researching the values, goals, and direction of the organization to ensure that your messages will connect with traditional and digital audiences.
"Be real. Be yourself. Don't try to be someone you’re not," Tumbleson said. When working on MVP campaigns, press releases, or social media plans, PR pros must communicate in an authentic way that resonates with fans, helping them feel connected to the brand. Tumbleson emphasized that the players will clock an inauthentic person faster than anyone else, and those people are the number one people you want on your team.
One of the highlights of Tumbleson's lesson was the need for innovative thinking. While the excitement of sports is already there, public relations professionals must find creative ways to amplify that energy. He pointed to Thunder Films, an initiative he launched with OKC, as a great example of filling a content void and creating a unique storytelling platform for the team.
Programmatic strategies, finding new ways to solve PR problems by creating something that didn’t exist before, are what differentiate excellent PR teams from the rest. Tumbleson said. "The sport is already doing it. You have to find creative ways to talk about it."
For sports PR professionals, Tumbleson also stressed that short-term success doesn’t matter unless it’s accompanied by long-term consistency. Building and maintaining relationships with media outlets, athletes, and fans is critical. Community involvement is equally as important, because a team's brand is only as strong as its connections with its fans.
Finally, Tumbleson’s advice for anyone entering the sports PR field was simple: be adaptable, get along with others, and trust yourself, especially when under pressure. "If you're put in a position to advise for your organization…You gotta believe in yourself because you’re in that position," he said. "If it takes a little extra hard work to get it then do it to figure it out.”
For aspiring professionals looking to build a career in sports PR, Tumbleson's message was clear: work hard, stay innovative, and always focus on telling compelling stories that engage fans and build lasting connections.
Tumbleson emphasized that one of the most important steps aspiring sports PR professionals can take is gaining hands-on experience as early as possible. "If you want to work in sports, do internships and get good grades," he said. While talent and skills are worth something, much of the opportunity in this competitive field comes from showing initiative, being consistent, and networking with the right people.
However, Tumbleson pointed out that while connections can help you land a job, it’s your knowledge, work ethic, and creativity that will ensure you remain successful.
A central point in Tumbleson’s lecture was the importance of aligning with an organization's vision. He stressed that sports PR professionals aren’t just promoting teams, they’re shaping the brand and creating new narratives around the team. Tumbleson said, “You have to work to understand the vision of the place you’re working for,” That involves researching the values, goals, and direction of the organization to ensure that your messages will connect with traditional and digital audiences.
"Be real. Be yourself. Don't try to be someone you’re not," Tumbleson said. When working on MVP campaigns, press releases, or social media plans, PR pros must communicate in an authentic way that resonates with fans, helping them feel connected to the brand. Tumbleson emphasized that the players will clock an inauthentic person faster than anyone else, and those people are the number one people you want on your team.
One of the highlights of Tumbleson's lesson was the need for innovative thinking. While the excitement of sports is already there, public relations professionals must find creative ways to amplify that energy. He pointed to Thunder Films, an initiative he launched with OKC, as a great example of filling a content void and creating a unique storytelling platform for the team.
Programmatic strategies, finding new ways to solve PR problems by creating something that didn’t exist before, are what differentiate excellent PR teams from the rest. Tumbleson said. "The sport is already doing it. You have to find creative ways to talk about it."
For sports PR professionals, Tumbleson also stressed that short-term success doesn’t matter unless it’s accompanied by long-term consistency. Building and maintaining relationships with media outlets, athletes, and fans is critical. Community involvement is equally as important, because a team's brand is only as strong as its connections with its fans.
Finally, Tumbleson’s advice for anyone entering the sports PR field was simple: be adaptable, get along with others, and trust yourself, especially when under pressure. "If you're put in a position to advise for your organization…You gotta believe in yourself because you’re in that position," he said. "If it takes a little extra hard work to get it then do it to figure it out.”
For aspiring professionals looking to build a career in sports PR, Tumbleson's message was clear: work hard, stay innovative, and always focus on telling compelling stories that engage fans and build lasting connections.
Strategic Sports Communication, Tom Lamonica, Illinois State University
