Leveraging Storytelling in Sports Communications

At the Pittsburgh Pirates, my role contributes toward building a championship-caliber team by developing communications that educate, enhance, and recognize the organization’s front office. Our Communications team supports the People and Culture department by leading a full range of executive, internal, and external communication strategies that influence organization-wide messaging, so effective storytelling is key.

Storytelling in the sports industry is a tool that enhances the brand of the organization you represent while also elevating your personal brand. Sports industry professionals serve as brand and culture ambassadors for the organizations they work for, so having a strong personal brand is essential for networking, career growth, and establishing a lasting impact in the fast-paced world of sports business.

Whether you are in your rookie season or a seasoned veteran, crafting and maintaining your personal brand through effective storytelling can set you apart in a competitive industry.

Launching Your Personal Brand through Storytelling
If you want to launch your personal brand through storytelling, my number one piece of advice is to be authentic. Share your true self, not just your successes. Challenges and learnings are all part of your story, and authentic stories resonate more with audiences while building trust.

Also,  define your narrative by first thinking about the unique combination of your skills, experiences, and personality that you project. This is how people perceive you, and these attributes lay the foundation for your unique story and what has shaped you.

Then create a narrative that reflects your journey and aspirations and engage on multiple platforms to share your message. Social media, blogs, podcasts, and public speaking engagements are all effective channels to do so. Tailor your message to suit each platform’s unique audience and format, while using storytelling to connect with industry peers, mentors, and potential employers.

Storytelling for Organizational Success
As a sports communications professional, my role extends beyond personal branding and plays  a crucial part in elevating the brand of the Pittsburgh Pirates front office, so here is how storytelling helps with our internal communication strategy:

1. Humanizes the Brand
The  goal for writing stories is to captivate audiences, drawing people in and keeping them engaged with memorable information. In internal communications, whether that is through emails, a newsletter, or trainings, sharing stories that highlight the people behind the brand–front office employees, gameday team members–humanizes the brand and fosters a deeper connection with the audience. Baseball and sports are inherently emotional, filled with wins and losses, highs and lows. Why wouldn’t you tap into those emotions with your audience through storytelling?

2. Celebrates Wins and Milestones
In People and Culture, we use storytelling to celebrate key milestones and front office achievements. Think beyond championship wins, but rather individual and department performance that reinforces the brand’s successes and values.

3. Addresses Challenges
Every organization faces challenges, but effective storytelling can help navigate those moments to provide transparency and demonstrate resilience. Lack of communication is one of the first things that you will be rated poorly on in an employee engagement survey or Glassdoor review, so keep in mind that how an organization handles adversity can strengthen its reputation.

4. Creates a Legacy
Finally, consistently sharing the brand’s story helps create a legacy. It ensures that the brand’s values, culture, and mission are communicated and remembered over time, and can elevate recruitment and retention strategies that build a solid culture.

As you pursue your career in the sports industry, remember that every story you share is an opportunity to connect, inspire, or leave a lasting impact. Embrace your narrative, be authentic, and let your stories pave the way for a successful and fulfilling career.