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“From crisis management to promotional campaigns to navigating content creators in an ever-evolving media corps, a career in sports public relations has never been more exciting or complicated. Multiple stakeholders are part of their orbit — and few off days to enjoy.

“I don’t know that I have ‘hours,’” says Jeff Anderson, the executive vice president and chief communications officer for the Minnesota Vikings. “When you’re in these jobs, you accept that it can feel like 24/7. The NFL calendar certainly dictates the rhythm, and every year when training camp rolls around, I have some anxiety knowing we’re basically going seven days a week for at least the next five months.”

In an attempt to understand what modern sports public relations is like in 2026, we assembled a six-person panel featuring some of the best practitioners in the space.”

» Strategy. “Early in my career we focused primarily on the traditional sports media world — beat writers, columnists and TV sports reporters primarily in the local market, along with a handful of national outlets. I would characterize our work at that time as being a bit more reactive and in the vein of traditional sports information where we spent significantly more time on stats, records, game releases, etc. Today, we have so many more ways to reach fans, which is excellent, but the speed and the amount of inaccurate information online can be overwhelming. The core of what we do remains the same: build relationships, protect the organization and bring value to media,” said Anderson.

» Organizational Buy-In. “Trust is the most important thing because without it, you’re screwed,” said Sam Mellinger, VP of communications with the Kansas City Royals. “Buy-in and trust needs to start [at the top] and whoever is the most engaged and critical person on a particular initiative or issue. That means listening on the front end, communication in the middle and execution on the back end. Then the same thing the next time, and the next time, forever.”