How to Get Assistant Public Relations Communications Marketing Sports?
Sports PR and marketing positions, frankly speaking, have too many applicants for too few positions.
A professional team's communications department might only have three to five people, with at most one or two assistant positions opening each year. How many resumes come in? Hundreds at minimum. Sports management programs at universities have been booming in enrollment these past few years, and students from communications and marketing majors are all crowding into this field too.
Let's Talk About Money First
For assistant-level positions, don't expect to get rich. Minor league teams or university athletic departments pay annual salaries between $35,000 to $50,000. Places like New York and Los Angeles pay higher, but rent is expensive too, so it evens out. Data from Glassdoor shows the median annual salary for sports PR is about $59,000. Manager level can reach $70,000-80,000, director level $100,000 and up. But that's many years down the road.
Team Internship Programs
Team internship programs are also very competitive. NBA, NFL, and MLB teams post internship information through TeamWork Online. Application deadlines are usually three to four months before the start date. Many internships are unpaid or pay very little. Warner Bros' sports marketing internship pays $19/hour, which is pretty good. Some internships require you to be able to get school credit to apply.
Education Requirements
Education-wise, a bachelor's degree is the minimum. Communications, journalism, public relations, marketing, sports management — these majors are most relevant. Some people get master's degrees. Iona University has a sports communication master's program, Liberty University has something similar. Will a master's degree help you get a job? Not necessarily. But if two candidates are otherwise equal, having a master's might give you a slight edge.
Essential Skills
Office software is fundamental. Excel, PowerPoint, Word — need to be proficient. Social media management has become standard now.
Microsoft Office
Excel, PowerPoint, Word — need to be proficient. These are the basics that every position requires.
Social Media
Instagram, Twitter, TikTok — you need to know how these platforms work, what content goes viral.
Adobe Creative
Knowing Adobe software is a plus — Photoshop, Premiere Pro. Visual content creation matters.
Writing
Writing ability is repeatedly emphasized — press releases, media advisories, crisis statements — you need to be able to write them all.
Networking
Building relationships within the industry is crucial for career advancement and job opportunities.
Flexibility
Willingness to work irregular hours including game days, weekends, and evenings during season.
Geographic Location Matters
Professional teams are concentrated in big cities. New York has several teams, so does Los Angeles. Living in these places means more opportunities. Living in a small city, you either relocate or start with local university athletic departments or minor league teams, build experience, then move to bigger markets.
Knowing People Helps
The sports industry circle isn't that big. Many positions never get publicly posted — they fill through internal referrals. People you meet during internships might become the people who can introduce you to jobs years later. Attend industry conferences, join professional associations, connect with practitioners on LinkedIn. Sounds cliché, but that's how it works.
Work Hours — Think Carefully
Work hours — this needs careful consideration. Game days definitely require work. Weekends and evenings often mean overtime. During the season, there's basically no normal schedule. People who like 9-to-5 jobs might not be suited for this industry.
The Path Forward
There is a path from assistant upward. PR assistants who perform well after two to three years can be promoted to coordinator or specialist. Above that is manager, then director. Some people change direction along the way, jumping from teams to sports media companies, or going to brands to do sports marketing. There's more than one path.
Application Tips
When applying, tailor your resume to each specific position. You can't send the same resume everywhere.
Cover letters need to be targeted too. Generic letters get ignored.
Before interviews, read through all recent news about that team or company, scroll through their social media too.
When asked "what do you know about us," be able to say something meaningful and specific.
One Final Point
This industry is competitive, salaries aren't that high, work hours are irregular. Why do so many people still want to get in? Because they love sports. Working with games, players, and fans every day — for people who truly love sports, these things matter more than money. But if you just think this industry looks glamorous, you might be disappointed after getting in.