College Sports Information Directors of America

Related Content
• Give to the CoSIDA 60 for th 60th Campaign — Honor someone who made a difference in your career and support CoSIDA scholarships
 

---

 
This feature is one of the many profiles we are doing to showcase our diverse CoSIDA membership during 2017 CoSIDA Membership Recognition Week. To see all the feature stories, please click HERE.
 

---

Jaclyn Lam: Rocky Mountain Athletic Conference
Director of Media Relations and Marketing

by Barb Kowal, CoSIDA Director of Professional Development and External Affairs
 
A few short years ago, budding Division I track and field standout Jaclyn Lam, currently the Director of Media Relations and Marketing at the Rocky Mountain Athletic Conference, was at a crossroads, staring down a long road ahead to continue her athletic career … or not.

In 2012, the powerful 5-4 Stockton, California native had relocated clear across the country to compete in the University of Massachusetts Amherst track and field program as a long jumper, triple jumper and high jumper. Lam had been a multi-sectional and league champion in the events at Lincoln High School, where she also competed in volleyball.

As a UMass freshman, however, she tore her left ACL in the first outdoor meet of the season. Rehabbing furiously for one complete year, she returned to the Minutewomen team for the 2014-15 academic year, competing indoors before sensing something was not right in her reconstructed knee.

“Something in my knee felt very weird and I got an x-ray which showed that my body had rejected the cadaver material used in my reconstruction,” Lam recalled. “So, there was another reconstructive surgery, and I knew in my heart there was no way that I could come back and successfully compete.”

So instead of embarking on another long road of rehab to get into competitive shape, Lam instead turned her ACL tear into a big career opportunity.

“My coaches were respectful of my decision to step away, and that just reaffirmed the reasons I went across the country to enroll at UMass,” Lam said. “I chose UMass because of the strong academics, sports management program and athletics, as that combination intrigued me. It was a great culture, friendly and felt like family.

“After my injury, I stayed in the track and field ‘family.’ I kept my scholarship and served as a freshman mentor and volunteer student assistant.”

Her injury forced Lam into a different mindset.
 

“I’ll be honest. It was so hard to see my classmates competing. So I turned to other activities as well. I joined our SAAC (student-athlete advisory council) and began working in the athletic communications office as a student intern with (former UMass SID) Brian Henry and the staff,” she noted.

“If it hadn’t been for the sports management program, I never would have thought I could have a career in media relations unless I was majoring in journalism or communications. Instead, Brian and the staff let me see what else was out there in the sports world. I covered track and field and cross country, writing releases, posting on the web, handling social media, and worked the A-10 championships. That was my first step into this field.”

Although she originally had mixed emotions stepping away from the track, Lam soon adopted a new resolve.

“I embraced going behind the scenes and seeing what makes a Division I athletic department work,” she noted. “I was very excited and eager to start promoting our student-athletes, getting their stories told. Yes, it was a huge switch of my college goals, but I don’t regret anything… everything happens for a reason.”

After graduating with her bachelor’s degree in sports management, Lam had an opportunity at the Rocky Mountain Athletic Conference (RMAC), landing the Division II conference’s media relation internship in 2015. She has stayed with the Colorado Springs-based league since.

In 2016-17, Lam was named the interim director of media relations at the young age of 23; this year, she added marketing responsibilities to her role in her new position as director of both PR and marketing.

“I am incredibly fortunate to have these experiences and responsibilities just a few years out of college,” Lam noted. “I’ve learned on the go in our small office. Two years ago, we had three full-time staffers and we all took on the roles of media relations, marketing and running championships. I am grateful for the guidance and leadership of our commissioner, Chris Graham, and Kirsten Ford, our assistant commissioner. Now, we’ve expanded with a director of championships and interns, so I don’t feel like we are playing catch-up this year.”

When asked how all these experiences have contributed to her current role and what she learned along the way, Lam quickly pointed out that she needed to quickly have confidence in herself and develop leadership skills.

“I’ve had to grow fast in my role, and I am learning to be confident in my decisions, to think outside the box and never be afraid to ask questions,” Lam explained. “I ask ‘why’ a lot so I can understand the strategies involved in making decisions. This is helping me grow professionally, and is helping me bring in my own ideas to help our conference grow.

“It’s been baptism under fire at times,” Lam admits. “I’ve had to learn how to teach and lead – and direct and delegate- at the ages of 23, 24. It’s been a big challenge, and a welcomed one, especially since I’ve been learning along the way myself.”

Lam has taken on more duties with her new marketing role as well.

“Commissioner Graham knew I wanted to get into more social media engagement and enhance our graphics and designs. I’m directly involved in helping us develop consistent branding, new policies and procedures guidelines, and am charged with improving our social media efforts and engagement. I know I’m growing professionally as we grow as a conference.”
 
With her “baptism under fire” at times, Lam understands the importance of professional development, and encourages all young Millennials in the profession to take necessary continuing education steps.

“I attended the 2017 CoSIDA convention and went to the Women Leaders in College Sports Convention in Dallas this past October,” Lam stated. “I learned to get out of my  comfort zone and meet new people. I’ve learned so much from the veterans in our profession, and am always asking for advice.”

In the Q&A below, Lam also talks about measuring success at the conference level, gives more advice to young professionals, and tells us how she decompresses and enjoys time away from the office.

How do you measure success in your conference office job? What is the most gratifying part of your public relations position?
I believe my success is measured by the completion of my daily tasks in a quality and timely manner. It’s my priority to elevate our student-athletes’ accomplishments in athletics and academics, through all of our RMAC media channels. The most gratifying part about my media relations and marketing position is working with our 15 full member institutions, 23 varsity sports, administrators, and student-athletes, whether it’s directly or indirectly. My position allows me to be innovative, confident, and collaborative with my colleagues. Ultimately, I love that every day is a new day for me to be better than I was the day before.

Can you identity some of the top experiences you've had during your time at the RMAC?
In July I was tasked with planning and executing the RMAC Football Kickoff from start to finish. It was a great experience and it would not have been successful without all of the help I received. Another top experience was hosting the RMAC Wrestling Championship at the U.S. Olympic Training Center in Colorado Springs. This is the only conference championship we (RMAC) host ourselves and I learned a lot about the logistics, time and the effort it takes to host a premier event.

You've attended both CoSIDA and Women Leaders convention over the last five months. Why should people should attend these type of professional development opportunities?
First, both events were incredible and I am looking forward to attending them again in the future. CoSIDA/NACDA was my first professional development convention. It was wonderful meeting SIDs from across the nation, networking and discussing the similarities and differences of how each institution/conference operates. It was also a great opportunity to meet several of my D2CIDA colleagues as we discussed numerous D2 matters.

The Women Leaders in College Sports convention was empowering. I have always been an advocate for women in sports, so it was exciting being surrounded by so many successful and passionate professionals, some who pioneered and shaped women’s presence in sports. The keynote speakers and breakout sessions were extremely inspirational and they really encouraged me to self-reflect to see how I can improve myself in and outside of work.  

What are some of your future professional goals?
I would like to move from a director position to assistant commissioner and take on more administrative tasks. In addition, I want to continue to develop a wide array of professional skills and learn more about ins and outs of intercollegiate athletics.

Advice for young professionals in this career?
Put your best work forward and learn something new each day, both in and outside of the office. Be determined, innovative, mindful, and detail-oriented. Ask questions and share your opinion. Stay in contact with the people who want to see you succeed and help you accomplish your goals.

How do you decompress? What are some of your favorite activities and hobbies that you enjoy in Colorado Springs?
I decompress by going on hikes in the mountains or spending time at the dog park with my Mini Aussie, Remy. We go to a 25-acre dog park near the mountains with some of the best views of the front range, so it’s the perfect spot for me to decompress while my dog gets in her daily exercise.  

Aside from that, I love eating at different restaurants in COS, doing indoor rock climbing, creating abstract paintings and attending events around the area. Recently, I’m doing 6 AM yoga on Fridays! And, when the academic year gets really busy, sometimes staying at home and relaxing is just as enjoyable!