College Sports Information Directors of America

Paul Kirk was hired as Associate Athletics Director for Strategic Communications at Utah in May 2019 after serving seven years in the same position at Colorado State. Kirk has had a varied professional career, working in professional football and collegiate athletics.

In the Q&A, among other things Kirk describes what’s important in building a staff, what he sees as trends in athletic communications, how he powers through the day, and … a mosh pit!

 

How would (someone) describe you?
I would say I hope they would describe me as somebody who cares. Cares for others, cares about the job I do and is a team player.

You've been in your Utah Associate AD position for six months after serving for seven years in a similar role at Colorado State. What's this first half year and transition been like? What are some things you've accomplished (with your staff, within the department as a whole, with outreach) in these first few months?
It has moved very quickly and been a terrific transition. I’m very thankful for everybody at Colorado State who made my time there so enjoyable, and for the team at Utah that has been so welcoming. It has been a fast-paced ride and very enjoyable to work with such talented and dedicated people who work so hard to elevate Utah Athletics. It has also been gratifying to get to know a new group of student-athletes and coaches, as well as staff.

Your communications and work background has been a mix of corporate/professional/collegiate sports (partner with ProLink Sports, Denver Broncos media relations, internships with the Seattle Seahawks and Arizona Cardinals, SID grad assistantship at Arizona State). What perspectives have you gained from being in these diverse yet connected professions, and what led you back into collegiate athletics?
The most important thing it has taught me is that it is always about people first. Relationships and the joy of working with others to achieve a goal is at the heart of everything we do, and our part is to make a positive impact in the way our role allows. Second would probably be to have patience when things get stressful, resting assured that things will work out if we make it about others and not ourselves. What led me back to collegiate athletics was just that—people. Relationships that provided an opportunity and trusting God’s plan for my family and me.

 

We've spoken in the past about the importance of developing an athletic communications staff and of growing our profession. Can you give advice on how best to manage and grow your staff, what you look for in filling staff roles?
It’s vital that we recognize the importance of the work we do. While we must engage people with humility that demonstrates it’s not about us, we also have to do our work in a meaningful and intentional way that establishes our value to the larger operation. It may be more difficult to quantify the impact without the revenue aspect and metrics that other divisions have, but there are ways we can demonstrate our value to the overall mission, and we must be intentional in speaking up, when the need is there, on important issues. We are most comfortable promoting others, and that is good, but we also must advocate for our profession and not shrink when the moment calls for it.

How do you power through the day? Care to share some of your best tips and advice for doing so?
Faith. And caffeine! When things get overwhelming—and they will, often, in this profession—I have to rely on my faith that I’m not doing this myself. In practical terms, being organized, using a calendar and planning ahead are the best ways to not just survive but hopefully to thrive and really enjoy what we do and the people we do it with. I’m in need of that reminder myself way too often, that we have to get out from behind our desks and the hungry monster that is our email inbox (though it goes with us, via our phones!), and go talk to people.
 
Finally, however, I think we also have to embrace the fact that this is a difficult profession. It will be overwhelming sometimes and it’s not for everybody. It’s not going to be perfect.

 

What would you say most motivates you to do what you do?  What are you most excited or passionate about?  What are the goals you most want to accomplish in your work at Utah? 
What motivates me most is not wanting to let people down. I should probably say something more healthy, that it’s the joy of doing what we do, but honestly most times I feel like it’s just that: Not allowing our part of the operation let others down. What I’m most excited and passionate about is finding new ways to help more people understand how amazing our student-athletes are. That ties into the last part of the question, that my goal would be to help more people learn who our people are, as students, in the community and as great teammates and family members.

There are so many backgrounds, stories and dreams, and it’s very difficult to tell all of those stories, but that’s what drives me daily, to find a way to help more people know, and to celebrate these terrific student-athletes, who are the reason we all are here.

Please share some advice on dealing with dreaded crossover seasons that face SIDs every fall and spring ....
Planning, communication and collaboration. We also have to ask for help. I think sometimes we dread that more than anything, instead trying to just be superheroes and grind through it. While that is important, we have to identify needs and ask for help. We usually find that people will understand.

What is your favorite thing about your career?
Again, the people. Those relationships with people that keep growing and coming back around to enrich our lives in ways we could never imagine. It’s also seeing student-athletes earn their degrees and graduate.

What’s the last thing you do before finishing your workday?
I guess it depends, if it’s the last thing in the actual office or the last thing before putting my phone down to finish the work day and go to bed! Actually it’s probably the same: Check email.

 

Is there something we would never guess about you?
That’s a tough one, because I don’t know what others would or wouldn’t guess! Some know that my Seattle roots make a me a big Pearl Jam fan, and I’ve been to many shows. My terrific former boss, Mark Brand at Arizona State, delivered sage advice when I was leaving the office one day in 1994 to go to Lollapalooza: “Just come back alive.” Fortunately I did—mosh pit and all—and great friend Doug Tammaro didn’t have to find a new roommate yet.

What’s one tool/technological item that you couldn’t live without?
I hesitate to say anything on this one because “couldn’t live without” is a pretty strong statement, but in terms of work I’d have to say my phone.

What trend or change do you see as the next big thing in the communications industry?
Another tough one, but perhaps recognizing the change in the media landscape and trying to determine what is most impactful in getting exposure for our programs, between the standard media giants we’ve known for so long or the emerging niche influencers in social media and digital-only outlets that are the only way younger demographics consume content. The answer is always “all of it,” but how do we identify where to place importance with a finite amount of time and resources.

What are you happiest doing when you’re not working?
Being a father and spending time with my three children. And being outdoors (hiking and mountain biking), preferably with them!