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  WoSIDA Women to Watch
Jalisa Fulwood, Assistant Director of Athletic Media Relations
Rhodes College

by Danielle Potts – 2020-21 CoSIDA Intern Jalisa Fulwood arrived at Rhodes College this past summer as the Assistant Director of Athletic Media Relations. She was recipient of the institution’s two-year NCAA Division III Ethnic Minority and Women's Internship Grant. Fulwood joined the Lynx after a two-year stint at Centre College in Danville, Kentucky, where she served as a member of the Centre Athletics’ External Relations Committee and the college’s 2018-2019 Rebranding Committee. Fulwood is a 2018 graduate of James Madison University, where she also worked as a video content student assistant for the athletics communications department. Follow her on Twitter at @Jalisa_Fulwood.

How did you first get involved in athletics? What has kept you interested in the field?
JF: I stumbled upon it actually. I didn’t even realize that the sport industry was even an industry until college. And I grew up in and around sports! After struggling to find my fit at James Madison major-wise, I knew sport and recreation management was right for me when I found it. My internship really solidified it for me in undergrad. I didn’t know exactly what I wanted to do, but I knew I wanted to be around sports and video.
 

What were your experiences at James Madison University like as a student assistant in the athletic department and what experiences and skills did you gain?
JF: As a sport and recreation management major I had to complete a 90-hour practicum and a 400-hour internship in order to graduate. I completed my practicum in the athletics communications office under then-women's basketball SID Devon Howard where I learned a lot about cataloging, research, and JMU women's basketball. It was during this practicum I realized how many moving parts there are involved in putting on a production. During basketball games I helped with media room operations and press conferences along with captioning highlights that would be sent out to social media.

For my internship the following year, I served as a video production assistant under Clayton Metz (I credit this as the start of my career). During my internship I was introduced to the Adobe Creative Cloud and my mind hasn’t worked the same since!

Although my internship started out as cataloging and filing photos, it quickly turned into producing hype videos. Clayton took the time to teach me the basics of Adobe Premiere and from there I developed my ardor for creating. When I doubted my skill, Clayton assured me that I had potential and showed me more to enhance my skills. I was later able to go out into the field and shoot footage. It was my first introduction to slow-mo and DSLR cameras. I had developed an enthusiasm for video production, but editing videos you’ve filmed yourself adds another layer to the experience. Today I find myself always wondering how many cameras are being used when I’m watching TV or admiring a certain angle, graphic or lower third.

Here’s a fun fact: During the internship, I was on the other side of the court for basketball season where I clipped the highlights that were sent across the court to those who were captioning and sharing them on social media. That was kind of a full circle (half circle?) / aha moment for me. During my practicum I never knew where the highlights were coming from. I was just in charge of captioning.

Being a Virginia native, did you grow up a JMU fan?
JF: Not at all, I didn’t even know about JMU until I was a freshman in high school. As awful as it is, it wasn’t even my top choice. I applied to 13 schools and got into 11. Wake Forest was my number one school, but the out of state tuition was ... rough. JMU gave me a good financial package and even though it wasn’t my top choice, it was the right choice. I had many unforgettable experiences and met great people! I wouldn’t be where I am today if it wasn’t for my time at JMU.

What was the transition like going from videographer at JMU to athletics external relations committee member at Centre College? What were some of your main responsibilities?
JF: The transition was fun. I always like learning new things. If I’m not learning I lose something. I’m not sure what that something is yet, but I feel off. I learned a lot about what goes into programming and engaging the fans outside of social media. Yes, social media was still a big part of my duties, but the planning part of it — half court throws, bouncy houses for kids, special olympics, fan engagement, flash-sales, adopting kids, helping veterans — all of that was new to me.

What is your approach to managing digital media and video features for team social media accounts?
JF: The position I am in now at Rhodes has been my initiation into being hands on with team social media accounts. I have had the opportunity to make more graphics for individual teams as opposed to our specific athletics account. In COVID times, making videos is a little harder because we do not have students on campus and video was not heavily emphasized before I came. I am also still learning the culture here which involves learning what our audience cares about, who’s who, major events, history, and so forth. I propose ideas based on projects I’ve done in the past or things I have seen, and see if it’s something our audience would be interested in.

Rhodes College did not participate in fall sports this year. As a content creator, what were some of your strategies for posting content without sports? What works? What doesn’t?
JF: At the beginning of the semester we proposed a social media calendar. Being that students aren’t here we’ve embraced “national days”, and sharing Instagram stories, initiatives, polls and questions. We’ve found that our audience is much more engaged on Instagram than any other platform. Video-wise, we’ve been able to film students who are still around campus (socially distanced of course), Zoom with hall of famers, and interview coaches who are on campus.

You are an NCAA Division III Ethnic Minority and Women’s Internship Grant recipient for 2020-2022. What was that process like? How did that process result in you working at Rhodes?
JF: Funny thing, I didn’t realize what the program was until I was in it. Although I had an amazing experience at Centre, I knew I wanted a change of scenery and new challenges. I was job searching and read a description that was perfect. It just happened to be at Rhodes. I debated hard if I wanted to jump ship being that they’re in the same conference, but it was such a great opportunity I couldn’t pass it up. I did know it was a grant, but I was not familiar with this NCAA grant program itself. I am more than happy with the program and how it works. The mentors, my other cohorts, the professional development zooms. It’s a wonderful experience and I’d encourage people to look into the NCAA grant programs.

What is the most memorable moment in your career in athletics thus far?
JF: The 2017 FCS Division l National Football Championship in Frisco, Texas! Although it was an awful game and we lost a national championship, it was a great experience. To be a part of an event at that level was eye-opening. Even though I’m a Washington fan, being able to hold practice at the Dallas Cowboys’ facility was pretty special. The food was great, the accommodations were nice, I was with a team I was proud to film for, and was with a video crew I loved being a part of.

A close second would be getting a conference championship necklace while at James Madison (instead of a championship ring like my male counterparts). It’s memorable because it was the first time my voice was ignored when my gender spoke for me. Honestly, I’m still salty about it.
 

Who are some of your mentors?
JF: I have multiple who have helped and supported me in my short career so far. I’ll start with Kyle Piercy. Kyle was my supervisor at my last job (Centre). He gave me the opportunity and freedom to explore new things like broadcast directing, supervising student workers, interviewing, and writing amongst other things, all of which transfer to my current job (more so when we have people back on campus!). Video editing is my strong suit, but I wanted to develop my hand more in Photoshop. Kyle was always willing to help and show me what I could do to make things better. I know I can still go back to him for Photoshop critique (he’s the Photoshop guru) as well as industry advice.

And, Rob Knox is a mentor. I first met Rob at the 2019 CoSIDA Convention while he was CoSIDA President. He took it upon himself to introduce me to people he felt could help guide me, others who look like me in the industry (not only as a person of color, but as a woman), and people who had advice for someone starting out. He brought me into the fold and continues to check in. He truly wants young people in the industry to succeed as he says, “No one gets left behind.”

Danielle Donze is my current supervisor. As our Director of Athletic Media Relations, she has been patient with me and continues to teach and show me the inner workings of communications from an administrative perspective. She fully takes on the idea of preparing me for the next step in my career and it’s evident every day.

Jamia Stokes, PhD, serves as my NCAA Division III Ethnic Minority and Women’s program mentor. She is the Associate Dean for Student Success at Rhodes and has helped me get acclimated not only to Rhodes, but to Memphis as well. Dr. Stokes has connected me with other faculty and staff who I would not normally meet being a newcomer in athletics, and she regularly checks in on my progress and assimilation to Rhodes.

Once you’re finished with work for the day, what do you enjoy doing?
JF: Recently I’ve been going to kickboxing class after work. I found that I workout better in groups and it’s good exercise; plus it helps me keep all of the Memphis weight off, as I’ve been eating my way through the city!

What do you like about the monthly WoSIDA Wednesday Wind/Wine Down calls? Any takeaways?
JF: What I like most is meeting other women in the industry! Listening to their experiences, taking in their advice, having a good laugh — it all makes me feel connected.

Asking you today as a young professional, what are your career goals?
JF: A few years ago I would’ve said “to be the Communications Director of the Charlotte Hornets.” Since working in collegiate sports, I’ve realized how much I enjoy being able to work with multiple sports and having more than one live season. I would like to work my way up to Director of Video Content (Division l,ll, or lll). I need to develop my skills more, but I know I am on the right path. I am still open to working in professional sports. I am not one to close a door completely.