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CoSIDA.com/ThankYourSID
This feature is part of our series of profiles showcasing members throughout the CoSIDA membership during the celebration of CoSIDA Membership Recognition Week for 2021. See more features at CoSIDA.com/ThankYourSID.
Steve Roe – University of Iowa, Assistant Athletic Director, Communications
by Barb Kowal – CoSIDA Director of Professional Development and External Affairs
There are a lot of historic and record-breaking numbers associated with the University of Iowa athletic communications staff, and current Assistant AD for Communications
Steve Roe plays a big part in those numbers. Incredibly, in the entire history of IU Athletics, beginning in 1923, there have only been four head SIDs. And, that longevity is reflected in the current athletic communications staff as the entire staff combines for 150 years of service to Hawkeye Athletics.
Roe joined the Iowa staff as an assistant SID in September of 1990 and assumed the department’s top position in 2011. Read more about Roe’s career, his love for Iowa, his insights as a veteran athletic communicator, and his passions outside of his IU duties.
Since 1923, only four have served as the University of Iowa head SID. Here are the last three (l to r): Steve Roe, Phil Haddy, George Wine. Wine is a CoSIDA Hall of Famer and a CoSIDA past president..
One of the most amazing statistics we've heard is that you are only the fourth director of athletics communications/sports information in the history of Iowa Athletics! You follow Eric Wilson, George Wine and Phil Haddy. Can you give me the years of service for each of them? What do you attribute the longevity of IU SID service to? It's obviously a tremendous place to work and contribute to....
SR: Yes, Eric Wilson was the first Iowa SID, from 1923 to 1968. Eric ran track at Iowa, was a multiple Big Ten champion, and competed in the 1924 Olympics. Eric passed away in 1985. George Wine then held the position from 1968-1993, and he passed in 2012 at the age of 81. Phil Haddy held the head position from 1993 to 2010, after originally joining the staff in 1970 as assistant. Phil still resides in Iowa City (and Naples, FL in the winter).
Both Eric and George are members of the CoSIDA Hall of Fame and George served as CoSIDA President in 1990-91.
I joined the staff as an assistant in September of 1990, before taking over in July 2011 following Phil’s retirement.
A certain part of the longevity for Eric, George and Phil would be that they are all from the area, Eric from Iowa City, George from North English, Iowa, and Phil from Cedar Rapids, Iowa, and all three were Iowa graduates. They all were connected to the University of Iowa, and I am sure felt no reason to look elsewhere for a position in this field.
Steve Roe and the Iowa Athletics Communications staff at 2016 Rose Bowl game.
Why Iowa for you all these years?
SR: I grew up in Iowa City and began attending Iowa athletic events at a very young age, so I also developed a fondness for the Hawkeyes from there. While I did not attend Iowa (due to playing Division III baseball at Buena Vista University), it was easy to see myself returning to Iowa City at some point, as my wife, Janet, is also an Iowa City native, and holds an administrative position in health care at UI Hospitals and Clinics. For multiple reasons, we have never looked to work anywhere else!
If you consider the factors of being from the area, the University of Iowa competing in the Big Ten Conference, and the fact that Iowa City is a great college community with outstanding medical and educational resources, it’s easy to explain the longevity. Iowa athletics also boasts that same stability in many of its administrative and coaching positions, with just two head football coaches since 1979!
I would also point our that we are fortunate to have that same dedication and stability with our current communications staff. Four of our five associate and assistant directors are Iowa graduates, and were student assistants in our office as undergraduates. Overall, our entire staff combines for 150 years of service to Iowa athletics. The opportunity to work with them all is quite rewarding.
In your long career, what can you point to as your most significant successes as an SID?
SR: Thankfully, too many to mention! And by that I just mean the success stories that I have been able to witness, and be a small part of, throughout the years, from student-athletes, coaches, administrators, and communications professionals. And not only thinking of those successes in athletics, but also academically and professionally. Seeing individuals and teams enjoy success never gets old. As coaches will tell you, winning is never easy, so never take it for granted, and never fail to enjoy it!
In my first full time position as an SID at Northwestern State (LA), I was able to witness Joe Delaney, Mark Duper, Victor Oatis and Mario Johnson win an NCAA Championship in the 400-meter relay. Considering the individuals and teams they ran against, that was a real thrill.
Working the Drake Relays as the SID there was great enjoyment, and the athletes who compete in that event (especially in an Olympic year) are the best in the world.
The experiences at Iowa over the years have been amazing, being able to share rewarding experiences with coaches and student-athletes and their families never gets old. The opportunities I have had to work with, and learn from, outstanding coaches and student-athletes, to share the successes they have had, and being a part of that, is so rewarding.
Steve Roe at the 2018 Home Depot Awards show with TJ Hockenson.
Within the last decade, what are some of the biggest changes and challenges which have emerged for SIDs? As a leader in your department, how have you and your colleagues faced them?
SR: You have to be willing to adapt. The balancing act between assisting administration, coaches and athletes, and providing professional service to the media, is tougher all the time. You have to realize the importance of trust, relationships, and working together.
What do coaches and programs need to be successful, and how can we help them gain that success? That has changed over the years with social media, instant, 24-hour news, etc . . . so how do we help? We try to build relationships with our coaches and student-athletes, so we know their expectations, and hopefully they come to understand and know what we can provide to assist them. That can be different for any coach and any team, so being flexible and willing to change has to be part of the everyday approach.
What strategies or changes have you made, and what advice would you give athletic communications department leaders today as they deal with their changes and staffs?
SR: I think the best strategy is to build those relationships so that you can always fall back on that. Working to have the respect of others so that when challenges do arise, you are able to work together. I don’t know that I would give advice to others on how to do their jobs, as everyone’s challenges are different with different variables, resources, etc . . . But if you have solid relationships, trust and respect of others, that plays a key part.
With limited staff numbers and limited budgets, doing everything that has been done previously is likely not an option at a lot of places. Be efficient, be resourceful, and trust your relationships.
Steve Roe with PGA golf pro and Drake graduate Zach Johnson and the Claret Jug, The Golf Champion Trophy presented to the winner of The Open Championship (one of the four major championships in PGA golf).
What do you see as the most pressing issues facing athletic communicators moving forward?
SR: The obvious ones: lack of respect and understanding for all that sports information professionals do, and the value that they all bring to their organizations. Salaries continue to be an issue, as excellent communicators more and more are leaving the profession for higher paying job opportunities. People in our field work with and advise nationally-known coaches and staff, yet still aren’t rewarded financially for a critical part of doing the job.
And quality of life, due to the hourly demands of the job. And as much as mental health is becoming more and more of a focus for coaches and athletes, don’t be afraid to make that part of your focus. Take care of yourself first. The majority of people get into this profession because they love it, so make sure that is part of your reason.
What sources of media, podcasts or blogs do you follow regularly, and why those ones?
SR: I would say a combination of sports, between local coverage of Iowa athletics, and national sports news, both college and professional. Trying to combine that with current events. I don’t know that I have a go-to list, more just coming across topics that grab my attention. And trying to follow some of the national media that I respect the most.
The Steve Roe family group headed out for a day on the week-long RAGBRAI bicycling tour around Iowa, which is the longest and oldest such bike touring event in the world.
What are some of your "outside work" activities and hobbies?
SR: Outside the office I enjoy spending time with our family, watching our three grandchildren grow, biking and golfing. Janet and I, and others in our extended family, have participated in RAGBRAI over the past six years, riding our bikes across the state of Iowa for seven straight days each summer. (Editor’s note: RAGBRAI stands for the Register's Annual Great Bicycle Ride Across Iowa, organized by
The Des Moines Register, and is the oldest, largest, and longest multi-day bicycle touring event in the world.)
Being able to represent the University of Iowa team in that endeavor has also been very enjoyable and rewarding. And with all the negatives associated with COVID, biking and golfing have been great outlets.
Is there a tip or advice that you can share with a young professional embarking on a communications/creative career in college sports?
SR: Be diverse in your skill set, learn as much as you can about as many different areas, so that you have the flexibility to fill any number of roles that might be asked of you. Gain as much writing and speaking experience as you can. Among all the social media demands, there is always a place for writing and editing skills. Obviously the skill set you need for communications, but also take advantage of opportunities to learn about the entire athletic department and every different aspect that you able to add to your resume. Versatility is never a bad thing.