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Note: This story appeared in the Spring 2021 May edition of CoSIDA 360 Magazine. To view the full magazine, click here.
Perspectives From Outside the Profession
Professional Development in a Changing World
by Gail Dent – NCAA, Associate Director of Communications – External Engagement @ncaagail
“Communications is crucial as it continues to move us into the future, and communicators may be on the front end of change.”
- Gail Dent
Communications professionals are known for providing advice on planning and strategy, but how often do communicators focus on the blueprint for their own careers, especially as it relates to professional development? Continuing to develop in the workplace is imperative and, as we’ve seen in the last year, our world and nation are changing and many things will continue to change.
We often look at professional development only in terms of educational classes, conferences or online sessions we attend. However, when we venture outside our normal ways of thinking and continue to evolve our minds, we are actually developing personally and professionally.
I work in communications but I’m also involved in DEI — diversity, equity and inclusion — at the NCAA. It’s a privilege and a rich learning experience. Working to shape narratives, assisting with programs, and helping to future-proof college sports as it relates to race, gender, LGBTQ, disabilities and international themes is a wonderful opportunity. My efforts started on campus; segued into a master’s project on student-athlete race relations; and also involved community work over the course of my career. All are examples of opening my mind to a type of professional development that was not traditional. The experiences helped me learn and understand how to better engage with all individuals and prepared me for future public relations issues. The experiences also helped me value different viewpoints.
Today, DEI is a priority and an opportunity for everyone to learn, which includes individuals who may not have lived diverse experiences. Sports teaches us how to value, engage and respect others. Statistics show that the U.S. population will be more racially and ethnically diverse by the year 2032, and we’re seeing indications today that lean toward that movement. We’re becoming more diverse on many fronts. Athletes are becoming more vocal and programs are broadening. So where does communications fit in this inclusive evolution?
Communications is crucial as it continues to move us into the future, and communicators may be on the front end of change.
I believe we’ll see more social activism in sports and more vocal positioning around race, gender and other identities. Sports is a microcosm of society, and is venturing beyond just competition. We see different athletics positions connected to DEI, however, communicators should have a key role in the narratives. Communicators will need a general sense of DEI as the gatekeepers around issues management and inclusive storytelling. They need to have a seat at the management table to provide strategic insight, guidance and tactics. Communicators don’t have to be experts in DEI, but they should have an understanding of how it impacts their institutions, and be prepared to provide viewpoints from a communications lens.
So how do we prepare ourselves for this future?
1.) Educate yourself as it relates to DEI. Again, you may not be the athletics diversity and inclusion designee, but you may be called to write or communicate initiatives regardless of whether you are a woman, person of color, white male or another identity. The NCAA hosts an annual Inclusion Forum, where anyone in the membership can learn about DEI topics. This year, the Forum is virtual with free registration. You can also educate yourself with free webinars, which have become popular during Covid, including many from CoSIDA. Communicators should participate in these programs.
2.) Teach or speak publicly when an opportunity arises. Adjunct teaching has helped my growth too. I started by simply speaking to college classes about sports and communications. This offered me the opportunity to grow and engage with younger audiences and thought leaders who may not look or think like me who are going to shape the world with their actions and mindsets.
3.) Reach beyond what you know. Be intentional. Are you developing your mind? Do you interact with diverse audiences, student-athletes and staff? Do you interview and employ while keeping diversity and inclusion in mind? Are you developing yourself to work in a changing world and a more diverse population? Covid changed our communication process. The issues and topics I’ve mentioned will change athletics and higher education. Communication leaders and our association risk getting left to the side if a homogeneous look and the status quo are maintained, especially with a more diverse population rising, which includes vocal student-athletes.
Let’s work together to make our communications industry more viable, intentional and inclusive with diverse insights and actions. Professional development can be broad and enriching. The world is changing. And so should we as communicators.
Gail Dent has served in the NCAA national office since 2001 and also as an adjunct professor at UIndy since 2013. She received her master’s in sports administration from Kentucky and her bachelor’s in public relations from Eastern Kentucky.
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