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Lack of diversity in the profession is an issue but success stories fuel desire for change
The National Hispanic Heritage Month celebration ended a few weeks ago. Spotlighting the histories, cultures and contributions of those whose ancestors came from Spain, Mexico, the Carribean and South and Central America, the theme of the month was "Unidos: Inclusivity for a Stronger Nation." Below, CSC member Eddie Morelos writes on the theme of inclusion and how those from the HIspanic culture are under-represented in the sports communications profession and asks what can be done to make sports PR and sports media relations more attractive to a more diverse group.
by Eddie Morelos – Tony the Tiger Sun Bowl, Media Relations Director @DaMayorLC
2022-23 CSC DEI Fellow
I recall the excitement of being allowed to work with the New Mexico State athletics department back in 2005 as a journalism student who really had no idea about sports information or media relations. Just the thought of being around sporting events and digging into the history books, media guides and photo archives to learn more about the school I attended and all the sports I enjoyed watching while growing up was enough for me to jump right in!
DEI (Diversity, Equity and Inclusion) was never a thought that crossed my mind at that time. Now, as I look out the window of my current office, into the neighborhoods of Juarez, Mexico, I am aware of the lack of diversity in the profession of College Sports Communicators, especially when it comes to media relations directors. Living in the Borderland area, you would think that most employees are Hispanic or Latino. However, the heads of the communications departments for two Division I programs are white, while each school has one Hispanic on their communications staff. Both of those employees were recommended by me.
Eddie Morelos with golfing legend Lee Trevino.
There have been moments during my career where I felt out of place. I'm willing to say that 75 percent of my friends work in industries such as construction, auto mechanics, labor workers, yard maintenance and landscaping. If it wasn’t for these people, I may have left the industry long ago. However, these men encourage me and remind me that I am able to be a part of something special and that I am unlike most of them. They tell me this is what I am supposed to be doing.
It can also be very disappointing for me to see so few Hispanics in the field of sports PR and media relations, especially as the largest minority group in America, surpassing Blacks/African Americans, is the Hispanic/Latino group. That leads me to ask the question: “What can be done to make sports PR and sports media relations more attractive to a more diverse group?”
To add to the statement above and as a follow-up question, Mike Valdes-Fauli wrote “
How Hispanics Are Driving The Sports Marketing Landscape” in a 2020 edition of Forbes. In the article, he mentioned that Univision found that Latino or Hispanic sports fans are 33 percent more likely than non-Hispanics to purchase products based on the commercials they view in between programs, and how viewership among the Hispanic/Latino population grew by more than 25 percent. Another study mentioned in the same article, stated that Hispanics spend 90 hours per month online, with 75 percent of that time on a mobile device.
So again, why do we not have more Hispanics and Latinos in positions who would better relate to this large audience. What can we, as leaders do to change this landscape? I know I will continue to work hard to recruit young people into this field, knowing that those who join me as a part of an internship will learn about what goes on in the sports industry. Recently, a former intern of mine was hired by Mississippi State. This person is a female and speaks with a heavy Mexican accent because she was born in Juarez, Mexico. I pray she is fully accepted and feels comfortable in the state of Mississippi. Another former intern was recently hired as the sports director for the local Telemundo station. It's these types of successes that encourage me to stay involved in this profession.
College Sports Communicators is giving me a chance to grow and learn and I am grateful to be a part of the Diversity and Inclusion Fellowship Program Class of 2022-23. In just a few meetings, I am finding out that I have a lot to learn and that DEI is not just about race or background.
Let me finish with this thought: If I, as a middle-aged male, at times feels out of place, I can only imagine what others might be feeling. The hope is that we can continue to learn from one another and encourage one another to be more understanding.
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