College Sports Information Directors of America

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David Johnson – University of Wisconsin-La Crosse, Assistant Athletic Director for Media Relations

CoSIDA 25-Year Award

CoSIDA 25-Year Award recipient David Johnson has been an award-winning mainstay at the University of Wisconsin-Lacrosse, a NCAA Division III school in Lacrosse, the largest city positioned alongside the Mississippi on Wisconsin's western border. He is in his 22nd year at UW-La Crosse, which is his alma mater. This is his ninth year as Assistant Athletic Director for Media Relations. Previously, he held the Sports Information Director title for 13 years.  
 
In addition to his communications coordination and leadership for Lacrosse’s athletic department and serving as host media relations committee for numerous NCAA national and regional competitions, Johnson has an impressive track record of volunteer service over the years. Currently his volunteer involvement consists of being a member of CoSIDA’s Job Seekers Committee, the UWL's Wall of Fame Committee, UWL’s Non-Instructional Academic Staff Council Title Review Committee and the UWL Alumni Association Board of Directors. He also is chair of the WIAC Sports Information Directors Committee.
 
 
Prior to his tenure at his alma mater, Johnson served as SID atat Millikin University (Ill.) for four years and also worked in the sports information offices at Minnesota State University, Mankato; The College of William & Mary and Northern Iowa University.
 
Here is a Q&A with Johnson as he hits the quarter century of service mark in athletic communications.
 
What contribution have you made to the college athletics communications profession that are most meaningful to you?
DJ: Being far with coverage of all our teams during a season.
 
If you could give one piece of advice to someone who wants a lasting career in athletic PR, like yours, what would it be?
DJ: Get as much experience as you can as a student. Be sure to keep up-to-date with technology changes and treat your job as a professional.
 
How would you describe your leadership style?
DJ: I like to get my student workers involved in the many aspects of media relations. Whether it be going through photos, updating records, putting game programs together or doing statistics at an event. I want them to be ready to take responsibility for a project and I think giving them the opportunities to do things has led a lot of my former students being hired for positions in collegiate athletics.
 
Everyone has role models and mentors. Who are your mentors/role models and why?
DJ: I’ve had so many role models and mentors, both personally and professionally. My parents gave me a passion for sports at a young age, which included attending UW-La Crosse football games.
 
Professionally, Todd Clark (current Wisconsin Interscholastic Athletic Association Communications Director) is a mentor. He started as the SID at UWL when I was a senior and he showed me in just one year so many facets of the profession. Todd gave the students responsibilities to get involved in the job and learn hands-on to get prepared for a career in sports information.
 
Another mentor is Paul Allan (Minnesota State University Mankato). I gained so much experience in sports information during my two years as a graduate assistant under PA. He taught us the many aspects of the field and at the same time we were always having fun whether it be in the office, at events or outside of the job. PA made the position more than a job and showed all of us there is life outside of the business.
 
Another mentor is 2022 CoSIDA Lifetime Achievement Award recipient Kennan Timm (UW-Oshkosh). I was able to meet Kennan prior to getting the position at UWL and that made it a smooth transition when arriving on campus in 2000. He was so welcoming to me and always there for any help needed. That has continued throughout my 22 years at UWL and I wish him the best in his upcoming retirement.
 
Lori Kerans (Former Athletic Director at Millikin University) is another mentor. Millikin was the first school to hire me as a director of sports information (thanks to former University Communications Director Reggie Syrcle). Lori was always there to help me during my four years working for the Big Blue. She was also the women’s basketball coach and understood the busy schedule working in sports information without the benefit of an assistant. Lori was able to help me hire student workers for the first time and would continually check on how I was doing throughout a season. That has never been forgotten.
 
Also, Dave Wrath (Augustana College, retired). I give Dave so much credit. He was readily available for me, not just during my time at Millikin, but also during my career at UWL. Dave has so much knowledge of the field and anyone who has met him can see his passion for collegiate athletics.
 
Jean Elliott (William & Mary) and Nancy Justis (Northern Iowa) are others I relied on. They gave me the responsibility of being the contact for individual sports for the first time in my career. I was able to travel with teams and get know them on a personal level and at the same time be the member of our sports information department to rely information to fans, media, alumni, etc. 
 
The biggest challenges facing athletic communications professionals today are ...
DJ: Balancing home and work is always an issue in the profession. Make sure to find time to get away from the job. You have to be knowledgeable with the ever-changing landscape in technology.
 
You've spent the majority of your career at your alma mater. Talk about that.
DJ: I was a dream come true to come back to UW-La Crosse. I grew up in La Crosse and attended events on campus while I was young. Earning my degree in communications here was so worthwhile in gaining knowledge from so many talented professors. I enjoyed seeing other parts of the country while working at other schools (Minnesota State, William & Mary, Northern Iowa, and Millikin), but when the chance to come back to UWL in 2000 was a chance of a lifetime. My wife also grew up in La Crosse, so it’s been great to be here to raise our family and be around so many family and friends.
 
While at UWL, you've been heavily involved in athletic and campus activities, committees, functions, etc. Very impressive involvement. You also are a CoSIDA Job Seekers Committee member. And, you run a SID department with only one other full-time member. A commitment to service and volunteerism is something you seem to value. What are the advantages you've gained by doing all this extra service and work?
DJ: You need to give back to your community. I’m so fortunate to have great opportunities to volunteer here, with local organizations, our kids’ school and as well as our church. Being involved has led to meet so many great people, both locally and nationally. I would be remiss if I didn’t mention the late Lawrence Fan from San Jose State. He was a great leader of the CoSIDA Job Seekers Committee and I always enjoyed talking to him at the convention and learning more about the SID business. Lawrence would communicate with us after CoSIDA and was there to offer advice at any time. He is sorely missed by all of us.
 
What would you tell a fellow SID who says, I don't have time to volunteer or serve on committees? What do you think they are missing out on?
DJ: The chance to give back to their community and give back to organizations. I’ve enjoyed my time with CoSIDA committees, learning from some great professionals in our business and at the same time making new friends from all around the country.
 
When you are not working for UWL, what would we find you doing in your off-time and downtime? What are your biggest hobbies and interests?
DJ: I enjoy spending time with my family, from going on vacation to attending school and extracurricular events. Seeing our four kids grow up has been an enjoyable experience. I really enjoy coaching the kids and being able to watch them in all of their activities.