by ROB KNOX
Navigating today’s dynamic landscape of student-athlete mobility via transfer portals presents a unique challenge. Building meaningful relationships with them or allowing fans to delve deeper beyond mere statistics and past accolades is increasingly difficult. Yet, written storytelling remains one of the most timeless avenues for fostering individual connection.
In today’s collegiate environment, storytelling is paramount, especially as schools strive to generate revenue, sell tickets, and achieve their objectives. The constant stream of dynamic graphics announcing transfers on social media prompts reflection on the athlete’s narrative and why it should resonate with others.
It’s important to recognize that genuine fan engagement cannot be achieved through statistics alone. Each student-athlete has a unique and compelling story, but the demands on athletics departments often hinder the time required to craft a strategic communication plan. Consider this: crafting a single high-quality feature for about one student-athlete can consume nearly six hours. This time could be even longer when you factor in the meticulous graphic design work needed for a video feature or a social media post.
This time encompasses interviewing, researching, brainstorming, transcribing, writing, proofreading, and editing. It’s a demanding process that many may not fully appreciate for its intricacies.
As an independent contractor serving Howard and Delaware State, I’ve witnessed firsthand the transformative power of storytelling. My written narratives have ignited enthusiasm, especially in today’s Names, Image, & Likeness era, among athletic administrators and the student-athletes featured in the stories. They’ve allowed their voices to be heard, bolstered their personal brands, and fostered closer connections with fans, businesses, alumni, and donors.
Integrating storytelling into your organizational strategy is not just a necessity; it’s a game-changer. It’s a tool that can drive innovation, enhance business success, and foster synergy. By harnessing diverse perspectives, storytelling enables athletic departments to not only reach their goals but also connect with fans on a deeper level, creating a unique value proposition.
A finely crafted feature on a subject or topic that resonates deeply with a donor has the potential to attract greater financial investment. While reading habits may have evolved, individuals will still invest time to get to know a student-athlete beyond their athletic performance if the story is captivating, entertaining, and emotionally resonant.
Memorable content often emerges when it humanizes the student-athlete, delivers value, and deepens connections. Achieving this involves speaking candidly from the heart, amplifying the core mission, and rallying a community around a significant cause. Writing has always been my passion, and the ability to share stories has been a constant source of inspiration for me.
Rob Knox is an award-winning professional. A member of the Lincoln (Pa.) Athletics Hall of Fame. Knox enjoyed a distinguished career as an athletics communicator for Lincoln, Kutztown, Coppin State, Towson, and UNC Greensboro. He also worked at ESPN and for the Delaware County Daily Times. Recently, Knox was honored by College Sports Communicators (CSC) with the Mary Jo Haverbeck Trailblazer Award and the NCAA with its Champion of Diversity award. Knox is a graduate of Lincoln University and a past president of the College Sports Information Directors Association of America (CoSIDA).
