Being Part of the Story

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As a communications professional, I was taught long ago to never allow myself to become part of the story. It’s our job to stay in the background, working to ensure our clients shine. In fact, I used to tell friends and family that if they saw me quoted in a news story, it usually meant it was a negative story in which no one else wanted to be quoted. And that if they ever saw me on TV, that meant something really went wrong.

So when Terry Lefton of The Sports Business Journal told me he was working on a piece about executives with ties to the sports industry who started new businesses amid the pandemic, I immediately began thinking of people I might know for him to consider interviewing, not even realizing at first that I was such a person. And when he suggested that perhaps I be among those featured, my initial instinct was to decline. But once I got out of my own head a bit and realized this could be the rare instance where it’d be a good thing for me to be part of a story, I agreed. And proceeded to do for myself what I’ve done for countless clients over the years — prepare my talking points and message train myself.

In the end, it was a nerve-wracking yet rather painless experience. I’m pleased and grateful to be included in the piece alongside so many smart and talented executives in the sports world whose work I respect. If you’re interested in sports business, I encourage you to subscribe to SBJ. For those who don’t, I’ll share the small bit Terry wrote about me:

Former MLB and USTA communications executive Jeff Heckelman had been freelancing since his three-year stint with PR firm Finsbury ended a year ago. He officially put out his own shingle this summer with Jeff Heckelman Consulting, so he continues to mix work with the likes of ViacomCBS and the APGA Tour with nonprofit and pro bono clients. “This year has really shown me how important it is for people inside of sports to have experience outside of sports.”

I’ve written before about my decision to open my own consulting practice. Specific to the sports industry and expanding on what I said to Terry, I think this year has truly demonstrated how important it is for people in the sports industry to understand and appreciate the world beyond it. Whether it's science, politics, social justice or any of the dozens of other non-sports aspects of life that have intruded on the industry in recent months, the people in the sports industry who have best been able to navigate this year and its challenges are those who also understand and are paying close attention to the world outside of it. Otherwise, it can be hard to adapt or accept the things that are changing.

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