By Evan Kropp

Sports have never been just about scores. The player’s personalities and backstories drive as much interest in a game as any statistic. For millions of people, games are part of their identity and weekly rituals. It is far more than just a game. 

Sports also provide a reason for strangers to talk like old friends. Or it’s the topic that old friends talk about the most.

All of these are reasons why storytelling is the MVP skill in sports journalism. Platforms change, the pace speeds up, and expectations rise. But the core job for sports media stays the same: make people care. That requires staying on top of sports fan trends.

Sports Is About More Than Just Watching the Game

Today, fans don’t just watch the game. They live around it. They scroll. They compare. They argue in group chats. They follow players, not just teams. They want access, context, and meaning about the sports they love and the teams and players they follow. 

A recent global survey commissioned by IBM offers insight into how much information consumption surrounding sports has changed. It found that most fans consume sports content beyond watching events, and that mobile app use is especially high among in-person attendees. It also reported rising multi-device behavior and strong interest in faster recaps and personalization.

That is the multi-screen environment modern sports media is built for. However, it also means that highlights, stats, and hot takes are everywhere. What is scarce is a story that feels true. 

Storytelling in sports journalism can explain why a moment mattered. Stories connect in ways that pure analysis often cannot, because they move people to feel and act, not just agree. And stories offer sports reports and editors plenty of chances for variety, from the veteran who made a comeback to the coach who changed cities or the team that broke a curse.

Fans Want Immersion, Not Just Information

One of the biggest sports fan trends is a desire for more depth around the game. Learning more stories about players or teams is part of that trend. It helps explain why “mic’d up” segments of NFL players, behind-the-scenes features, and player-driven documentaries (such as “The Last Dance” about Michael Jordan and the Chicago Bulls) are so popular.

Some stars in the industry also make great use of storytelling. Podcast host and sports commentator Rich Eisen often spends entire segments encouraging guests to tell stories, both in and outside of the world of sports.

While it’s key to lean into storytelling, data is not the enemy of narrative. Used correctly, it can provide fuel. A common mistake is treating analytics as separate from storytelling, but numbers can serve the narrative. For example, ESPN Front Row’s behind-the-scenes reporting describes how research teams prepare “storyline packets,” support production crews in real time, and tailor stats and context to each commentator’s style. 

Data visualization is also a big part of it. A chart can show a trend faster than a paragraph. For example, a shot map can explain the story of a basketball game in one glance. 

Multimedia Is Now the Default Language in Sports Journalism

The best stories today move across formats. Once written or cut into a video, they are pulled onto social media and reframed in a newsletter. This has become part of the job.

However, even as sports media uses more technology, authenticity is becoming important. Fans can spot lazy editing and writing. They will point out content that feels canned or overly formulaic. 

To speak authentically to their audience, sports journalists should consider:

• Who is the audience?
• What do they already know?
• What do they want to know?
• What is the one thing they should remember tomorrow?

It’s also important not to push storytelling into hype, hero worship, or (conversely) outrage. Strategic storytelling should not mean manipulation. It should mean clarity.

UF’s Sports Media and Communication Graduate Certificate

Leaders in sports media master their craft and the modern tools of the trade. They know how to write with an authentic voice and think with data. Successful professionals understand platforms and people.

The University of Florida’s Sports Media and Communication Graduate Certificate is designed for that reality. Students can complete the 100% online, four-course (12 credit hours) program in as little as two semesters.

The curriculum covers the mix the industry now demands—digital content strategy, analytics and visualization, and innovation—alongside a global view of sports media and communication.
For those seeking a broader path, certificate coursework can also apply toward earning an online Master of Arts in Mass Communication.

The post Why Strategic Storytelling Is the MVP Skill in Sports Media Today appeared first on UF CJC Online Master's.

By Evan Kropp

In the modern world of communications, audiences move fast, and platforms change even faster. Communicators now operate inside systems that publish content, measure behavior, and trigger follow-up in near real time. In this environment, content is no longer the finish line. It is the start of a feedback loop.

Data-driven marketing and communication sit at the center of that loop. It connects what gets made to what gets measured. It also connects creative teams to analytics teams, leading to much-needed collaboration between the two.

These data-related skills are an add-on, not a replacement, for the traditional skills every marketer needs, including creativity, strategic thinking, and adaptability. Using data also requires marketers to continue their commitment to transparency and authenticity.

The Modern Stack Is an Ecosystem, Not a Tool

Most organizations do not run a platform. They run a technology stack that includes a content management system that publishes pages, posts, and videos, as well as analytics tools that collect signals on traffic, engagement, and conversion events. Some may also have a customer data platform that unifies profiles across systems, enabling teams to segment and activate audiences consistently. Email and social media are also considered a part of a technology stack.

Marketing automation also plays a key role. For example, a form fill can trigger an email, or a product browse can start a retargeting sequence. The point of this technology is not to create more messages, which can turn consumers off. Rather, it establishes coordinated messaging across channels, helping consumers with the buying decision process.

Digital strategists do not need to be engineers. However, they do need to understand how these parts of data-driven marketing work. They also need to know where data quality can break down, creating situations where poor automation results in misleading information for consumers. 

Measurement Starts With First-Party Data and Clear Definitions

Definition problems lie at the heart of most measurement problems. For example, what counts as a conversion? What counts as engaged time or a qualified lead? If teams cannot agree on definitions, content, and analytics will never align.

Beyond definition problems comes the issue of data collection. Privacy expectations and regulatory pressure have pushed many organizations to consent-aware measurement. That raises the bar for governance and collaboration with legal and IT. It also makes what you can measure dependent on what you can collect responsibly.

A practical approach starts with a measurement plan that links outcomes to events. Then it maps those events to platforms. Web analytics, ad platforms, email platforms, and customer relationship management reporting often disagree.

Part of data-driven marketing is learning why. Another part is documenting the truth. That documentation becomes the shared language for content, analytics, and automation teams.

Content and Analytics Should Run as a Single Loop

Savvy marketers know that the only question around a strong content program is not “Did it perform?” but also “What did we learn?” That is where content and analytics connect.

Learning often starts with hypotheses and rigorous testing. After making a headline change to target a specific behavior or redesigning a landing page to address a friction point, digital marketers can run tests to measure performance. That data is then used to determine which choices resonate with the largest audience. 

The goal with analytics in marketing is to create more decision metrics. Personalization helps in this area. When content is designed to meet a specific audience segment, performance can improve. But measurement can also get noisy. It’s essential to understand how to use data to find the most actionable insights.

The communicator’s role is not to become a data scientist. It’s to translate insights into action. That might mean updating briefs and changing distribution strategies.

Automation Is Orchestration, Not a Shortcut

Automation works best when it frees up humans for higher-value work. It can handle repetitive tasks like routing leads and sending confirmations. It can also support complex customer journeys across email, SMS, and paid media.

But automation only performs as well as the inputs. If segmentation is sloppy, personalization becomes random. If data is stale, customer journeys can misfire. If scoring models are not reviewed, teams optimize for the wrong behaviors. Marketing automation systems are built to execute multichannel rules and campaigns, which makes governance a core requirement.

The best teams treat automation like product design. They define the user journey and guardrails. They set frequency caps and monitor deliverability and engagement. They also keep humans in the loop, not turn everything over to automation.

AI adds new leverage but also new responsibility. AI can speed up analysis and production. It can also amplify weak strategies. But teams still need clear goals, clean data, and strong editorial judgment.

The Skill Set Digital Strategists Bring to the Room

Digital strategy work is cross-functional by default. It sits between creative, analytics, and technical teams. That is why the most valuable skills are hybrid skills. A modern communicator needs to understand:

• How customer data moves from collection to activation.
• How to frame questions that analytics can answer.
• How to build content systems that scale without losing quality.
• How automation changes timing, tone, and channel mix.
• How privacy constraints reshape targeting and measurement.

Students in the University of Florida’s Master of Arts in Mass Communication Digital Strategy concentration learn these skills and more. The program is for communicators who want to master modern digital marketing. Students focus on lead generation and management, engagement and conversions, and the messaging that moves audiences across channels.

The Digital Strategy concentration is one of many offered through the MA in Mass Communication program. Students can also choose concentrations in digital journalism, global strategic communication, public interest communication, public relations, social media, and web design. They can also pursue a graduate certificate in audience analytics, global strategic communication, sports media and communication, social media, or web design.

Coursework in the digital strategy concentration emphasizes writing compelling copy for web, email, and social media, building branding that resonates, improving outcomes with customer relations management tools, and strengthening website user experience so marketing efforts can convert and nurture over time.

The degree plan includes core work in copywriting for digital messaging, inbound marketing strategy, lead generation, social media advertising, search and display advertising, UX theory and research, and mass communication theory, culminating in a digital strategy capstone project.

The post What Every Communicator Needs to Know About Data, Content, and Automation appeared first on UF CJC Online Master's.

There are many ways to tell a story, to reach and influence people with an uplifting message, to inspire and motivate. Whether through dance, theater, writing, fashion, or photography, Toni Marie Perilli is a natural communicator and storyteller, weaving a persuasive narrative spanning the visual, performance, and literary arts.

It all started with a pirouette.

Toni Marie Perilli took her first ballet class on her second birthday. Her family took her to see Beauty and the Beast on her fourth birthday. “Growing up in New York undoubtedly fueled this passion,” Perilli says. Her parents fostered her curiosity, drive, and love for the arts. “My mom would take me to programs like ABT Kids, where I had the opportunity to participate in a ballet workshop in the rehearsal studios at the Met Opera before attending a performance, and Rockettes workshops at Radio City.” 

During these formative years, Perilli’s appreciation for how the arts express our shared humanity germinated. Her discipline, curiosity, and family support were the soil from which an expanding world of human connection through the arts blossomed.  

Perilli was a sponge, soaking up all the experiences, lights, and sounds of the world. She had an innate affinity for the intersection of learning, storytelling, and entertainment. 

“I’ve always loved to learn,” she says. “I was an avid reader, and many of my favorite games and shows were forms of ‘edutainment’.” She describes herself as “the odd kid out” who loved going to school and being in class. It has served her well. 

Perilli is now a student in the University of Florida’s College of Journalism and Communications Online Master of Arts in Mass Communication program with a concentration in Digital Strategy. 

Her journey from dance to strategic communication reveals a path of motivation, compassion, and discovery. 

A Pivot From Pirouettes to Publications

In her early years, ballet was Perilli’s life. Professional ballet and dance were her destiny, so she thought. She was ready to do the work. She trained every day after school and on weekends, attending prestigious summer intensives at Central Pennsylvania Youth Ballet and American Ballet Theatre. 

But then, in her junior year, another kernel of talent awakened in her, or more accurately, was recognized by a caring teacher. Her AP Language and Composition teacher recognized her talent for cogent writing and encouraged her to join the school newspaper. She was hesitant at first, but after writing her first article, she was hooked. The power of language took hold. How could it not? Already a devoted reader, Perilli already understood the dance of words, how they motivate and enchant. 

The school newspaper’s publishing schedule was limited, and Perilli wanted more opportunities to write and publish. “I decided to start my own blog and created a couple of social media pages to match, just for fun,” she says. 

For the Love of Words

Having completed most of her graduation requirements, Perilli had her afternoons free in her senior year of high school. Perilli intended to use the time for a more rigorous training schedule, but also devoted more time to her blog and social media. The tides were turning. “I really fell in love with writing and social media,” she says. There was a subtle shift in how she envisioned her future. The physical demands make a career in ballet relatively short-lived. “I was already considering a double major for a stable second career plan,” says Perilli. 

She had already begun to question her college major, but the difficulty of transferring to a new college dance program left Perilli increasingly frustrated, so she made a pivotal decision. “I canceled all my auditions about a week before they started and changed my intended major to communications and media at every school I applied to.” The die was cast.

A New Path

Perilli chose Manhattanville University for her undergraduate studies, majoring in communications and media. Its proximity to New York City allowed her to continue independent dance studies. Most of her time as an undergrad was during the pandemic, leaving Perilli burned out with “Zoom ballet fatigue.” Her focus was now solidly in communications. 

Once at Manhattanville, Perilli didn’t waste time. Though she says she felt a “little behind” her cohort, many of whom had worked on high school TV and radio stations, it only reinforced her drive and motivation. 

She joined the film club, started a photography club that grew to have the most extensive membership roster on campus, and secured an on-campus internship in digital marketing and video production. That internship turned into a part-time position, and soon she was being recruited across campus for communications and media work.  

She worked as a production photographer for performing arts shows, communications assistant for the performing arts division, social media manager for her academic program, and eventually a key member of the college’s central marketing team, where she helped launch the school’s TikTok strategy. Perilli also worked her way up to the Editor-in-Chief position of Castle Voices, the honors newsletter.

She continued to build her campus reputation as a talented writer, communicator, and photographer. By the winter of her third and final year, the central marketing team had created a full-time position for her to work on an institutional rebranding project. “My supervisors were (and are) so supportive and wanted to see me thrive beyond Manhattanville,” she says.

She graduated a year early with top honors, earning a Bachelor of Arts in Communications and Media Studies. Her 4.0 grade average earned her the Castle Pin and the O’Byrne Award.

Perilli still freelances for Manhattanville, typically as a photographer for musicals, plays, and large-scale events. She now works full-time as a brand and communications strategist for a large New York university. 

A Budding Career

Leveraging her inherent curiosity, talent, drive, and motivation, Perilli has emerged as a distinct voice in higher education marketing. Her work spans integrated communications, content marketing, and strategic storytelling, all fueled by the same passion that once drew her to the stage.

“The arts make educational institutions more culturally connected,” Perilli says. “Education makes the arts more accessible. Blend the two, bring in hospitality’s audience-centric focus, and you’ve just created the perfect formula for an exceptional experience. What I’m particularly interested in is how the two need each other to thrive. I’m very fortunate to have had the opportunity to benefit from programs like EduHam, and I want to help shape more like this.”

It’s this philosophy that has guided her professional trajectory and earned her recognition as a rising talent in the field. In 2025, the American Marketing Association named her a finalist for the Emerging Marketer in Higher Education award. At just 23 years old, she was the youngest and least senior of the three finalists, a testament to the quality and innovation of her work.

Her achievements extend beyond traditional marketing roles. Perilli has been published by BroadwayWorld and Lit Talk, and she writes for Her Campus UFL as a graduate student. She’s also been featured in LinkedIn News and has partnered with brands including Vera Bradley, BoxLunch Gifts, Maybelline, and Amazon.

Why the University of Florida’s Digital Strategy Program

After two years of full-time work in higher education marketing and communications, Perilli began to set her sights on what’s next. “I wanted more in my career,” she says. “I felt I wasn’t growing in my job enough, or in the way I wanted to, and I needed to supplement what I was doing.” It was time to consider a graduate degree. But where? 

Her experience in higher ed marketing made Perilli a “discerning” prospect. “Post-graduation outcomes were important to me, but not just in terms of the typical metrics you’d see colleges produce,” she says. 

Her discernment proved providential. 

What drew Perilli’s attention to the University of Florida College of Journalism and Communications graduate program were UF content creators and proud Gators she had followed for years. “I’ve really admired the work I’ve seen from UF graduates, even before considering another degree,” she explains. “I looked into the work of other graduates and wanted to ensure that whatever program I chose, the work produced by students and graduates was aspirational.” Their experiences and enthusiasm compelled her to dig deeper, and the more she learned about the online Digital Strategy master’s program, the more convinced she was that she had found the perfect fit.

“Choosing to do my Master’s at UF has completely changed my life,” she says. Despite her previous professional accomplishments, she says that the person she was a year ago wouldn’t recognize the person she is today. “My professors challenge me so much, and I’ve never felt more capable. I also started attending Gotham Gators events and connecting with program alumni, and I’ve never felt more supported. I’m producing higher-quality work, of course, but I feel so much more confident and emboldened to pursue my ambitions.” 

The flexibility of the online program allows Perilli to maintain a healthy work-life-school balance. “I loved that UF would let me set my own pace and that the coursework was mainly asynchronous, so I didn’t have to compromise,” she says. 

Two courses in particular have had a major impact on her professional development: Copywriting for Digital Messaging with Professor Hope and Strategic Writing for Public Relations with Professor McCloskey. Both courses emphasized audience-centric communication, a principle Perilli now applies across all her work. 

Timing and Opportunity

The timing of her Strategic Writing course couldn’t have been more perfect. Perilli was enrolled in Professor McCloskey’s class when a UFCJC alum encouraged her to enhance her networking skills. She reached out to the American Theatre Wing, one of the most prestigious theatre organizations. Best known for the Tony Awards, it also produces a ton of influential work, including several notable grants, the Emmy-nominated “Working in the Theatre” series, and the Master Class series. 

The networking paid off. She connected with one of the series’ co-producers, who later recommended her as a copywriter for the “Art of a Show Master Class” episode. The assignment required Perilli to develop five taglines for a conceptual play revival based on a creative brief and script, and then collaborate with a Broadway marketing agency’s graphic designer to create a mood board. 

It was an exciting opportunity for Perilli, but also engendered a bit of imposter syndrome, “given that I had never worked on a Broadway show and came from a very different professional background,” she admits. “However, the education and resources that UF provided me once again gave me the support I needed to push myself. A lot of that was because Professor McCloskey and Professor Hope helped set me in the right direction, without even knowing an opportunity like this would come up.” 

The experience left her feeling confident and reassured, which she attributes directly to her graduate studies at the University of Florida. “From the moment I filled out the web form to indicate interest in the Digital Strategy program, I received nothing but quick, personable, efficient, and helpful support from the admissions team, and this has remained the case after enrolling,” she says.

A Life and Career of Promise and Potential

With all that’s come before, Toni Marie Perilli is just getting started. 

When she’s not working and leading conversations about the intersection of the arts and education, Perilli takes time for “just for fun” photography. “The New York Botanical Gardens is such a haven for a lunchtime walk and reading session,” she says, “but the orchid show and train show are particularly well-suited for photography.” 

While a proud Gator, Perilli is also a lifelong New Yorker, in love with all the city has to offer. She’s seen at least one show in every one of the 41 Broadway theaters. Her current favorite musical is “Death Becomes Her,” and her current favorite play is “Oh, Mary!” She loves a flashy dark comedy.

For Perilli, graduate school isn’t just about acquiring knowledge. It’s about positioning herself for a career that aligns with her values and passions while continuously growing as a professional and creative.

Toni Marie Perilli is another example of the exceptional caliber of students who come to learn and grow, and of what being a proud Gator is all about. With her talent, ceaseless motivation to learn and improve her already prodigious skills, and perhaps most importantly, her optimism, we can’t wait to see what’s next.

The post Toni Marie Perilli: Storytelling, Arts, and Education appeared first on UF CJC Online Master's.

By Evan Kropp

Trust is harder to earn when attention is scarce, and attention for information consumers in the United States and around the world has never been more divided. Modern audiences scroll fast on their phones. They see breaking news next to ads, memes, and social media posts. They also see the same event framed in sharply different ways, often within just a few minutes.

That mix can make credible reporting feel like just another opinion. It’s a constant challenge for journalists, particularly those focused on digital journalism.

Reader skepticism is not a single problem with a single fix. It comes from overload, polarization, past mistakes, and the speed of the modern news cycle. The good news is that trust can be rebuilt. Digital journalism has tools that make credibility visible, not assumed.

Why Audiences Doubt What They See

Most people still want news sources that they can trust. However, reader and viewer engagement is lower than it was, and distrust is easy to trigger. 

One common reason people avoid news is that they feel overwhelmed by the amount of news sources available, according to the Reuters Institute Digital News Report 2025. That matters because avoidance can turn into distance, and distance can eventually turn into a lack of trust in media.

The good news, according to the report, is that “in a world increasingly populated by synthetic content and misinformation, all generations still prize trusted brands with a track record for accuracy.”

In the United States, trust varies by source. Pew Research Center reported in late 2025 that 56% of U.S. adults said they have a lot of or some trust in information from national news organizations, while local news drew higher trust at 70%. People tend to trust journalism that feels close, specific, and accountable.

Make Transparency a Daily Habit

Maintaining transparency is essential to building trust for digital journalism. It requires an ongoing commitment to showing how reporting gets done. This daily transparency explains process choices, enabling audiences to evaluate credibility. 

When it comes to building trust, simple moves applied consistently can make a big difference. For example:

• Explaining why a source was used and what limits exist.
• Labeling what is known, what is still being verified, and what might change.
• Showing the reporting trail when possible, including documents, data, or interview context.
• Publishing corrections with clarity, not defensiveness.

The goal is to show who is behind the reporting and what standards guide the work. When transparency is consistent, it keeps good journalism from becoming a black box.

Treat Community Engagement as Reporting, Not Marketing

Engagement is often reduced to comments and clicks. That misses the point. Community engagement leads to better journalism and corrects misperceptions about what journalists do and why.

Trust grows when people feel seen and heard. That can mean building relationships with community partners, hosting listening sessions, or creating clear channels for questions. It can mean returning to the same issues over time, not only when a crisis hits. It can also mean explaining editorial choices in public forums, including what a newsroom will not amplify and why.

This work takes structure, but is worthwhile in creating a stronger relationship with readers and viewers. It also provides people with a reliable source in an age of rampant misinformation.

Use Multimedia Storytelling to Show Work and Add Context

A distracted audience does not automatically reject longform reporting, but it does reject friction. Multimedia can lower that friction through visual storytelling and audio clips that add depth and meaning to reporting. It can also use data to provide more detail on how the information may impact the reader. Short videos can provide a summary of an article’s key points.

This is also where digital journalism separates signal from noise. Explainable storytelling can show the “why” behind an article and clarify the methodology. A timeline can show what changed and when. A map can show what is known and what is uncertain.

Constructive, solutions-focused approaches can also build trust when rigorous. Some audiences respond better to information that provides potential solutions, rather than just revealing a problem.

Learning the Skill Set of Building Trust 

Putting in place repeatable, consistent processes builds trust in media. It involves making ethical decisions and rigorously adhering to source vetting, information verification, audience communication, and platform-aware storytelling.

The University of Florida College of Journalism and Communications supports that kind of training through its online Master of Arts in Communication concentration in Digital Journalism and Multimedia Storytelling. The concentration focuses on modern reporting and publishing across digital platforms, with an emphasis on skills that help credibility travel in today’s information environment.

The program is for aspiring and working journalists interested in trust-building approaches that emphasize evidence and public value.

The post How Journalists Can Build Trust in a Distracted World appeared first on UF CJC Online Master's.

By Evan Kropp

Global brands no longer speak to a single audience. They speak to a world filled with different languages, values, and unspoken rules. What works in New York might fall flat in Seoul. A clever campaign in Paris could miss the mark in São Paulo. That’s why expertise in cross-cultural communication is so valued.

At its core, marketing revolves around making strong connections that depend on a high degree of understanding. Because every culture carries its own rhythm of humor, respect, and persuasion, the best global marketing strategies listen before they speak. They design communications to reflect the local experience while keeping the brand’s voice intact.

This is where skilled communicators make their mark. They build bridges between ideas and audiences, creating messages that resonate rather than collide. It not only makes a difference in marketing but also in effective crisis management communication. 

The Importance of Cross-Cultural Communication to All Types of Organizations

Private companies, nonprofits, and government agencies all benefit from hiring people with expertise in cross-cultural communication. In every case, they may employ people from different backgrounds. Customers and employees may live in other countries or speak other languages.

Cross-cultural communication helps keep those relationships strong. It builds trust and avoids misunderstandings. A company that understands culture can work smoothly and effectively. 

For example, in marketing, it means knowing which words or images fit each audience best. In healthcare, it means explaining care clearly to patients from many places. In education, it means teaching in ways that reach every student.

Global teams also rely on strong communication to stay connected. When people understand each other, they solve problems faster and work with less conflict. Whether you run a local nonprofit or a worldwide brand, success depends on how well you listen to and respect others. 

Employing people with cross-cultural skills doesn’t just offer a business advantage. It’s a sign of leadership in a global world.

Examples of Successful Cross-Culture Communication

One standout is Coca‑Cola’s “Share a Coke” campaign. The brand swapped its logo for names popular in local markets, then rolled out the idea across over 80 countries. This enabled strong personalization and local relevance. In Australia alone, Coca-Cola saw a 7% increase in sales among young adults during the initial phase of the campaign.

Another example is Nike, which launched the Pro Hijab for Muslim women athletes. The product offers women athletes a hijab design that eliminates the performance constraints of traditional hijabs in sports. The marketing campaign cited specific examples of Muslim women having to improvise their hijab to compete, including United States fencer Ibtihaj Muhammad, and positioned the product as a solution.

These cases of global marketing strategies show how respect for local culture and smart messaging adaptation can produce engaging campaigns for global audiences.

Essential Skills in Cross-Cultural Marketing

The most successful cross-cultural marketers have honed skills in several key areas:

Curiosity. Strong cross-cultural marketing starts with this. Professionals must want to understand how people think and communicate. 

Cultural awareness. This is crucial, as it helps you spot differences in language, humor, and values before they become barriers.

Active listening. This shows respect and helps you learn what audiences truly care about.

Adaptability. Global markets change fast, and what works in one place may not work somewhere else tomorrow.

Clear writing and visual storytelling. Both help communicators bridge language gaps. 

Empathy. This ties it all together. When communicators can see the world through another person’s eyes, they can create messages that are genuine. 

These skills help marketers connect cultures and improve global brand positioning, keeping organizations relevant.

The Master’s in Global Strategic Communication From the University of Florida

The online Master of Arts in Mass Communication with a concentration in Global Strategic Communication is designed to help professionals build the skills needed for international messaging. The program equips graduates with the skills to engage audiences across cultures and lead communication initiatives that span borders. 

Courses include Foundations of Intercultural Communication, Global Activism and Social Change Communication, and International Issues and Crisis Communication. 

With 36 credit hours in total, students can complete the program in as few as 18 months. The curriculum emphasizes theory and real-world application, culminating in a capstone project where students develop a strategic communication plan for a global context.

By focusing on cross-cultural communication and global brand positioning, this degree helps professionals become communicators who can lead and succeed in a connected world.

The post Navigating Cross-Cultural Communication in Global Marketing appeared first on UF CJC Online Master's.

By Evan Kropp

Sports is a part of the entertainment industry that consistently offers many career paths for those with communication skills. While the best athletes dominate the action on the field or court, it’s the best communicators who command some of the most important jobs outside the locker room.

Communication careers in sports media include positions such as digital content strategist, sports reporter, public relations specialist, and recreational sports promoter. While securing these jobs requires acquiring skills specific to each area, they all begin with honing strong communication and storytelling skills.

Essential Communication Skills in Sports Media

In sports media, communication is everything. Stories move fast, just like the game itself. Clear writing matters. So does the ability to speak with confidence and purpose. Reporters, broadcasters, and producers must distill complex moments into simple terms for fans to understand.

Listening is just as critical as talking. Great communicators pay attention to the details. For those writing about a game or following a team, that could mean a coach’s tone, a player’s body language, or a crowd’s reaction. That’s where to find the human side of the story.

Teamwork is another skill that counts. Sports media professionals work with photographers, editors, producers, and athletes. You need to remain calm under pressure and know how to articulate ideas clearly and concisely.

Adaptability helps too. Games change, technology evolves, and audiences move from TV to social media in a heartbeat. A strong communicator knows how to shift tone, platform, and message to keep fans engaged. 

In the end, effective communication in sports media relies on clarity, honesty, and timing. Say what matters, say it well, and say it when it counts.

Popular Careers in Sports Media 

Building a strong foundation of communication skills opens the door to numerous career options. These are some of the most popular: 

Digital Content Specialist

Digital content specialists create and manage online stories, videos, and social media posts that keep fans connected. They know how to create accurate and engaging content that works across platforms.

Public Relations Specialist

PR specialists shape how the public sees a team or athlete. They write press releases, manage media requests, and help build a positive brand image.

Sports Producer

Sports producers coordinate broadcasts, highlight reels, and live coverage. They make sure every camera, commentator, and segment runs smoothly from start to finish.

Sports Technology Specialist

Sports technology specialists utilize data and digital tools to enhance the coverage and sharing of games. They might manage analytics systems, streaming platforms, or new interactive fan experiences.

Photojournalist

Photojournalists capture the emotion and energy of every moment. Their images help tell the story beyond the scoreboard, showing the drama, passion, and people behind the game.

Sports Reporter

Sports reporters chase stories, interview players, and write or talk about what happens on and off the field. They bring insight, accuracy, and excitement to every game they cover.

The Outlook for Sports Media and Communication Careers

While technology has changed the way sports are communicated, sports media and communication jobs are not disappearing, but evolving. Overall, the pace of growth in media and communication jobs is slow. However, even with a slower growth rate, there are still an anticipated 104,800 job openings expected each year to replace those retiring from the field, according to the U.S. Bureau of Labor Statistics. 

Some key careers tied to sports are on the rise. Public relations specialists, who handle team and athlete image, are projected to grow by about 5% from 2024 to 2034, faster than the average job growth. Producers and directors, who shape live games, shows, and streaming content, are also expected to grow 5% in the same period.

Why the growth? Teams, leagues, brands, and networks all need strong stories and constant content. They compete for fan attention on TV, streaming platforms, and especially social media. That means more demand for individuals who can plan messages, manage digital channels, produce video content, and protect a brand’s reputation in real-time.

The Sports Media and Communication Graduate Certificate From UF

If you’re ready to elevate your career in sports media, the online Sports Media and Communication Graduate Certificate from the University of Florida College of Journalism and Communications provides an industry-relevant path forward. With four courses (12 credits total) that students can complete in as little as two semesters, the fully online design fits seamlessly around a busy schedule.

UF’s College of Journalism and Communication also offers seven master’s programs and four other graduate certificate programs. 

This Sports Media and Communication credential arms you with essential skills, including strategic communication, digital content creation, data storytelling, and global perspective. They help you stand out in media relations, sports marketing, and team-based communication roles.

With the strong alumni network and reputation that come from a major research university like UF, it opens doors and strengthens your professional profile.

The post Sports Media Careers That Start With Communication Skills appeared first on UF CJC Online Master's.

By Evan Kropp

Throughout history, people have used stories to help make sense of the world around them. These stories serve many functions, influencing how we see ourselves and how we connect with others. In public interest communication, storytelling plays yet another vital role: it becomes a catalyst for change.

It can take many forms, from a documentary film or community campaign to a single personal testimony. Public interest communication can illuminate injustice and motivate people to take action.

The modern social and cultural landscape makes storytelling for social impact more essential than ever. Complex issues like climate change, public health, racial equity, and poverty can overwhelm audiences when reduced to numbers and reports. But when those same issues are told through the lens of lived experience, they resonate on a deeper emotional level and build trust through authentic communication.

Why Storytelling for Social Impact Matters in Public Interest Communication

Public interest communication focuses on influencing attitudes and behaviors for the benefit of society. Storytelling is central to this mission because it taps into empathy, a driving force behind social action. A well-told story helps audiences move beyond abstract ideas and connect with the real human consequences of policy decisions and systemic problems. It can even shed light on the unfairness of certain cultural practices.

Research in neuroscience supports this. Stories engage the brain’s sensory and emotional centers, making information more memorable and persuasive than facts alone. Much like deep reading, narratives invite people to imagine themselves in another’s shoes, bridging divides and opening pathways to understanding.

For communicators, mastering narrative techniques is a strategic tool for advancing the public good.

Inspiring Action Through Real-World Campaigns

Across the globe, organizations have demonstrated how stories can mobilize communities. Consider the public health campaigns that emerged during the early stages of the COVID-19 pandemic. While data and guidelines were critical, personal stories such as nurses sharing their exhaustion, families mourning loved ones, and patients describing recovery were what shifted behavior and reinforced the importance of collective responsibility.

Climate communication is another notable area. Rather than framing climate change as a distant scientific problem, public interest communicators brought it into the present with human-centered stories of flooded neighborhoods and disappearing coastlines, all in the context of intergenerational responsibility. 

Similarly, the “It Gets Better” project harnessed thousands of personal narratives to offer hope and visibility to LGBTQ+ youth, demonstrating how storytelling can scale rapidly across digital platforms to spark solidarity and support.

Techniques for Crafting Powerful Narratives

For communicators working in public interest fields, a few key storytelling techniques can amplify impact:

• Center lived experience. Stories rooted in authentic voices, especially those directly affected by an issue, carry more weight than abstract advocacy.
• Build characters, not case studies. People connect with protagonists they can relate to, not faceless demographics.
• Show conflict and resolution. Narratives thrive on tension. Articulating what is at stake and how change is possible creates urgency and hope.
• Pair stories with strategy. While emotion engages, strategy directs action. Strong campaigns link personal stories to clear calls for policy change, donations, or participation.

Everyone has a story the world needs to hear. For communicators, the task is to create platforms where these stories are shared, respected, and amplified. As technology evolves, so does the potential for storytelling. Digital platforms provide powerful channels for reaching audiences worldwide. Yet the essence of storytelling for social impact remains unchanged: clarity, authenticity, and emotional resonance.

University of Florida’s Public Interest Communication Program

The online Master of Arts in Mass Communication degree with a concentration in Public Interest Communication is designed to equip graduate students with research-based strategic communications tools for driving social impact.

The program combines academic and practical work across disciplines, including journalism, public relations, psychology, sociology, political science, and neuroscience. Students learn systems thinking, narrative strategy, campaign design, and measurement of change. The curriculum is delivered via recorded lectures and live sessions, allowing flexibility while maintaining rigorous professional standards.

Graduates from the master’s degree program enter roles in advocacy organizations, nonprofit or governmental agencies, foundations, think tanks, and consultancies where they design and lead campaigns that influence behavior and policy. The program emphasizes hands-on experience, strategic planning, cross-sector collaboration, and the capacity to build communications efforts deeply grounded in social purpose.

The post How Storytelling Drives Social Change in Public Interest Communication appeared first on UF CJC Online Master's.

By Evan Kropp

Thanks to social media, we live in the most connected society in history. Much is made about the negative side of this hyperconnectivity, including the spread of misinformation. However, despite justified concerns about its negative aspects, social media plays an indispensable role in one critical area: crisis communication and management for organizations.

A tweet, post, or video snapshot can spark outrage or panic in minutes. How an organization responds (or fails to respond) on social media determines whether a crisis escalates or is contained. Social media crisis communication is uniquely suited to manage these moments because of its speed and reach.

Professional communicators benefit from understanding the essential role social platforms play during crises and the best practices to communicate effectively under pressure.

Why Social Media Matters in a Crisis

Unlike traditional channels, social media crisis communication allows organizations to broadcast real-time updates and engage with people directly. This is especially critical when organizations need to correct misinformation.

The type of crisis where social media offers the most benefits is one where negative attention spreads rapidly and unpredictably across social media itself. It’s a situation that makes social platforms both the battleground and the front line of reputation management.

Social media is a double-edged sword. The same tools that help institutions respond to a crisis also amplify missteps. An organization’s presence, tone, and responsiveness on social media significantly influence public trust. 

Because crises often unfold faster than official public relations or news cycles, social media becomes the critical medium through which narratives are shaped. Social media platforms are where stakeholders look first when they want answers or accountability.

Best Practices for Social Media Crisis Communication

To manage crises well on social media, organizations should follow a deliberate, well-prepared approach encompassing real-time updates, engagement practices, and reputation recovery.

Preparation Is Key

Organizations should develop an evergreen crisis communications plan that integrates social media as a core channel. By creating templates and checklists to define roles and response protocols, communicators are better prepared when something happens. It’s also helpful to conduct simulations and drills to test a team’s speed and coordination before a real crisis strikes.

Monitor Actively and Listen

It’s vital to use social listening tools to monitor brand mentions, emerging sentiment shifts, and “hot topics” early. Organizations should also track conversations across platforms (such as X, Instagram, Facebook, LinkedIn, and Reddit) to spot patterns of escalation.

Pause and Assess

One mistake many organizations make is continuing to publish scheduled content during a crisis. The better move in a crisis is to immediately pause scheduled content, especially anything that could come across as tone-deaf. Businesses should take a moment to gather information and understand the broader context before issuing a response.

Communicate Quickly and Clearly

A holding statement is often needed during a crisis. These statements acknowledge the situation and promise updates, even if full details are not yet available. As with all crisis management communication, the goal is to respond substantively, aiming for clarity, empathy, and transparency. Cut out any jargon or deflection. The message should be consistent across all platforms.

Strategic Engagement

During a crisis, teams should respond where appropriate to questions, concerns, or misinformation. However, it is vital to avoid argument-style back-and-forths, the hallmark of far too much communication on social media. The focus should be on facts, corrections, and transparency.

Correct and Rebuild Trust

People make mistakes. That means they also understand that organizations make mistakes. The key during a crisis is for the organization’s leadership to address the issue directly, not deflect, and share progress updates and next steps. Most people will forgive mistakes, but also want to know what actions are being taken to correct them.

UF’s Online MA in Mass Communication Social Media Concentration

The University of Florida’s online Master of Arts in Mass Communication offers a full 36-credit, online program delivering a professional degree from UF’s College of Journalism and Communications. Students can choose among several concentrations, including Social Media, Digital Strategy, Global Strategic Communication, Public Relations, and more.

Crisis management is one of the areas that graduate students explore in the Social Media concentration. The curriculum focuses on narrative development, platform strategy, audience analytics, content creation, and campaign evaluation.

Students in the program learn to integrate social media within broader strategic communication efforts. These skills are especially relevant in crisis management contexts. Graduates are well-positioned for roles such as social media strategist, digital media manager, brand manager, or online communications director.

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By Evan Kropp

Building strong relationships with journalists remains one of the most critical aspects of success in public relations management. Significant advances in technology have not changed this equation. Innovations in areas like data analytics have reshaped public relations management, but the core of successful media relations still comes down to trust, respect, and genuine connection. That takes a human touch, not savvy tech.

PR professionals also face more competition than ever. Journalists receive hundreds of pitches every week, and those that come from professionals they have connections with stand a better chance of being noticed and reported on. It’s one of the most fundamental PR professional skills. 

At its heart, media relations is more relational than transactional. When PR professionals invest in getting to know a reporter, as well as the details of their communication preferences, they improve their chances of getting recognized. This type of relationship-building creates opportunities for collaboration and ensures long-term partnerships that can benefit both the PR professional and the journalist.

The Role of Trust and Respect

We now live in the most media-savvy era. Even the coverage of well-known events, such as press conferences or official announcements, can extend beyond focusing on the event itself and explore the reasons behind it. A typical example is a reporter noting that a politician might be attempting to divert attention away from a recent scandal by holding a press conference on something unrelated that puts them in a positive light. 

In short, there’s never been less trust in the motives of public figures, companies, or agencies. People almost automatically question the motivations and intentions of everyone.

That means public relations professionals must work harder than ever to earn the trust of reporters. The  Public Relations Society of America (PRSA) emphasizes that this relationship is the foundation of the PR industry, adding that “a sense of trust and openness allows for more effective collaboration. It expands our opportunities as PR practitioners, and it lends credibility to our reputations, as well as the reputations of the clients and organizations that we serve.”

Creating Effective Pitches for Media 

One of the most practical ways to strengthen media ties is through pitch quality. Clear and concise pitches demonstrate that a PR professional understands the journalist’s audience and current coverage needs. The Muck Rack Essential Guide to Media Relations emphasizes personalization as key. Using mass emails and untargeted press releases is rarely effective.

A strong pitch also includes a timely news hook, credible sources, and multimedia assets that make the journalist’s job easier. By delivering well-prepared content, PR professionals position themselves as valuable collaborators rather than inbox clutter. Over time, this consistency reinforces the trust that is essential in public relations management.

Successful PR campaigns also attempt to align with editorial calendars and priorities. Journalists and editors have content strategies shaped by seasonal trends, audience interests, and organizational goals. By staying informed on these priorities through media monitoring and editorial research, PR professionals can position their stories at the right time.

This level of alignment requires active listening and research. Journalists prefer pitches that demonstrate an understanding of what their outlet covers. In practice, this means studying previous articles and anticipating coverage needs rather than forcing irrelevant narratives. For public relations management, this foresight is an essential differentiator.

Common Public Relations Management Mistakes to Avoid

Even the most seasoned PR professionals can stumble when it comes to media outreach. Here are some frequent pitfalls in public relations management and how to sidestep them effectively. 

Sending Irrelevant or Overwhelming Pitches

One of the most common frustrations for journalists is receiving pitches that simply don’t align with their beats. Approximately 77% of journalists say they will block a PR professional for spamming them with irrelevant pitches. And 73% say that only 25% of the pitches they receive are actually relevant. Focus on carefully researched and customized pitches that reflect a clear understanding of a reporter’s coverage area.

Treating Press Releases as a Check-the-Box Task

Press releases remain a primary tool that journalists still value and use to generate story ideas. The problem isn’t the press release itself, but poorly targeted or lackluster ones. PR professionals should ensure press releases offer compelling, newsworthy content. Pairing strong storytelling with precision targeting makes press releases more effective and builds credibility.

Inaccurate or Incomplete Information

Make sure to check and double-check every fact in any type of press release or other communication with journalists. Journalists rely on facts, and they’re quick to withdraw trust when those facts are shaky. In addition, it’s essential to be available for journalists if they make a follow-up query to get more details or to check a fact.

Resorting to “Spray and Pray” Outreach

A common yet ineffective PR tactic is the “spray and pray” method, which is distributing generic pitches to as many journalists as possible. This often results in low engagement and diminished outcomes. Journalists want value, relevance, and clarity, not volume. Always prioritize quality over quantity. 

Ignoring the Foundations of Trust

Trust forms the bedrock of effective media relations. Using an incorrect name for a reporter, breaking promises, or tone-deaf messaging are all missteps that can erode that trust quickly. Always address journalists correctly, communicate honestly, and fulfill your commitments. Transparency and reliability are core to strong public relations management.

The MA in Mass Communications From the University of Florida

Relationship-building with the media is both an art and a science. Mastering it requires a blend of strategic skills and hands-on experience. For professionals motivated to expand their expertise, advanced education can provide a competitive edge. 

The University of Florida’s College of Journalism and Communications offers an online Master of Arts in Mass Communication with a concentration in public relations that equips students with the skills to lead in the modern PR field.

The program emphasizes strategic planning, digital communication, and leadership in public relations management, helping graduates refine the very competencies that strengthen media partnerships.

By investing in education and applying these best practices, PR professionals can learn how to build enduring, trust-based media relationships.

The post How PR Professionals Build Strong Media Relationships appeared first on UF CJC Online Master's.

By Evan Kropp

Traditional public relations and branding that focus on product features, slogans, and visibility are no longer enough. Consumers today demand that companies articulate a real purpose, demonstrate public relations and social responsibility, and communicate values with clarity. The shift from brand-centric promotion to purpose-driven storytelling is about building trust and cultivating authenticity.

This transformation isn’t just marketing fluff. It reflects a cultural pivot. Consumers are just as likely to ask, “What do you stand for?” as they are “What do you sell?” In response, those who work in public relations careers must create social responsibility strategies that are woven into a brand’s mission, not tacked onto the edges.

The Rise of Purpose-Driven PR

Purpose-driven PR is the foundation of sustainable success, requiring brands to embed values in practice, not just messaging. Similarly, a purpose-driven approach elevates PR and branding toward building human connections. That’s a shift from product-centric communication toward aligning with audience beliefs and values.

Authenticity is at the center of this approach. Consumers can instantly spot inauthentic efforts, sometimes referred to as “cause-washing.” For public relations and social responsibility to resonate, brands must:

• Remain authentic, ensuring actions match words.
• Be consistent, aligning messaging, operations, and partnerships with core values continuously.
• Drive action, not just statements. 

Strategic Storytelling and Engagement

Another key to strong PR in the modern world is creating narratives that resonate with consumers and inspire their trust. Purpose is communicated most effectively through stories about people. 

User-generated content and influencer partnerships can make public relations and social responsibility efforts feel more relatable and organic. However, messaging must be backed by real action.

Even the ways to measure a campaign’s success have changed, shifting away from just impressions and more to real readership and meaningful connections. Transparency is a significant driver of this type of engagement, including sharing both successes and ongoing challenges for a brand. 

Creating a purpose-driven marketing strategy involves seven steps, starting with defining your mission, aligning actions to it, and embedding it in customer experience, storytelling, and measurement, according to Forbes.

Cause-driven marketing succeeds when the purpose aligns with public good and brand values. In this way, PR and branding can authentically marry with social responsibility.

Why Purpose-Driven PR is Important

The days when PR was simply about generating headlines or polishing a brand’s image are over. Today’s audiences are more discerning and quick to call out inauthenticity. They want to know what companies stand for and whether those values are reflected in both words and actions. That’s why it’s essential to use purpose-driven communication strategies to create modern PR and branding.

A purpose-driven approach builds stronger, lasting connections by aligning brand messages with social values that audiences care about. When organizations embrace public relations and social responsibility, they demonstrate integrity and transparency, qualities that foster loyalty in a competitive market.

Instead of one-off campaigns, purpose-driven strategies create a narrative thread that shows consistent commitment to a greater good. Brands that root their PR in purpose don’t just sell products, but also build communities of trust.

Online MA in Public Relations From the University of Florida

The University of Florida’s online Master of Arts in Mass Communication with a concentration in Public Relations is designed for working professionals to deepen their understanding of modern public relations and social responsibility. The program boasts the Public Relations Society of America’s CEPR designation, an industry-recognized mark of quality.

Graduates learn strategic communication, content creation, stakeholder relationship-building, and narrative control. These are all skills essential for executing purpose-driven PR campaigns. Courses include Public Relations Strategy and Messaging, Public Relations Measurement and Evaluation, and Strategic Writing for Public Relations. The curriculum emphasizes digital storytelling and strategic narrative control.

True modern PR transcends the brand. It weaves public relations and social responsibility into the core of operations and storytelling. By embracing purpose with authenticity and measurable impact, brands gain relevance and nurture the trust and loyalty today’s consumers demand.

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