Speakers:
- Tony Thompson, Scholarly Assistant Professor, Edward R. Murrow College of Communication (Moderator)
- Jasmine Nye, Business Owner, Weddinglandia
- Lisa Johnson, General Manager, Playfly Sports Properties/Cougar Sports Properties
- Mike Flood, Vice President, Outreach & External Affairs, Seattle Seahawks
- Marcia Steele Hoover, Owner, Chamberlain Consulting, LLC
Length of Lesson: 90 minutes
- 10 minute warmup
- 50 minute video
- 15-30 minute discussion
- Optional Classroom Activities:
- Audience First
- Ethics Under Pressure
Learning Objectives
After completing this lesson, students will be able to:
- Explain how storytelling influences business decisions and public engagement in sports organizations.
- Analyze how communication professionals adapt messages for different audiences and platforms.
- Evaluate the role of ethics, values, and organizational culture in effective communication.
- Understand how communication professionals build trust during challenging or controversial situations.
- Identify the importance of audience analysis before developing communication strategies.
- Reflect on how personal values and professional ethics influence leadership and career decisions.
1. Pre-Video Warm-Up
Activity: “Why Do Stories Matter?”
Ask students to think of a recent sports story that received widespread media attention.
It could involve:
- a championship
- a trade
- an athlete’s personal story
- a controversy
- a community initiative
Have students answer:
- What made people care about this story?
- Was it about winning – or something bigger?
- How did social media, television, or news coverage shape your opinion?
After several responses, introduce the lesson:
“Today’s panel explores why communication professionals – not just athletes or coaches – play an essential role in shaping the stories that define sports.”
2. Watch the Presentation
3. Post-Viewing Discussion Questions
- Several panelists argued that storytelling is much more than marketing. How does storytelling influence the success of a sports organization?
- One panelist emphasized that understanding your audience comes before telling a story. Why is audience analysis so important in communication?
- Lisa Johnson discussed discovering someone’s “why.” How can understanding another person’s motivations improve communication and relationships?
- Jasmine Nye described becoming a “generalist” by learning many areas of communication rather than specializing in just one. What are the advantages and potential disadvantages of that approach?
- The panelists discussed using communication to build organizational culture. What role does communication play in creating trust within a company or team?
- Several examples involved organizations deciding whether – or how – to respond to political or social issues. What factors should organizations consider before making public statements on controversial topics?
- Jasmine Nye shared a story about balancing personal values with organizational communication during moments of social unrest. Why can ethical communication become especially challenging during crises?
- Mike Flood and Marcia Steele Hoover both emphasized finding the “connective tissue” that brings people together. Why is finding common ground an important communication skill in today’s media environment?
- The panelists repeatedly stressed that communication professionals must educate others about why communication matters. Why do you think communication is sometimes undervalued until a problem occurs?
- Looking across all of the panelists’ careers, what qualities do you believe contributed most to their success? Which of those qualities do you hope to develop yourself?
Optional Activity 1: Audience First
Time: 15–20 minutes
Divide students into small groups.
Each group receives the same announcement:
“Your school’s athletic department is launching a new after-school sports program.”
Each group is assigned a different audience:
- Current students
- Parents
- Local media
- School board
- Potential sponsors
Groups must answer:
- What would this audience care about most?
- What message would you emphasize?
- Which communication platform would you use?
- What tone would be most effective?
After presentations, discuss how the same story changes depending on the audience.
Optional Activity 2: Ethics Under Pressure
Present students with this scenario:
A popular student-athlete posts a controversial message on social media that quickly attracts local media attention. The school has not yet issued a response.
Working in small teams, students should develop a communication plan by answering:
- What facts need to be verified first?
- Who are the stakeholders?
- Should the school respond immediately or wait?
- What values should guide the response?
- How can trust be maintained with students, parents, and the community?
Each team presents its strategy and explains the reasoning behind its decisions.
Teacher Wrap-Up
Ask students to reflect:
Which idea from today’s panel challenged the way you think about communication?
Possible follow-up questions:
- Why do organizations spend so much time understanding their audiences?
- How do personal values influence professional decisions?
- What communication skill from today’s discussion would be most valuable in almost any career?
Key Takeaways
Students should leave understanding that:
- Great storytelling begins with understanding the audience.
- Effective communication is built on trust, authenticity, and shared purpose.
- Organizational culture is strengthened through consistent communication and shared values.
- Ethical communication becomes especially important during difficult or controversial situations.
- Successful communication professionals combine creativity with strategy, empathy, and strong listening skills.
- Communication is often the bridge between an organization’s mission and the people it serves.
Teacher Notes
Media Literacy Connections
Although this panel centers on careers in sports communication, it provides numerous opportunities to strengthen media literacy and critical thinking skills.
Students should recognize that:
- Audience Awareness: Effective communicators tailor messages to specific audiences rather than using a one-size-fits-all approach.
- Story Framing: How a story is told can influence how audiences interpret events, organizations, and individuals.
- Ethical Decision-Making: Organizations must weigh competing values when communicating during crises or controversial events.
- Source Evaluation: Audiences should critically evaluate why organizations communicate certain messages and what goals those messages serve.
- Shared Values: Communication often succeeds by identifying common ground that builds trust across diverse audiences.
This lesson encourages students to think beyond sports and consider how storytelling, ethics, and audience understanding influence communication in journalism, business, government, nonprofit organizations, and everyday civic life.
Instructors
Please take a few minutes to give us your feedback. Your input is greatly appreciated!
Lesson Developers
Name
Brett Atwood
Professor of Practice