Take a match to that stat sheet and maybe the media guides too. Your communications staff has far more purpose than compiling numbers for records books – but only if you let them. Think of them as a cadre of storytellers, ready to highlight your program’s unknown but totally awesome tales. Every team has a story, and every player and coach, a voice. The chance to connect them to your fans and the audience beyond is well within their very capable hands. So, get thee the proper resources. From video and editing equipment, to training and strategic staffing, the communications team can act as an in-house PR agency with unparalleled access, producing fresh, one-of-a-kind content. And when possible and prudent, they can align messaging with both your marketing and social media teams to amplify the image you worked so hard to craft. Keep in mind though, just like an agency, your communications team will be at its best when it has a diversity of backgrounds and skills, inclusion in all relevant meetings and events for information gathering, and support from leadership to produce meaningful and memorable materials.