Strategic Communications in Sports: Inside UW–Madison Athletics

PRSA Madison members recently went behind the scenes of UW–Madison Athletics during a lunchtime professional development event at the Kohl Center featuring Patrick Herb, Assistant Athletic Director for Strategic Communications.

During the session, Herb shared an inside look at how UW Athletics’ Strategic Communications department operates as an integrated team supporting a multitude of sports programs, including Wisconsin Football. His remarks focused on how the department ensures brand consistency, manages media relations, and tells compelling stories across the full athletics portfolio while adapting strategies to meet the unique needs and brand voice of each sport.

Attendees gained insight into how strategic communications professionals collaborate across disciplines, balance institutional and team-specific messaging, and protect one of collegiate athletics’ most recognizable brands in a dynamic, high-visibility environment. The discussion underscored how core public relations principles—strategy, alignment, and relationship-building—are applied at scale across a complex organization.

The event concluded with a short tour of the Kohl Center, giving participants an added behind-the-scenes perspective on UW–Madison Athletics.

Thank you to Patrick for an informative and engaging session, and to our PRSA Madison members for joining us.

Events like this continue to highlight the many ways strategic communications thinking applies across industries, including collegiate athletics.