Interview with SMU's Associate A.D./Public Relations & Marketing Brad Sutton

Brad Sutton

Associate A.D./Public Relations & Marketing

SMU Athletics

SMUMustangs.com | Facebook.com/SMUmustangs

Brad Sutton arrived at SMU in the summer of 2001 and now serves as SMU's Associate A.D. for Public Relations and Marketing. In his role, Sutton oversees public relations, marketing, licensing, communications and broadcasting for a 17-sport NCAA Division I athletic department in the nation's fifth-largest media market.  In this interview, Brad shares about his career, his current responsibilities plus the strategies and tools being used that result in strong and successful public relations for SMU Athletics.

Can you give me an introduction of yourself, a little about your professional background and your title at SMU?

I serve as the Associate AD for Public Relations and Marketing for SMU Athletics. The fall will mark my 13th season at SMU. I arrived on the Hilltop after stints in the PR offices at Florida State, Kentucky and Colorado. I earned a BA from Transylvania University in Lexington, Kentucky, and an MS in Sport Management from Kentucky.

What are your responsibilities and how do these responsibilities integrate with marketing and business objectives for the organization and/or clients?

At SMU, I coordinate extensive external affairs efforts for our 17-sport NCAA Division I athletic department in the nation’s fifth-largest media market, including, but not limited to, public relations, marketing, licensing, communications and broadcasting. I also serve as program administrator for SMU’s men’s and women’s golf, track and field, and cross country programs, and have oversight of all aspects of those programs including coaching hires, budgeting, scheduling and compliance issues. One of our five goals in athletics is to "Cultivate enduring relationships and last memories with the SMU Community by promoting the people, achievements and events associated with SMU." My unit has direct impact on this goal - perhaps more than any other unit.

What methods of communications does the organization use to reach their publics?

All types - press releases, discussions with fans and media, e-mail, social media (SMUMustang.com/Social), our website, phone calls, etc.

What are some examples of communications strategies they have used to achieve success?

I would point to all our social media accounts (See SMUMustang.com/Social).

How has SMU’s public relations practices affected the reputation of the organization and/or clients?

We are on the front lines as spokespeople for SMU Athletics. What we say and do directly impacts our brand and the public's perception of SMU Athletics.

What advice would you give someone wanting to follow a similar path?

Volunteer for the type of organization for which you want to work. The experience and exposure to the field you get are invaluable and, in my experience, as important as any class.

What are the most important skills you use on a regular basis?

The most important skills I use on a regular basis are communication and consensus building.

What do you read to stay current in Sports Public Relations? 

Sports Business Journal, PR Network and Sports Marketing & PR Pros.

What professional and trade organizations do you recommend connecting with?

I have served as the Chair of the Conference USA SID Committee and was the Media Director for the 2007 NCAA Women's Basketball Dallas Regional and the 2008 NCAA College Cup. I have also served on the media relations staff for various events including the 2006 NBA Finals, the 2006 and 2010 NCAA Men's Basketball Tournaments and the 2011 NCAA Final Four. Each year I serve at The Colonial, a PGA Golf tournament in Ft. Worth, serving as Media Coordinator.  I also belong to Sports Industry Network, Intercollegiate Athletic Administrators Linked In, COSIDA Strategic Communicators For College Athletics, Football Writers Association of America and National Association of Collegiate Directors of Athletics.

An invitation from Kenny Cooper!

Note:  This is a class assignment for Public Relations in Sports at Full Sail University and is NOT an actual post by Kenny Cooper, and the World Cup Viewing Party is NOT an actual event.

Blog post from Kenny Cooper   

I am really happy to be back playing in Dallas at this point in my career!  As you know, Dallas is my home - I grew up playing for Solar in the Classic League and also Jesuit for high school soccer.  I want to share my “love of the game” with as many youth soccer players as possible. That’s why I am inviting you to join me to watch World Cup soccer on the big screens at FC Dallas Stadium.  The FC Dallas players and coaches will be joining you at the World Cup Viewing Party, and we will all be available for autographs and pictures.  The tickets are free, but we are expecting to have a full stadium. So visit fcdallas.com to print out your free tickets.

I have had the opportunity to be a part of Manchester United in the English Premier League, then come back to the United States to play in the MLS at both Portland and FC Dallas.  But, I know that my soccer foundation was built on the Classic League fields at Richland College.  This is the hope that all of you can have - that a kid playing in the Classic League today can have a dream to one day walk out onto a field like Old Trafford in Manchester.  Here is what I believe it takes to realize your dream.  First, your soccer ball has to be your constant companion - take it everywhere you go and just play with it.  Learn to make the ball an extension of your foot if you know what I mean.  Don't count on just three hours of training per week to take you to the next level.  Secondly, listen to your coaches - even Messi can still learn something from his coaches! 

Finally, watch as much soccer as you can - both live and on TV.  A great place to do that is right here at FC Dallas Stadium!  My teammates and I know that we have a responsibility to pass our love of soccer to the next generation, and that is you!  We want to be a part of the youth soccer community here in DFW. 

So, come to watch FC Dallas play and register for the "FC Dallas Youth Partnership", an opportunity for you to meet and hang out with me and my teammates.  And, start looking forward to next summer and the World Cup in Brazil.  We're going to invite you to join all of us at FC Dallas to watch the U.S. games with us at the stadium.  We'll be rooting for another former Classic League player, Clint Dempsey, to score a lot of goals and lead the U.S. to victory!