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.