A sports information director is a key individual working in a university athletics department. The SID acts as an information and communications go-between for the department and interested media outlets. He or she helps to provide player information, statistics, and background information on all sanctioned, official sports at the school. He or she also helps to set up interviews with coaches, trainers, and players and generally provides information to promote school athletic programs. Media requests for athletics-related interviews or access also typically will go through the sports information director's office.
In his or her role as the SID, the director will typically supervise a staff that helps to generate a variety of physical and digital documentation about various aspects of the athletics operation. This can include creating player biographies and managing the content of media guides provided to press and programs sold to fans at games. The SID also will normally work with coaches to coordinate the presence of statisticians at games to help record all official statistics and accomplishments at games. The SID and the people in his or her office keep all stats updated during a season.
A sports information director usually is a person with a background in both university-level sports and formal education in communications or public relations. As a university employee at the director level, he or she will normally be required to be a college graduate. As a supervisor of staff, he or she will also have hiring responsibilities. The SID will also normally have acquired practical experience working within a sports information department or athletic department at a college. Typically an SID works fairly long hours during the week in an office, but he or she may also do field work at practice facilities and even travel with teams.
Sports Information Director Tasks
Act as local expert on state and federal rules and requirements.
Work with the media and internal departments to provide data and promote programs and games.
Coordinate interviews, media access, fund raising events, and press releases.
Collect, organize, analyze, promote, and disseminate information on competitive academic programs and games.
Update player and team information, including portraits and social media.