This practice Feature Article was written as an assignment for the Public Relations Techniques (PR 348) course at the University of Texas at Austin
Pictured: Ainsley Disney, PR Specialist
Photo By: Jenny Watts Photography
AUSTIN, Texas - In the world of sports, where the spotlight often shines brightest on the players on the field, there exists a team of unsung heroes working tirelessly behind the scenes. Meet Ainsley Disney, a seasoned PR specialist for the soccer team, the City Falcons. Her journey to this pivotal role has been marked by personal growth, academic rigor, and an unyielding passion for sports and communication.
"I've always been fascinated by the power of storytelling and its profound impact on communities," Ainsley shares. "This fascination ultimately led me to pursue a career in Public Relations."
With a keen eye for narrative and a heart for the dynamic world of sports, Ainsley found her niche in the industry early on. "The dynamic and passionate world of sports, where stories of triumph and perseverance thrive, seemed like the perfect area to apply my skills," she reflects.
Ainsley's journey in sports PR began as a communications assistant for a minor league baseball team—a role that would serve as the cornerstone of her career. "It taught me the ropes of sports PR, from handling game day press to developing player profiles," she recalls. " It was a foundational experience that solidified my commitment to this career path."
However, Ainsley's path was not without its challenges. One significant hurdle came in the form of a steroid scandal within the team—a crisis that tested her as a PR professional. "I focused on transparent communication, working closely with management and stakeholders to present a unified response," she recounts. " It was a tough situation, but it stressed the importance of integrity in PR."
When asked about the essential qualities for success in sports PR, Ainsley emphasizes adaptability, resilience, and a profound understanding of both the sport and its audience. "You also need excellent communication skills and the ability to manage crises calmly," she asserts.
To stay ahead of trends in PR and sports, Ainsley maintains a proactive approach, attending industry conferences, participating in professional networks, and avidly following key influencers and publications. "This helps me to adapt our PR strategies to be innovative and relevant," she explains.
Amidst the challenges and the ceaseless pursuit of innovation, Ainsley finds reward in the impact of her work. "Seeing the positive impact our stories can have on fans and the community," she shares. "Whether it's inspiring young athletes or bringing attention to charitable causes, it's incredibly rewarding"
Currently, Ainsley is spearheading a project close to her heart—a series spotlighting the overlooked heroes of the City Falcons team, from the coaching staff to the medical team. "It's about showcasing the collective effort behind our successes," she explains with enthusiasm.
For graduating students aspiring to enter the field of sports PR, Ainsley offers this advice: "Gain as much experience as possible, network within the industry, and never underestimate the value of a good mentor," she advises.
In Ainsley Disney, the City Falcons have found not only a dedicated PR specialist but also a passionate advocate for the power of storytelling and the unsung heroes who fuel the heart of sports. As the team continues to soar to new heights, Ainsley remains steadfast in her commitment to amplifying their stories and connecting with fans around the world.