Briar Cliff’s Media Communications Department sees new changes
Briar Cliff University recently updated its Media Communications department with the hiring of a new sports information professor. Ford Clark, who was hired this year from the University of Nebraska Kearney, has joined to help prepare students for opportunities in the growing sports media field.
"Students can become part of a system that prepares them for various roles in sports broadcasting, sports information and sports administration,” said Clark. “With this program, they'll know how to write, shoot video, take photos and broadcast games. These skills will make them highly marketable to employers, as they will require minimal onboarding."
Clark has also realized the confusion among students on the differences between sports information and sports marketing, that often leads them to joining a program that doesn’t meet their expectations.
“Sports marketing is more focused on advertising and promoting teams, like getting people to advertise at a stadium,” said Clark. “Sports information, on the other hand, is more media-related, serving as the bridge between athletes, teams and the media. If you're interested in working for a professional team, you might be that media liaison that ensures everything runs smoothly."
Briar Cliff’s Sports Information Co-Director, Asi Tupua, has seen how his own department has grown due to the addition of the major and Clark. Tupua points out the variety of sports information, from graphic design to event operations, and sees how important student participation is.
"My goal is to give students real-world experience," said Tupua. "Whether they're interested in making graphics, taking photos, or working the scorers' table, I tailor their experience to match their passions."
Tupua's usual week focuses on game preparation, which begins on Monday with the design of visuals and coordination with other schools on rosters and broadcasts. Despite the rapid speed, he thinks the most difficult thing is keeping up with projects when employees or time is limited.
"There comes a time when the task becomes really hectic, or I am short a worker. Could I continue to create this stuff even if today isn't ideal for me," said Tupua.
Professor Clark plans to expand the sports information curriculum, adding classes on sports broadcasting, audio production and communications law. These changes will make sure that students obtain a well-rounded education, preparing them for the fast-changing industry of sports media.
"The media landscape has changed dramatically, from radio and TV to streaming services like Peacock and Prime,” said Clark. “With these changes, there are more opportunities than ever in sports media, and we aim to prepare our students for that.”
Briar Cliff has started making changes to the department this academic year and hopes to continue to improve in the near future.
Ford Clack teaching in his Introduction to Mass Communication class at Briar Cliff University.