For Kelly Ross, manager of internal communications for the Pittsburgh Pirates, a career in sports wasn’t a straight line — it was a gradual realization shaped by curiosity, storytelling and a deep understanding of audience experience.
Growing up in the Washington, D.C., area, Ross spent time at live sporting events not just watching the game, but observing everything around it — the messaging, the fan experience and the energy of the environment. That instinct carried into her academic path, where an early interest in reading and writing, paired with a passion for sports, led her to communications.
“I realized I didn’t just want to work in sports,” Ross said during the March 18 Strategies & Tactics Live session on LinkedIn hosted by Editor-in-Chief John Elsasser. “I wanted to shape how people experience them.”
That perspective — seeing beyond the scoreboard — continues to define her approach today.
Ross credits her ability to “read the room” in part to growing up with hearing loss, which required her to be highly attentive to tone, body language and context.
“I had to be very locked in on who I was communicating with and what was happening around me,” said Ross, membership chair of PRSA’s Entertainment & Sports Professional Interest Section. “That helped me become a more intentional observer and a more empathetic communicator.”
That awareness translates directly into her role with the Pirates, where understanding how messages will land across diverse audiences is critical.
The internal engine behind the brand
While many associate sports communications with media relations and public-facing messaging, Ross emphasized that much of her work happens behind the scenes.
Her role spans internal messaging, executive communications, change management, and cross-department alignment — all aimed at ensuring employees are informed, aligned, and equipped to represent the organization.
“A lot of people are surprised by how internal this work is,” she said. “It’s not just about the media — it’s about making sure our staff understands what we’re saying, what we’re not saying and why.”
That internal clarity, she noted, directly impacts how the organization shows up externally.
“When it’s done well, our people become strong ambassadors for our brand.”
Clarity over speed
In a fast-paced environment like Major League Baseball, the pressure to respond quickly is constant. Early in her career, Ross prided herself on speed — keeping her inbox at zero and responding immediately.
Over time, her perspective shifted.
“Speed is important, but clarity and accuracy are what build trust,” she said. “Sometimes you have to pause, confirm details and align internally before communicating.”
That discipline becomes especially important in moments of uncertainty or potential crisis, where established processes allow communicators to respond with intention rather than react impulsively.
Tailoring messages across audiences
From players and staff to corporate partners and fans, the Pirates’ communications ecosystem is complex. Ross emphasized that while audiences differ, the foundation remains the same: accuracy, clarity and empathy.
“It’s about putting yourself in someone else’s shoes,” she said. “Understanding what they need, what context they have, and how they might interpret a message.”
That mindset also reinforces a key principle: internal and external communications should never feel disconnected.
“Employees should be hearing the same themes and priorities that we’re sharing externally,” Ross said. “You don’t want your internal audience learning things last.”
Consistency, early information-sharing and cross-functional collaboration help ensure alignment across the organization.
Breaking into sports communications
For students and early-career professionals interested in sports, Ross offered a candid reality check: passion is important — but it must be balanced with professionalism.
“You are a fan second,” she said. “You can’t let that excitement override your responsibility to the organization.”
Building trust with players, colleagues and leadership requires a clear understanding that the job is about supporting people and the brand — not personal fandom.
Her own career path underscores the value of networking and patience. After attending a sports career event and building a strong connection, she received a message years later that led her to apply for her role with the Pirates.
“Put yourself out there and trust that it will happen,” she said.
What sets great communicators apart
Ross drew a clear distinction between good and great communicators.
“A good communicator delivers a message clearly,” she said. “A great communicator anticipates questions, understands their audience deeply and builds trust over time.”
That ability to anticipate — rather than simply react — is especially critical in high-visibility, fast-moving environments like professional sports.
Ultimately, Ross sees her role as contributing to something larger than baseball.
“It’s about creating moments and sharing stories that people carry with them long after the game,” she said.
Here, Ross takes part in the S&T Live lightning round!
Photo credit: Douglas — stock.adobe.com
