Pittsburgh Review

Members of the Steelers public relations department shared their knowledge with aspiring professionals during the annual Steelers Public Relations Student Summit. The event took place at Acrisure Stadium, offering insights into working in professional sports.

Led by senior director of communications Burt Lauten and his team, the summit aimed to educate students on various aspects of sports communication. "When started this, we came up with an idea to infuse the thoughts of getting into the sports communication world primarily to local students," said Lauten. He noted that making the summit virtual has expanded its reach nationwide.

The event attracted around 250 students both in person and virtually. It provided opportunities for learning and networking, with some participants securing roles such as full-time interns or game day staff members. Michael Bertsch, assistant director of communications, emphasized perseverance: "Don't be disheartened if you don't get an NFL internship at 22."

Topics covered included NFL PR overviews, media management, resume building, and job acquisition strategies. Bertsch praised students' efforts to gain experience: "Even if it's working March Madness for two or three weeks... that's really when you start to see some students separate themselves."

The summit also featured a Q&A session where students could ask questions about handling players in challenging situations and other specific topics. Pat Freiermuth from the Steelers and KDKA reporter Rich Walsh contributed insights through a panel discussion led by Lauten.

Freiermuth discussed differences between college and NFL media interactions: "At Penn State... I would only talk to the media four or five times a year." Walsh highlighted limited access in college settings compared to open locker rooms in the NFL.

Students also learned about career paths and expectations for PR interns covering teams like the Steelers. Freiermuth advised maintaining professionalism: "Keep it about the sport itself, about football."