Welcome to Inside the Industry, a new member feature series from the PRSA Entertainment & Sports Section highlighting the professionals, perspectives and personalities that make up our community. Whether you work directly in sports and entertainment communications or simply share an interest in the community, this series aims to strengthen relationships, expand professional networks and celebrate the people behind the stories, events, brands and experiences that bring audiences together.
We’re kicking off the series with @Brandi Michele Sims,MBA, a Member-at-Large on the PRSA Entertainment & Sports Section Executive Committee who brings a unique mix of agency leadership, communications strategy and academic insight to the industry. In this spotlight, Brandi shares lessons from major crisis communications moments, why relationships matter more than placements and how AI is transforming storytelling.
What's one sports or entertainment PR moment, campaign, or crisis you still think about today, and why?
The 2017 United Airlines crisis — while not sports or entertainment specifically, it became a masterclass that reshaped how I think about real-time response and the cost of doubling down on the wrong message. In entertainment and sports PR, where audiences are emotionally invested and social media moves fast, it's a constant reminder that authenticity and accountability aren't optional.
What's the best piece of career advice you've received in sports / entertainment communications?
To always protect your relationships more than your placements. Media wins are great, but the trust you build with journalists, clients, and colleagues over time is what sustains a long career. That advice has shaped how I run my agency every day.
What's one trend in sports or entertainment communications you're most excited about right now?
The intersection of AI and storytelling. I'm watching how communicators are using it not to replace the human voice, but to amplify it — faster research, smarter pitching, more personalized media strategies. It's an exciting time to be in this space if you're willing to adapt.
What's your go-to way to recharge after a big event or hectic work week?
Honestly? A quiet morning with good coffee, no notifications, and something that has nothing to do with PR. I also love spending time with my family — there's nothing that resets you faster than a kid who needs you to focus on something completely unrelated to your inbox.
What's one fun fact most people in the section probably don't know about you?
I'm a Ph.D. — my dissertation examined how social media amplified radical behaviors during major U.S. events. So while I spend my days pitching stories, I've also spent years studying how narratives can go very wrong at scale.
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Interested in getting more involved with the PRSA Entertainment & Sports Section or connecting with fellow industry professionals?
Reach out to Membership Chair Kelly Ross at Kelly.Ross@Pirates.com to learn more.
Already a PRSA member and interested in joining the Entertainment & Sports Section?
Contact PRSA Member Services at membership@prsa.org or (212) 460-1400.