Anne Hirschfeld on Balancing Passion, Pressure, and Purpose in College Athletics Communications
Assistant Athletics Communications Director (SID)
Today I wanted to shine a light on one of the most important behind the scenes positions in college athletics, the Assistant Athletics Communications Director, most often called the Sports Information Director or SID. I have always wondered just how much goes into this job. It seems like a never ending flow of responsibility, and there are only so many hours in a day.
To find out more, I reached out to one of the best I know, Anne Hirschfeld, an SID at North Carolina State University. Her primary responsibilities are softball and volleyball, while also serving as the secondary contact for men’s basketball.
Finding a Path in Sports Communications
For a position that demands time, detail, and dedication, I first asked Anne what drew her into this line of work.
“I don’t know life without sports. I grew up being an athlete. My older brother played college football. Being from Wisconsin, I think that is kind of where that stems from. You basically grow up a sports fan.”
Sometimes a love of sports is reason enough to pursue a career in athletics. But Anne’s journey also merged another interest, writing.
“The older I got, the more I realized I kind of enjoyed writing. So I figured why not combine two of my favorite things, writing and sports, and try to make a career out of it. My junior year of college, I transferred to Drake University in Des Moines, Iowa, and I got a student position in the communications office.”
She credits her mentor for taking her under his wing. From that point on, she fell in love with the job even more.
Learning from the Ground Up
Not all schools operate the same way. While at Drake, Hirschfeld was part of a two person staff covering 22 sports. At a larger school like NC State, there are six to eight staff members dividing those sports. That is a huge difference in workload.
“I look back on my time at Drake and I am so grateful for it because I learned so much more. I think that really helped build me into who I am today in my career in terms of the knowledge I have with different things and being someone others in my office can lean on when they need help.”
Those who come from smaller programs often develop the strongest skill sets. When you have to handle more with fewer resources, it shapes you for success.
Hours and Responsibilities
So how many hours does an SID work in a week? The answer is not for the faint of heart. Hirschfeld estimated anywhere from 60 to 80 hours a week during the season.
Their responsibilities go far beyond running social media and answering emails. Tasks include, but are not limited to:
- Writing game previews and recaps
- Creating game notes with athlete information and stats
- Keeping the athletics website updated and accurate
- Managing weekly awards
- Handling media credential requests and interviews
- Coordinating with coaches and athletes
While interns help, the SID is ultimately responsible for ensuring everything is done correctly. Hirschfeld praised NC State’s students for being dependable and contributing in meaningful ways.
“Everything we have them do, we make sure they realize how important it is. For example, I am our secondary men’s basketball contact, so on game days I run point for our interns and remind them that what they are doing matters. I do not just say it to say it. I say it because I mean it.”
Advice for the Next Generation
Hirschfeld has always struck me as helpful and genuine. Patience, organization, and having great help are key to succeeding in her role.
For those considering a career in athletics, she offers this advice:
“I think the biggest thing I always tell people is no matter who tells you what, you deserve a seat at the table and you have a voice that is worth hearing. Always advocate for yourself and do not be afraid to reach out to people and start the conversation.”
Encouragement for Women in Athletics
I asked Hirschfeld for a final word of encouragement for young women entering a field traditionally run by men. She also expressed her gratitude for working at NC State, where women hold many key positions.
“You deserve a seat at the table and you have a voice that is worth hearing. I am fortunate to be at a place where there are so many incredible women in our department. My direct boss is a female, her supervisor is a female. There are so many incredible females in our administration and I do not think you see that a lot of places. When I came here, that was something that really drew me in.”
“Athletics at the college or pro level has always been traditionally male dominated, but at NC State, I would never know that. There are so many incredible females in our department, and I think that is a testament to our athletic director, Boo Corrigan. He just wants really good people here, no matter if they are male or female.”
Closing Thoughts
So there you have it, or at least most of it. I am sure there are things I did not think to bring up, which only goes to show how much responsibility an Assistant Athletics Communications Director has on their plate. As someone in sports media, this conversation definitely made me appreciate and better understand the many different directions they are pulled.
I would like to thank Anne Hirschfeld for taking time out of her busy day to talk with me. She is truly one of the best. Until next time…
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