After the Philadelphia Eagles’ recent victory over the Detroit Lions, I did what many Philly fans did: I stayed up to watch head coach Nick Sirianni’s post-game press conference. What I didn’t expect was a short masterclass in leadership — one that applies just as much to public relations as it does to football.
As he often does, Sirianni talked about fundamentals. The Eagles, he said, are built around the offensive line ie “blocking and tackling.” Teams play games like they practice, he said, when describing how the success of the defensive line. You can’t skip those pieces and expect to compete. But then he started talking about some of the tough calls he had to make, namely to go for it on fourth down and to use the famed Tush Push. Essentially, he was saying that some risks will pay off and some won’t. And when they don’t it’s the responsibility of the one making the decision. The key, however, is not necessarily the outcome, it’s the ability and willingness to make decisions, even in high-pressure situations.
Of course, whether you’re coaching a football team or running a business or non-profit, your ability to make confident decisions depends on the quality of the information, preparation, and perspective around you.
That’s where seasoned PR leaders come in.
At its core, public relations has its own blocking and tackling. Building strong media relationships. Crafting authentic messages that resonate. Understanding the nuances of an issue. Monitoring sentiment – positive and negative. Preparing spokespeople. Anticipating tough questions before they’re asked. None of this is glamorous work — but when it’s done well, everything else is possible. When it’s done poorly, everything else is harder.
But the highest value a PR partner brings isn’t the routine execution. It’s the counsel and perspective that only you can bring.
The best PR counselors help leaders decide when to take a risk, how to take it, and how much risk is worth taking. We know when a story will land and when it may backfire. We know when silence is the smartest strategy and when speaking boldly will earn trust. We know when a small issue will fade on its own — and when it’s about to become the lead story at 6 p.m.
Clients make better decisions when they have someone beside them who has seen the patterns, navigated the crises, earned the media’s trust, and understands how audiences will react. That experience becomes the difference between a leader acting with hesitation and a leader acting with clarity.
In that way, Sirianni’s message hit home: teams — and organizations — play like they practice. If the preparation is strong, the fundamentals solid, and the counsel sound, decision-making becomes easier. Confidence replaces anxiety. Leaders lead.
And perhaps most important: they’re not making big calls alone.
A coach is only as good as the staff and perspectives surrounding him. A client is only as good as the information, insight, and guidance they receive from partners who understand both the stakes and the strategy.
That’s the real value of PR leadership. Not just doing the work behind the scenes, but helping leaders see the field clearly — and giving them the confidence to take the right risks at the right moments.
Philadelphia already knows the power of good coaching. It turns out the same lessons apply off the field, too.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
