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Speaker 1: Welcome to the JP Shattered Podcast. Today's Thursday, April five,

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Speaker 1: and today we've got a special guest, someone who's worked

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Speaker 1: You probably see quite a bit off your Jaguars famp,

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Speaker 1: but you might not realize who it is. It's the

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Speaker 1: Jaguars director of public Relations, Ted Dickman. It's a relatively

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Speaker 1: quiet week around EverBank Field for the Jaguars. Prospect visits

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Speaker 1: continue in the building and they will for the next

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Speaker 1: little while. The US women's soccer team plays tonight against

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Speaker 1: Mexico at EverBank Field. As well. We're two weeks away

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Speaker 1: from the busiest week in a while around here. The

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Speaker 1: Jaguars players are back for the start of the off

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Speaker 1: season program April sixt The Pulp is Lesding retirement ceremony

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Speaker 1: is that week as well, along with the state of

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Speaker 1: the franchise and the media pre draft luncheon. We'll get

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Speaker 1: to all of that when it comes around in a

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Speaker 1: couple of weeks. Today a full conversation about public relations

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Speaker 1: for the Jags. Last year we had seen and your

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Speaker 1: vice president of Communications, Dan Edwards on this podcast to

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Speaker 1: discuss his history in the business, and of course here

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Speaker 1: were the Jaguars from day one. Today we go into

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Speaker 1: the PR realm a bit deeper with Director of public

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Speaker 1: Relations Tad Dickman. He's in charge of the day to

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Speaker 1: day message for the team, working with the football side

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Speaker 1: and the front office side for that consistent message, working

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Speaker 1: on innovating the way the Jags get those messages out.

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Speaker 1: He's the only child to retire to Air Force parents,

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Speaker 1: so he moved around a lot as a youngster, but

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Speaker 1: finished high school in Alexandria, Virginia. He played basketball at

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Speaker 1: the University of Mary Washington and Fredericksburg, Virginia, and he

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Speaker 1: interned with the New York Giants in the PR department

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Speaker 1: in and then joined the Jacksonville Jaguars in the director

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Speaker 1: of public Relations for the Jacksonville Jaguars. First time on tape,

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Speaker 1: Tad Dickman, Yeah, I'm not used to sitting on this

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Speaker 1: side of the microphone, so this is definitely interesting. But

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Speaker 1: I appreciate you having me. Thanks for coming on. Man.

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Speaker 1: I mean, we see you on social media, I see

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Speaker 1: you in the building every day. You know, we know

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Speaker 1: you very well. But a lot of folks listening to

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Speaker 1: this might have an idea who and what you are,

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Speaker 1: but have never heard from you before. So now is

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Speaker 1: your opportunity to spit it out. A lot of times

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Speaker 1: I'll have people tell me that they are like, oh,

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Speaker 1: you're the You're the guy that tweets sometimes or comes

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Speaker 1: comes at people on Twitter or defends your guys, And

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Speaker 1: I'm like, yeah, yeah, that's you know, that's what I'm

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Speaker 1: here for. Man. I gotta stand up for our crew

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Speaker 1: when I can. UM. But it's been a lot of fun,

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Speaker 1: especially this past year, kind of the way that the

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Speaker 1: team transformed and how they came together. UM, and you know,

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Speaker 1: for our department, we obviously get to have a close

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Speaker 1: up view of kind of the chemistry and how it

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Speaker 1: builds throughout the season. So it was it was a

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Speaker 1: lot of fun and very special this year to kind

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Speaker 1: of get to be a fly on the wall for

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Speaker 1: a lot of that development. Let's get right into it

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Speaker 1: a day today. What are you doing today? Today's a

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Speaker 1: Wednesday as we take this, just what you're on a

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Speaker 1: Thursday originally, so Wednesday in the off season. We're a

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Speaker 1: month less than a month away from the NFL Draft,

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Speaker 1: but there's a lot coming up in the next couple

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Speaker 1: of weeks. What has your day been like on a Wednesday?

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Speaker 1: What have you in your department been doing today. Yeah, UM,

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Speaker 1: I guess going through kind of the the near future. UM.

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Speaker 1: At this point right now, we're getting ready for you know,

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Speaker 1: two weeks from now. Obviously the schedule release both preseason

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Speaker 1: and regular seasons on the horizon, so you know, being

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Speaker 1: prepared for when that comes. UM. But the events that

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Speaker 1: we have planned out right now, we have Paplzai is

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Speaker 1: going to retire on April, which would be a really

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Speaker 1: special day. UM. You know, a lot of alumni coming

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Speaker 1: in for that one. UM. That's also the same day

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Speaker 1: that our players get back for the off season program

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Speaker 1: for Phase one. UH, so you know we'll have you know,

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Speaker 1: probably sixty plus guys coming back in the building on

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Speaker 1: that Monday as well. UM, the next day, we're gonna

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Speaker 1: do some availability with our players, so we'll get to

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Speaker 1: do our annual trip down to the weight room with

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Speaker 1: coach Baslinski. Uh, shoot some photo and some video down

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Speaker 1: the weight room. The players always love that one, you know,

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Speaker 1: there their first big lift of the off season, and

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Speaker 1: we have a bunch of cameras in. They're always pumped

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Speaker 1: up to see who's done their homework. And Wednesday, we'll

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Speaker 1: we'll catch our breath for a second, and then Thursday

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Speaker 1: we have State of the Franchise, which comes with you know,

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Speaker 1: the uniform and veiling. UM. You know a lot of

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Speaker 1: great updates from from Shot and from Mark on kind

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Speaker 1: of the business ventures that we're a part of right now.

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Speaker 1: So I think that's always one that the fans I

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Speaker 1: really enjoyed to kind of getting to see the behind

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Speaker 1: the scenes stuff that we the Jaguars, the business organization,

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Speaker 1: you know, the corporation, what we're doing on that part

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Speaker 1: of it, um and not just a team on the field. UM.

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Speaker 1: And then Friday, we do you know, our typical annual

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Speaker 1: pre draft media luncheon. We'll have coach Coughlin, coach Moron

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Speaker 1: Dave called well, you know, do some stuff with our media. UM.

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Speaker 1: You know, that day we get to talk through some

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Speaker 1: offseason policies, upcoming media events, and then we're into it. Man,

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Speaker 1: we got the draft coming up that weekend. UM. And

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Speaker 1: then once we get into O T A S. It's

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Speaker 1: you know, it's kind of like, you know, you get

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Speaker 1: the feeling that the seasons back, let's go to them.

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Speaker 1: You're drafting releases, you're coordinating between departments in the building.

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Speaker 1: You're kind of a liaison between the football side and

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Speaker 1: the front office a lot of times the business side,

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Speaker 1: if you will, on certain items of events and all that.

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Speaker 1: So it's more than just writing a press release and

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Speaker 1: getting interviews with the players. I mean you you're you

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Speaker 1: touch almost every department in the building from time to time,

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Speaker 1: if if not during the season, but throughout the calendar year. Yeah.

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Speaker 1: And I think that the important distinction to note is

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Speaker 1: it's it's a we it's always a WEE. It's never

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Speaker 1: me doing anything. So obviously our staff, UM, I think

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Speaker 1: it's really cool because we get to spend a lot

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Speaker 1: of time to guy that we're all really close. Um.

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Speaker 1: We're six total in PR. So that starts with our

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Speaker 1: STP Dan Edwards, UM, you know, he's overseeing our group

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Speaker 1: as well as the broadcasting and then obviously with Joey

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Speaker 1: and and the radio crew. UM. And then it kind

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Speaker 1: of splits between Amanda and myself, so she's our director

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Speaker 1: of communications, handles a lot of our business ventures, um

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Speaker 1: where and then on our side with myself Alex Brooks,

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Speaker 1: who was just recently promoted to the manager of public

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Speaker 1: Relations UM. And then Gabby Morand and Andy as Worthy.

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Speaker 1: Those guys are the ones that are you know, like

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Speaker 1: you said, um, you know when we're getting those influx

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Speaker 1: of interview requests on a regular season Monday, you know,

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Speaker 1: it's on those three Alexandy and Gabby to kind of

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Speaker 1: get in the locker room and get get with those guys,

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Speaker 1: get every everything scheduled out. So, um, it's a lot

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Speaker 1: of fun as a group because right now it might

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Speaker 1: feel like it's a little slower, but it comes right

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Speaker 1: back and it comes quick. There's always an event on

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Speaker 1: the horizon. It seems like this time of year. Yeah,

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Speaker 1: and um, you know, dating back, it's like when when

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Speaker 1: the season finished up in you know, in late January,

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Speaker 1: then all of a sudden, you know, you you're coming

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Speaker 1: back home. You're doing that kind of in the season

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Speaker 1: recap stuff, season review document that you know that Gabby

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Speaker 1: puts together for us, and then you know we're going

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Speaker 1: to the combine. We got we have me to Availa

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Speaker 1: with the combine. Then we're back home and then we're

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Speaker 1: at the league meetings and at that point we know

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Speaker 1: we have we had our owners speak, we had the

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Speaker 1: e VP talk. Um. So the NFL has done a

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Speaker 1: great job of making this a year round spectacle. You know,

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Speaker 1: much to all the PR guys enjoyment around the league,

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Speaker 1: not not ever really getting a chance to slow down.

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Speaker 1: But um, you know, this is the time of year

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Speaker 1: where you have to make sure you you get to

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Speaker 1: spend some quality time away from the building. My my

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Speaker 1: family is in St. Mary's, George now, uh down from Virginia,

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Speaker 1: so I've had to spend a lot more time with

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Speaker 1: mom and dad recently. So I you have to take

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Speaker 1: advantage of it when you got it. Ted Dickman is

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Speaker 1: with us today, the director of public relations for the

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Speaker 1: Jacksonville Jaguars. We've been through the tough times here the

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Speaker 1: last few years up until last season the team fund

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Speaker 1: when you started the wins and football games, got to

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Speaker 1: the a f C Championship game on a week after

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Speaker 1: a win for a winning football team like last year,

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Speaker 1: how many requests would you get for player or coach

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Speaker 1: interviews as compared to a December in a three win

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Speaker 1: season a handful of years ago. How big of a

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Speaker 1: difference is the phone? It is a great problem to have,

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Speaker 1: that's what you want, um, you know, especially down the

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Speaker 1: down the stretch here in that kind of back half

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Speaker 1: of the seventeen season. Um, you know you start to

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Speaker 1: really see those requests pile up, I'd say kind of,

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Speaker 1: you know, week thirteen, four sixty and you're looking at

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Speaker 1: you know, probably like thirty forty request after a win,

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Speaker 1: um and then once you kind of turned the corner

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Speaker 1: into the playoffs, you know, the first week in Buffalo,

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Speaker 1: it was it was interesting because for us, you know,

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Speaker 1: a huge deal in our city, the first time in

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Speaker 1: a decade, we're getting into the playoffs. But in terms

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Speaker 1: of the national landscape, the attention really hadn't turned to

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Speaker 1: us just yet. So the Buffalo game, you know, it

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Speaker 1: was special and you could feel the electricity, but in

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Speaker 1: terms of the request, you know, it was probably a

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Speaker 1: little bit more than a normal you know, in the

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Speaker 1: into the season victory. Probably that might have been the

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Speaker 1: way the Buffalo got in. And it's been a while

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Speaker 1: for those and I'm sure they had a ton of

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Speaker 1: attention you know, in Buffalo during the week leading up

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Speaker 1: to the game. I bet they probably had more than

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Speaker 1: we did, which was you know, which is interesting and again,

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Speaker 1: you know, unique to our market. But I think after

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Speaker 1: that win and then going into the Pittsburgh game, and

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Speaker 1: then obviously you know, after the Pittsburgh victory and going

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Speaker 1: into the FC Champions up. Then it was it was correct.

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Speaker 1: We hadn't seen that level of attention ever before. And um,

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Speaker 1: you know, on our staff, I think Alex Alex did

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Speaker 1: an incredible job that week fielding all those requests, keeping

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Speaker 1: our group organized. Um, you know, obviously we're running around

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Speaker 1: doing a bunch of stuff with you know, Coach Maron

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Speaker 1: has more media request that week. Um, you know, instead

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Speaker 1: of having the normal the quarterback and having Blake talk

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Speaker 1: at the podium, we had nine guys talking with the

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Speaker 1: podium that week. Um, so I think the sheer number

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Speaker 1: of requests increases, but also the number of eyes that

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Speaker 1: are seeing that stuff, you know, drastically increases, So you

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Speaker 1: have to make sure you're that much more detailed and

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Speaker 1: the players are that much more prepared. And obviously we

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Speaker 1: have a great locker room and a bunch of really

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Speaker 1: fun personalities that they enjoyed the spotlight. So none of

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Speaker 1: it is pulling teeth with with those guys took him

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Speaker 1: to do stuff. It's more, Hey, we gotta make sure

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Speaker 1: we get him on time to this, and then he

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Speaker 1: needs to make sure that he's prepared, you know, for practice,

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Speaker 1: and then after practice that he's ready for his meet.

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Speaker 1: So you know, for us, we're never trying to interfere

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Speaker 1: with what you know, coach Marone is building with his team,

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Speaker 1: but also trying to make sure that our fans get

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Speaker 1: a chance to really meet our players. And then, you know,

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Speaker 1: especially with this go around, you know, let the country

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Speaker 1: meet our players for the first time. Tad Dickman with us,

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Speaker 1: there's a balance here between promoting the team and protecting

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Speaker 1: the team, and sometimes the view of that from different

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Speaker 1: parts of the building can be skewed a little bit

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Speaker 1: depending on the you know, football side wants a certain thing,

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Speaker 1: the business side wants a certain things. Fans want to

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Speaker 1: see your guys. But you've got to be able to

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Speaker 1: balance all those needs and how do you say no

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Speaker 1: to some request? Is that hard? Yeah? I mean obviously,

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Speaker 1: I think you want everyone to feel like they're getting

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Speaker 1: the most out of everything. Like I think that's our

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Speaker 1: job is to try to help as many people as

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Speaker 1: we can. But with that, you know, it's on my end,

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Speaker 1: I find it easy to differentiate those those things. So

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Speaker 1: for me, is it helping our organization? You know, that's

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Speaker 1: always gonna be the first question. Um, I think this

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Speaker 1: go around, Um, especially working closely with coach Maron. Is

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Speaker 1: that helping our football team win games. So if I'm

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Speaker 1: doing something from a media standpoint that's interfering with the

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Speaker 1: player studying or getting ready for practice, then that will

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Speaker 1: be a very short lived concept that that will be

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Speaker 1: gone quickly. Um. But yeah, it's I think our department

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Speaker 1: is unique and like you said before, you know, we

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Speaker 1: get the opportunity to work with basically everybody in the

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Speaker 1: building in some capacity, and I think that is it's

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Speaker 1: something that we take a lot of pride in, is

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Speaker 1: trying to make sure that we're learning other people's roles

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Speaker 1: the importance of what they do to the organization's overall success. Um.

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Speaker 1: And then ultimately it's our job to help articulate that

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Speaker 1: to our fans and to our you know, our constituents

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Speaker 1: that come to games and support us and share for

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Speaker 1: us in our you know, our loyal to our team. Um.

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Speaker 1: You know, it's our job to make sure that for

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Speaker 1: the external people that we're showing everything that we're doing

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Speaker 1: internally to make ourselves better. And then on the flip

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Speaker 1: side of it, like you mentioned with the fans, you know,

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Speaker 1: it's my I owe that to the fan base and

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Speaker 1: you know to our media that over the team, it's

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Speaker 1: my job to make sure that you know I'm fighting

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Speaker 1: for access, that I'm fighting to give them opportunities that

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Speaker 1: they've never seen before with you know a lot of

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Speaker 1: behind the scenes content, UM. And then that you know

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Speaker 1: that ultimately comes down to you and your crew. You know,

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Speaker 1: the broadcasting team, Darnell, Savannah, Carlos UM, you know, with

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Speaker 1: our digital and our social properties UM, and then you

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Speaker 1: know our whole marketing team and how can we find new, fun,

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Speaker 1: creative ways to to show this stuff to our fans.

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Speaker 1: And I think that's been a probably my when people

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Speaker 1: ask me about this job, the thing I love the

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Speaker 1: most about is like the the collaboration between the groups

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Speaker 1: UM and how far are we've been able to take

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Speaker 1: this and how we challenge each other and push each

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Speaker 1: other to get better. And the social and digital aspect

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Speaker 1: of that has changed significantly, not really in the time

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Speaker 1: I've been here. I'veon't been here six seasons now. Before that,

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Speaker 1: there wasn't much of a social UM. There wasn't much

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Speaker 1: social for the team. It wasn't much going on there

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Speaker 1: on social media, and it wasn't really anything going on

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Speaker 1: digital media to the Jaguars dot Com was not It

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Speaker 1: was functioning, but it wasn't a huge video element on

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Speaker 1: that thing. But that has grown over the last five

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Speaker 1: six years. And now any event you go to in

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Speaker 1: the league, the combine or the league meetings, teams are

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Speaker 1: represented themselves there, which didn't happen when we first came

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Speaker 1: in here about six years ago. But that has changed landscape,

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Speaker 1: not only for the digital and social side, for the

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Speaker 1: PR side too, because you've got to balance all that

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Speaker 1: on top of everything you did before with traditional press outlets. Right, yeah,

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Speaker 1: I mean, I would love to say that I could

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Speaker 1: speak on the transformation over time, but since I've been

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Speaker 1: in the NFL since, I mean, that's been the name

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Speaker 1: of the game, is the social aspect I have. I

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Speaker 1: have a lot of great conversations with Dan Everards, our

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Speaker 1: senior vice president, because for him, it was, you know,

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Speaker 1: people trying to beat the deadline to get the story

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Speaker 1: in the paper the next day, because if it didn't

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Speaker 1: get into paper, that it wasn't gonna be out there where.

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Speaker 1: You know, this day and age, obviously the newspapers still

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Speaker 1: have their deadlines, but you know they're going on there

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Speaker 1: and posting blogs and updating the blogs with each new

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Speaker 1: quote that comes out. Um. And then especially you know,

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Speaker 1: like you mentioned specifically with Twitter, you know, that's that's

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Speaker 1: where breaking news takes place. Now people aren't breaking news

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Speaker 1: and you know, on the wire from the page of

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Speaker 1: the newspaper the next morning. Yeah, so every everyone wants

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Speaker 1: to be you know, the first person to report um.

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Speaker 1: And you know, with that, it's on us as a

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Speaker 1: PR department to make sure that you know, just because

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Speaker 1: they're the first ones that that that information is accurate. Um.

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Speaker 1: And there's times where you know, if we see something

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Speaker 1: out there that is that is wrong or you know

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Speaker 1: it's false about the team, you know, it's our job

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Speaker 1: to correct that and steer it the right way. UM.

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Speaker 1: But it I feel like it's a it's a fun

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Speaker 1: time on our end because the competitive nature of the

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Speaker 1: business now for the media, you know, people are are

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Speaker 1: fighting for that information UM, and you know, we're kind

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Speaker 1: of the keepers of that and making sure that you know,

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Speaker 1: the information and the direction that we're trying to articulate

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Speaker 1: that we get out there properly. Every player pretty much

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Speaker 1: has a Twitter account now too, so that's scary for

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Speaker 1: a PR guy. I think the guys that have learned

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Speaker 1: how to utilize it the right way. It's an incredible tool. Um,

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Speaker 1: you know, having Instagram and Twitter and Snapchat and these

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Speaker 1: different platforms that provide a direct fan two player interaction

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Speaker 1: and getting to see how they live their lives, the

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Speaker 1: you know, their hobbies off the field, their families. I

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Speaker 1: think that's incredible and that but of looking at you

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Speaker 1: laughing because yeah, exactly on the other side, you know

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Speaker 1: a lot of the players that are coming in and

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Speaker 1: that's why you know, Marcus Pollard, um, you know, our

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Speaker 1: director of player development, they have programs as the rookies

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Speaker 1: come in and it doesn't just stop, you know, when

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Speaker 1: your rookie years done. It's an ongoing process that you know,

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Speaker 1: we continue to educate our players on those fronts. But

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Speaker 1: especially with the rookies when they're coming you know, there's

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Speaker 1: guys that have never you know, everything that they tweet

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Speaker 1: has never been seen by anybody. You know, they might

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Speaker 1: have a following of you know, a couple of hundred

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Speaker 1: or something. Um. And then you know a guy like

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Speaker 1: Keelan Cole as he goes down the stretch and he's

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Speaker 1: making big plays on the national landscape, well that you

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Speaker 1: know that Twitter following answer and following. Everything is growing,

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Speaker 1: it's amplifying quickly. Um So, making it's making sure that

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Speaker 1: our younger guys know the power that social media has.

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Speaker 1: Now you know, if one tweet or one Instagram post

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Speaker 1: that that can go directly into a writer's blog or

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Speaker 1: into a story or to us as a quote onto Yeah,

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Speaker 1: like you said, um so, that's the big thing is

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Speaker 1: making sure that those guys understand the power of it,

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Speaker 1: but also with that power, how they can use it

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Speaker 1: in a positive way to promote their charities and their

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Speaker 1: foundations and their teammates and you know, the city of Jacksonville,

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Speaker 1: there's a lot of you know, very positive ways that

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Speaker 1: we can use social and I think that's what you know,

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Speaker 1: that's on us as a PR department to continue to

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Speaker 1: educate them. Final thoughts here we could talk all day,

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Speaker 1: because we talk all day sometimes, how do you gain

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Speaker 1: trust of maybe a coaching staff that could be skeptical

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Speaker 1: sometimes or put active that's probably a better word. Or

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Speaker 1: a player, you know, a new guy coming into the building,

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Speaker 1: a free agent coming in, a guy you draft, how

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Speaker 1: do you go about showing them that you're there for

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Speaker 1: their best? Um uh, well, that's that's them. That's what

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Speaker 1: that's part of it is. You know, you have guys

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Speaker 1: that come in and from day one they trust you,

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Speaker 1: they look to you for guyance. And then there's other

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Speaker 1: you know, players or coaches that you know, hey, we

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Speaker 1: want to see you prove it to us, which is fair.

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Speaker 1: You know that that's how it should be. Is you know,

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Speaker 1: the repetition doing things the right way every single time.

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Speaker 1: They know that they can trust your your instincts, and

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Speaker 1: trust your guidance and trust your advice. Um. And there's

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Speaker 1: not a there's not a handbook or a manual on

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Speaker 1: how to get someone's trust, you know, I think that's

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Speaker 1: for each player. You know, I'll start with the locker room.

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Speaker 1: You know, in the locker room, those guys ultimately want

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Speaker 1: to know how how you're going to help them, how

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Speaker 1: you're gonna make them, you know, better at what they're doing. UM.

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Speaker 1: So if if over time you can show them that

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Speaker 1: you always have their best interests in mine, um, that

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Speaker 1: you always are gonna put you know, you have the

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Speaker 1: team's interests in mind. I think once people see that consistency,

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Speaker 1: that's where that trust comes from. And I you know,

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Speaker 1: I think it's always interesting with the coaching staff too.

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Speaker 1: You know when I I got here, when you know,

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Speaker 1: at that point, I was twenty three years old and

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Speaker 1: I was younger walking around the locker room. And now

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Speaker 1: you know, I'm one of the oldest guys when I

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Speaker 1: walk through the locker room. So it's funny seeing those

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Speaker 1: young guys that can now look up to me and

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Speaker 1: oh that's a that's the savvy veteran. It's like, well,

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Speaker 1: you know, you'll you'll be there. And I think Marquis

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Speaker 1: said that when he got recited, like you're the you're

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Speaker 1: the leader in the room now when it seems like

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Speaker 1: just a second ago you were the young guy. So um,

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Speaker 1: you know, the coaches the same thing. You gotta prove

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Speaker 1: yourself over and over and every single day that, um,

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Speaker 1: you're gonna work hard, you're gonna work long hours, you're

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Speaker 1: gonna putting the time, you're gonna putting the effort um

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Speaker 1: and hopefully that you build that trust over time. I

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Speaker 1: got news for you're still the young guy or you're

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Speaker 1: just the old guy. That's also true. Good to see you, man,

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Speaker 1: Thank you appreciate it. Thanks Joe coming up tonight Jaguars

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Speaker 1: Thursday Radio six o'clock on tin Ton Excel, Jaguars dot

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Speaker 1: Com and the Jags App and Jags Social Media. Next

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Speaker 1: Tuesday Jaguars Drive Time on tune In Radio eight thirty am.

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Speaker 1: The start time. Jaguars dot Com Live airs Wednesday at

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Speaker 1: one on Jaguars dot Com. Of course, the Jags appen

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Speaker 1: Jacks Social Media all right. Thanks to Tad Dickman for

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Speaker 1: his time this week. Thanks to Jacks Manager of Radio,

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Speaker 1: Joe Fortunato. We'll catch you next time on the j P.

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Speaker 1: Shadwick Podcast