The Detroit Lions had a tough relationship with the media under former head coach Matt Patricia. Now under new leadership, a rejuvenated PR department was named best in the NFL by PFWA.
Last Friday afternoon, the Detroit Lions Public Relations Department Twitter feed was flooded with congratulations from beat writers from various outlets that cover the team. The Pro Football Writers of America (PFWA) announced the Detroit Lions PR department received the Pete Rozelle Award as the best in the NFL.
Detroit Lions PR department voted best in NFL!
— Pride of Detroit (@PrideOfDetroit) May 19, 2023
A big congrats to @Eamonn_Reynolds, @gom1094, @kingsol620, & @ellieecross!
Story here: https://t.co/CT26oQO5bb
The PFWA defines itself on its website as “The official voice of pro football writers, promoting and fighting for access to NFL personnel to best serve the public. The PFWA is made up of accredited writers who cover the NFL and the 32 teams daily.” It is one of the premiere professional organizations for writers who cover the league.
As evidence of the work the Lions’ public relations staff does, there’s this anecdote from Katherine Fitzgerald of The Buffalo News.
When Bills-Browns game got moved to Detroit, I remember being just in full chaos.
— katherine fitzgerald (@kfitz134) May 19, 2023
Within a couple hours of announcement, @LionsPR sent us all a massive list of restaurants, coffee shops & things to do in Detroit. I almost cried?? It was proactively kind, & this is well deserved. https://t.co/Kpzrs9vipj
The Pete Rozelle Award goes to the NFL club’s public relations staff, dedicated to maintaining excellent relationships and interactions with the media.
Reputation of the Detroit Lions changing for the better
There is ample evidence of how the Lions’ previous head coach, Matt Patricia, had a turbulent relationship with journalists. Several reporters covering the team expressed dissatisfaction with the level of access given to coaches and the team, as Patricia tried to be Bill Belichick without the clout to do it. There were also complaints about the treatment of the media by the former coach. A change in team culture by principal owner Shelia Hamp, head coach Dan Campbell and general manager Brad Holmes has really helped Detroit’s PR staff do better work, and make their work easier.
The Lions public relations department will have a big stage to shine when Detroit hosts the 2024 NFL Draft.