By Ismail Sy
When it comes to sports media, Sherrod Blakely has seen it all. He’s covered championship teams like the 2004 Detroit Pistons, he’s worked at companies like ESPN, Fox Sports, NBC, and Yahoo, and he’s also the head of the National Association of Black Journalists Sports Task Force.
For over 30 years, he’s held various jobs within the field, ranging from on-air to producing to podcasting. Nowadays, he can be found in the classroom at Boston University, where he is a professor in practice with a concentration in sports journalism.
The NABJ Monitor had the chance to sit down with Blakely, where he reflected on what he has learned throughout his years and the key to lasting success in the sports media industry.
NABJ Monitor: What got you into sports journalism?
Sherrod Blakley: I have been in sports journalism for over 30 years. I look at my media journey beginning the minute someone was willing to pay me to do this. It began when I was 17-years-old, where I started out as an agate clerk. It’s been a journey that has really reminded me of the importance of evolution and being ready to shift and pivot in any direction. I was at Syracuse University majoring in newspaper journalism and realized it was a dying profession, so I had to shift gears. Now, I am someone who went from print journalism to someone who does digital media, stuff in front of the camera, off camera-work, and audio storytelling.
NM: You mentioned the amount of jobs you have had within sports media (TV, digital, beat reporter, sports professor). Which one has been your favorite?
SB: It is kind of like picking your favorite child, which makes this so hard. I find myself really drawn to the idea of pouring knowledge into others, which makes teaching my favorite. It encompasses all of the jobs I’ve done too. I teach things that I wish I knew when I was coming up. Lot of professors talk about the academic component, but I’m trying to get you [his students] ready for a job and a career. You need your tools to be refined in order for that career. I try to instill the confidence that I have in my students and set them up for success.
NM: Do you think the industry as a whole is doing enough for Black journalists and promoting diversity?
SB: No. I do not think the industry is doing enough. I don’t think the industry has embraced the power and purpose behind that. Often they look at Black men specifically, they don’t necessarily get the respect they should get as journalists. Now, guys like [Stephen A.] Smith has shifted towards the entertainment dynamic, but the foundation of what he’s done is built-in journalism and people often do not pay attention to that. Because of that, Black journalists are expected to come into the industry as entertainers and not journalists. This causes them to forget the fundamentals they learned in journalism. Those that do, have shorter careers.
NM: So then how do you balance being an entertainer versus showing your knowledge?
SB: I think that comes down to the ability for you to understand the need to provide perspective versus bias. Perspective is when you come to the front door with a ticket to get in and bias is where you try to talk your way in without the ticket. You can talk a big game, but it’ll only take you so far. There is a balance you need to strike between the two for sure, but you need to identify something that is sustainable for you and your career.
NM: You mentioned short careers and the importance of sustainability. What is the key to longevity in sports media?
SB: First and foremost, do not get caught up with the destination and enjoy the journey. You have to understand that as you progress, you are going to come across different mile markers and you have to enjoy them. Sometimes, you are going to get to a destination you didn’t think you were going to end up at and find different mile markers, but if you enjoy the journey, you’re better prepared for anything. It’s just about adapting and staying ready for whatever comes your way and being prepared for it. Your ability to grow and evolve as a professional is essential.
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