HERMAN D. SHELTON
Overview
16
16
years of professional experience
Work History
Associate Director, Football Communications
University of Colorado
07.2023 - Current
- Serve in a leadership role within athletic communications, supporting one of the most nationally visible programs in college athletics. Operate at the intersection of football, media strategy, and institutional brand during a period of sustained national attention.
- Help direct football communications strategy during the Coach Prime era, managing messaging in a high-volume national media environment
- Developed narratives that positioned Colorado football as focal point of daily national conversation, elevating program prominence
- Played a key role in national award campaigns for Shedeur Sanders and Travis Hunter, contributing to Hunter’s Heisman Trophy season
- Lead and execute media relations strategy, including press conferences, national interviews, and daily media operations
- Collaborated with creative, digital, and recruiting units to align storytelling with recruiting and brand growth objectives, strengthening program identity
- Support crisis communications and real-time message alignment across athletics leadership and external stakeholders
- Produce high-impact features and content that drive fan engagement and elevate student-athlete visibility
Assistant Athletics Director, Media Relations
Howard University
09.2019 - 03.2022
- Led and rebuilt the athletics communications function, overseeing messaging strategy, media relations, and brand positioning across multiple programs.
- Department spokesperson and member of athletics senior leadership team.
- Directed communications strategy for football and eight additional sports.
- Led communications for Stephen Curry’s landmark donation to launch Howard’s Division I golf programs, generating sustained national coverage
- Managed institutional crisis communications during COVID, coordinating with university leadership and public officials to ensure clear messaging.
- Produced executive statements and supported strategic planning initiatives to align communications with institutional goals.
- Served on Head Football Coach search committee and University Strategic Planning Committee.
- Oversaw communication and marketing budget, ensuring effective allocation of resources across multiple programs.
Director of Sports Information | Assistant Director / AD for Media Relations | Consultant
Alcorn State University | Southern University | Texas Southern University
09.2010 - 01.2019
- Directed communications, digital strategy, and brand presentation across multiple Division I athletic departments.
- Coordinated press operations, media access, credentialing, and broadcast for football, basketball, and Olympic sports, ensuring seamless communication and coverage.
- Functioned as institutional spokesperson and media coordinator for conference championships and nationally televised events.
- Established and nurtured media relationships across local, regional, and national outlets to enhance coverage and support for athletic programs.
- Collaborated with marketing and development units to boost brand visibility and foster community engagement through strategic initiatives.
- Oversaw departmental budgets, supervised staff and student workers, and supported event operations.
- Developed one of the first revenue generating digital streaming platforms for athletics broadcasts (Alcorn)
Education
EdD - Global Sport Leadership
East Tennessee State University
01-2028
MS - Sports Management
West Virginia University
BS - Administration of Justice
Texas Southern University
Skills
- Media relations
- Crisis management
- Stakeholder engagement
- Content creation
- Digital strategy
- Coaching and mentoring
- Strategic planning
- Leadership communication
- Public speaking
- Coaching and mentoring
- Coaching and mentoring
Additional Experience And Leadership
- Adjunct Professor, Social Media & Crisis Communication, Arlington Baptist University
- Executive Board Member, National Football Foundation Board of Directors
- Experienced in NCAA postseason events, bowl games, and national media coordination.
Early Career Experience
Additional experience includes communications and media relations roles at multiple Division I institutions, contributing to football communications, event operations, and content development.
Timeline
Associate Director, Football Communications
University of Colorado
07.2023 - Current
Assistant Athletics Director, Media Relations
Howard University
09.2019 - 03.2022
Director of Sports Information | Assistant Director / AD for Media Relations | Consultant
Alcorn State University | Southern University | Texas Southern University
09.2010 - 01.2019
EdD - Global Sport Leadership
East Tennessee State University
MS - Sports Management
West Virginia University
BS - Administration of Justice
Texas Southern University