Beyond the Game: Telling Stories and Inspiring Others with Susan Oguche

Lara Kilchenmann

At the recent PRSA Cleveland event, Susan Oguche (Chief Communications Officer for the Cleveland Cavaliers) shared insights on navigating the rapidly changing landscape of public relations. "We are in a very dynamic time," Oguche noted, referencing how digital disruption—marked by the 24-hour news cycle, clickbait content, and shrinking newsrooms—has significantly changed how PR professionals work.

Oguche highlighted the evolving influencer landscape, where authenticity and brand transparency are paramount. She also emphasized the growing diversity of stakeholders, including community members, cultural moments, social media, and government.
In the Cavs’ world, the shift from transactional to relational engagement is key. While LeBron James is often the central focus, Oguche stressed the importance of telling the team’s broader story—highlighting community impact, such as their basketball court initiative in Brazil and partnerships like the Coca-Cola collaboration.
Narrative storytelling plays a major role, not just in sports, but in showcasing their championship culture and force for good in the community. A spotlight was also placed on the Cavs' technology advancements, enhancing the fan experience at Rocket Mortgage FieldHouse with unique camera angles and interactive apps.

Q&A Highlights
When asked about the challenge of joining the team, Oguche reflected on the demanding nature of working in communications. "I think comm people are some of the hardest working people under the sun," she said. The biggest challenge, she explained, is adjusting to long hours. "You work from 7-7, and then the game starts at 7:30." While she loves basketball and even had season tickets before joining the team, Oguche emphasized the importance of work-life balance and taking care of staff, despite the high workload.
On the topic of DEI, Oguche explained, “We’re here for the love of the land, for the land”. She highlighted how the social unrest of 2021 brought a renewed focus on DEI initiatives, noting, "The team has put work in that space." 
Overall, this was a great opportunity to gain valuable insights into the evolving role of public relations in sports and the meaningful impact that storytelling and community engagement can have.

References:

Smith, T.,  (2016, October 28). Why is Cleveland called the land?. Cleveland.com, https://www.cleveland.com/entertainment/2016/10/why_is_cleveland_called_the_la.html
Oguche, S., (2024, October 8). PRSA Cleveland Beyond the Game: Telling Stories and Inspiring Others [Webinar, Zoom]. PRSA Cleveland.

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