ULSTER GAA: Role of the communications officer

RUNNING a successful GAA club relies not only on the dedication of players on the field, but also on the commitment of volunteers working tirelessly behind the scenes.

Just as teamwork drives performance during matches, it is equally essential off the pitch to ensure the smooth operation, growth and positive reputation of the club.

Among the many vital roles within this structure, the communications officer (formerly PRO) holds one of the most influential and demanding positions.

The communications officer is the voice of the club, responsible for shaping and maintaining its public image within the local community and further afield. The officer plays a central part in promoting the values of Cumann Lúthchleas Gael, highlighting club achievements, and fostering a sense of pride and connection among members and supporters.

A core responsibility of the communications officer is managing the club’s communication channels. This includes maintaining and updating the club social media platforms with all forms of club information and ensuring weekly notes appear in local newspapers. These updates keep the community informed about fixtures, results, events and club initiatives, helping to strengthen engagement across all age groups.

Strong relationships with local media – newspapers, radio and online platforms – are essential.

A good communications officer builds these connections over time, ensuring that club news is shared widely and accurately. When sensitive or controversial issues arise, the communications officer must act with care, consulting with club officers, particularly the chairperson, before responding publicly. Representing the club with authority and unity is a cornerstone of the role.

Staying well informed is equally important. The communications officer must maintain close communication with club officers, team mentors, and volunteers, creating a steady flow of accurate information.

Visual content such as videos and photos play a major role in promoting club activities, and the communications officer should be prepared to capture key moments while adhering to child protection guidelines regarding photography.

A communications officer should always prioritise club policy over personal opinion, avoiding criticism of the club in any setting.

What they need most is strong communication, collaboration and an active link with divisional and county communications officers. In addition to managing publicity, the communications officer also coordinates press releases, oversees club publications such as programmes and yearbooks and contributes to county-level projects when needed.

Ultimately, the communications officer is a driving force behind how the club is seen, celebrated, and supported, and is an essential role at the heart of every thriving GAA community.