Before taking Joe's class, I met him through a volunteer opportunity with Dallas Trinity FC, the first professional women’s soccer club in Dallas. When the opportunity was shared to me, seeing Joe's name in the contact info immediately caught my eye. Since my orientation at UNT Mayborn, I had wanted to take the class with “the Cowboys PR dude,” because I knew he was the person I needed to connect with to know if a career in sports was truly the right path for me.

However, various events in my life steered me away from that goal, and I ultimately found myself on a path to graduate a year early, though it meant missing the opportunity to take his class.

But that all changed when I got to meet Joe.

I had made the effort to show up hours early to three Dallas Trinity matches in the fall, eager to make a good impression and ready to help. I guided media to the press box at the Cotton Bowl Stadium, ensured media were in the right places on the field and captured live social media content for the team. 

And all the work paid off.

Joe recognized my enthusiasm to learn and took me under his wing after just a few encounters. He treated me as an equal and consistently encouraged me to chase my goals and passions.

After the last game of Dallas Trinity's fall season, I went home, opened my laptop and secured the last spot in his spring class. I may not have been the early bird this time, but I still snagged the worm. 

A one-man band

A senior director at Tony Fay PR, an adjunct professor at UNT and a proud dog dad, Joe is a true force of nature who operates like a one-man band, dancing to the beat of his own drum. Watching him work feels like witnessing a high-stakes game of Snake.io, where quick thinking and adaptability are key.

“I think I'm just a chaotic person in general,” said Joe. “I operate well, in chaos and I like it.”

On match days for Dallas Trinity at the Cotton Bowl, Joe was a true maestro. He seamlessly juggled a myriad of responsibilities from directing media operations, guiding the media and staff and tackling everything from parking questions to post-game interviews. From start to finish, Joe approaches every task with poise and professionalism.

For a typical person, the sheer volume of responsibilities he juggles would be overwhelming. So, why does he do it?

“I'm not a nine to five desk job person, I like being able to juggle things,” said Joe.  “I'm good with my back against the wall. If I didn't enjoy it, I wouldn't do it.”

His unyielding passion and sharp PR skills are not just admirable, they’re downright inspiring. Joe is someone who not only meets challenges head-on but genuinely enjoys the thrill of the hustle.

Transformative teaching in action

Many students and former students of Joe have thrived in sports media or community relations, largely due to his guidance. Joe consistently seeks opportunities to provide essential experiences for his students whether it is photography, media operations, press interviews or community outreach.

He serves as a valuable resource for many students, offering help and advice on anything from "What area of PR do you think best suits my skills?" to "Where are the best barbecue places in Dallas?"

One notable aspect of Joe’s teaching style is his exceptional ability to create an engaging and enjoyable classroom environment.

The first day of class is always filled with a mix of excitement and nerves, but Joe has a special way of breaking the ice.

As the students settled into their seats this year, he stood at the front of the room with a twinkling hint of mischief in his eyes.

"Alright y’all," he began, his voice carrying a serious tone that immediately commanded attention. "Did everyone bring their textbook tonight?"

A wave of confusion and panic swept through the room. The syllabus hadn't mentioned anything about a textbook for this course.

Joe let the tension build. With a dramatic pause, he looked at the book, then at the students, their faces a mix of dread and anticipation. Suddenly, with a playful grin, he tossed the book over his shoulder, letting it land with a thud on the floor behind him.

"Just kidding!" he exclaimed, his smile widening.

This lighthearted moment immediately broke the ice. Joe’s energetic and positive demeanor transforms the classroom into a dynamic learning experience. He runs the class like an internship, offering constructive advice for each task his students take on. Rather than simply telling them to do better, he focuses on how to improve and what to be vigilant about.

Additionally, Joe invites guest speakers almost every week, providing students with valuable industry insights. So far in Spring 2025, he introduced professionals such as:

• Taylor Bryan, Senior Associate AD / Brand Advancement for UNT Athletics

• Dani Sureck, Team Reporter/Producer for the Arizona Cardinals

• Bronte Hermesmeyer, former UNT PR student and current Dallas Cowboys PR coordinator

• Alexy Posner, founder and president at AP Brand Group

• Bobby Belt, local radio morning host on Shan & RJ on 105.3 The Fan sports radio

“I want each student to be able to learn the business of sports, PR and being a journalist,” said Joe. “Maybe not find what you want to do, but more importantly, what you don't want to do.”

The Lasting Influence of a Mentor

Joe has significantly impacted his students, as evidenced by their achievements in various professional fields. His mentorship extends far beyond the classroom, equipping his students with resilience and self-confidence to navigate industry challenges. Joe has subtly shaped the industry's future through his students' successes.

One notable example is Bronte Hermesmeyer, the Dallas Cowboys' Public Relations Coordinator, who was part of Joe's first class at the University of North Texas in 2020. Bronte's sports career began at the University of North Texas Athletics, a place that may be modest in scale but rich in opportunity. However, it was Joe's transformative class that opened new possibilities for Bronte, leading him to secure an internship with the Dallas Cowboys just before the COVID-19 pandemic.

Despite the hurdles brought by the pandemic, Bronte embraced the challenges, using this internship as a springboard to carve out an unconventional and inspiring path in public relations. With Joe's invaluable mentorship guiding him, Bronte remains focused and adaptable, ready to thrive in the ever-evolving world of sports.

Joe's influence is encapsulated in his teaching philosophy, inspired by the words of Edward Bernays, “the godfather of PR”, that there is no definition of PR.

“Find what works for you in the business and follow that path, and as long as you're passionate about it, that's what's important," said Joe.

One foot through the door

Joe's dedication as a PR professional and professor has not only guided countless individuals currently thriving in the sports industry but also those just beginning their journey.

While my academic timeline has been postponed, I see it as a worthwhile trade-off. Since meeting Joe, I've gained tremendous confidence in my career in sports. I successfully captured my first professional sports game and built connections with many peers and industry professionals.

I am immensely grateful for Joe’s mentorship and aspire to make even a fraction of the impact he has had during my time in the sports industry.