Hockey Jobs: Meet Jeff Weinstein, head of public relations for Michigan Wolverines hockey

 

By Robert Bondy –

Growing up, Jeff Weinstein followed the game of hockey as a huge New York Rangers fan, but never once laced up the skates competitively.

“I didn’t play ice hockey, my brother was the one that played ice hockey from a little age on,” Weinstein said. “I used to go to his games when he played in high school so my interest developed because I looked up to him.”

Through attending his brother’s and Rangers games, Weinstein’s childhood passion for the game developed into a career where now he is one of the key behind-the-scenes workers for the Wolverines hockey program.

One year ago, Weinstein was introduced as an assistant director within the University of Michigan’s public and media relations department, serving ultimately as one of the biggest off the ice influences for Wolverines hockey.

Weinstein works day-to-day throughout the year with players, coaches, athletic trainers, equipment managers, media members and anyone else close to the program. His job ranges from creating weekly media packets to traveling with the team to road games to coordinating interviews with publications across the globe.

Weinstein’s pursuit for sports public relations emerged when he hit a crossroad following graduation from Boston College in 2008. The New York native worked close to the Boston College hockey program throughout college and also worked for the college’s student newspaper. As a communications major, he had to make the decision of working in public relations or journalism.

“I didn’t like cutting people down in my writing,” Weinstein said. “I felt like being a PR person I could continue to write and continue to do the things that I like, but also (in) a positive way of doing it and also be part of the team.”

MORE: MiHockey is looking to fill internship positions for writing, photography, videography and graphic design. Interested? Click here.

With his mind made up, Weinstein attended Georgetown University for a graduate degree in sports management on a public relations marketing track. Through Georgetown he was able to land a credit-required internship with the Washington Capitals, spring boarding him into where he is today.

“I would not be where I am today without getting that internship,” Weinstein said. “It made the difference in my career.”

It was also through his Capitals internship that he met Nate Ewell, who Weinstein said helped him receive his first fulltime job with Union College. Weinstein said Ewell, who has worked for multiple hockey programs including the Washington Capitals and Michigan State University, had plenty of connections to not only help him get the Union College position, but also at the University of Michigan.

“I told him I was looking for a job (at University of Michigan) and he was so well connected he knew there was an opening before it was even posted,” Weinstein said of Ewell, who is currently the deputy executive director for College Hockey, Inc. “He let me know these are the people you need to contact.”

MORE: Read our first ‘Hockey Jobs’ feature on Christy Hammond, community relations manager for the Detroit Red Wings, here.

With one year under his belt with the Wolverines, Weinstein said he loves his position, despite the long weeks and hectic schedule. Weinstein works throughout the summer with players who are in the area, but his schedule really starts to pick up when the players return to school in mid August, as preparation for the season begins. Through the first few weeks of the fall, Weinstein starts putting together the player profiles and works on getting marketing and scoreboard in-game videos together for the season.

When September rolls around he is in full swing, completing the team’s media guide, setting up team photos and planning for media day. Once the regular season begins, his job becomes a seven-day week, with different responsibilities for each day.

Monday consists of updating the weekly media notes packet, nominating players for weekly awards and determining ideas for video and internal stories. Tuesday he finishes updating the weekly media notes packet and helps prepare for the program’s weekly show, Inside Michigan Hockey. Wednesday and Thursday he begins preparation for the upcoming weekend games, with different responsibilities for home and road games. Weinstein attends every game, generally booking up his Friday and Saturday evenings. Sunday is his only true day off, but Weinstein said he likes to get a jump on updating the media notes packet and newsletter for the weekly Red Berenson Show.

On top of the already mentioned job details, Weinstein works with media members on coordinating interview for print, online, radio and TV outlets.

Weinstein said the schedule and season can become a grind midway through, but the support staff he works with helps him going throughout the full season.

“It’s a crazy hectic schedule and sometimes in January with the life of the college hockey season you feel it, but there’s a camaraderie around the team and the support staff and that’s really nice,” Weinstein said.

Weinstein added that when he gets the chance, he goes out with fellow co-workers and friends to help relax.

Another reason Weinstein loves getting up in the morning for work is the people he’s gotten to meet and work with through just his first year in Ann Arbor.

“I enjoyed the process of really getting to know the media market here and the players here, finding out what they do and their backgrounds,” Weinstein said. “It’s a very unique position.”

On the flipside, Weinstein said the one area he doesn’t enjoy about the position is having to deal with the negativity surrounding the program, but added that he didn’t run into that often this past season.

 

Weinstein considers himself extremely fortunate to be where he is, pointing to the early connections he made during his time with the Washington Capitals. He said for those interested in a position similar to his, the best piece of advice he can give is to jump on any possible connection to the field.

“Just pursue any avenue that you have, whether it’s through your family or through your friends, don’t be afraid to reach out to people,” Weinstein said. “All it takes is one connection and you’re in as long as you work hard and do a good job at the first opportunity.”