Chelsea Siegal ’20 Talks Digital Content Creation in the NBA with Newhouse Students

SYRACUSE, N.Y. – New York Knicks digital content coordinator Chelsea Siegal ’20 returned to the S.I. Newhouse School of Public Communications on Thursday, Nov. 21, to address students about her career and job working for an NBA franchise. 

Siegal graduated from Newhouse in 2020 with a bachelor’s degree in broadcast and digital journalism and a minor in sports management from the David B. Falk College of Sport and Human Dynamics.

While at Syracuse, Siegal was a member of the marching and pep bands and worked the social media pages. 

She said her success started while at Syracuse.

“I will attribute a lot of my career success to the internships I had while I was in school. Every summer, I did an internship somewhere,” Siegal said. 

Siegal started working in sports in the spring of 2021. Before working at the New York Knicks, she spent time with the Cleveland Browns and various minor league baseball and hockey teams. 

She said her focus is storytelling. 

“It’s the primary part of our job. We’re making graphics, we’re editing videos, and writing. It’s all visual storytelling. That’s what social media is,” Siegal said.

Siegal aims to create engaging content for the team’s fan community. She said it is essential for her to stay relevant to what is trending.  

“I like to be kept aware of what other teams are doing. Different teams function in different ways in terms of their content and their public relations approval process,” Siegal said. 

Newhouse students are listening to Chelsea Siegal talk about her career as a digital content coordinator for the New York Knicks. Photo credit: Samantha Barlow

To end the discussion, Siegal offered Newhouse students important advice. 

“When you work in this industry, you’re going to have to take opportunities when you can get them, especially early on. Don’t be afraid to take an opportunity that maybe you’re not 100% about initially,” Siegal said. 

The Knicks feature Siegal’s work on the team’s TikTok, Instagram, and Snapchat. She also produces vertical content, such as photography and live community event coverage. 

Syracuse professor Jordan Kligerman hosted the event in the I-3 Center 432/434 in Newhouse 3.