More than one road to the NFL

Pittsburgh Post-Gazette

There are more ways than one to make it into the National Football League without playing football. Or coaching football. Or scouting football.

It also helps if you hail from Western Pennsylvania, the cradle of quarterbacks and linebackers for sure but also a breeding ground for youngsters who grew up to work in NFL public relations departments. They’re everywhere. Burt Lauten, the Steelers’ director of communications, graduated from Riverside High School and Westminster College.

Two of the most senior PR men in the league played football in the WPIAL. Rich Dalrymple, senior vice president of public relations and communications of the Dallas Cowboys, graduated from North Hills High School and Westminster. He has three Super Bowl rings. Bill Keenist, from Elizabeth Forward and Ohio University, is the longtime senior vice president of communications for the Detroit Lions.

Keenist hired Ben Manges to join the Lions PR team in 2002. Manges graduated from Windber High and Pitt and interned in the Steelers PR office for two years. He’s now senior director of corporate communications and new media for the Lions.

Doug Miller, an Upper St. Clair High and Pitt grad, has spent 26 years in NFL PR offices, first with the New York Jets and now executive director of communications for the New Orleans Saints.

New Castle’s Mike Annarella, a Union High and Westminster College grad, joined the Cleveland Browns PR staff this year after two years as an intern under Lauten with the Steelers.

Tom Valente, a Moon and Ohio University grad, is PR manager for the Baltimore Ravens.

There may be too many to mention, including Christian Edwards, born in Pittsburgh and son of former Steelers PR man Dan Edwards. Christian is on the PR staff of the Indianapolis Colts after serving an internship under the Steelers’ Lauten. So, too, did Mike Hustava of Baldwin High and Saint Vincent College, who is now the Steelers Nation Unite marketing coordinator. Two other Steelers PR interns now work for the Penguins, Sam Kassan (Central Catholic, Duquesnse) and Jason Seidline (Norwin, Saint Vincent).

“As an organization, we take pride in giving our interns the necessary amount of work to ensure they are prepared to leave the Steelers with experience that will enable them to get a job in professional sports,’’ said Lauten.

Hall of Famer Jim Kelly often said it’s the Iron City Beer that helped brew so many great NFL quarterbacks from Western Pennsylvania. What’s the trick with all the PR people?

“I think there are two reasons,’’ said Dalrymple, who was PR man for the University of Miami when he moved with coach Jimmy Johnson to the Cowboys in 1989. “High school football just seemed to matter so much more to everyone in all of those Western PA neighborhoods.

“Secondly, I think that the Steelers coming of age as the dynasty of the 1970s was a captivating influence on all of us. For a handful of us, it sparked a dream of wanting to someday be a part of something in the NFL.”

Keenist interned as a graduate student at Duke, joined the Washington Redskins in 1981 and then had either the fortune or misfortune to become the USFL Pittsburgh Maulers PR man in 1984. The Maulers did not survive beyond that one season, Keenist is still at it.

“When you grow up in Western Pennsylvania and love football, there’s a reality to that experience,’’ Keenist said. “It’s a mindset, a work ethic, an appreciation for all that. I think it transfers and makes a difference.”

Said Manges, “I think it’s just so easy to kind of be captivated by football growing up in Western Pennsylvania.”

Annarella is a good example of how someone can turn that football interest into a job in the NFL without pulling on any pads. And, yes, it still helps to network.

“Pursuing public relations was a way for me to incorporate that passion in my work,’’ Annarella said. “Fortunately, in my sophomore year at Westminster College, I attended a presentation given by an alumnus about his PR career in the National Football League.”

It was Lauten. Two years later, the Steelers PR man hired Annarella as his intern, which ultimately led to a job this year with the Browns.