DURHAM — Duke University Athletics has announced a rebranding of its Sports Information Office, which now will be referred to as Communications.

Each of the members of the Communications staff for Duke Athletics serve as the primary media contact for his or her assigned sports, while acting as that sport’s de facto spokesperson. As the role of the Communications staff has evolved, the name change encompasses the staff’s emerging roles as storyteller, news creator and brand builder, while still maintaining a connection to the traditional tasks of supporting the media, strategically publicizing Duke Athletics to its external and internal constituents, and acting as historian and record keeper.

The Communications staff for Duke Athletics is within the External Relations unit, which also includes Blue Devil Network, Marketing, Digital Media, Photography and Ticket Operations. As a whole, the unit is responsible for driving a cohesive message and story of Duke Athletics through social media, GoDuke.com, and traditional media outlets, while aiding in the growth of the fan base and providing recruiting support for the coaching staffs.