Shaping the story of cricket: An inside view from my time at the International Cricket Council (ICC)

I am back at my desk in Dubai and ready with yet another edition of Have a Good Day in PR for you all.

Today, I want to delve deep into what it was to shape the story of cricket from behind the scenes. A lot of you reached out asking me to talk about what that entailed, so here it is: my attempt.

Working at the International Cricket Council (ICC) was as challenging as it was exhilarating.

It wasn’t just about cricket; it was about narrating the sport’s story to billions of fans while balancing the expectations of players, stakeholders, and the media.

The pace was relentless, the stakes were high, and the grind? It was 24/7.

From crafting press releases and managing the ICC’s rankings to navigating Code of Conduct violations, handling pitch rankings, and planning proactive communications, every day brought new challenges that demanded precision, diplomacy, and adaptability.

The 24/7 grind: Managing the day-to-day

Working in ICC communications wasn’t just about managing the press and pubclity work around ICC events; it was way beyond that.

Here’s how we tackled the key areas of the daily hustle, inbetween all ICC events:

Code of Conduct violations: Transparency and diplomacy

Handling Code of Conduct violations was one of the most high-stakes parts of the job. Imagine this—a star player displays dissent during a high-profile match. Within minutes, social media is ablaze, fans are divided, and the media is relentless in demanding clarity.

• The process: The first step was gathering accurate information directly from the match referee and event operations team. This required ensuring all details about the incident were logged, verified, and in alignment with ICC’s Code of Conduct framework.
• The messaging: The statement had to strike a delicate balance; informative but neutral, firm but fair. We outlined the specific breach (e.g., Level 2 dissent), the sanction (e.g., match fee percentage deducted or demerit points), and the reasoning behind it. Every word was chosen with care to avoid inflaming the situation further.
• The tone: The focus was on transparency and professionalism. The tone wasn’t accusatory but factual, ensuring that the message maintained the ICC’s impartial and authoritative stance. For example, instead of saying, "The player displayed unacceptable behavior," we would say, "The player was found guilty of breaching Article 2.8 of the ICC Code of Conduct for dissent at an umpire's decision."

These statements weren’t just about resolving immediate controversies; they were about safeguarding the integrity of the game.

Pitch rating reports: Walking a fine line

Pitch rating reports were another area fraught with sensitivity. When a pitch was rated “poor” or “below average,” it wasn’t just the fans who reacted—the host boards, local media, and cricketing community often had strong opinions.

• The process: After receiving the pitch rating from the match referee, our team reviewed the official report in detail. This included examining the conditions cited, the match timeline, and any unusual patterns of play (e.g., excessive spin on Day 1 or unpredictable bounce).
• The messaging: Communicating pitch ratings required tact. The statement needed to outline the factual reasons behind the rating while avoiding language that could be perceived as overly critical. For example, a statement might read: "The pitch at [venue] has been rated as 'below average' due to uneven bounce and variable turn that appeared excessively early in the match, contributing to its early conclusion."
• The tone: The tone was diplomatic but transparent, ensuring accountability without alienating the host board. Acknowledging concerns while reiterating the ICC’s commitment to fair playing conditions was key. In some cases, the statements also outlined potential corrective actions: "The venue has received one demerit point and has been advised to address these concerns ahead of future matches."

These communications had a ripple effect, influencing perceptions of the game, the venue, and the ICC’s role as a governing body.

Weekly ICC rankings: Turning numbers into stories

Rankings day was one of the most rewarding aspects of the job; a chance to turn raw statistics into stories that celebrated players and teams across all formats of the game.

• The process: The rankings were compiled by a dedicated data team that crunched numbers to generate player and team standings across Tests, ODIs, and T20Is. Once we received the updated rankings, the communications team got to work, identifying the key milestones and trends.
• The messaging: The goal was to make the numbers relatable and engaging. For example, a standard rankings update like "Kohli reclaims No. 1 spot in ICC Test rankings" became an opportunity to highlight his journey back to the top; whether through exceptional performances or consistency across recent matches.

These stories went beyond numbers; they created narratives that resonated with fans, showcased the game’s growth, and fostered excitement about cricket’s future.

Each of these areas demanded a blend of speed, accuracy, and empathy, ensuring that every communication not only addressed the immediate issue but also reflected the ICC’s role as the guardian of cricket’s integrity and progress.

Managing global media: Engaging 12 Full Member nations

The media landscape for cricket is as diverse as the sport itself. Queries came in daily from the 12 Full Member nations, and managing these required not just accuracy but cultural awareness and tact.

• Proactive engagement: Building trust through dialogue Beyond responding to media inquiries, we actively planned roundtables for ICC leaders, including the Chair, CEO, and the Head of Events or Cricket Operations. These weren’t just Q&A sessions; they were opportunities to build trust and set the narrative.
• Crisis management: Navigating the unexpected From live-game controversies to logistical challenges, the ICC’s communications team was always ready. Handling these moments required a combination of accuracy, speed, and diplomacy - skills that were tested and refined daily.

The ICC boardroom: Where decisions shaped the sport

The ICC boardroom was the epicentre of cricket’s governance. From selecting tournament hosts to finalising the Future Tours Programme (FTP), the discussions were as spirited as they were impactful.

• Host announcements: A delicate balancing act Announcing a tournament host was one of the most sensitive communication tasks. Releases needed to highlight the chosen nation’s infrastructure, legacy, and readiness while maintaining a tone of unity: no easy feat when multiple nations were vying for the honour.
• FTP outcomes: Collaboration and inclusivity Communicating the outcomes of FTP planning required navigating the complex dynamics between Full and Associate Members. These communications had to emphasise collaboration and inclusivity while highlighting cricket’s long-term vision.

Launching the World Test Championship (WTC): A legacy project

One of the most transformative projects I worked on was the launch of the World Test Championship (WTC). Test cricket, often regarded as the pinnacle of the sport, had long lacked a championship framework. The WTC changed that; bringing structure, context, and a clear finale to the longest format.

• Framing Test cricket’s narrative Communicating the launch of the WTC wasn’t just about logistics; it was about celebrating Test cricket’s heritage while framing it as a modern, competitive spectacle. From crafting the press releases to organising media engagements, every element of the launch was an opportunity to amplify why the WTC mattered.
• A historic final The inaugural final in Southampton was a career highlight; not just for the spectacle of the Blackcaps’ victory but for the history it represented. Capturing the drama and significance of that moment for a global audience was both exhilarating and humbling.

Media rights announcements: A global stage for cricket

Every media rights cycle at the ICC was a high-stakes process that shaped the future of cricket’s global reach and financial health. These multi-year agreements weren’t just transactions; they were milestones that defined how the sport was consumed by millions worldwide.

• Communicating the process and ensuring transparency Transparency was critical in media rights communications. The ICC had to demonstrate that the bidding process was fair, competitive, and in the best interest of the game. Before the actual bidding, clear communication with stakeholders and the media was essential to set expectations and provide clarity on timelines, bidding protocols, and evaluation criteria.
• The bidding process: Managing the narrative The bidding itself was a complex and intense process. Conducted in multiple phases, it often involved top broadcasters competing to secure rights across various regions and platforms. Each phase was accompanied by speculation in the media, ranging from anticipated financial figures to insider guesses on potential winners.
• Announcing the winners: Framing the partnership Once the bidding concluded, the focus shifted to celebrating the successful partnerships. These announcements highlighted not just the financial value of the deals but also their broader significance for the sport:
• Managing speculative pieces around media rights Speculative media coverage during the rights cycle was inevitable. From inflated figures to projected winners, the media’s narratives could shift daily. The ICC’s approach was to maintain a steady, professional tone—responding only when necessary to address misinformation while staying focused on delivering transparent updates on the process.
• Lessons from the other side My time at Star Sports, the ICC’s host broadcaster, gave me invaluable insight into how broadcasters approached media rights deals. I understood the intense pressure to secure rights, the storytelling angles broadcasters needed to drive viewership, and the operational challenges of delivering live sports to a global audience. This experience helped me navigate the ICC’s communications with a more holistic perspective, ensuring the messaging resonated with both the industry and the fans.
• Framing the narrative of growth Each announcement wasn’t just about financial figures: it was about how these partnerships would bring cricket closer to its fans. From making matches accessible in new regions to introducing cutting-edge digital experiences, the messaging always tied back to cricket’s evolution as a truly global sport.

Communicating media rights was about more than celebrating deals; it was about building trust, managing expectations, and showcasing cricket’s ongoing journey to reach every corner of the world.

Celebrating legends: Managing the ICC Hall of Fame inductions

One of the most fulfilling aspects of my role as Communications and PR Lead at the ICC was also managing the induction of cricketing legends into the ICC Hall of Fame. This wasn’t just a ceremonial event; it was an opportunity to honour the game’s history, celebrate its greatest contributors, and connect fans to the legacy of cricket.

• Crafting the narrative Each Hall of Famer had a story, a journey that inspired generations of players and fans. Communicating their induction went beyond simply announcing their name. It was about capturing their legacy, celebrating their milestones, and conveying their contributions to the game in a way that resonated globally.
• Event coordination The induction ceremonies often coincided with major ICC tournaments, ensuring the legends were celebrated on cricket’s biggest stages, some of them were also commentators at our ICC events and this made coordinating things a lot easier. But this required seamless collaboration with ICC leadership, event managers, broadcast teams to ensure the spotlight was firmly on the inductees.
• Media announcements Announcing the inductees to the world was a meticulous process. Each announcement was tailored to showcase the inductee’s unique contributions and appeal to fans, players, and media across regions.

Managing the ICC Hall of Fame inductions was a privilege, giving me the chance to celebrate the individuals who shaped the sport while showcasing cricket’s enduring legacy to a global audience.

Adapting to AP Style: The Foundation of Global Communications

As a global governing body, the ICC communicated with fans, players, media, and stakeholders from all corners of the world. Consistency, clarity, and precision were paramount and Associate Press (AP) style became the foundation of every piece of communication.

• Why AP style mattered Cricket is a global sport, followed by fans speaking countless languages, with varying levels of familiarity with English. AP style ensured our messaging was accessible and professional, no matter the audience. It provided a clear structure for everything from press releases to rankings updates and Code of Conduct statements.
• Adapting to the AP style mindset Coming from a background where other style guides were often in use, adapting to AP style was a learning curve. It wasn’t just about memorising rules; it was about shifting how I thought about language. I had to focus on brevity, clarity, and accessibility while maintaining the ICC’s authoritative tone.
• Consistency across global platforms One of the biggest advantages of AP style was its role in maintaining consistency. Whether it was a press release about rankings, a statement on pitch ratings, or a feature on a player’s journey, every piece followed the same structure. This uniformity reinforced the ICC’s professionalism and credibility on a global scale.
• AP style under pressure Writing in AP style during live tournaments, rankings updates, or Code of Conduct cases was a true test of adaptability. With deadlines looming and details often coming in last minute, AP style provided a structure that helped me organise my thoughts and deliver high-quality communications without sacrificing speed.

Managing ICC events: A media and press perspective

Beyond the day-to-day grind of managing Code of Conduct violations, pitch reports, and rankings, ICC events brought their own set of challenges and opportunities. These tournaments were more than just a series of matches; they were global spectacles that captured the imagination of fans and media worldwide.

From crafting narratives that celebrated the game to ensuring seamless media operations, ICC events were where the organisation’s communications strategies truly came to life.

Planning and preparation

Months before an event, the communications team worked closely with ICC leadership, event managers, and media liaisons to draft a detailed media strategy. This included:

• Crafting press kits with tournament schedules, team profiles, and key storylines.
• Identifying narratives to highlight—whether it was a young player making their debut or a veteran’s swan song.
• Arranging pre-event interviews with ICC officials and players to generate buzz.

For flagship tournaments, we also conducted media workshops, especially for pathway events in emerging cricketing nations, ensuring that local journalists had the tools they needed to cover the event effectively.

On-ground media operations

The event itself was a whirlwind of activity. Media operations had to be meticulously planned to accommodate press conferences, post-match interviews, and real-time media queries.

• Matchday media coordination: For every match, we ensured that the press box was equipped with live scoring updates, statistics, and expert analysis. Post-match, we facilitated press conferences with captains and key players, ensuring that all questions from journalists were addressed.
• Crisis management: Inevitably, there were moments of unpredictability—rain interruptions, controversial umpiring decisions, or sudden player injuries. Each situation required immediate communication, often through statements, updates, or media briefings. For example, during a high-stakes final affected by rain, we worked in tandem with operations to manage real-time updates for fans and media alike.

Proactive media engagement

To maintain the ICC’s narrative control, we proactively engaged with media through:

• Exclusive roundtables with the ICC Chair, CEO, or Head of Events. These weren’t just Q&A sessions—they were opportunities to position the ICC as a forward-thinking organisation that valued transparency.
• Feature stories: Collaborating with top cricket writers to craft long-form narratives about key moments in the tournament, such as an underdog team’s rise or the legacy of a retiring player.

How this shaped me as a communicator

My time at the ICC was more than just a role; it was an experience that redefined how I approach communication, storytelling, and collaboration on a global scale.

Every challenge, whether it was managing media at flagship events, responding to Code of Conduct violations, or amplifying emerging players’ achievements, contributed to shaping me as a communicator.

• Precision and diplomacy Working with diverse stakeholders across Full and Associate Member nations taught me how to navigate complexity with finesse. Every word mattered, especially when crafting unified communications after spirited debates in the boardroom or addressing sensitive issues like pitch ratings. Balancing transparency, neutrality, and inclusivity was a skill honed through daily practice.
• Adaptability and resilience The 24/7 nature of the job, combined with live tournaments, media queries from across time zones, and the unpredictability of cricket, demanded quick thinking and calmness under pressure. Whether it was responding to a last-minute query about rankings or managing communications during a rain-interrupted final, I learned to thrive in high-stakes situations.
• Empathy and storytelling From ghostwriting articles for cricketing legends like Kumar Sangakkara to amplifying the achievements of Associate Member players, I discovered the true power of storytelling. Highlighting the human side of cricket; whether it was a young debutant’s rise, the dedication of ground staff, or the journey of fans from emerging cricketing nations; taught me that communication is at its most impactful when it resonates on a personal level.
• Big-picture thinking Managing ICC events wasn’t just about logistics or press conferences; it was about creating a cohesive narrative that connected every stakeholder; players, fans, media, and sponsors; to the game’s bigger story. This ability to zoom out and think strategically about communication has influenced my approach ever since.
• The richness of diversity One of the most profound aspects of working at the ICC was the diversity of our global team. My colleagues came from almost all of the 12 Full Member boards, each bringing their unique perspectives, experiences, and cultural nuances. Collaborating with this group enriched the way I viewed the sport and how I approached communication challenges. Whether it was a colleague from New Zealand offering insights into their famously humble cricketing ethos or a teammate from India adding depth to narratives about cricket’s emotional pull, these interactions broadened my perspective and shaped me into a more empathetic and well-rounded communicator.

Final thoughts

Working at the ICC wasn’t just about communicating; it was about being part of something bigger than myself. It taught me that cricket, like any great story, has the power to unite people, transcend borders, and inspire millions.

It wasn’t always easy to stay objective, to put cricket above everything else, and to navigate the complexities of global communication. But it was these challenges that shaped me, stretched my boundaries, and allowed me to grow in ways I hadn’t imagined.

Whether you’re in PR, a fan of sport, or navigating your own high-stakes moments, remember this: every challenge is an opportunity to learn, to adapt, and to create something meaningful.

And in the end, that’s what makes it all worth it.

Here’s to the stories we tell, the connections we build, and the shared love for the things that bring us together.

Until next time, Have a Good day in PR!

Love,

Ketaki

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