Top tips from StreetGames PR Manager and Daily Mail sports journalist Ivan Speck on maximising media exposure and benefits of this exposure to a doorstep sport project

1. Media training
How to grow your project through the media
Ivan Speck
Email: ivan.speck@streetgames.org
Mobile: 07801180149
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2. Purpose of workshop
We want you to leave the workshop with:
• An idea of what makes an interesting story
• How to turn that story into media coverage
and positive news
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3. Process 1 – What can come from
small beginnings
• Request from London 2012 about what StreetGames projects are doing for the
Games. They wanted great stories to showcase for their Local Leaders
programme
• We contacted Regional Managers who advised on possible projects to
approach
• We chose six projects and contacted them directly who provided details and
photos
• We wrote these up into press releases which London 2012 then sent out to
national and local media
• This generated print and online coverage and interest from MPs and the BBC
• As a result of this we have developed our relationship with London 2012 who
are very keen to profile StreetGames projects in the run up to the Games
• As a result of this work London 2012 trust us and asked StreetGames in
Wales to send four young people to 10 Downing Street this Wednesday
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4. Process 2 – Being proactive
• Went to BBC Olympic coordinators with intention to profile
StreetGames projects as Legacy Leaders
• Offered the BBC the chance to visit StreetGames projects and asked
what they would like. They were after strong individual stories
• We then contacted projects and asked if they would be willing to host
the BBC
• BBC came to three projects in the South and featured on BBC South
East Today, BBC South Today and BBC Radio Sussex
• As a result we now have the contacts at the BBC
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5. And the point of this is…
• Feelgood factor for project leaders
• Feelgood factor for participants
• Media coverage tells local community of good work you’re doing
• This is tangible evidence in discussions with stakeholders and potential
partners that the project is working
• Makes funders more likely to want to continue to support the project
• Establishing relationship with media means they will take notice more
readily of press releases and may be pro-active if they’re looking for a
story
• Each media appearance by a project champions the work of community
sport
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6. Group activity
1. Tell each other the most interesting story
about your project
2. Ask each other questions you’d like to
know about that story
3. Write down where that story would best be
featured
4. How would you go about getting this into
the media?
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7. Practical advice
What does a journalist want to know?
• Who?
• What?
• Where?
• When?
• Facts?
• Human interest
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8. Process for contacting
media
E.g. StreetGames Regional Festival
Two weeks before event:
• Get permission to film, photograph and interview from all attendees,
partners and venue
• Identify your most interesting participant/organiser and make sure
they’re happy to be interviewed
One week before
• Draft press release and agree it with all partners
• Phone local media, find out best contacts and talk to them
• Send contacts press release
Two days before
• Follow up press release contacts with phone call
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9. What happens next
How do you PR the PR?
• Contact media to ensure online coverage links back to organisation’s
website
• Word of mouth
• Email links to friends, partners and influencers
• Run links across social media platforms
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10. PR 999 service
StreetGames PR team
ivan.speck@streetgames.org - 07801180149
dom.walker@streetgames.org - 07912577762
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11. How we can help
What do we want from you?
• Stories, stories, stories
When do we need it?
• Minimum of 14 days before, or as soon as you become aware of a
story
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