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Media for club volunteers
#1 your role

#2 Canberra media

#3 how you can succeed

#4 media musts

#5 social media

#6 free resources
Where media fits
           communications goals

           audiences

           messages

           delivery systems       Media


           timeframe

           budget

           evaluation
Club media officer

               identify opportunities


               prepare materials


               approach the media


               report, refine, return
Why work with media?

promote club


attract players, fans, volunteers


funding



recognition
Risk analysis

benefits

• free
• credibility
• reach

risks

• no control over outcomes
• expectation management
• mixed messages
Media Success For Small Sporting Clubs
Why work with print?


          medium of record


          publish regularly


          drives the news cycle


          most likely to follow up
Media Success For Small Sporting Clubs
Why work with radio?


immediacy

hyper-local

opportunities

community switchboard
Media Success For Small Sporting Clubs
Media Success For Small Sporting Clubs
Why work with TV




news


current affairs


themed programs
Know the media


“Maggie Gees”


deadlines


special needs
What media want
             something different

             new information

             local and national trends

             impact on others

             wow factor

             st factor (first, latest etc)

             your credibility
Being newsworthy


  Something new                    Calendar Dates




                  Topical Issues
why is your club
 newsworthy?
Club story bank
gather newsworthy stories




categorise stories




refresh and recycle
Become a storyteller
info-graphics


photos


video


audio


fact sheets


online links


immersion
Media musts

              media release


              media alert


              media backgrounder


              spokespersons
Media releases


 events



 personalities



 topical issues
Club spokesperson
A good spokesperson is…
• available

• articulate

• prepared/knowledgeable

• authorised

• enthusiastic

• presentable              22
Pitching the media
Personal approach
                    20 minutes appointment


                    who attends


                    brief explain issues


                    overview stories


                    identify media needs


                    agree way ahead + deadlines


                    leave something


                    continuous contact
Phone pitch
              call a specific journalist


              say something interesting


              why it is relevant


              where the story fits


              shape the story


              way ahead


              follow-up
Email pitch
               subject line
               subject line
              Subject line


               one screen
              One screen


               lead with the

                   •news
                   •local angle
                   •benefit
                   •trend
                   •“st” factor

               call to action
Letter pitch




               Letters bring bonuses
Media Success For Small Sporting Clubs
Tie in social media
Media Success For Small Sporting Clubs
Media Success For Small Sporting Clubs
Measure and follow-up




        Tidying up
Media Success For Small Sporting Clubs
#1 your role

#2 Canberra media

#3 how you can succeed

#4 media musts

#5 social media

#6 free resources
@bobcraw
                 0401 063 837
0401 063 837

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Media Success For Small Sporting Clubs