MEDIA

1
MEDIA

• Make it work for you

2
Identifying The Media

• Step One
• Compile a list of media organisations relevant to
  your club or association. This list primarily
  focuses on the media that provides you with
  regular coverage throughout the year.

3
Identifying The Media

• Step Two
• Make a second list of potential media groups from
  further afield. This could be a metropolitan
  newspaper like The Courier-Mail or a specialist
  publication like Rugby League Week.

4
Building Strong Relationships

• Golden Rule
• If your club/association is getting next to no
  publicity, dont sit back and complain. Do
  something about it! Try and organise a meeting,
  make a quick phone call or send an email.
  Remember, you can still voice your concerns and
  make your point without becoming aggressive!

5
Building Strong Relationships

• Handy Tips
• If youre new to an important position, or if
  there is a new reporter in town, introduce
  yourself early. Remember, first impressions last!
• Treat members of the media well and with respect.
• Return calls ASAP. This shows your interest, and
  helps the media meet deadlines.

6
Building Strong Relationships

• Stay in regular contact, but choose your moments
  wisely.
• When communicating, use email as much as
  possible. Its a simple and fast way to
  communicate with journalists in busy newsrooms.

7
The Right Media Exposure

• The Benefits
• Membership
• Attendances
• Sponsorship
• Funding
• Recognition

8
The Right Media Exposure

• Making it happen
• Dont be afraid to suggest story ideas to your
  local newspaper. A quick phone call or email
  might just lead to a back page story. Remember,
  there is no harm in suggesting an idea. If they
  run with it, great! But dont get discouraged if
  you have no luck.

9
The Right Media Exposure

• Starting Point
• A simple reader-friendly media release is often
  the best way to get your event or activity in the
  newspaper. If the release is accurate, well
  presented and contains all the right information,
  it makes a journalists job considerably easier
  and therefore increases your prospects of getting
  some publicity.

10
The Right Media Exposure

• Remember
• Timing is everything. If you want publicity on a
  big event, dont leave it to the last minute.
  Newsrooms are busy places and they are often
  under-staffed. So make sure you get in early and
  follow up with a quick phone call as the event
  draws closer.

11
The Right Media Exposure

• Get on the front foot. If you have a major
  signing at the club, inform the media about it as
  soon as the deal is done. The early publicity
  from a star signing might prompt a few more
  players to join.

12
The Right Media Exposure

• Composing a Media Release
• The five Ws and the H
• Who, What, Where, When, Why and How
• Write in the inverted pyramid, with broad
  details at top to present story. You can explain
  the finer points in more detail as you go.
• Provide plenty of information and show the human
  and community side.
• Write to your audience.

13
The Right Media Exposure

• Handy Tips For Writing Press Releases
• Include Pictures and Logos if you can.
• Always include your contact information.
• Learn your news values.
• Think outside the square. Look for quirky people
  stories, like twin brothers who both scored
  their first try on the weekend.

14
The Right Media Exposure

• Discussion and Activity Time!
• Come up with a topic for a media release. Write
  an introduction and briefly list the points that
  would follow.

15
Conflict

• Negative publicity can hurt. And most sporting
  clubs, at some point in their history, get
  tangled up in a little bit of unwanted
  controversy that can make headlines often for
  weeks on end!

16
Conflict

• Unfortunately, the best solution to a problem, or
  the best way to handle a raging controversy, does
  not always appear to be in black and white.
  Every situation is different, and sometimes you
  simply cant predict how the general public will
  react to an issue.

17
Conflict

• General Guidelines
• Remain calm when speaking to the media. Try NOT
  to become aggressive and avoid making
  heat-of-the-moment threats.
• If you know youre at fault, or youve made an
  error in judgement, dont be afraid to apologise.
  Continually pointing the blame at others can
  leave you worse off! If you do admit youve got
  it wrong, get straight on the front foot and
  reinforce how you are going to set things right.

18
Conflict

• Be open and honest (as much as you can!).
  Remember, a blatant lie could come back to bite
  you even harder.
• Discussion Time! Lets find an example to thrash
  this one out!

19
Creating Your Own Media

• What you can do
• Focus on websites, but dont forget newsletters.
  The ARL Development provides all clubs with a
  free site through the leaguenet initiative. But
  for your site to take off, you need a reliable
  person to maintain it.
• Find people with a flair for writing within your
  club. Dont be afraid to have a go. You will only
  improve.

20
Creating Your Own Media

• Place a big emphasis on the basics results,
  draws and team selections. Your members and
  supporters value this information.
• Discussion Time! Share some examples of your work.

21
QRL Assistance

• Helping hand
• Michael Hillier QRL Media Manager
• Ph 3393 2222
• Email m.hillier_at_qrl.com.au