Is it Black and White? Getting Your Story Told. Is It Black and White? Getting Your Story Told Why PR? Cost of Advertising - Expensive Value of Advertising

Is it Black and White? Getting Your Story Told

Is It Black and White? Getting Your Story Told

Why PR?

Cost of Advertising - Expensive

Value of Advertising – With no brand, very little

Cost of PR - Inexpensive

Value of PR – Builds brand awareness and allows you to tell as story


What PR can do for you? Inform your target about your league, tournament or club

• Drive registration• Raise awareness among potential new sponsors• Help current sponsors see value in current sponsorships• Increase spectators


What else? Generate goodwill and excitement about your event or organization Establish yourself in the community Promote your teams and athletes Report your results


Get Started Read the newspaper, watch television and listen to the radio – this will help

you identify who within your local media to contact and what is going on in your area

Place introductory calls to build your media lists

Or Contact sports departments at local newspapers and find out who covers

soccer or youth sports Contact local television stations and find out who covers local sports Contact local radio stations and find out if there are programs covering

youth sports or community events


Interact with the Media When you contact media, state your purpose up front and ask if they have

time to speak Don’t expect them to be interested Ask about special sections, columns or beats for soccer or youth sport

writers Find out when deadlines are Determine their preferred methods of communication

• E-mail• Fax• Phone


Inside the Mind of the Media Try to find out what information they want and how they want it

• Ask what is important• Ask what are their objectives

Members of the Media are busy people, help them by preparing information ahead of time

• Schedule• Rosters• Player bios


"Reality Check" Youth sports and/or soccer news is not above the fold in today's sports

landscape. Understand that a Thursday night league game will probably not yield great media coverage and may not even receive interest at all

So what is interesting to the media? Human interest stories Play-offs Big events What else?

Ask, they'll tell you...


"Connecting with the Media" Develop a relationship with the media member who covers soccer or youth sports

• Find out what you can about them• Where their interests lie• What other sports they cover, etc.

Be a resource to the writer• Offer them the opportunity to contact you for background information,

feedback, perspectives Find out their personal information

• When you feel you have developed a good relationship - ask if they have "another" e-mail address that they might prefer you send information to or a cell phone number that you can call with news and scores as soon as a game ends.

Respect the media -They "don't have to cover your team/league" Remember, regardless of how comfortable your relationship becomes you are

ALWAYS on the record


Now What? After preparing all your media contacts, create a distribution list, either e-

mail or fax-based, depending upon media preference, to send out information


The Press Release

The press release is a news story that puts an organization or individual in the best light possible, garnering media coverage

What factors should be considered when writing?

- Short- Sweet- To the Point


Basic components of a Press Release Headline

• The first opportunity to grab an editor’s attention • It should transmit the core news/message so that the editor immediately knows

what the story is about.• It should be informative, but not necessarily sensationalized

Leading off• The most important part of a release is the lead paragraph• The lead should answer 5 and if possible 6 questions

– Who?– What?– When?– Where?– How?– Why?


Basic components of a Press Release (cont.) Make your case

• The body of your release should bolster and explain the points you made in the lead.

• Fully describe your story• You might include a quote or two providing further definition or

endorsement

Define or remind writers who you are• If you have a web address, remember to add• The boilerplate could offer a brief description of your organization


Boilerplate Try to tell your organizations highlights in a few sentences.

About US Youth Soccer – US Youth Soccer - The Game for ALL

Kids!® is the largest youth sports organization in the United States

and member of the US Soccer Federation, the governing body of

soccer in America. US Youth Soccer registers more than 3.2 million

players annually, ages 5 to 19, in 55 member state associations. US

Youth Soccer programs provide a fun, safe and healthy environment

for players at every level of the game.


Some keys to remember for writing and distributing press releases

Try to keep the release to one page. Don’t confuse background with the essentials

Stay away from hype, keep the article factual. Avoid the superlatives and adjectives

E-mail it, If your contact accepts e-mail to save time and avoid errors Other than in the case of trademarked names, never use caps. Editors

have to take the time to convert all caps to regular type Always write from a journalists perspective. Never use “I” or “we” unless it’s

in a quote


Some keys to remember for writing and distributing press releases (cont.)

Include contact information at the top of your release Follow up with a phone call within a day or two to confirm that the article

was received If you want a photo back, include a self-addressed, stamped envelope Ask the media outlet if they prefer digital or film photography Send photos in a JPG at 200 to 300 dpi resolution. If you’re in doubt, call

the publication and confirm their requirements Read lots of good newspaper writing, such as the Boston Globe or New

York Times to get a feel for good writing and what is newsworthy


What’s your angle?

You have your media lists You know what your press release must contain You know how to get it to the right person

What are you going to write about?

Documents

Is it Black and White? Getting Your Story Told. Is It Black and White? Getting Your Story Told Why PR? Cost of Advertising - Expensive Value of Advertising