Media for club volunteers Media for club volunteers

#1 your role

#2 Canberra media

#3 how you can succeed

#4 media musts

#5 social media

#6 free resources

communications goals

audiences

messages

delivery systems

timeframe

budget

evaluation

Where media fitsWhere media fits

MediaMedia

Club media officerClub media officer

identify opportunities

prepare materials

approach the media

report, refine, return

Why work with media? Why work with media?

promote club

attract players, fans, volunteers

funding

recognition

benefitsbenefits • free• credibility• reach

risks • no control over outcomes• expectation management• mixed messages

Risk analysis Risk analysis

Why work with print? Why work with print?

medium of record

publish regularly

drives the news cycle

most likely to follow up

immediacy

hyper-local

opportunities

community switchboard

Why work with radio?Why work with radio?

news

current affairs

themed programs

Why work with TVWhy work with TV

Know the mediaKnow the media

“Maggie Gees”

deadlines

special needs

What media wantWhat media want

something different

new information

local and national trends

impact on others

wow factor

st factor (first, latest etc)

your credibility

Being newsworthy Being newsworthy

Something newSomething new Calendar DatesCalendar Dates

Topical IssuesTopical Issues

why is your club why is your club newsworthynewsworthy??

Club story bankClub story bank

gather newsworthy stories

categorise stories

refresh and recycle

Become a storyteller Become a storyteller info-graphics

photos

video

audio

fact sheets

online links

immersion

Media musts Media musts

media release

media alert

media backgrounder

spokespersons

Media releasesMedia releases

eventsevents

personalitiespersonalities

topical issuestopical issues

22

• available • articulate

• prepared/knowledgeable

• authorised

• enthusiastic

• presentable

A good spokesperson is…

Club spokespersonClub spokesperson

Pitching the media Pitching the media

Personal approachPersonal approach20 minutes appointment 20 minutes appointment

who attends who attends

brief explain issues brief explain issues

overview storiesoverview stories

identify media needsidentify media needs

agree way ahead + deadlinesagree way ahead + deadlines

leave something leave something

continuous contact continuous contact

call a specific journalist call a specific journalist

say something interesting say something interesting

why it is relevantwhy it is relevant

where the story fitswhere the story fits

shape the storyshape the story

way aheadway ahead

follow-upfollow-up

Phone pitchPhone pitch

Email pitchEmail pitch

Subject line

One screen

subject line subject line

one screen one screen

lead with thelead with the

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

call to actioncall to action

Letter pitchLetter pitch

Letters bring bonuses

Tie in social media

Tidying up

Measure and follow-up Measure and follow-up

#1 your role

#2 Canberra media

#3 how you can succeed

#4 media musts

#5 social media

#6 free resources

0401 063 8370401 063 8370401 063 837

@bobcraw

0401 063 837