Promote your sports club through the media and watch your public profile grow. Learn about the media, making your club stories appealing and the four ways to approach editors and producers.

1. Media for club volunteers

2. #1 your role
#2 Canberra media
#3 how you can succeed
#4 media musts
#5 social media
#6 free resources

3. Where media fits
communications goals
audiences
messages
delivery systems Media
timeframe
budget
evaluation

4. Club media officer
identify opportunities
prepare materials
approach the media
report, refine, return

5. Why work with media?
promote club
attract players, fans, volunteers
funding
recognition

6. Risk analysis
benefits
• free
• credibility
• reach
risks
• no control over outcomes
• expectation management
• mixed messages

8. Why work with print?
medium of record
publish regularly
drives the news cycle
most likely to follow up

10. Why work with radio?
immediacy
hyper-local
opportunities
community switchboard

13. Why work with TV
news
current affairs
themed programs

14. Know the media
“Maggie Gees”
deadlines
special needs

15. What media want
something different
new information
local and national trends
impact on others
wow factor
st factor (first, latest etc)
your credibility

16. Being newsworthy
Something new Calendar Dates
Topical Issues

17. why is your club
newsworthy?

18. Club story bank
gather newsworthy stories
categorise stories
refresh and recycle

19. Become a storyteller
info-graphics
photos
video
audio
fact sheets
online links
immersion

20. Media musts
media release
media alert
media backgrounder
spokespersons

21. Media releases
events
personalities
topical issues

22. Club spokesperson
A good spokesperson is…
• available
• articulate
• prepared/knowledgeable
• authorised
• enthusiastic
• presentable 22

23. Pitching the media

24. Personal approach
20 minutes appointment
who attends
brief explain issues
overview stories
identify media needs
agree way ahead + deadlines
leave something
continuous contact

25. Phone pitch
call a specific journalist
say something interesting
why it is relevant
where the story fits
shape the story
way ahead
follow-up

26. 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

27. Letter pitch
Letters bring bonuses

29. Tie in social media

32. Measure and follow-up
Tidying up

34. #1 your role
#2 Canberra media
#3 how you can succeed
#4 media musts
#5 social media
#6 free resources

35. @bobcraw
0401 063 837
0401 063 837