Advice on improving press liaison and coverage.
Notes from Klim Seabright.
Press/Publicity Officer –
Getting Started (1)
1.
Choose your Press/Publicity Officer (
2.
The
3.
Decide what the priority is
– for example, “in 2013 we will recruit more players of a working age/youth”.
This helps the
4.
Does the
5.
Give enough space on your
club agenda to properly discuss the matter. Make the item nearer to 5.00 p.m.
than 8.00 p.m. Most croquet players are
thinking about Horlicks and sweet dreams at about
7.30p.m.
6.
Hiring a PR agency is too
expensive for most. Is there a University with a media studies course nearby?
If I were a student I would love to have a “real client”, but treat them
professionally re money – don’t expect to get something cheaply. You want a
first year rather than a third year. Allow for the fact that they will be young
and energetic with crazy ideas...great ...perfect. If they come up with
“coloured shirts” don’t burn them at the stake. You were also once young and
full of energy and drive.
7.
The
8.
Study the local paper. On
which day does “minority/unusual” sport appear?
9.
Invite the sports
department to the club. Show them how to play and give them a cup of coffee.
Make sure members are around which reflect 3 above. Clothing should be a
mixture of white and non-white. Don’t be afraid to be mildly assertive and
semi-apologetic at the same time “We are the oldest sports club in Pegout by the Sea you know, are we getting something
wrong?” You want answers to questions
such as “which day is croquet likely to appear and when is the cut off for
copy”?
10.
You need to be a part of
the local scene. One way is to adopt a local
charity. The local press is much more likely to publish something related to a
well know local charity. The picture of the chairman handing over a big cheque
is a bit passé. Look at what pictures get published and see if you can spot a
pattern.
11.
Organise a charity event.
Try to think of something other than dressing up as Victorians! I selected a
local charity which appeared to mean something to our membership i.e.
arthritis, diabetes or stroke.
12.
Offer your facilities to
something well known in the town e.g. play festival, literary festival, civic reception. You might be a “fringe” facility for a play
reading or unpublished authors or something.
13.
Use members other interests
to promote publicity “A Lesser Spotted Grizzler was
spotted on Lawn 3 by Percy Edwards the croquet club groundsman who is a keen
ornithologist” or “
Have you thought of
the following as a possible fundraiser...? I stole the idea from a church. Each
time I make a substantial purchase (double glazing, car etc.) I wait for the
final price and then explain that there is one more thing which will “seal the
deal” but from which I will gain no personal benefit. The salesman looks
surprised and then I say that he must, on completion of the work, give me a
cheque for one hundred pounds made out to the club or a specific charity
supported by the club. Publicity opportunity?
Press/Publicity – Tips (Item 2)
Press Releases:
1.
Give contact name and telephone details - ensure the contact person has all the
information
2.
Mention picture attachment
and give necessary information such as names etc.
3.
Keep “punchy” and detail
the person and/or event
4.
Always type it
5.
Start with impact ...”Fred
Blobs has been selected to play for
6.
No Croquet Jargon. “Fred
went through one back and set the lawn for a quadruple peel” is no good.
7.
It might not be about
Croquet but use it...”Fred Blobs was on his way to Peel Bay Croquet Club to
play in the final when he rescued a pet dog from the Sea”.
Sports Report*
1.
Send to someone by name but you might have to be
satisfied with Sportseditor@...don’t forget to thank them in advance for publishing it.
2.
Even local journalists
receive hundreds of emails each day and so they will thank you if the report is
not attached but pasted into the main body of the email.
3.
Work to a “typical” length
for that paper.
4.
Don’t cause a fuss if they
edit it badly – let it pass (unless it is really serious).
5.
Don’t make it too technical.
6.
Brevity, brevity and more
brevity – sorry, not very brief!
7.
I try to get the words
“Cheltenham, Croquet, Club, Old,
8.
Who, what, when, why and
how in as few words as possible.
9.
Do it regularly – all
tournaments and club days etc.
*
I made the mistake of trying to do them all myself. Ask Manager to nominate
someone and send to you for editing/clarifying.
Photographs *
1.
I am a keen photographer but croquet is very
difficult to make look interesting – everyone looks down and so you may
need to pose things –try to come up with an “action shot” –good luck!
2.
Speak to the Picture Editor
and try to find out the times when they might have a photo-journalist available
to attend and so do the picture then – even if feels like the wrong time of
day.
3.
Find out what size and
quality of shot is acceptable.
4.
Most local papers will use
good photographs – I think the agreement is that they will not be available for
public sale.
5.
Have you got a keen
photographer in the club?
6.
Look at local paper and you
will probably spot a “style”.... leaping in the air.... looking sad.....looking
angry..... looking happy etc. You will also be able to
spot if they use low angles, high angles etc.
7.
Correct caption and names
essential.
8.
Contact the picture desk
and ask “what’s the diary like on xxx”....they might be looking to fill space.
You might then need to contact members is the depths of February to set up a
shot of “
9.
The press are quite
cautious about covering an event which includes a politician (Mayor etc.) near an election time.
*You
have seen those pictures of people standing around having a lunch-time or
evening nibble? Most make the mistake of holding them at the appropriate meal
time and hoping that the photographer will turn up. Unlikely, because your
local paper probably has one part-time photographer and he can’t possibly get
to 17 events all happening at 1.00 o’clock. You might have more luck if you find
out the answer to 2 (above) and hold your event then, even if you are stood
around at 10.00 a.m. dressed in DJs!
Broadcasting
1.
Sensitive subject – you need someone who is good
at it and this may not be your chairman. I recall someone telling me that two
exceptionally good players were called upon to do a commentary on a croquet
match – no member of the public understood a word of it!
2.
You will probably be
contacted by a producer around 24 hours in advance (but not always). Try to find out about the
nature of the programme and the DJ (what kind of style etc.) and always
ask if this will be live on air or pre-recorded. Try to find out what you will
be asked about. Opt for the latter if you have a choice.
3.
Expect the words “Posh” and
“Violent” to come in at some point. Have
a ready answer (keep it light hearted though). “We had to stop that violence-
we were losing too many members”! But be careful with attempts at humour, it
can backfire.
4.
The interviewer may know of
a certain difference of view between GC and Association players... so be
prepared. Both, of course, are “superb
games which are impossible to compare and contrast” in a 90 second radio slot!
5.
Know the John Prescott
story. Whatever your personal view might be, remember that croquet sales
increased by 250% immediately after his photograph appeared.
6.
I like to have some prompt
sheets in front of me with information that I need to bring instantly to mind
when the opportunity arises. These usually included the name of the station,
broadcaster and programme name. Your club web address and telephone number of
contact person are essential; and some prompt words for the information which
you wish to get across. I tick these off as I manage to get them in. Remember
that the radio might wish to use the opportunity to speak about “oranges” but
you must look for opportunities to speak about “apples”!
7.
Take control by not waiting
for a question. Keep your voice light (without sounding manic) .....”good morning secretary” then get straight in with “good morning Johnny, its perfect croquet
weather down here at Peel Bay Croquet Club” or something similar.