The media often portrays officials in a negative light. Why wait for reporters to show up in bad-news situations? It’s easy for associations to go to the media with positive information and story ideas about officiating.
News tips.
For example, many cities have radio stations and television talk-show programs. Executive producers are always looking for interesting topics and guests; the trick is to suggest a topic that is mutually beneficial. “Sports officiating’ is, by itself, interesting to only a very small portion of potential audiences. But officials can make valuable contributions to programs on ”Violence in Sports,” or “Unusual Careers.” Those mass-appeal topics are more likely to be produced, and as a result, more likely to include an official in the program.
If a story is particularly timely, interesting or unusual, officials also should suggest it to assignment editors for possible use in their news sections or programs. Some days (particularly holidays) are “slow” news days, and editors and producers are often forced to use more feature (or “soft”) news stories than normal. A newsworthy story idea previously suggested to an assignment editor could be easily (and gratefully) produced on a “slow” day.
Press releases.
Another common method of generating positive media coverage is the press release. While press releases are effective, it is important to know that more than 85 percent of all press releases received by a newspaper, radio stations or television are not used. Why? More often than not, they are poorly written and contain “who cares?” information. If a press release is weak in either of those areas, it will probably join hundreds of others in someone’s trash can.
Press kits.
Press kits are also an effective tool for officials associations. Information about the history, size, structure and policies of the organization can help important non-members get a better understanding of the group. A couple of fact sheets with the above information, an organization roster and the association’s bylaws make a more than adequate press kit. Potential users of the press kits include reporters, athletic directors and potential members.
Speakers’ bureau.
A speakers’ bureau is another way for officials to create positive opinions. Many colleges and universities offer officiating courses as part of their physical education programs. A telephone call to the course instructor may result in a guest lecture and a wonderful opportunity to promote the sport and organization, as well as do some recruiting. Teachers at the elementary, junior high and high school levels may also be interested in having a sports official speak to their classes.
Although many more strategies could be suggested, they all center on the basic idea of proactive, two-way communication. There are a lot of positive officiating stories. Share them.
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