You might think the only time the media wants to talk with officials or cover officials is when controversy erupts. It doesn’t have to be that way. Don’t wait for the media to come to you. Go to them with positive information and story ideas about officiating and your association.
A connection with someone in the media will help you to get some attention from a newspaper or television outlet. If you have an official who is a reporter or writer in their day-job, use that person to share your story. But you don’t have to have the inside track. Media outlets are looking for news they can use, you just need to have a good story and get them to look at it.
Step 1 — Use some discretion.
Throwing a bunch of stuff at the wall — or in this case, your local media outlets — to see what sticks isn’t recommended. Determine what is newsworthy. Does your association put on a clinic for officials? Is your association handing out awards to worthy members? Did one of your members work a milestone game? Those are all options for local newspaper.
Step 2 — Send a press release.
If you’re going to send a press release, make sure it is well written. Have multiple people on your board proof it for content and typos. You want your association to come across in a good light, so the media outlet will not only consider this release but others as well. Send it to a specific email address. Go on the newspaper or television outlet websites. See where they want press releases or news tips sent. Follow any directions listed. If no guidance is given, send it to a specific sports editor, if appropriate. A final item to remember is to provide contact information on the press release. That way if a news outlet has any questions, they can easily reach the appropriate person in your association.
Step 3 — Let others do the publicizing.
Capable members in your association could volunteer to speak at a sportsmanship conference or school sports parent meeting. Events such as those will likely be publicized by the host. Your group then gets good PR with very little effort. If your association volunteers for a charity event, some “free” publicity may follow that as well.
Step 4 — Don’t give up.
Something you feel is newsworthy is not guaranteed to be picked up by a newspaper of television station. Don’t get frustrated if your press release results in no press coverage. Continue to share your news and you’re sure to make a splash at some point.
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