Communications Seminar: Sept. 30, 2006

1. Communications Seminar: Sept. 30, 2006 “Creating a Presence for Your Club” Jamie Fabos Communications Director USA Swimming 719-866-2340 jfabos@usaswimming.org

2. Terms to Know • Press Release: A factual document providing the who, what, when, where, why, used either before an event (announcement) or after (results). • Media Advisory/Alert: A different format with the same general information (plus specifics) sent directly before an event to encourage coverage. • Deadline: The time when the reporter must have a story in to the paper (or ready for broadcast). • Agate Section: Box scores; page of tiny type where you may be able to have your results run.

3. Terms to Know • Assignment Desk: Responsible for assigning stories for television broadcast. They generally have a “book” of events for each week. You want to be in that book. • B-Roll: Footage of your event, or of any swimming that a reporter could talk over during a broadcast. • Freelancer: Someone who will write and submit a story to the paper on assignment but is not a full-time writer. This person is generally paid.

4. Three Simple Elements • The Medium -Who’s going to tell your story? • The Message -What do you want to say? • The Method -How will you get the word out?

5. Who Can Spread the Word? • Newspapers • Community • Local editions • Television • Local news • Cable Access • Community Calendar • Web Sites • Your Web site • Swimming sites • Radio • Community Calendar • College Stations • Other • Chamber of Commerce • City government

6. Who is telling your story? • Create a Media List • Include weeklies, community papers, local sections, news contacts, cable access, websites Chamber of commerce may have this • Update it each season – this can be done by a friendly call • Get phone/fax/e-mail information for all • Include as much information as possible on list

7. Help Them Help You… • Create a Media Kit • Folder • Facts about the club • Schedule • Photos if you have them • Utilize your Web site • Add a “media section” to your Web site • Include results, upcoming events, a contact person, event photos if you can

8. The Message • – Who is participating? • The Press Release- The Who, What, When, Where – and the elusive WHY - Who is competing / hosting the event? - What is happening? - When is it happening? Include times. - Where is your facility? Give Directions.

9. WHO? • WHO is the subject? - Local angle Swimmers / Coaches Impact on Community - Human interest WHO do you want to reach? - Parents - Kids - Community

10. WHAT is happening? -Avoid Lingo -Include Pertinent Details -Highlights Only

11. WHEN is it happening? -Dates AND Start Times -Highlights (meets are long-when should they come?) -Be cognizant of deadlines/broadcasts -Not coming? Then WHEN can they expect results? In what format?

12. WHERE is it? -Include directions -Include parking information or a pass -Emphasize location as a hook

13. The Message - Discussion -What do you want people to know about your club? -What are the benefits? -What is the goal?

14. Youth Served on First Day of Texas A&M Grand Prix  For Immediate Release Friday, June 23, 2006 COLLEGE STATION, Texas- The younger members of the Texas A&M men’s and women’s swimming teamsstepped to the forefronton the first of three days of competitionat the Texas A&M Grand Prixbeing held this weekendat the Student Rec Center Natatorium. Of all the present and future Aggies to qualify for a championship final on Friday, only one, sophomore Ryan Loney (Crosby), has reached the age of 20. Freshman Julia Wilkinson (Stratford, Ont.) showed the versatility that has made her one of the top swimmers in the Big 12 by reaching the championship final in both the 100-meter freestyle and the 200-meter backstroke. Wilkinson, the A&M school record holder in the 100-yard freestyle, finished fourth in the 100 free (57.99) and fifth in the 200 back (2:21.20).

15. Press Release vs. Advisory • The Advisory • Used to promote an event ONLY • Sent 1-3 days before event • Different Format • Slightly different purpose • Less “story;” more “instruction” • Ideal for TV / Photographers • The Release • Used for announcements, results, news • Sent 5-10 days before event • News story format • Slightly different purpose • More pitch-heavy • Best for print journalists or to create interest

16. Nutwood Swim Club Hosts Cal Swimming in Season Finale California Tie-Breaker Set for Saturday, Sept. 30 Nutwood swim club will host Cal Swimming in year’s last meet on Saturday, Sept. 30. The clubs have met twice this season. Each team has won one meet. WHO: 100 Nutwood swimmers, aged 6-17 from the Fullerton area, competing against national champion California Swim Club (San Jose) WHAT: The California Finale meet: a battle for state dominance WHEN: Saturday, Sept. 30, 2006 *Heats begin at 10 a.m. Nutwood’s top-ranked senior swimmers will race at 12 p.m. WHERE: Nutwood Swimming Pool (818) 555-2323 12 Nutwood Rd., Fullerton, Calif. NOTES: Saturday’s meet marks the final opportunity for Nutwood swimmers to qualify for the Olympic Trials. Nutwood currently has six Trials bound athletes. CONTACT: Mary Jo Swalley: (818) 555-2323 SCENARIO ONE

17. SCENARIO TWO Nutwood Swim Club to Host Dinner Dance Fundraiser Black-Tie Gala to Off-set Costly Pool Repairs Nutwood Swim Club, which has offered a healthy after-school activity to over 5,000 Fullerton area children over the past 10 years, will host a black-tie dinner dance at the Fullerton Marriott on Saturday, Sept. 30, at 7 p.m. The benefit, which is open to the public, will provide much-needed funding for necessary pool repairs. WHAT: A black-tie dinner dance to benefit the Nutwood Swim Club. WHEN: Saturday, Sept. 30, at 7 p.m. WHERE: Fullerton Marriott (818) 555-2000 12 Nutwood Rd., Fullerton, Calif. TICKETS: $75 for adults / $50 for children or Club members Available by calling the Nutwood Swim Club at (818) 555-2323 NOTES:

18. BREAKOUT: Writing the Release -Avoid Lingo -Keep it to one page -Just the facts (and a little WHY) -Did you answer the Who, What, When, Where…and Why?

19. Making the case for WHY • What’s The Hook? • Local Angle • Facility, Event, Swimmers, Coaches • Human Interest • Adversity “Local swimmer overcomes epilepsy to compete at highest level” • Supported by statistics “80% of Nutwood swimmers make honor roll at Nutwood Elementary.” • Community Link “Mission Viejo Kids Pitch in for beach clean-up” or “Facility improves town’s social scene.” • Sport Significance • “Six Nutwood swimmers headed to Olympic Trials.” • “Nutwood Swimming Club to compete at Nationals.” • Current Event Tie-In • “Local Swimmer Inspired by Whitney Myers’ Win.” • “Eight-year-old Nutwood Swimmer Pursues Olympic Dreams.”

20. WHY do I care? -Why is it important? -Why do I care? -Why do my readers care?

21. BREAKOUT: The Pitch -Use the “Why do I care?” model and pitch your partner on an event. -The Phone call: Reporters are deadline-driven: (keep it brief) Have all your facts ready Know your “stories” before you call -Be cognizant of deadlines/ broadcasts (don’t call at 4:45 p.m.) -If the answer is no, come up with an alternative

22. So Now You Have Their Attention… -How to service the media? -Making it easy for the reporter makes all the difference. -Get in the paper even if there is no reporter there. -Make it comfortable. Give ‘em a t-shirt. -The importance of credibility & accuracy

23. Media Services • At the Meet • Information • Refreshments • Seating • Parking • Athlete/Coach access

24. Media Services • After the meet • Information / Distribution • Sending results in the format they want • Going Beyond Results • Follow Up • Photos • Respecting Deadlines

25. BREAKOUT: Try Your Hand…Writing the Agate Media Services Team Standings (FINAL) Rank, Team, 569 points. 1. Auburn, 488. 2, Georgia, 431. 3, Arizona, 369. 4, Florida, 253. 50 Freestyle - Finals Place, Name, Team, X:XX.XX seconds. 1, Kara Lynn Joyce, Georgia, 24.24 seconds (American record; old record, Jenny Thompson, USA, 24.52, 2000). 2, Eileen Coparropa, Auburn, 24.41. 3, Sara Platzer, UCLA, 24.68. 4, Becky Short, Auburn, 24.97. 5, Jana Kolukanova, Auburn, 25.01. 6, Sarah Wanezek, Texas, 25.09

26. Finishing Touches -Be Accurate -Be timely -Be “Objective” -Form relationships -Have a plan

27. Questions Check out the USA Swimming Media Resource Site: www.usaswimming.org/media Or E-mail: Jamie Fabos (jfabos@usaswimming.org)