Media Relations & Publicity

Good publicity is a continuing and unremitting task, and is dependent upon solid relationship building and management. Basically, publicity is the management of your public image. The club publicist is responsible for placing information about your organization's events and programs before the public by every method possible. This includes working with the media, club sponsors or donors, area youth programs, health clubs, and any number of other publicity outlets. Because the media is often the first place clubs turn to for publicity, following is an outline of recommended media relations practices.

Media Relations

The media exists to generate awareness of and define public issues. In order for your club to capitalize on the efforts of local media, you need to create your own public awareness - media won't report on topics their consumers are not demonstrably interested in. Keep in mind that the media should not be the only place you seek publicity.

• Publicity is like sales: you must know your product, it's most attractive features, and its limitations. You can't sell the media and adequately answer questions if you don't know what you have to sell.
• Anticipate the questions and formulate positive answers.
• Do your research. Get a local media list from your town's Convention & Visitors Bureau, Mayor's PR office and local college athletics dept. that includes: name, organization, address, phone, fax, and email (at minimum). Check the web, your tourism bureau or newsstands at the grocery store for free magazines or news weeklies, especially kid-oriented publications. Watch TV sports reports, morning news programs, read the sports and community pages, listen to talk radio and the radio stations your swimmers listen to.
• Identify the amateur sports beat writers, columnists who mention swimming, active TV reporters and radio guys who discuss anything unusual. Get their names and work hours, add them to your media list, and contact them directly.
• Free is good. Look for sections of the paper where you can list your practices, upcoming events, weekend "to do" activities and clinics, and submit photos for free.
• Talk to the Public Affairs Director at TV and radio stations about 4-5 weeks in advance to get your team's info and events on their calendar.
• If you've ever watched public television or listened to public radio, then you know they need content. Talk to the local affiliate's Community Affairs director to pitch your athletes for an interview.
• Establishing personal contact is more than a phone call. Whey they ask, "Do you have anything you can send us?", the correct answer is, "Is there a good time when I can bring the information to you?" If not to them, ask who you should bring the information to. And always follow up with a phone call.
• There is such a thing as too much information - give them only enough to make the sale. You can expound on the info when the media shows up.
• It's OK for parents to call the sports desk as the proverbial "squeaky wheel" and promote the team. However, as Publicity Chair, you should be the only contact with the head honcho, and most certainly should be their contact to call when they have questions.
• Timing is everything. Call three weeks in advance for TV, two weeks in advance for print, then follow up in the week heading into the event. That ensures they'll take your call or fax when you have results, too.
• Be interesting! Don't just tell a reporter your team has a meet. Tell your reporter that you have the best team in the region, that your duet has overcome adversity, or that your soloist is also an A student and all-region soccer player, etc.
• Be realistic. Reporters must prioritize, and national events come before local ones. With that in mind, early-morning news programs (wake-up shows) are excellent targets for getting synchro on TV.
• Plan and prioritize a publicity campaign for the year, and if possible, event by event. Anticipate what the public will want to know. Make a calendar to remind you who and when to contact each outlet, and track your contacts in a database.
• Include your contact information in every media contact you make. It sounds simple, but many people forget. Name, phone, cell phone, email, and club web site; add the same info for a back-up contact if you anticipate being unavailable.
  

Assembling a Press Kit

When they ask, "Do you have anything you can send us?", here's what they're asking for:

• Detailed contact information
• Press Release for the story you're pitching
• Team overview - where you train, how you recruit, club size and growth, demographics, sponsors & supporters
• Results history - include significant performances, past or present athletes with marked success
• Athlete bios - bios and head shots of top athletes and head coach; bios should include name, height, years in synchro, birthplace, school, career interests, other sports played, academic/athletic honors, synchro results history, and other interesting facts.
• Visual aids - team action shots, head shots and Synchro Swimming USA magazine; videos don't necessarily have to be your team, use a Nationals DVD, anything to show them what synchro is.
• Calendar of events (local, regional and national meets, exhibitions, clinics or camps) - include the following facts: dates, name of event, site, schedule of events, contact (Meet Director), phone, email
• Past articles on the team
  

The Spoken Word:
Phone Calls

• Think through what you have to say very carefully before you ever lift the receiver. Write it down or rehearse it if necessary. Start with the less important calls in order to smooth and develop your presentation.
• Be succinct and clear, yet prepared to go into details if there is an opportunity. Always get the who, what, where, and when out first. While the why is important, your first purpose is to get the news crew to the event. Always be sensitive to the person on the other end of the line - he or she may be on deadline.
• Learn the names of assignment desk editors, and always keep them updated on your press list. When developing your list, it may be useful to call the news outlets and get the names of these important people (weekend assignment editors are often different than weekday editors). Ask for them by name. Always try to work with the same person - this is how relationships develop.
• A typical press call should begin like this: "Hello, this is Zsa-Zsa Gabor with the Beached Whales Synchro Club here in Smogville. I'm calling to be sure you received the press release we sent/faxed/emailed about the upcoming West Zone Synchronized Swimming Championships scheduled for next weekend at the Wavy Aquatic Center, and to answer any questions you might have about the event." Be sure to leave your telephone number so you can be reached for follow-up.
• Don't attempt to call a TV station between 11-noon, or 4-6:30 p.m.. As a general rule at both print and TV media, sports guys show up about 2 p.m. Assignment Desks are always open. Morning show producers work 12-8 a.m. - expect to leave a message.
• If your press release has been lost among the hundreds that have crossed their desk, fax or deliver another immediately while it's fresh on their minds.
  

The Written Word
Press Releases

• Clear, concise, effective writing is essential. Because someone is articulate does not mean he/she can write. Have a good editor available to "tighten up" news releases.
• Always include a brief, active title that highlights the most important point of your story. For example: "Synchro Stars Win Regional Meet."
• In the first sentence, restate your most important point, and include the date and place of the event.
• In the second paragraph, state why winning regionals is important (i.e. qualifies the routine for zones or nationals)
• Be brief. Only include pertinent facts. For example: "Mary Smith (Central HS) placed second in solos with a team record score of 95.000." Skip the useless details: "Wearing a red and white suit, Mary Smith swam her routine to the song 'La Vida Loca' and placed second in solos."
• Wrap up every release by mentioning the next event on your calendar.
• Include contact information.
  

And Finally …
When approaching the press or any outside entity about synchronized swimming, you are representing their impression of the entire organization. It is very important to be aware of the image you are projecting. You'll want to look and act professional, be prepared with facts or where to find them, be patient, be persistent, be sincere, enthusiastic, and helpful, and most importantly, be accurate in the information you give out.

The Synchro Challenge
One of the best ways to create media coverage is to host a Synchro Challenge prior to a major event. A media representative gets in the water and attempts some progressively more difficult synchro skills alongside team members. One way to spice it up is to invite local celebrities or sports stars to participate with the media. Keep in mind, though, that the Challenge only works about once a year. (A sample of a Synchro Challenge follows.)

Synchronized Segment
Another bit to pitch to TV is the "Synchronized Segment." A similar piece won an Emmy back in 1998. Two announcers present a piece on the team, athlete or event. Sounds simple. The selling point is they dress the same, talk the same, perform synchronized gestures to the camera, and a synchronized interview complete with two microphones, etc. It's a light-hearted interview that attracts a lot of attention.

• www.mapnp.org/library/pblc_rel/pblc_rel.htm#anchor1192381
• pertinent.com/pertinfo/business/pressrelease/index.html
• www.amarillonet.com/faq/publicity_handbook.html
• www.c4m.com/insig2_N.html
• sports.mediachallenge.com (media training for after you've made the media sale)

Publicity = Recruiting

A solid media relations plan is just one part of a community-wide public relations effort and goes hand-in-hand with recruiting efforts. Public relations is the end result of selling a product that fills a void - you first have to make people aware that the void exists, determine who is the audience for what you have to offer, and how you plan to reach them.

Recruiting, specifically, is just like fundraising. You need a stated purpose and goal, a clearly defined strategy, support from the membership, leave-behind materials, a method of building a "contact" database, and a follow-up system.

A few things to keep in mind:

Competition
Who are you competing with for members? It's difficult for a private synchro club to approach other membership-based organizations (e.g. Girls Scouts, YMCA, etc.) to help with recruiting. However, developing interest in synchro as a program within that organization could lead to membership returns.

Resources
Create a volunteer inventory of skills and interests of your parents, their close contacts, and supporters access the vast business and skill network of your club.

Benefits
What are the specific benefits of your club program, and how do you present them? Analyze the factual, proven benefits of your program, formulate answers to common questions, and get everyone (parents, swimmers, Board members, etc.) on the same page. Recruiting is a team effort.

Self-examination
Take a good look at your programs, how often the teams train, the cost analysis, etc. Be realistic about the goals and rewards you seek for members. Not every child aims to be an Olympian, and your program should address that.

Publicity Materials
The impression your athletes and representatives make on a family is one thing. It's another thing to create materials to represent you when a person cannot be present.

First
Contact the National Office for free posters and to purchase a Nationals video. Each full-color poster includes space for you to write in your club's contact information, while high-quality videos are useful for captivating passer-bys at on-site presentations.

Second
Invest in a brochure to brag about your program, complete with colorful photos, team philosophy, training facilities, programs offered, successes, proud graduates, etc.

Third
Create "For more information" postcards, either as part of your brochure, or as handouts your kids can carry with them to school, the mall, parties, etc. Each should collect pertinent contact information so that you can build a "contacts" database for your club newsletter, invitations to meets, fund-raising campaigns, and promotional events.

On the club level, here's some ideas to keep your club in the public eye. You'll notice that some of these ideas can also turn into club fund-raisers.

• Public events - community fairs, festivals and flea markets are a never-ending source of free publicity. All it takes is a few flyers, girls in team t-shirts, and a table. Set up a TV/VCR and show them the sport. It makes a world of difference.
• Get to the parents - who makes the decision to first involve kids in athletics? Usually the parents. Get your team's info to the Junior League, Jaycees, Rotary or Lions clubs, etc.
• Get to the kids - kids will try anything once, and will know immediately if it's an activity for them. Partner with your local family health clubs to offer limited introductory lessons for members. You can also pitch this as a mother-daughter activity to help build your Masters program.
• Talk to the sports commission - many pride themselves on contributing to the development of youth sports in the community. Get involved in their programs.
• Swim shops - your team's information should already be in every swim shop in town, and every swim shop should know how to contact your club.
• Community centers - City Parks facilities are a hub of activity during the summer. Most have bulletin boards and desire introductory programs.
• Water Parks - the annual opening or holiday celebrations at the area water park are great opportunities to show your routines for kids.
• Pool supply stores - Not normally the first place you go to recruit, but think about it: Families with pools are families with kids who like water sports. Place team flyers at pool stores, or partner with pool stores to offer free lessons to customers.
• Keep in touch with local hotels and resorts, not only for super deals when you host a meet, but for parties and receptions they may be hosting that could use some synchro entertainment. Along these lines, make sure your press kits get to the large party planners in town, who may be looking for an unusual twist to a poolside extravaganza.
• Contact the marketing manager at local malls regarding spring and back-to-school fashion shows. Free advertising for the club, natural audience, and bonus - sometimes, they pay!
• Halloween flyers - Drop candy and a business card size black on orange paper flyer or free lesson coupon into the bag of every girl who visits your home this season.
• Saturday free lessons - Pass flyers to the graduates of introductory swim programs offering a free week of synchro lessons as an "extension" of the program they just enjoyed.
• Brownie/Girl Scout - Create a partnership with your Brownie district to offer a Saturday afternoon 2-3-hour program for the scouts, including participatory, educational programming stations
• Health Club session - Offer quarterly set programming to local community centers and independent health clubs (and during the summer, country clubs), as an expansion of their current programming, culminating in a basic water show. Emphasis is on fun, games, etc.
• Summer camps - Many aquatic centers, youth centers, health clubs, churches, schools, state parks, etc. run summer day camps and need organized programming. What better activity for groups than synchro?
  

Advertising

Free club advertising may be easier than you think. Here's how:

Assemble a modified club publicity kit focusing on the "image" of your team. Include head shots, action photos, and team member bios highlighting their civic accomplishments. The action photos should be taken outdoors by a professional - utilize a university class or photo club to get the photos you need for free.

Acquire from the Better Business Bureau, local PRSA chapter (www.prsa.org) or yellow pages a mailing list of advertising, marketing and PR firms in your area. At the same time, watch local TV, print ads and billboards to see which local companies advertise most. Watch for utilities, phone company, supermarkets, outdoor/home centers or computer networking and internet companies, etc.

Prepare a mailing to the creative directors of each firm and local advertiser identified above. Include a letter succinctly stating what you do and what you can do to help that firm create a unique campaign for a local business. Use key words with universal business appeal like "teamwork", "precision" and "timing", plus key phrases like "get in sync", photogenic, youthful, etc.

Follow-up calls - most will say your information is on file, and that's OK. It's a waiting game.

Do you have a hands-on sports reporter who doesn't mind getting his or her feet wet?

Perhaps she's an aggressive sports veteran who will go to great lengths for the inside scoop on a local sporting event? Maybe you've got a macho man who likes to show off on the links and can't turn down a chance to put his athletic talents to the test.

Then consider this a bare-bones, knockdown, drag-out challenge! To the buoyant media member goes a great experience and even greater story. To the unsuccessful reporter, a visit to the bottom of the pool.

U.S. Synchronized Swimming, in conjunction with the 2002 Esynchro Age Group Championships, issues a formal challenge to any and all media outlets to try synchronized swimming (under the close supervision of lifeguards, of course). Swimming alongside the challengees will be members of area synchro teams and national team contenders.

Even the most cocky reporter who scoffs at any athletic event that doesn't involve helmets or physical contact will become a new person after swallowing a few gallons of water. Just ask Olympic gold medalists Mary Lou Retton, Keri Strug or Summer Sanders, or syndicated columnist Dave Barry, who took the challenge and were born-again aquanuts after getting the synching feeling. The experience prompted Barry to exclaim in the Miami Herald, "This is the hardest sport in the world!"

The Synchro Challenge is arranged by appointment in consideration of the schedule of events. Wear your swimsuit and water wings. We'll provide a nose clip, cap, goggles, and ... CPR.

The challenge is held in conjunction with the 2002 Esynchro Age Group Champion-ships, being held June 29-July 7 at the Weyerhaeuser King County Aquatic Center. More than 1,000 athletes will be vying for age group national titles in the world's largest synchronized swimming competition.

To RSVP for "The Synchro Challenge," or for more information on the 2002 Esynchro Age Groups, contact Jane Doe at (phone), or (alt. phone).

Come see why Inside Sports named
Synchronized Swimming one of the world's five TOUGHEST sports!

• www.not-for-profit.org/
• www.kiwanis.org/membership/recruitsuccess.html
• groucho.onr.com/hftp/MembersOnly/ChapterLeadership/chaptercampaign.htm