Presentation on theme: "US SAILING Championships: PR Plan for Hosting Yacht Clubs Public Relations: The business of inducing the public to have understanding for and goodwill."— Presentation transcript:
US SAILING Championships: PR Plan for Hosting Yacht Clubs Public Relations: The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution. (Merriam-Webster)
2 Objectives Educate and Inform the public of your events through public/media relations initiatives. Utilize in-house communications tools: Website, YC newsletters, press releases, media advisories, calendars, championship posters, etc. Build relationships with the local media: Sports writers, sailing enthusiasts, bloggers, lifestyle writers, weather reporters Generate support in the form of media coverage for sponsors. They are instrumental in the process.
Timeline Phase I: Approx. 3 months before event Internal: Inform club members about the event, and get them involved… First step - Promote within your yacht club… Generate enthusiasm. Why this event is important? Why they should get involved? Assign PR Chair: Someone who knows PR, good writer, comfortable using e-mail, understands concept of deadlines, reliable Arrange a photographer: Should be professional. Get into later Research local media: Type of media, type of events they cover, don’t forget about non-traditional media (bloggers, digital) Local media list: Names, contact info, deadlines… US SAILING reaches out to national media. 3
4 Timeline Phase II: Approx. 2 months before event Media Kit: Background information Media Advisory: 5 W’s – Who, What, When, Where, Why Previous winners: Currently/previously on US Sailing Team or accomplished professional sailor. Event history profile: Build up prestige Sponsorship information: How are they involved? Use our website for details: http://championships.ussailing.org/http://championships.ussailing.org/ Arrange Photo/Media Boat: Driver available all day. Comfortable getting close to action without disrupting racing. Get event listed on local calendars. Work with your Chambers of Commerce.
5 Timeline Phase III: Approx. 1 month before event News release: Should include the following 5 W’s: Who, What, When, Where, Why Format: Most important info first… Get into later. Event history US SAILING (We can provide) & host club boilerplate Event website Sponsors US SAILING needs to review/sign-off before distribution. Send to local media. Follow-up: Who (media) is coming to the event? Regatta meeting: Give update on PR plan.
6 Timeline Phase IV: Approx. 2 weeks before event Mail full media kits to local media. Invite the media to the event. Inform of media boat (if available).
7 Timeline Phase V: Within 1 week before event Media Alert: Short (5 W’s) Reminder Measure interest of media outlets who plan on attending so you can determine need for media boat. Confirm media boat.
Timeline Phase VI: During event Assist media attending event. We want them to stay… May not have sailing background so provide guidance. Have media kits available on-site. Assist reporters with interview requests. Keep championships website up-to-date with RESULTS. Regatta Network Upload daily updates to US SAILING ASAP: Deadline: 7 pm (EST) Upload photos for US SAILING website: Deadline: 7 pm (EST) 8
Timeline Phase VII: Immediately after event… Most important time for PR contact!!! Post Final Results on website before awards ceremony. Take photo of winner(s) with trophy. Get quote from winner and call Championship Director (Liz Walker) Send final release to local media contacts. Send CD with all photos in high res. to US SAILING. Send video to US SAILING. 9
Important Notes to Remember This is outstanding exposure for you yacht clubs. Make sure you maximize this opportunity. Give visibility to US SAILING and your club. Highlight the partnership. Don’t forget about our sponsors! National sponsors first. 10
US SAILING Responsibilities 11 e-USSAILNG Weekly Newsletter Event website Pre-event & post-event releases US SAILING home page Video podcast National media outreach
12 Photography Our plan is to use professional photographers when possible. Our goal is to build stock library of images. Photographers can sell images to participants/family/friends of the event… Work out ahead of time. Types of images useful for event: Sponsor logos: Marks, flags, banners, sails Close-up action shots: Winners/likely overall winners Faces Starting line Off-the-water shots: Awards, clinics, etc. Every aspect of the regatta has value.
Photography Outline expectations: Photos supplied daily to US SAILING US SAILING will give photo credit. Photo boat is key! Give photographer your contact info for when he/she is on boat. 13
Daily Recaps Arrange recap content in proper order. Most important info at top: Leaders, winners, results. Brief: approx. 200 words Get a quote(s) from winner. 5 W’s This is not a creative writing essay. Describe racing briefly… Where was the turning point? Mention the weather; Don’t elaborate too much. We can provide writing samples. 14
Contacts THANK YOU! Jake Fish US SAILING Communications Manager email@example.com 401-683-0800 X614 *** Liz Walker US SAILING Championships Director firstname.lastname@example.org 401-683-0800 X651 15