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US SAILING Championships: PR Plan for Hosting Yacht Clubs Public Relations: The business of inducing the public to have understanding for and goodwill.

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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:

1 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 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.

3 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 , 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 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:  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 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 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 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.

8 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

9 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

10 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

11 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 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.

13 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

14 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

15 Contacts THANK YOU! Jake Fish US SAILING Communications Manager X614 *** Liz Walker US SAILING Championships Director X651 15


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