U.S. FIGURE SKATING MEDIA CONTACT
Renee Felton, Media Relations Manager
T: 719.635.5200
E-mail: [email protected]
OVERVIEW
U.S. Figure Skating is excited about the 2011-12 season and the opportunity for its member clubs to
publicize the sport of figure skating to a wide audience.
As competition host, you need to look at this as an opportunity to maximize exposure for your event,
your club and U.S. Figure Skating. We hope the following media information will assist your efforts in
promoting this event in your local market.
Among the documents provided in your promotional packet are press release and media advisory
templates. In addition, you will find a timeline, story ideas and a media contact list. Before distributing
press releases and media advisories, please submit them for feedback and approval.
If you have any questions, please contact U.S. Figure Skating’s Media Relations Department at
719.635.5200.
SUGGESTED QUALIFYING EVENT MEDIA TIMELINE
Establish media contacts list ........................................................ Immediately upon receiving materials
Create and distribute credential application ................................................................. one month prior
Close media credentialing .................................................................................................... one week prior
Create and distribute local news release........................................................................... one week prior
Create and distribute media advisory ................................................. 2–3 days prior to planned event
TIMELINE AND TASKS
1. SELECT OR DESIGNATE A LOCAL MEDIA CONTACT – RIGHT AWAY
The media relations contact person should have a good understanding of the sport of figure skating
and a desire to learn about and work with the media. Good writing and communications skills are also
important.
It is essential to establish a good working relationship with the media who are responsible for covering
your local area. The media are in the information-for-profit business, and your role is to assist reporters
and editors by being a resource to them.
The key to building a good relationship with the media is to be professional. Although your media
contact may be a volunteer, he/she should be perceived not as a volunteer but rather a professional
publicist.
It is equally important to understand that the media may pass at your first attempts, but don’t be
afraid to try again. It is OK to be persistent if you have not heard back, especially if you approach
them with a new angle. Be sure to explain to them how your event affects the community and, in turn,
their readers. Try asking, “Is there anything related to this event that you might be interested in?” That
way you can shape your pitch to what they are looking for.
You are also encouraged to think of ways to include a community event in tandem with the
competition. This may be a learn-to-skate day for media, wherein you teach them about the sport
and the judging system, and get them on the ice; or a tie-in with a local charity, such as donating the
items tossed on the ice to a shelter or giving a ticket discount to those who bring canned goods for a
local food pantry. This gives media something else to cover in addition to skating.
2. ESTABLISH A MEDIA LIST – RIGHT AWAY AND ONGOING
A media list is simply a listing of all the people you want your news to reach. With a little research, you
will be able to easily identify the people who are responsible for putting the information in print and on
television and radio.
Establishing an accurate and up-to-date media list is essential to receiving good publicity for your
club.
Your media list should contain the following information:
1. Contact Name
2. Title
3. Publication title/station name
4. Address
5. Phone number of reporter and assignment editor (if possible)
6. Media outlet fax number
7. E-mail address of reporter
3. EVENT NEWS RELEASE/OTHER RELEASES AND MEDIA ADVISORIES – ONE WEEK OUT
The purpose of the news release is to inform the media, in writing, of a story or event. When properly
prepared, it can be an effective tool of communication between your club and the media. It is also
the most common form of information the media receive and is utilized by almost every other
organization in your area. To avoid having your news release overlooked, use the template provided
in this kit. This should be updated to reflect your local market and distributed about one week prior to
the U.S. Figure Skating qualifying events.
In addition, there are several other topics you might want to let your local media know about,
including local participants, daily events, media credential deadlines and any additional community
events. We have provided you with a news release template that will assist you in getting started.
When sending out the news release, include the Story Ideas as well.
Finally, find out how your contact prefers to receive information. Most contacts utilize e-mail as their
main source of gathering information. Although faxing is still widely accepted, e-mailing your release
will make it easier to ensure your information gets printed.
4. THE EVENT MEDIA ADVISORY – 2–3 DAYS OUT
The media advisory is a condensed version of the news release that contains only the bare facts of the
event you are promoting. It simply lists who, what, where, when, why and how.
A template media advisory for the U.S. Figure Skating qualifying events is provided. This should be
updated to reflect the local market and distributed shortly before the event.
The media advisory is often used as a reminder or follow-up in the days preceding your event. Be sure
to distribute this to the same list of media to whom you sent the news release. (Note: This can also be
used to give the facts of any other events you may be having in tandem with the competition, such as
a media on-ice day).
5. FOLLOW-UP – ONE DAY OUT
The day before the event, you can make calls to the media. After identifying yourself, always ask, "Is
this a good time to talk?" and if it’s not, ask when you should try back. Give them a short, succinct
description of the event. Remind them that you would welcome their attendance and can provide
them with any additional information they may need.
You can use the U.S. Figure Skating Media Relations Department as well. If the reporter needs specific
facts, photos, history or information that you are unable to provide, please feel free to direct them to
us—we are here to help!
MEDIA TIP: Invite the broadcast media to view practice. While there are some restrictions on
photographing and filming actual competition, the practice sessions are open to photo, TV and print.
This is a great opportunity for the reporters to view the programs and ask questions about jumps, spins,
etc. The broadcast media have the unique ability to tell the story through pictures, and reporters often
like to get involved in the story. When calling broadcast media, be sure to emphasize the “visual”
aspect of your story.
6. INTERVIEWS
When the media arrive, they will want to conduct interviews to inform the public about what the event
is and its impact on the community. Identify interview subjects that fit certain needs n advance:
- Official spokesperson for program (club president, head instructor, LOC chair, press officer)
- Well-spoken participants in program (children, parents, volunteers)
MEDIA TIP: Although the media may intend to cover only one aspect of your event, take the
opportunity to inform them of the various other programs that your club operates on an annual basis.
This may be the opportunity you are looking for to develop an enduring relationship that will last long
into the future.
7. OPTIONAL RELEASES AND ADVISORIES
The optional releases in this kit include:
o Press Credential Advisory – Reminds media of the credential application deadline
o Release date (twice): once when credentialing opens and again one week prior to
credential deadline
o Facts and Daily Highlights Advisory – Informs media of additional activities happening in
conjunction with the competition. (This can also be sent during the competition to keep media
informed of what happened that day.)
o Release date: 2–3 days prior to competition and/or after the News Release
o Demo Day Advisory – Only necessary if your committee decides to host a media demo day—a
fun and informative way to introduce media to the sport. It involves inviting media to a
personal, free skating session at your rink. Media learn the basic elements of the sport in a
group lesson format under the direction of a local instructor and also are given to opportunity
to interview coaches and local competing skaters. If you have the time, manpower and ability
to do this, we highly recommend it.
o Release date (twice): one week prior to Demo Day and a reminder alert 1–2 days prior
to Demo Day