Create Impactful Media Coverage Around Your Next Event
Tina Wilmott, President of The Wilmott Group
Agenda
• Tools and resources for getting your news out
• Best practices when working with the media
• 10 pitch ideas and tips to get media coverage about your event • Crisis management
• Questions
Why a public relations program?
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Increased participation Bigger sponsorships
Higher profile athletes
Reputation
Community relations
Toolbox: News Distribution Services
Benefits
• Get news in front of reporters via RSS feeds and direct emails
• SEO gets your announcement in front of consumers and builds back links
Paid News Distribution Services
‐ BusinessWire
‐ PRNewswire
‐ PRWeb
‐ MarketWire
‐ NEW: EnduranceSportsWire ([email protected])
Free News Distribution Services
• Goal is to drive traffic to their site • Many don’t allow hyperlinks or remove anchor texts
• Limited exposure (no contacts with the media)
• Limited reporting if any
Toolbox: Media Outreach Resources
Finding Reporters and Creating Media Lists
• Media Software: Cision, Vocus, MyMediaInfo
• Free Resources: mediasynconline.com, Google
Sources Reporters Use to Find Information
• Profnet, ExpertSource (free with BusinessWire acct.)
• Free Resources: HARO (helpareporter.com), Quora.com
Identify Opportunities Through Editorial Calendars
• MyEdcals.com, PR Newswire EdCals
(http://services.prnewswire.com/edcals/edcals.html)
• Free Resources: Look up media kit or editorial calendar on publication Web sites
Toolkit: Social Media • Include share functions where press releases are featured on your site
• Sources to find bloggers and other online news sources: – Blogsearch.google.com
– Technorati.com
– Alexa.com
• Find popular and relevant people on Twitter
– wefollow.com
– Twitter hashtags (#triathlon)
– Who are others following?
Best Practices When Working With the Media
Understanding the Editorial Environment
Internet
Host City
Industry Orgs
Sources
Journalists
Use
Participants
Competitors
Peers
Strategic
Partners
Story Requirements
• News (Anything the Reporter Thinks it is)
• Timeliness and Headline Factor
• Competitive Edge
• Informative • Prominent Player
“Why should I care?”
Preparing for an interview
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Read the Media Outlet •
Read What the Reporter Has Written
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You are always on the record
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Know Your Facts & Figures
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Be Bold! Get to the Heart of the Matter with Opening Summary (list key messages)
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Think in Headlines and Sound Bites
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Focus is Everything‐‐Repeating is OK
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Close with Key Messages
Rule of Silence
Never say anything you don’t want to read in the newspaper, see on television or hear on the radio.
10 Pitch Ideas and Tips to Get Media Coverage About Your Event 1) Make It Easy to Write a Story
Up your chances by reducing the time and research needed to write an article. Provide:
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Interesting participants
Event and industry stats
Spokespersons outside your organization
Photos/B Roll
2) Share Exclusive Data About Your Event
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Economic impact on city
Demographics of the race (age, sex)
Number of people who participated
Money raised through charities
Marathons create sweat equity
South Florida Business Journal ‐ by Kevin Gale Date: Tuesday, January 25, 2011, 2:15pm EST
The business of marathons is in full stride, with organizers of the ING Miami Marathon and Half Marathon saying registrations are trending 18 percent higher than last year and have surpassed 20,000 runners for the first time.
Last year's ING Miami Marathon brought in an estimated $18.74 million in spending by non‐local participants and $33.36 million in economic impact overall, according to Temple University's Sport Industry Research Center.
That's a big contrast to eight years ago, when South Florida had no marathons.
They have turned into major tourist events in Boston, New York and Chicago. The ING New York City Marathon had more than $180 million in economic impact in some years, with more than 40,000 runners. There's a lottery system for many of the 100,000 runners who apply.
Other major businesses are sponsors for the ING Miami Marathon, including: American Airlines (NYSE: AMR), which has its name on the arena at the starting line; The Miami Herald and el Nuevo Herald; carmaker Nissan; the University of Miami's UHealth System, which will have medical staff on hand for runners; the CSS regional sports network; Ryder System (NYSE: R) and Publix Super Markets.
Many charities organize training groups as fundraisers. The Miami Marathon weekend includes the ING Run for Something Better, in which 5,000 school‐age children are expected to run down Flagler Street on Sunday morning.
3) Pitch Uniqueness of Your Event
Fastest, toughest, most scenic, best for beginners, etc.
• Number of countries or states represented
• Largest event in state/region
• “Green” event
• Enter and tout awards
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4) Get Celebrities and Local Personalities to Participate
Action Plan
• ID targets
– Professional athletes
– Local TV personality
– Elected officials
• Ask everyone you know for an introduction
• Put the challenge out on Facebook or Twitter
• Create a friendly competition for charity
• What will they get in return? How can you help them? 5) Leverage Partnerships
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Charity partners
Sponsors
Professional athletes competing in your race
Expo speakers
Solutia Announces Title Sponsorship of Inaugural Rock 'n' Roll Marathon
ST. LOUIS, Jan. 24, 2011 /PRNewswire/ ‐‐ Solutia Inc. (NYSE: SOA) has announced its title sponsorship of the inaugural Rock 'n' Roll Marathon and Half Marathon in St. Louis to benefit Team Activities for Special Kids (TASK). The Rock 'n' Roll Marathon series, managed by Competitor Group, Inc., is famous for its live bands, cheerleaders and block party atmosphere.
6) Human Interest Stories
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Do participants have a way to tell you their unique story?
Leverage social media channels
Incentivize your participants
Reach out to local running and triathlon clubs
Recent Headlines
• How one Erie woman made leap from cheerleader to 50k competitor
• Age can't keep some runners from going the distance
• Nine local contestants lose combined total of 271 pounds
• 80‐Year Old Triathlon‐Running “Iron Nun”
• Chicago cop runs half‐marathon to honor fallen colleagues
• Years after crash, Tulare woman works toward triathlon return
7. Create Visual Opportunities
8) Keep the News Coming
Before
During (weeks After
leading up to event)
Registration open
Elite athletes
Results
Sponsors
Contests/challenges
Charitable contributions
Charities
Expo information
Economic impact
9) Find Pitch Ideas from Current Trends
Current USA Today Highlights:
• Prices starting to creep higher
• Child cancer survivors find a special connection at Super Bowl
• Verizon iPhone 4 vs. AT&T iPhone 4
• Study: Global obesity rates double since 1980
• Slim down at Malibu's 'Biggest Loser' fitness resort
10) Expand Your Reach Beyond Trade and Regional Publications
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Create dream list of media outlets and reporters and follow their news
Set up Google Alerts to ID new reporters and media outlets
Position yourself as an industry spokesperson
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(sports business, sponsorship acquisition, future of marathon, managing pro athletes, etc.)
Follow rules of good pitching
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Bad Pitch Blog ‐ http://badpitch.blogspot.com
Crisis Management
Samples Crisis Situations
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Water stations running out supplies
Hot weather or bad weather
Contaminated water in swim course
Stolen bicycles
Natural disasters
Cheating
Timing or course issues
Major injury or death during race
Crisis Management Tips
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Have a plan in place for worst case scenarios and review before every event
ID your crisis team and spokesperson
Be prepared to respond quickly with prepared statements –
articles are written in the first few hours
Have all the facts, and give accurate and correct information
If applicable, communicate what is being done to remedy the situation
Don’t get defensive
"If you tell the truth, you don't have to remember anything.”
‐‐ Mark Twain Questions? Tina Wilmott [email protected]
The Wilmott Group is a full‐service public relations firm that specializes in executing customized communications programs for companies in the health, fitness and endurance sports industries. For more information go to www.wilmottgroup.com.