PUBLIC RELATIONS TIPS

WHAT IS PUBLIC RELATIONS?Public Relations is communicating positive information about your organization, its events and programs—whether through the media, the internet or word of mouth (includes articles and news coverage). Public relations differs from advertising in that with public relations there is no charge for the time or space used to carry the message, but there is usually little control over the way the message is communicated to the public. Public relations can be the most cost-effective and powerful way to promote your organization and tennis.

TYPES OF MEDIAPrintWeekly, Daily and Community Newspapers

Outreach — 1 week prior Follow-up — Depending on type of paper; know deadlines

TelevisionTalk ShowsNews: Morning, Mid-Day, Weekend and Evening News

Outreach — 1 week prior Follow-up — 2 days prior

OnlineNews sitesBloggers

Outreach and Follow-up – Depending on site, pitch close to target date

Getting to the Right Media Person Writer — news, fact-based stories without commentary Columnist — offers opinion and commentary Sports writer — focuses on game stories, features on athletes or sports events Fitness writer — health, diet, wellness (can include sports) Bloggers — online outlet for people to share opinions on events, subjects, etc. Segment producers — plan and execute TV segments Anchors — on-air talent for local/national TV stations Radio personalities — host/radio talk shows

PRESS MATERIALSPress Release — Announces an event, program, initiative or anything that has news value. It includes background information, quotes to support the announcement and where to find or who to contact to get more detailed information.

A typical press release includes the following:1. Letterhead2. Headline announces story3. Sub-head

a. Elaborates on the headline4. City, state and date (in bold font)5. Introduction

a. Lead sentence contains the most important information (in 25 words or less)b. Include the most relevant information in the first paragraph

6. Body paragrapha. Should include: who, what, where, when, why and howb. Keep brief but informative; less is morec. Include any background information relevant to the announcement (e.g., stats, historical

information, or URL to drive people to website)d. Quotes — From someone who is going to be present at the event or is speaking about

your announcement; make sure the person’s name is spelled correctly and his/her title is used

7. Boilerplatea. Factual information about your organization

8. Contact informationa. Include name, title, e-mail address and phone number

Media Advisory —A one-page, brief overview that explains the event/program. 1. Outlines (or lists) the who, what , where, when, why and how2. If there are photo and interview opportunities or a press conference is set to take place, they

should be noted3. Can be press conference–specific

Photos & Video – Enhance your story and pitchTips when sending photos:

1. Write a photo captiona. Include name and title of dignitaries, public figures; include left-to-rightsb. Include name of the event, specific informationc. Include photo credit

2. Your photo includes important signage in the background

PITCHING TO THE MEDIAGeneral Guidelines on Who and When to Pitch:

1. Make a note of the names of editors and reporters when you’re reading your newspaper, watching your local television news or listening to the radio

a. Search through the websites of your local newspaper and TV stations to find the names of journalists

b. Keep a list of the names of those who cover sports, health/fitness, community, parentingc. Keep in mind whether the story will appeal to their audience or not. If you are unable to

find the right contact person, try to find a journalist who has written or reported on similar stories or has a connection to tennis

2. Your pitch can stand-out greatly among others if you communicate why the story, issue or event is important and relevant today

a. Include human interest storiesb. Presence of dignitaries, public figures, celebrities, etc.

i. Timing of event (Childhood Obesity Awareness Month, etc.)

Materials to Have On-Hand When Contacting the Media1. Know the details of the event or story2. Research who is the best media person to contact (e.g., television vs. print or sports writer vs. 3. health/fitness writer)

a. Consider the different angles to pitch the most desirable story4. When reaching out to media, you should be aware of work schedule, deadlines, etc.

a. Have press materials ready to be e-mailed during or directly after the conversation. b. Don’t give misinformation; it is okay if you do not have all the answers. Follow up with

additional details5. Follow-up

a. Always call or e-mail when you say you willb. Be aware of their deadlines; it will help you in the future

TIMELINE OF EVENT PR

1) Pre-Event Research media contacts Foster relationships with media contacts Send press release/media advisory announcing the tournament Collect media questionnaires from participants

2) During the Event Set up interviews Find and pitch unique story angles Collect photos/video of winners, finalists, sponsorship, etc.

3) Post-Event Send press releases and photos to their hometown local media Track media coverage