Although press operations are a key component of a successful event/game or race, not everyone is doing it right. Success means creating a positive experience for media and making it easy for them to do their jobs. To deliver that experience (which benefits YOU, the organizer, in the end) for any sporting event, regardless of size or budget, there are six key things that should always be top of mind:
Being a reporter is sometimes a thankless job, as is everybody’s job. A lot of times people don’t trust the media and think we are always taking an “angle” or our personal view of a situation can slant the news coverage. I prided myself on always asking the questions that needed to be asked.
Because of the fast pace of the industry, it is almost essential to work with PR professionals because they can provide you the first look and the logic behind their clients decision. If something new is launching and you get an embargoed story you can help better explain why a decision is made as well as just saying “Team X or Company Y announced a new initiative or offering.”
Not only do we have to get a reporter interested in the story we’re pitching, but we often have to start by sparking some interest in covering the sport in the first place. The challenge is amplified by shrinking newsrooms and increasing reporter responsibilities.
"During the nearly 40-minute discussion, Deitsch offers insight around best practices for social media, different ways to brand yourself on Twitter, verifying online content to maintain credibility, and the fundamental differences between the functions of PR and journalism."