Preparation and Professionalism

Keys to success with Media

Horseshoe pitching information appears in newspapers more each year thanks to several energetic publicity people in State Charters. Before trying to figure out how to "break into the sports pages," it is beneficial to understand how a newspaper works.

In small communities with a weekly or biweekly paper, the sports department may well be one person or even be the editor of the entire publication. In larger communities served by daily papers, the staff may have several reporters. In either case, the most important rule in dealing with your local sports department is don't assume the reporter knows anything about horseshoe pitching. Knowledge of the sport obviously is not a prerequisite to be a reporter.

When dealing with reporters, try to meet them before the pitching season begins and ask what information they would like from your association on a regular basis. If you haven't already set up a meeting, you can make an appointment at any time. Be sure to inquire if there is anything you can do to make your reports easily readable.

Be sure to find out deadlines. Morning, afternoon, and all day papers all have different deadlines. If you miss a deadline, chances are you won't get anything published. Old news is not acceptable.

Your most important tool in communicating with the media is a press release. Literally hundreds of press releases flow through a sports department during the course of a week even at a small daily paper. Many are poorly written. Spelling and grammar are the two most common problems, and if the writer does not take time to check his spelling and sentence structure, the journalist won't correct it for him. In other words, no mention of the item will appear in the paper.

As a publicity person, your job is not to write the story for the reporter. You should provide him or her with the most important points and highlights of the event you want covered. Sponsors should be mentioned, especially if they are also advertisers in the paper.

Another useful tool is the fact sheet. This is the one or two-page synopsis of pertinent facts that the media should know about your association and horseshoe pitching. Information that should be included are names, addresses and phone numbers of key association, tournament directors, club officers and state officers. Give the number of embers, what services the groups provide, information about tournaments and other special association events.

Most important, be on time. When the event ends, provide the information immediately. By waiting until the next day, you'll likely lose the story, and maybe future articles.

If you remember only one word in dealing with the media, remember the word "Professionalism." A little respect goes a long way. If you make things easy for your local journalists, chances are they'll help you get the coverage we all know the sport deserves.