organising an event - sport walessport.wales/media/444623/mediaguideorganisinganevent.pdf · – if...

Publicity Toolkit - Governing Bodies of Sport 1

• Events are a good way to show people what you do.

• Whether you want to organise an opening ceremony, a celebration event, a celebrity or political visit, events can help you to thank those involved and inform local media or decision makers about your work.

• If you do decide to organise an event, think about the following:

– The main aim should be to make sure people see your project in action – show people what actually happens.

– AMs and MPs don’t always want red carpet treatment – often, they just want to drop in and visit a project so it is possible to keep it simple.

– Think about your guest list carefully. Think about which decision makers might be able to help you and those who can open doors for you to funding. Are there VIPs / celebrities in the area who have a personal interest in the project? Is it worthwhile inviting critics so they can see how well the project works?

– Make sure your event is appropriate for your audience. If you are planning a small event, it is a good idea to invite your Local Authority and local councillor. If it is a bigger event, invite your AM or MP too!

– Ask yourself – is the event visual and exciting? Is the concept topical? Is there a human interest angle? Will people want to attend?

– Tell people what the event is, when and where it’s happening, who is involved and why they should attend – is it to learn more, ask questions, to celebrate?

– Make sure you have the right people there – media and VIPs will want to talk to people who are enthusiastic and who know about the project.

– If you expect people to make a speech or undertake duties, brief them well in advance – what do you want them to do, what do you want them to say and for how long?

– If you want reporters and photographers to attend, stage your event mid-morning on a week day – that will give them time to get it in the paper the next day or on the news that evening (it doesn’t matter so much for weekly papers but you should check their deadlines and stage your event a few days earlier).

Organising an Event

Check that the date doesn’t clash with any other events in the area and check event protocols by phoning your local council’s sports development team and your governing body of sport in advance.

Plan your event carefully – who’s looking after what? Set out your running order with timings and make sure you start and finish on time.

Make a list of all VIPs which need to be invited and give them plenty of advance warning.

Phone media and VIPs to remind them of your event.

Provide a key contact / phone number so that guests can get in touch.

Provide a map and directions to the venue.

If children or vulnerable adults are involved, make sure you have all the necessary arrangements in place for their safety and wellbeing (eg, check disability access, seating space for wheelchairs or someone with a guide dog, get permission to photograph or film individuals – see advice on page 11 ).

Complete a health and safety assessment of the area you will be using.

Arrange the correct signage and literature.

All materials must be clear and visible – can people see and read any TV screens you may be using? Do you need to think about Welsh translation?

Arrange microphones and audio-visual equipment if necessary.

If you are providing catering, make sure you are aware of any special dietary requirements.

Book any stewarding or security if you need it.

Consider how participants will travel to and from the venue and take into account travel times and parking.

Have you promoted your event on your website?

If you have invited journalists and VIPs, be there to meet them and introduce them to people who have a good story to tell.

Remember to leave time for questions or one-to-one conversations.

Checklist


• AMs, local MPs and councillors always like to hear about community projects which benefit their constituents – so it is important that you tell them about your work and that you have received funding from Sport Wales or if you have worked in partnership with us.

• Politicians often promote local projects and they are keen to champion your cause - so it is definitely worth the effort!

• It’s worth writing to them if you have just received funding, are celebrating a key milestone or been nominated for a prestigious award...

• When you write to them, it’s helpful to explain the following:

– What your project is and who it is benefiting

– Whether it is National Lottery or government funding

– Which partner organisations you work with – local authorities, governing bodies of sport etc

– An invitation to visit your project or attend any event you’re organising

Telling your local AM, MP or Councillor about your project


• Contact details will be in your local phone book or at www.writetothem.com. To contact councillors, contact your local authority.

• We have drafted a sample letter (page 5) which you can adapt and use.• Just remember to make the letter relevant to you and your project.• You can also write to the Welsh Assembly Government Minister responsible for sport.

If you dont know who this is contact:

Welsh Assembly Government Cathays Park Cardiff CF10 3NQ

English: 0300 060 3300 or 0845 010 3300

How to get in touch

Welsh: 0300 060 4400 or 0845 010 4400


Dear Mr/Mrs/Miss [Surname]

I am writing to inform you that [Insert name of your organisation] is celebrating after a hugely successful 12 months.

In less than a year, we have:

[List of achievements here]

We are particularly proud of [Insert your best achievement here – explain why you are proud. It should be something which you would like the recipient of the letter to visit]. We are supported by Sport Wales.

We would be delighted if you would join us for one of the after-school sessions so we can tell you more about our work at all levels.

Should you wish to pay us a visit, please contact me on [insert your mobile phone number here].

Please find attached a summary of the project. I look forward to hearing from you.

Yours sincerely

[Insert name and title]

Name of AM/ MP/CouncillorAddressPostcode

(Insert name and address here)

Date

Sample letter to your AM/ MP / Councillor



Do your homework• Doing a spot of research is the best place to start. Most papers and radio stations have a

website (there’s a useful directory at www.mediauk.com) , and most supply media packs. They’re happy to share audience figures so you can see who’s in touch with the people you want to reach.

• It might be a good idea to contact your Local Authority Press Office teams to help you build a list of local media contacts. Call your British governing body of sport too as they might have contacts for journalists with a specific interest in your sport.

• When you know your target media, you need to get to know the reporters. Call them (they don’t mind!) and find out what kind of stories they’re looking for.

• Remember to save the email addresses or create a mailing list so you can easily get in touch next time.

Hitting the Headlines!

• Ask about deadlines and how to submit: can you send stories to them directly? And will they give you their email address and direct telephone number?

• It’s also worth planning your attack on the media! List key milestones and events that are coming up (award of funding, date of any building work, date a project starts). For each item, have a think about ways you could get publicity – this could be sending out a press release, inviting the media to try out an activity, a photo call and so on.

• There is an example of a media plan on page 8

• A bit of research at this stage will pay dividends later on.

Newsrooms are very busy so it’s best to call when it’s least likely to be frantic. When you speak to journalists, ask them what is the best time to get in touch…

BBC Wales / ITV Wales: after 10:30am

Daily Post: after 10:30am

South Wales Argus: after 1pm

South Wales Evening Post: after 10:30am

Wales on Sunday: as early in the week as possible. They don’t work Mondays.

Western Mail / South Wales Echo: between 11am and 1pm

Western Mail business desk: between 9am and 9:45am or between 10.30am and 2pm. Avoid Tuesdays.

Weekly Newspapers: contact them a day or so after they go to print

Local radio: mid-morning, just after the news bulletins

Best times to call



Sample media plan

Introduction• You have a successful Academy up and running which caters for top talents in your sport. You have just

enrolled 20 new athletes onto the Academy.

• You are inviting the athletes to a session where they will get to meet coaches as well as sports science and medicine experts from Sport Wales.

• Workshops will take place on the subjects of nutrition and sport psychology.

• You are also fortunate that an Olympian has agreed to come and do a question and answer session with the athletes.

Key messages • Our Academy system is proving successful and we look forward to supporting

the next generation of stars.

• Support from Sport Wales makes this possible.

• These young athletes are the ones to watch.

Project Milestones• Write a press release and send it to the media, unveiling the names of those that are joining the Academy.

• Send short biographies with your press release. They only need to be one paragraph long but try to include human interest information and always remember to include where they are from so that local papers cover your story.

• You can also invite media to the workshops – explain who is going to be there and who they can interview (always ask permission first!).

• Write to your local AM, MP or councillor and invite them too (Have a look at our Organising an Event section for more details). Write a follow up press release about the event and include quotes from the athletes about the workshop. Take photos of each athlete so you have something at hand if you get any requests.

• Why not ask one of the athletes to write something in your next newsletter or to write a blog for your website?

• When the Academy athletes secure successes, make sure you tell those media that have already covered the story. Some media will cover athletes every week while some won’t want to do something more than three or four times a year so make sure you don’t bombard journalists. One year on – has the Academy been successful? Have any athletes recorded major successes or received praise from well known sportspeople – if so, remember to tell people about it! Include quotes from their athletes to talk about the support they have received from your organisation.

• You could even invite journalists to take part in a training session with your athletes.

Partners• Sport Wales

• Training venues

• British governing bodies

Press releases• It’s time to start writing a press release. A press release is just the name given to a news

story which is typed up and emailed to editors and reporters.

• Every day, journalists are bombarded with press releases but only a few will be used. The rest are missing the vital ingredient: real news value!

• So, instead of talking about your weekly routine or upcoming fixtures, talk up your achievements on the field, showcase a promising player, or promote your new sponsorship deal with a focus on what you both aim to achieve.

• As long as there’s some human interest, there’s a good chance your story will make it.

Putting pen to paper• Don’t waste time on clever headlines – it’s better to keep it short and punchy. Make a

factual statement and summarise the main points in your opening paragraph.

• Your introduction paragraph needs to be short and snappy too and needs to entice the reader to find out more. Try to keep it to less than 25 words and try to summarise your story.

• From your second paragraph, go into more detail – this is the ‘meat and bones’ of your story, where you answer essential questions: who, what, when, where, why and how?

• If you have received funding from, or work with, Sport Wales, your local authority or governing body, it is important that you refer to this in your press release. The easiest way to do this is to include a quote. We have prepared quotes which you can use (hyperlink), specific to your type of project.

• You can also include quotes from sports officials, your star performer or a participant who has benefited from the project. But bear in mind, your release could be edited (usually from the bottom up) so you’ll need to get to the point straight away.

• You can also include quotes from VIPs. If you want to include quotes from a Local Authority, always go through its Press Office.

• Make sure you add your contact details (including a mobile number and email address) with a reminder that someone will be available for comment or interview.

• Your whole release should be short and sweet – no more than 600 words. There is an example of a press release on pages 10.


Press releases


Sample press release

Editor’s notes:

Insert an invitation to attend the workshop – give times and ask them to let you know if they plan to attend. Also, let the media know which athletes/coaches/officials are Welsh speakers. Attach brief biography details (and photos if you have them) of the new recruits.

!

Welsh Olympic star, [insert name], is set to meet the next generation of [insert your sport here] stars.

Ten aspiring swimmers have received a career boost as they have stepped onto the [insert name of Academy] – a [insert name of governing body] programme designed to nurture potential world-beaters of the future.

[insert name of Olympian] will meet those wishing to follow in his footsteps at a weekend training camp at [insert venue name and town and insert dates here]. The ten hopefuls will not only have the opportunity to find out what it takes to be best from [insert name of Olympian] but they will also meet sports science and medicine experts from Sport Wales.

[insert name of Olympian] has heralded the scheme and the new recruits:

“[insert quote]”

The new recruits are:

[bullet point a list and include names, where they are from and their discipline]

[insert more info here about your Academy programme and how the new apprentices will benefit].

[insert quote from your Chief Executive and from the Sport Wales Chair]

For further information, please contact [insert name] on [insert number here].

Olympic stars check out future talent


Adding photos• The more you bring your story to life, the more likely it is to be used. So, enclose a good

photo in j-peg format – preferably an action shot (team group poses are far less exciting!).

• For important shots, it may be worth calling in a professional photographer. But if you know a keen amateur, the results can still be impressive.

• Most editors prefer colour images, supplied with a caption and contact details.

Get consent!Make sure the subjects are happy to be filmed or photographed – and if they’re under 18 or vulnerable adults, you’ll need permission from parents, guardians or carers before you take the photo or before you film.

Also take care when naming young people. Avoid the use of the first name and surname of individuals in a photograph.

Easy rules to remember are:

– If the child is named, avoid using their photograph.– If the photograph is used, avoid naming.

You should follow your organisation’s policy and use their consent form so check with your local authority or governing body. If these are not available, refer to www.nspcc.org.uk which has some very useful advice as well as a consent form which you can download. This advice is for children but the same rules apply to vulnerable adults.

Adding photos

Circulating your story• Old news is dead news, so send your release out while the story is fresh.

• When you email your press release to your list of contacts, put everyone’s address in the BCC box and paste the press release directly in the body of the email. That way, it is easier to read.

• If you want to get broadcast coverage, let them know who would be good interviewees. Remember to flag up any Welsh speakers as this will be useful for Radio Cymru, Newyddion and Golwg etc

• Add your photo as an attachment, but don’t clog up an editor’s inbox with a huge file! Use a j-peg file format with a resolution of 150dpi for newspapers and 300dpi for magazines - that should give you quality reproduction at an email-friendly size.

• Some papers and radio stations now take short video clips for their websites. Just ask them what format and length they need. Remember to encourage your members to rate and review the video for maximum exposure!

• Within a day or two, you should follow-up with a phone call to make sure your release has arrived. And at this point you should be ready to pitch the story again!

• Remember that you can also send your press release to other sports clubs, Local Authorities, a sporting governing body, partner organisations – they might post it on their news pages.

• Well done! The hard work is over and the release is out there. You could find your story in the next edition – but be prepared to answer a few questions before it goes to print….

Dealing with press enquiries• You should deal with enquiries promptly and efficiently. If you are not available, make sure

someone is there to take calls – otherwise an editor or journalist will lose interest in the story.

• From time to time, we are faced with questions we’d rather avoid. When a crisis looms, the key is preparation – make sure you’ve agreed a response to be used by your officials. Saying ‘No comment’ makes matters a whole lot worse as it looks as if you have something to hide!

• Reporters appreciate people who are honest and cooperative. If you don’t have an answer, tell them (they always know when someone’s bluffing!). Promise to come back to them before their deadline expires, and if you’re in danger of missing the deadline, tell them as soon as you can.

• If you are faced with a controversial issue, alert those senior to you and partner organisations if appropriate. Even better, let them know well in advance of something hitting the press so you can prepare together.

• Above all, remember that you’re building a relationship with the press. Reporters can be your friend or foe, so it’s important to try and win their support…


Circulating your story

• Good news should be seen and heard, so TV and radio coverage is very handy!

• When you’re offered an interview, the first step is to check a few points with the producers:

– Is the interview live or recorded?

– What questions are going to be asked?

– Will your spokesperson be part of a panel – and if so, who else will be present?

• Choose a spokesperson who will come across as chatty and confident. Equip them with all the relevant facts, and do a few practice runs before the big event! At this stage, you should ask yourself -what are the two or three main points you want to put across?

• When the interview comes, don’t panic! It’s easy to clam up in front of a radio mic or a TV camera, so your spokesperson should relax and let their enthusiasm come across.

• In the interview, it’s okay to stand your ground. If the interviewer gets their facts wrong, you should correct them – but do it politely! Just remember, if you lose your temper live on air, the real story is lost.

• When TV beckons, you should be presentable (wear something with your logo if you can). And don’t look straight into the camera – keep your eyes on the interviewer.

• And bear in mind, you’re representing your organisation. Everything you say reflects on others, so be clear, concise and jargon-free.


Working with TV and radio

• The internet is one of the best ways to gain free publicity for your club or group.

• You can set up a website and keep it up to date with photos, results, fixtures and your latest press releases.

• Keeping your content fresh is essential when you’re looking for publicity online. A constant supply of information keeps visitors coming back, and reminds Google and other search engines that you’re still around.

• You can also use your website to stay in touch – not just with media contacts but also with your participants. A regular e-newsletter or blog keeps everyone in the loop.

• It’s a good idea to ask other organisations to link their website to yours, so people have more chances of finding you. Ask other clubs and organisations to link to your site.

• You can also set up groups on social networking sites like Facebook or Bebo – and they are absolutely free.

• Some organisations already have policies in place on social networking so find out what you can and can’t do.

• You might want to make sure that you approve any messages or photos before they appear to the public at large – it’s easy to set this up, just have a look at the security and account settings. Just make sure that you approve messages quickly as social networking needs to be speedy to work well.

• One final thought: while you’re building links, why not add Sport Wales’ own website? You’ll find us online at www.sportwales.org.uk


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