Media Guide

The amount of interest in sailing that has been generated by the Olympics is something that clubs need to take advantage of in promoting participation in sailing as a sport. This participation is a direct way of ensuring the development of individual clubs, and the sport as a whole.

To increase the reach of this message clubs are encouraged to engage with their local community by utilising the reach of the media. Media is not only the mainstream print, television and radio, but also the social and online.

Ideally, your club has a strategic plan which clearly outlines the clubs aims and objectives. A media plan is an important part of communicating this to your members and the public.

With the new season upon us, and the current awareness of the sport, the timing could not be better to deliver this consistent, positive message.

The message

To engage the public (your customers) through the media; you need to ensure that your message is defined and consistent. Clubs are encouraged to consider the Discover Sailing Program when looking at the way you position yourselves. Discover Sailing is not just a brand or logo – it is an entire program associated with change within the sport at national, state, and club level that seeks to significantly improve the communication perception and delivery of sailing. It will assist in delivering a consistent message that presents sailing in a way that meets the expectation of a consumer driven society.

Select the message, or a simple combination of messages. Provide entertaining and media friendly examples.

Tip. Make a habit of reading your local paper with a critical eye. Recognise what the media think is a good story.

Sailing:

Fun – sailing is great fun for the whole family or with friends

Social – sailing is suitable for all ages, your club has programs aimed at children as young as 7 to adults enjoying retirement

Affordable – you don’t have to be wealthy to sail. A lot of people who enjoy sailing don’t even own a boat

Safe – safety is a priority in the sailing community

Adventurous – sailing offers the outdoors and an exhilarating experience

Diversity – sailing is more than just racing and is for people of all ages and experience

Sailing clubs:

- Are not just for members. They welcome people wanting to become involved, or people just wanting to have a look at what they have to offer

- Offer a great social network

- Have all the necessary facilities to help you experience or start sailing

Are the ideal places to find crewing opportunities

- Are there to help you reach your desired goals

- Have a dedicated person trained to welcome and assist visitors

- Offer great facilities to enable you to enjoy the natural surroundings

Tip. Supply print ready or online ready photos that illustrate your message.

The medium

The media does not just mean your local newspaper. It includes all forms of media such as radio, print, television, social, online, community newsletters, noticeboards, business groups, local shops etc. Media is all ways of communicating with your community.

Tip. Does your local chamber of commerce put out a newsletter, are there local businesses that may wish to become involved with your club?

	Does your club have a website and well-designed logo?
	Lots of cheap options online
	Does your club have a facebook page?
	Easy to set up for the savvy younger generation
	A good way of connecting with local businesses, and local government organisations
	Do you know who the editor is of your local newspaper?
	Could well be a parent who lives locally
	If your local newspaper is a free one, do you distribute at your club?
	Give them a call
	What is your local community radio station?
	There are more community stations in Australia than commercial ones
	Does your club have an e-newsletter and is it distributed to local businesses and media?
	Local noticeboards
	A quick poster is very easy to do

Tip. Have a club open day. Invite all the local media and local businesses. They would love to be involved.

The media release

The days of the colourful PDF media release are fading fast. The media, especially the online side, want the text, the message, a quote and a photo. Don’t be intimidated. Never go over one page!

The heading – to the point with the angle of the story. Include the words ‘media release’ so they know what the email is about.

When can the media release be used? Always include the words ‘for immediate release’.

Date – enables the media to prioritise

Who is the media release coming from – The name of your club

Lead with the important information - get your message across in the first paragraph. The commonly used formula is – what / where / why / how / when / who

Colour – the body, some more detail, short paragraphs, a quote from someone involved

Contact details – name, email, website, mobile number

If the media is online, include a photo in appropriate resolution with details and credit.

Tip. Surf! Go online and make a list of local websites. There are many sites that list local events, including local council sites