U.S. Figure Skating MEDIA CONTACT

U.S. Figure Skating MEDIA CONTACT

Renee Felton, media relations manager

T: 719.635.5200

E-mail:

OVERVIEW

U.S. Figure Skating is excited about National Skating Month as both a membership recruitment tool and an outlet for clubs and Basic Skills programs to publicize ice sports to a wide audience in your community.

The goal of National Skating Month is to increase awareness of and participation in U.S. Figure Skating programs. It allows U.S. Figure Skating member clubs and Basic Skills programs to reach out to new members in their community by offering the fundamentals of ice skating from professionally trained instructors across the United States.

In March 2002, U.S. Figure Skating unveiled National Skating Week with great success. Following the 2002 Olympic Winter Games in Salt Lake City, thousands of people renewed their interest in learning to skate. As part of the weeklong activities, more than 110 member clubs nationwide hosted “It’s Great to Skate” clinics, with clubs realizing membership increases ranging from 10-50 percent. It was also widely reported that the activities played a large role in gaining increased exposure for their club in the community. In 2012, more than 400 clubs and Basic Skills programs hosted events to celebrate National Skating Month.

To take advantage of this tremendous opportunity and maximize the exposure of the program, U.S. Figure Skating expanded the fifth year of the program to National Skating Month, which will continue in 2013.

Among the documents provided in your promotional packet are press release and media advisory templates as well as a one-page flyer that you can modify for your needs.

If you have any questions or concerns about interacting with media, contact U.S. Figure Skating’s Media Relations Department at 719.635.5200.

SUGGESTED NATIONAL SKATING MONTH MEDIA TIMELINE

National Skating Month promotion materials arrive November 2012

Create & distribute local flyer Immediately upon receiving materials

Create & distribute local news release & story ideas 1 week prior to planned events

Create & distribute media advisory 3 days prior to planned events

Follow-up calls to media 1-2 days prior to planned events

Program under way January 2013

OPTIONAL

Create & distribute “Media Demo Day” release/invitation 1 week prior to “Media Demo Day”

Create & distribute “Media Demo Day” media advisory 3 days prior to “Media Demo Day”

TIMELINE AND TASKS

1. SELECT OR DESIGNATE A LOCAL MEDIA CONTACT – RIGHT AWAY

The media relations contact person should have a good understanding of the sport of figure skating and a desire to learn about and work with the media. Good writing and communications skills are important but not required.

It is essential to establish a good working relationship with the media responsible for covering your area. The media are in the information-for-profit business, and your role is to assist reporters and editors by being a resource for them.

The key to building a good relationship with the media is to be professional. Although you may be a volunteer, you should be perceived as a professional publicist.

It is equally important that you understand that the media may pass at your first attempts, but don’t be afraid to try again. Be persistent if you have not heard back, especially if you approach media with a new angle. Be sure to explain to them how this affects the community, and in turn, their readers.

2. ESTABLISH A MEDIA LIST – RIGHT AWAY & ONGOING

A media list is simply a listing of all of the people in media whom you want your news to reach – such as editors at a newspaper or TV station, and the program director of a local radio station. With a little research you will be able to easily identify those responsible for putting your information in print and on television and radio.

Establishing an accurate and up-to-date media list is essential to receiving good publicity for your club. In addition, utilizing a common computer application (i.e. Microsoft Excel) makes it easy to update information and print mailing labels.

Your media list should contain the following information:

1. Media Contact’s Name

2. Title

3. Publication’s Title or Station’s Name

4. Address

5. Phone Number of Reporter and Assignment Editor (if possible)

6. Media Outlet Fax Number

7. Email Address of Reporter

8. General email

3. THE NEWS RELEASE – 1 WEEK OUT

The purpose of the news release (pg. 4) is to inform the media, in writing, of a story or event. When properly prepared, it can be an effective communication tool between your club and the media. It is also the most common form of information the media receive and is utilized by almost every other organization in your area. To avoid having your news release overlooked, use the template provided. This should be updated to reflect your local market and distributed one week prior to National Skating Month events.

*Edit the enclosed Story Ideas template (pg. 8) with respect to your market and event, and distribute it along with the news release. In addition, if any celebrities, well-known figures or recognizable current competitors of the sport will be attending or helping out with your event, this would serve as the lead news item in your release in or may merit its own release.

Finally, find out how your contact prefers to receive information. Most contacts utilize email as their main source of gathering information. You can also personally drop off the release at the TV station or news office. Ask to speak with a reporter to pitch your idea in person.

MEDIA TIP: Invite media to participate in your event. They have the unique ability to tell the story through images, and reporters often like to get involved in the story. When pitching your story, remind them that your event offers a fantastic visual as well as an interactive experience.

4. THE MEDIA ADVISORY – 3 DAYS OUT

The media advisory (pg. 5) is a condensed version of the news release that contains only the bare facts about the event. It lists who, what, where, when, why and how. This should be updated to reflect the local market and distributed a few days prior to National Skating Month events.

The media advisory is often used as a reminder or follow-up in the days preceding your event. Be sure to distribute this to the same list of media to whom you sent the news release.

5. FOLLOW-UP – 1-2 DAYS OUT

Finally, one to two days prior to the planned event, make personal calls to the media to whom you have distributed the news release and media advisory. Give them a short, succinct description of the clinic. Remind them that you would like to host them and have them participate in the event itself. Ask if they have the press release or if they would like you to send them another copy. Be sure to tell them who to ask for when they arrive at the rink and leave a contact phone number.

6. INTERVIEWS – 1-2 DAYS OUT

When media arrive, they will want to conduct interviews to inform the public what the event is about and its impact on the community. Realize media are on a time schedule, so make sure your event runs smoothly and interviews are kept short. In advance, identify interview subjects that fit certain needs:

- Official spokesperson for program (club president, head instructor, etc.)

- Well-spoken participants in program (children, parents, etc.)

MEDIA TIP: Although the media may be attending to cover only one aspect – “It’s Great to Skate” clinic – take the opportunity to inform them of the various other programs that your club operates on an annual basis. This may be the opportunity you are looking for to develop a long-lasting relationship.

7. MEDIA DEMO DAY RELEASE/INVITE (OPTIONAL) – 1 WEEK FROM MEDIA DEMO DAY (pg. 6)

A Media Demo Day can be incorporated into your event by inviting media to your “It’s Great to Skate” clinic or act as a stand-alone learn-to-skate event exclusively for the media. This provides local media the chance to better understand the sport and what it takes to learn to skate. Invite media via your release or by calling them directly. Take time to explain the sport’s elements, such as jumps, spins, edges, the difference between a short program and free skate, and short dance and free dance, the IJS, the difference between pairs and ice dancing, etc. Give them the chance to ask questions and to interview skaters, coaches, parents and organizers. If possible, offer an exhibition by local skaters.

8. MEDIA DEMO DAY ADVISORY (OPTIONAL) – 3 DAYS FROM “MEDIA DEMO DAY”

The media demo day advisory (pg. 7) is a condensed version of the news release, containing only the bare facts of the event. It lists who, what, where, when, why and how. The media advisory is used as a reminder or follow-up in the days preceding your event. Distribute this to the same list of media to whom you sent the news release.

CLUB NAME

NEWS RELEASE

STREET ADDRESS/CITY, STATE, ZIP CODE

PHONE: XXX.XXX.XXXX – FAX: XXX.XXX.XXXX

CLUB WEBSITE: www.xxxx.com

Local Media Contact: Joe Public, Title with club, phone number

U.S. Figure Skating Media Contact: Renee Felton, media relations manager, 719.635.5200

FOR IMMEDIATE RELEASE

DATE HERE

XXX FIGURE SKATING CLUB HOSTS CLINIC FOR U.S. FIGURE SKATING’S 12th ANNUAL NATIONAL SKATING MONTH

CITY, State - The CLUB NAME will host a special event as part of U.S. Figure Skating’s National Skating Month (NSM) in January at the NAME OF VENUE in NAME OF CITY. Provide local details about location, time and importance of “It’s Great to Skate” clinic. Include any special incentives offered by your club.

National Skating Month, now in its 12th year, allows U.S. Figure Skating member clubs and Basic Skills programs to reach out to new members in their communities by offering the fundamentals of ice skating from professionally trained instructors. The goal of National Skating Month is to increase awareness and participation in the U.S. Figure Skating Basic Skills Program.

In March 2002, U.S. Figure Skating unveiled National Skating Week with great success. Following the 2002 Olympic Winter Games in Salt Lake City, thousands of people took to the ice for National Skating Week. As part of the weeklong activities, more than 110 member clubs nationwide hosted “It’s Great to Skate” clinics, with clubs realizing membership increases ranging from 10-50 percent. U.S. Figure Skating expanded the fifth year of the program to National Skating Month. In 2012, more than 400 clubs hosted events to celebrate NSM.

Over the last 17 years, U.S. Figure Skating has enjoyed consistent growth through programs that provide opportunities for all ages. During the 2001-02 season, U.S. Figure Skating’s Basic Skills Program reached a milestone by registering more than 100,000 members for the first time in the program’s history. Since its inception in 1985, the program has taught more than 2 million people to skate.

U.S. Figure Skating is the national governing body for the sport of figure skating in the United States as recognized by the United States Olympic Committee and the International Skating Union. U.S. Figure Skating is comprised of more than 700 member clubs, collegiate clubs, and school-affiliated clubs and more than 1,000 registered Basic Skills skating schools representing approximately 173,000 members. U.S. Figure Skating is charged with the development of the sport on all levels within the United States including athletes, officials, sanctioning of events and exhibitions, and establishing the rules and guidelines by which the sport is governed.

For more information, please contact LOCAL CLUB MEDIA CONTACT AT (XXX.XXX-XXXX or Renee Felton, U.S. Figure Skating media relations, at 719.635.5200.

– U.S. Figure Skating –

CLUB NAME

MEDIA ADVISORY

STREET ADDRESS/CITY, STATE, ZIP CODE

PHONE: XXX.XXX.XXXX FAX: XXX.XXX.XXXX

CLUB WEBSITE: www.xxxx.com

Local Media Contact: Joe Public, Title with club, phone number

U.S. Figure Skating Media Contact: Renee Felton, media relations manager, 719.635.5200

FOR IMMEDIATE RELEASE

DATE HERE

TO: LOCAL MEDIA OUTLET

FROM: NAME OF CLUB

WHAT: 2013 NATIONAL SKATING MONTH’S “IT’S GREAT TO SKATE” CLINIC

WHEN: Date of Clinic

WHERE: LOCATION OF CLINIC

TIME: DURATION OF CLINIC

ABOUT THE “IT’S GREAT TO SKATE” CLINIC

The “It’s Great to Skate” clinic welcomes potential skaters to a day of skill introduction and development, education and motivation. The clinic will allow young and old to experience figure skating and learn the basics from professional instructors in a fun-filled environment.

Provide specific details about the clinic, such as who will participate, what will take place and unique opportunities for the media.

ABOUT NATIONAL SKATING MONTH (NSM)

National Skating Month, now in its 12th year, will allow 700 member clubs and over 1,000 registered Basic Skills skating schools to reach out to new members in their region by offering the fundamentals of skating from professionally trained instructors across the United States. In its first four years, the program was National Skating Week, but it was expanded to allow clubs additional time to promote the sport to new skaters. The goal of National Skating Month is to increase awareness and participation in the U.S. Figure Skating Basic Skills Program. In 2012, more than 400 clubs hosted events to celebrate NSM.

ABOUT U.S. FIGURE SKATING

U.S. Figure Skating is the national governing body for the sport of figure skating in the United States as recognized by the United States Olympic Committee and the International Skating Union. U.S. Figure Skating is comprised of more than 700 member clubs, collegiate clubs, and school-affiliated clubs and more than 1,000 registered Basic Skills skating schools representing approximately 173,000 members. U.S. Figure Skating is charged with the development of the sport on all levels within the United States including athletes, officials, sanctioning of events and exhibitions, and establishing the rules and guidelines by which the sport is governed.

For more information, please contact LOCAL CLUB MEDIA CONTACT AT (XXX.XXX-XXXX or Renee Felton, U.S. Figure Skating media relations, at 719.635.5200.

NEWS RELEASE

STREET ADDRESS/CITY, STATE, ZIP CODE

PHONE: XXX.XXX.XXXX FAX: XXX.XXX.XXXX

CLUB WEB SITE: www.xxxx.com

Local Media Contact: Joe Public, Title with club, phone number

U.S. Figure Skating Media Contact: Renee Felton, media relations manager, 719.635.5200

FOR IMMEDIATE RELEASE

FIGURE SKATING CLINIC FOR MEDIA AT VENUE TO CELEBRATE

2013 NATIONAL SKATING MONTH

CITY, State (Date) – The Club Name invites media to don a pair of skates at the Venue in City, Date, for an on-ice figure skating clinic. Following a brief exhibition by club members, media will learn the basic elements of the sport in a group lesson format under the direction of coach Jane Doe. Media will have the opportunity to interview participating skaters, coaches and parents.