Across The Country

Christine Jourdain
American Council of Snowmobile Clubs
www.snowmobilers.org/

Working with the media…….

Who wants to?  And why?  There most be a million things less painful than working with the media -- right?

Well, working with the media is certainly not a quick and easy task, however it is a necessary evil that we must do.

We need to transform our relationship with the media. 

In many cases, we have never established a relationship with the media.  How do we do this?  Who does this? 

We – snowmobilers everywhere – need to call their local newspaper, television station or radio station.  Find a person there that is willing to take the time to meet you…..it’s like a first date.  You find out a few things about them and tell them a few things about you, your family, your hobbies, your interests – like it’s a first date.  You are more than a snowmobiler – you’re a parent, a grandparent, you have a job/career, you volunteer, you support charities, you golf or boat, you are a lot of different things – we all wear a lot of different hats.  But reporters do not know those things about you by looking at you – you have to let them get to know you.

Like dating, it takes a while.  Most of us didn’t get married after our first date……and most of us didn’t marry the first person we dated. 

If you don’t seem to click with the first media person you meet, try finding another person at the newspaper or radio/tv station.  There has to be a comfort level for both you and the media representative.  If you don’t feel comfortable, there’s a good chance they may not feel comfortable with you as well.

Media people are busy people.  That’s not to say we aren’t not busy, but media people are busy chasing stories – most often stories that are going to run that day or the next.  You may have to contact them at the beginning of their shift, before they get their assignments for the day. 

Radio and television people are easy to contact right after their newscasts or program.  Reference something they just reported on – let them know you listen and you’re a fan.  They love to hear from fans.  And they need to know that you care enough to listen.

The key is establishing a relationship before you start pitching them events. 

Eighty percent of the stories that are printed or aired are pitched.  Pitched by people like you and me.  Pitched to media people they have created relationships with.

Media people are busy – they are worried about today’s news.  You can send them a press release about an event you have in 3 or 4 weeks, but  it gets set aside.  They are worried about breaking news today – and if they don’t know you, they are not going to give it a second thought when they set your press release aside.

Creating relationships with the media is a process – not an event.  It’s like dating, it’s going to take some time to develop.  It’s going to take some time to become friends – people you can count on.  It’s not something you do one time a year.

Now is a good time to start that relationship, before the snow starts to fall.  There are snow shows coming up in many areas of the country.  Talk to the media about the number of people that will come to a snow show in your area – or about the number of people that will travel from your area to a snowshow across the county or across the state.

Economics is the talk of the day lately.  Talk about the dollars that will be spent at the show.  Talk about the vendors and the money they are spending to travel to the snow show, where they come from, what all they sell. 

Or better yet, read the headlines in the morning paper – those are the same headlines you will hear on the radio and television the rest of the day.  By scanning the newspaper, you can find a topic/issue that interests you or impacts you, and you now have a reason to call – something real to talk to the media person about.

But be ready when you call.  If you are going to pitch snowmobiling, have your facts ready.  Have a cheat sheet – a one page summary of all the things your club or state snowmobile association does.  If they ask questions, you will have the answers right in front of you. 

Don’t expect to get your first pitched idea/story printed.  It will more than likely take several contacts before your story is picked up.  You have to establish trust and credibility.

Never forget that the reporter is counting on you to be honest with them.  If they ask you something and you do not know the answer, tell them you will get back with them.  Don’t fudge the answer.  Don’t make excuses.

After spending hours with a reporter and not seeing your side the story, it’s easy to be frustrated.  Do not, under any circumstance, speak disrespectful of the media -- to anyone, ever.  It will destroy any chance you may have in creating a relationship.

Be ready with sound bites.  Speak in complete sentences.  Make it easy for a reporter.  Once you help a reporter on a story, they will be your friend, they will never forget you.

Remember, it’s going to take time.  It’s going to take patience and persistence on your part.  It’s like dating, you have to kiss before you fall in love.

Ask them when a good time is to call them.  Ask them how far in advance they would like a press release before an event.  Ask them if they prefer faxes, emails or phone calls.

Be yourself, be human.  Be enthusiastic.  Be passionate.

It may take some time, but in the long run, it will be worth it. 

The American Council of Snowmobile Associations, in conjunction with the state snowmobile associations, took our message – Tell the Truth About Snowmobiling – to Congress a number of years ago.  It took some time, but we finally have members of Congress and their staff that now understand our side of the story.  We have built relationships……where we once had none.

It takes time, but it is worth the effort.  Take the time now to get know a media person in your area.  Make a phone call.  If you need additional assistance to get started, please contact the ACSA office, we would love to help you.

Start thinking about snow……it won’t be long!!

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The American Council of Snowmobile Associations (ACSA) is a national organization that was formed to unite the snowmobile community. Because snowmobiling is enjoyed by millions of individuals across the United States, it was imperative that a strong national organization be formed. ACSA is that organization.

ACSA is your voice for snowmobiling on national issues. Many snowmobilers are mistaken when they think national issues have no impact on their snowmobiling. Across the United States there are thousands and thousands of miles of snowmobile trails on public and private lands. Will these lands remain open for snowmobiling in the future? Long term use of the lands is no longer certain. Only the unified voice of the entire snowmobile community will help to guarantee the continuation of our sport.

For additional information, www.snowmobilers.org