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• Editor of on and off line publications.
• Regular contributor to a variety of titles.
• 25 years a journo and also owner of Running PR.
• Chair, co-founder of Fitness Writers’ Association networking group.
• Runner and newbie triathlete.
How can we gain more coverage for the sport of
triathlon?
Today we will look at…
• Journalists – Who are they? Where are they?
• How and when to get in touch?
• What makes a good story
• Press releases
Journalists
Who are they?
• Writers, bloggers, social media experts, copy writers, editors. They wear many hats.
• Specialists in their field. Many are actively involved in triathlon and sport.
• Staffers and freelance.
The Freelancer At Work
The Staffer At Work
Why Target Freelancers
• Fingers in pies! They can write the same article for five different publications.
• They will turn up at your press do.
• They need inspiration and ideas all the time.
• Younger? They could go on to become an influential editor. Older? Their best friend’s an editor and they know everyone.
Best for Case Studies/Stories.
Why Target Staffers
They have a home for your message and magazine pages they have to fill.
– Shops
– News
– Competitions
– Advertorials
– Expert pages
Best for product placement.
Where are they?
Find them!
• www.sportsjournalists.co.uk• womeninjournalism.co.uk• www.healthwriters.comDirectories and press release outlets• http://www.dwpub.com/journalistdirectory/• http://www.gorkana.co.uk/journalists/media-
alerts/
Look at the masthead and contact us boxes online!
How and when to get in touch?
Talk
• Phone (Hi … it’s Sophie)
• Social Media/Twitter, Facebook, Linked-In
• Face to Face
Know your journalist. Find their preference and avoid deadlines/press week.
Tight on deadlines . Time poor.
What Makes A Good Story
• Start with Headlines. Then think Coverlines.
Will your angle sell their magazine or get people to their website?
• Think about the social media headline or tweet.
• Think about the visual impact. How will your image look in Pintrest, Facebook and other social mediums?
Strong Case StudiesIf he can…
and she can…
So Can I!
Celebrities Do It
Gets You In Shape
Appliance of Science
Expert comment and strong studies. New research a good hook for a story.
Shiny Gear And Gadgets
Schedules
Press releases : dos & don’ts
• WHO, WHAT, WHERE, WHY, WHEN– Facts first – brief and punchy.
• Do include case studies and celebrities.• Don’t make false claims and avoid pseudo science.• Do send quality images.• Don’t ‘overwrite’.• Do include Expert quotes and contact details.• Do include press contact details.• Do keep it relevant to the journalist’s publications.
Send a summary factsheet with your press release
Ask the journalists…
A good press release
A good press release
Summary
• Journalists – get to know them. Use them for more than just a story (partnerships, intros)
• Mass participation can grow in triathlon as we change perception of who it’s for. 36,000 run the London Marathon. Why not the same for tri?
• Strong visuals, facts, and sound-bites in communications
Coming soon… to be published 17th
December 2014
