Connecticut Athletic Trainers' Association

Tips for the Media

Do’s and Dont's of Educating Reporters
Terminology is important, and we’re on a mission to eradicate vague, incorrect “trainer” references whenever possible. We simply need to send that message in a positive manner.  If you notice news coverage with incorrect terminology and you decide to contact the reporter or source:

DO thank the news outlet for the coverage.
DO compliment the work.
DON’T be sarcastic, funny or dry, especially in e-mail where body language and tone of voice can’t provide context.
DON’T express anger or frustration.
DO use positive language and a helpful (but not patronizing) tone.

Top Reasons Your Press Release Will Get Coverage
(From The PR Practitioner)
1. Timeliness
Don’t send a news release about an event that happened two weeks ago.  New news is always better than old news (unless it’s a source pitch about an anniversary of a major event)
2. Proximity
Don’t pitch your news to the locals in Detroit if your company is located in Arizona and has no Detroit ties.
3. Usefulness
People love practical tips and lists.
4. Prominence
Even though cable news shows are always looking for sources, they would still rather have the leading expert (or someone famous) comment as opposed to someone with an uneducated opinion on the subject.
5. Impact
The more people your story affects, the better.
6. Novelty
The unusual and odd stories are always an easy sell.
7. Conflict
We love to hear about turmoil and the little guy defeating the big guy. (Everybody loves the underdog, right?)
8. Human Interest
People are interesting.
9. Appeal
Things that are trendy sell easier
.
Source: NATANews January 10