Why Media Matters
The media are the most important and highly visible communications channel. How you appear in the media can 
significantly influence public perception of your club and what you have to offer potential members. Media relations, therefore, should be identified as an essential function within your club.
Depending on your community, dealing with the media may be very challenging — requiring both written and verbal contact — or very informal, requiring a simple visit, phone call or email. In any case, meeting with reporters to introduce your club, your sport and to inform them of upcoming events is an important first step toward building a positive, long-lasting relationship. By providing the media with basic information about your club and the sport, you are significantly improving your chances of receiving positive, high-quality coverage.
Who are the Media?
The “media” is an all-encompassing term for print and broadcasting organizations who disseminate information to the public. It is important to understand the media so that you can maximize the success of your communications goals. The following highlights the advantages and disadvantages of engaging various types of media:
Print (newspapers) tends to be the least immediate, but most permanent medium. Once a publication is printed, it becomes a permanent record. Print can be used for results reporting or feature stories (human interest stories, such as skater profiles).
Radio is an immediate medium. It can be used for free Public Service Announcements (PSAs) to promote upcoming events. Local radio stations will often air PSAs free of charge for non-profit groups, as long as the organization provides the one– or two– sentence message in writing.
Television is also immediate and is likely the most influential of all media, since you are both seen and heard, creating the strongest and most enduring impressions.
Media Advisories and News Releases
Outreach
Promotions
Membership
