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Event CommunicationThe internet has dramatically increased the opportunities for sailing events to reach sporting enthusiasts. However, the problem for the event organizers is either finding the manpower to fulfill this communication role, or in the knowledge of how to execute this job. There are many great PR firms that are fulfilling this role for events, but the majority of events cannot afford the expense of a professional service, and are forced to either do it themselves, or not at all.To help event organizers with their communication needs, Scuttlebutt has compiled two media lists that can be used for the distribution of email press releases. The North American list should always be used for events occuring in that continent, with the International list also used for events having global appeal. Click here if you would like to be considered for this list. Click here to reach the following NORTH AMERICAN media sources:
Click here to reach the following INTERNATIONAL media sources:
Some thoughts about the Internet, events sites, and press releases... A decision must be made as to what kind of internet presence the event will have. Will only the results get hosted, or will the site be completely comprehensive with race documents, daily reports, photos, etc. Also, will the information be hosted on an extension of the club’s site, or will a unique site be launched for the event. Regardless of the decision, the ideal is to have a presence that will endure time, and not disappear later, particularly if the unique URL is not renewed. The event is about creating history, and history should be held forever… online. Press releases are the proactive means to bring attention to your event. The goal of the press release should be about providing information, and creating traffic back to the event site. A warning is that there are media that use press releases to create traffic to their website. Don’t give them the opportunity; be sure to host all the press releases at the event site to gain the valuable traffic from aggregators and search engines. If the event has sponsors, and if those sponsors care about exposure, then the goal should be all about pulling the online viewer only to the event site, and to have all the information there with easy to use navigation. A press release schedule, both by date and time, should be developed. Before the event, press releases should be about getting the attention of the media, and getting the event on their radar. Try to seek out human interest stories, unique event features… anything that might set your event apart from the rest. During the event, distribute the daily press releases as quickly as possible, and have the results posted even sooner. Also, by hosting all the press releases online at the event site, it creates a handy archive for print writers to gather facts. One final note about writing the press release… get the message across quickly, and repeat the basic event information in each one. Don’t assume that everyone has read each release; make it easy for someone to jump in the middle of the event and quickly get up to speed. Have fun and good luck! Can you handle more information? Scuttlebutt has compiled notes on the steps and considerations that should be factored into an event's communication plan: August 22, 2011 - Industry Tips, Michelle Slade August 21, 2011 - Online Expectations, Craig Leweck and Dobbs Davis December 1, 2008 - Online Event Communication, Craig Leweck Sample press releases: 
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