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When a simple
phone call will do
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One of the best ways to convey information about your facility and your profession to your local media is through a news release. These short samples of information are great “seeds” for receiving coverage in media outlets. However, not all news requires the time or effort of a news release and can be better served with a simple phone call to members of the media.
The key word in news release is “news,” so if what you are offering the media is truly something new, different, historical or timely, then a news release may be in order. However, in cases such as annual events at the facility, a call letting the media member know this is happening may be more appropriate (and it can establish a good relationship with the reporter). For example, the reopening of the facility after a major renovation is news release material. The annual opening day of the facility for the season may be better served with a phone call.
Timeliness is one key factor in determining which approach is best. In addition, some information is “evergreen” and can be used at any time of the year. If you want to provide tips on dealing with a particular pest that may be infesting your city, then a press release distributed in a timely fashion may garner media attention. However, if you want to offer general water conservation tips, calling media members may mean that they will see you as an expert whenever they come across that topic.
In some cases, a news release may need to be followed up by a phone call, or your phone call with a reporter may prompt him or her to require more information that you could present
in a news release format.
Remember that in the end, the reporter will determine how much, if any, of the information you have provided will be used, but whether your initial contact is by phone or new release, always include the crucial information of who, what, where, when, why and how. Also, remember that you are the expert. Don’t assume the media member has a basic knowledge of terms such as GCSAA, CGCS, IPM or simple agronomic terms. So stay away from acronyms and try to provide the information in terms that are as simple as possible.
If you decide a news release is the right format for you, you can find tips on how to write and distribute them on the GCSAA Web site in the PR Tools section under the resources tab. There are also several templates available for specialized news releases for certification announcement, Golf Industry Show attendance and changes of employment at www.gcsaa.org/resources/pr/.
For more information on working with the media, contact the communications department at 800-472-7878.
James Baran, CGCS, has been hired as general manager of Cypress Landing GC in Chocowinity, N.C. A member-owned 18-hole championship golf course, Cypress Landing sits on the Chocowinity Bay in Eastern North Carolina. Baran, a 28-year member of GCSAA, previously worked as director of grounds operations for Mill Creek GC in Churchville, N.Y. He has been a CGCS for 21 years. Ted Fist, former director of grounds and golf course operations at Wynstone GC, Barrington, Ill., has been named business development manager for Western Nonwovens Inc. Fist will work to continue sales of the company’s Sandmat bunker liner and also will be involved in the technical development of new turf products the company plans to roll out this year.
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