Ski for Light Event Planning Manual

June 2011

22. Promotion and Publicity Coordinator

The exposure and support generated for SFL International is largely due to promotion and publicity efforts. On the national level, SFL requires a Promotion and Publicity Coordinator who is acquainted with preparing publicity materials, assessing and working with the media, and connecting with target populations. This person must be articulate in both written and verbal skills, energetic and have a good relationship with the community. Additionally, the Coordinator should be well-versed in SFL International's mission, goals, objectives, and methods and have a good understanding of the sensitivities surrounding disability issues with respect to publicity.

The major thrusts of SFL promotion and publicity efforts are: increase the visibility of our corporate sponsors, recruit guides and skiers, and pursue/assist with activities that have the effect of raising funds for the organization.

Pre-Event

May 1

• Update all previously-used materials for the upcoming year.
• Develop timetable, contents, circulation plan for promotional information.
• Target groups and organizations to receive promotional information and press releases.
• Assign preparation and mailing of skier recruitment release to disability publications.
• Work with VIP Coordinator on publicity to recruit blind persons interested in skiing.
• Direct mailing to target organizations.

June 1

• Work with Instructor/Guide Applications Coordinator on publicity to recruit guides.
• Develop a list of national contacts to work with.
• Coordinate with those attending local and national conferences who may be giving talks or staffing exhibits.
• The publicity package should:
  · Include information that explains what SFL is all about
  · Recruit guides and skiers
  · Generate in-kind donations and financial support
  
• Create and mail news releases for skier recruitment.
• Organizations that should receive promotional information:
  · American Council of the Blind
  2200 Wilson Blvd
  Suite 650
  Arlington , VA 22201
  · National Federation of the Blind
  1800 Johnson Street
  Baltimore, MD 21230
  · Blinded Veterans Association
  477 H Street, NW
  Washington, DC 20001
  · Other disability-oriented organizations can be located through:
  Consumer Relations Office
  National Library Service for the Blind and Physically Handicapped
  Library of Congress
  Washington, D.C. 20542
  · Local Chamber of Commerce or Convention Bureau (use for getting address and contacts for local media, television and radio stations. Sometimes, it is possible to request PR listings that are specific for skiing groups)
  · Sports and recreational magazines: Cross Country Skier, Cross Country Skiing, Outside, Palestra, Sons of Norway Viking magazine, and Backpacker
  · NLS cooperating network of libraries
  

September 1

• Prepare press release and other materials to be used whenever possible for general media information and guide recruitment.
• Work closely with skier and guide recruitment committees to coordinate news releases and their placement.

Planning Meeting

• Depending on travel distance, time and budget constraints, you may be asked to attend the planning meeting. If you do not attend, please ensure your responsibilities are carried out by someone who does.

November 1

• Re-issue press releases. Mail to all members of the North American Ski Journalists Association.

December 1

• Find generic SFL photos for possible use in articles.

One Month Prior to Event

• Confirm dates with the press that are visiting the event.
• Arrange for any special needs that press may have.

International Week

• Make final arrangements for press visits.
• Host local press when they are at SFL.

Post-Event

• Gather clips of event for promotion and fund-raising.
• Prepare listing of resources used for next year.