How to be a Steeldog: Chapter Two

The second installment of how to be a Steeldog.

Chapter Two: Dealing with the Media

Much like George Carlin’s “Seven Words You Can’t Say on Television,” there are seven rules in dealing with the media for you to follow. Unfortunately, they are not as filthy or humorous.

The Seven Rules of the Media

Rule 1: Don’t piss them off

The world of television and print media is built on ego, pettiness and laziness. Now that you know this, it will be easier to deal with the people you will be dealing with on a regular basis.

The media is essential to your job, since you need them to get your team free publicity, which sells tickets, etc. That’s what you need to think of when you deal with them: free publicity. A mention on the news is like a free commercial. A newspaper story is like a print ad. Your name gets out to thousands of people at once. Also remember, the media is not obligated to cover you and give you all this free publicity. We are not Alabama or Auburn…yet. There would be little outcry from the masses if the Steeldogs were not a permanent 10 o’clock news feature.

With that being said, the first and most important rule is DON’T PISS THE MEDIA OFF. Chances are they will drop you like it’s hot and not give you anymore sweet, sweet coverage. That hurts you badly, and your bosses will not be pleased.

Rule 2: Give them most of what they need, and do it with a smile

The media will ask for a whole bevy of different things, from rosters, to game notes, to tickets, to inside information. Give them as much as you can, but very, very little inside information. Off the record conversations (not advisable) must be between only your closest media allies. (one of which should include your newspaper beat writer)

Be generous with non-threatening information. Practice site or time change? Send out a mass email. Need a roster, flip card, game notes, a couple of tickets? Hook them up. Do them favors and they will do you favors.

Rule 3: Don’t talk about anything you don’t want in the paper/10 o’clock news

This relates back to rule No. 2, don’t give out sensitive information. Here’s the reality: for seven months out of the year, you help baby-sit 22 football players. These players generally have a tendency to get into trouble. Keep dirty clothes in your team’s hamper, don’t take them to the corner laundry. Keep personnel moves, coaching changes, player/coach arguments, coach/coach arguments, owner/coach arguments, or any combination of player, coach, trainer, owner, PR director and argument away from cameras or notepads. Message boards are no-nos, as fake login names can be traced. Don’t confide in the Fan Club, for God’s sake. They all have an extra chromosome. More on them in the back of the book.

Rule 4: They are generally nice guys, be friendly with them and they should
return the favor

As has been my experience, hardly anyone I have dealt with regularly in working with the local media has been an ass. Generally, they are easy to work with, down-to-earth people. Treat them fairly and amicably and they will do the same. If you get a chance to bend over backward for them (please don’t bend over forward) then do it. If they need a pair of tickets, do what you can to get them a pair. Remember who owes you favors, they can be returned during parts of the season when coverage is slim and you need a big promotional push.

Rule 5: Learn to love the regulars

Jack Kaufman at FOX6, Brian Pope at FOX6, Sheldon Haygood and Mike Dubberly at FOX6, Rob Jones and Todd Eagle at NBC13, Melissa Lee at ABC3340 and Steve Irvine at the Birmingham News have been my media regulars and good friends since I was an intern with the team back in 2002. They have seen a lot of Steeldogs football and have proven themselves as very dependable. They show up on time, do good work and are easy to work with. Get to know all the media, but its ok to have some favorites. Its win-win for both parties. They might score some tickets, you might get better coverage.

Rule 6: FOI, Bush White House style

Going back to not letting out sensitive information…This office is a family; this team is tight knit, like the Corleones. The Freedom of Information Act exists in principle, but, like the Bush White House, we’ve tweaked it a little. Again, give the media as much you can, but if there is too much sensitive information requested, send back a blacked out memo.

Rule 7: Promptness is crucial

One sure way to piss off the media is to be tardy: with appearances, notes, practice information, whatever. Please be sure to be where you’re supposed to be when you said you would be. If there is a practice location or time change, let the media know ASAP. NOTE: If there is supposed to be a player appearance or a team event and its not on time, they will not wait for you.

Lessons from my experience

Working with the media is a perfect example of a back-scratching relationship. You scratch them, they scratch you. You will hopefully be able to get close to a few of these guys and girls, and this is a good thing. They are good people, for the most part. They understand what you do and why, for the most part. If they sniff effort on your end, you’ll get the same in return. Inversely, if you don’t give them love, they won’t love back.