Press coverage is a valuable tool that any farm owner or competitive rider should not overlook. It is in effect, free public relations and advertising/marketing. If you want to fill your next event, whatever it is, getting the handle on handling press is an important step to building your reputation and raising your business profile. The Editor will try to dispatch a reporter that has some knowledge of your particular discipline. This is an advantage to you, because the report will be more in depth. You may receive a call in advance asking if you have interest in having your private event covered, or in the case of public events the press may just show up. It is usual that press passes ( meaning free access and an ID to say so), will be requested in advance, especially if the reporter needs to travel.
Remember. All publicity is good publicity. Journalists and photographers are not out to do you harm. Well maybe if they work for the National Enquirer, but generally not in the horse press. In the equestrian world the editors are not out to post horrible photos or describe in a distracted diatribe what went wrong. The journalist will conduct an interview or two or eighty, pull out what they consider the most interesting to the target audience, quote a few key points perhaps and generally try and give their readership an accurate feel of the event.
Anthony Bourdain says ( and I paraphrase), " Once you agree to work with that bitch, the TV, you know it ain't gonna begin with her making you look good. Quite the reverse. The best TV is of..." - Well, you get the picture. I can understand that sensation sells. Maybe that is why some people are so shy or nervous about having press coverage of their events. The notion that their business will be 'exposed', their dirty laundry aired. Nothing could be further from the truth. Well again, unless there is horse abuse or staff abuse or something terrible going on.
But having said that, reporting is not editorial/advertising. Well, at least not in the better publications. The reporting should be objective and the photos clean and representative of the days events. For this reason do not expect the reporter to 'run by' his report to you, or share the photographers photos. It is not a 'write UP', it is a report. It is up to the Editor of the publication to ultimately determine the size and content of the piece of work published. Occasionally in difficult situations the Editor may require approval of the publisher ( sometimes not).
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| A Shady Spot and Attentive Staff Are Always Appreciated |
Covering events often involves a long drive, airport headaches, poor hotel food, long hot and dusty days, electronic hiccups and many more issues. There is nothing glamorous about it. You have to just love it to do it. It is time, paid and sometimes unpaid out of someones busy schedule.
Press expect to be given VIP treatment. Fed, watered, wined, dined, sheltered, given best parking which is usually the closest ( making it easier to tote and retrieve all the required equipment for the photographer), complete access to all areas of the event etc. and the management should provide time to talk with them, introduce them to key participants and point out areas of interest. Provide them with a press pass ( so they can go anywhere without charge, sit down out of the sun in a VIP tent somewhere,) give them a show program or two, and a big welcome. At one of the major events I just attended the professional Show Manager went even further than the average. This very very busy key show personnel member, personally took me around on her golf cart and took time to introduce me to all the key organizers, judges, announcers, major international riders, vendors etc. made sure I was cognizant of every last food and watering hole and bathroom on the extensive grounds. She kept an eye on my needs all day, fed and watered me and continually updated me on the show changes and generally went out of her way in every aspect, as did all the staff on venue. As a very experienced Show Manager, this was not her first rodeo. She was well aware of the boost to ongoing events a report from even a small press house, can provide. Needless to say, we'll cover this event again.
So don't overlook this valuable tool or you'll find yourself complaining when your next event isn't as popular or doesn't fill as fast as you'd hoped, or your business model isn't growing as fast as you'd thought. Your career may not take off as you'd like if you don't take time to take the interview and to be friendly to the volunteers and staff at the venue and make yourself available to the press in attendance. Respect the hard working journalist. Press is free - and there is not much in life you can say that about.
