The Power of the Press
It is not a match normally held in high esteem by either party: Officials and the press seem to mix as well as oil and water. Maybe that should be fire and gasoline. Officials at many levels are either discouraged from talking to the press or prohibited outright from doing so. Put a reporter near an officials’ locker room and watch the folks in stripes break into a sweat.
As a result, many associations have overlooked a potential ally in areas beneficial to or even critical to officiating. Can the press help officials in your area?
The most obvious way media can assist officials is by helping to recruit more officials. Except in the largest metropolitan areas, media outlets are often receptive to a request to run a story dealing with the shortage of referees. By now, most of us have heard stories of games being cancelled due to a lack of officials. Perhaps you’ve worked a game alone or with a dad out of the stands because a licensed partner couldn’t be found.
Your local press might just want an inside look at the situation and dovetail that with a piece on how to become an official.Most local media are hungry for “human interest” stories. Officials volunteering for Special Olympics, raising funds for local charities and working with youth off the court are all types of stories that newspapers, radio and even some television stations will want to take a look at.Other stories that may be of interest to local media include member awards and state assignments.
The problem most often is not getting media to see the value in such stories, but getting the stories to the media and providing reporters with resources to do a good piece for readers, listeners and viewers.How can your association “tickle” the interest of local media? Try this primer for media contact:
What’s news? The first step is to determine what information the media will consider. The basic rule of thumb is that the more people affected, the more likely it is to be used. A game being cancelled is a bigger story than a longtime official working his 1,000th game. In the media, that function is called “gatekeeping.” You are more likely to get stories run if you gatekeep your own information before sending it in. Be as objective as possible.
Who’s “the man” or “the woman”? A story isn’t a story until a reporter has people to talk to. When providing a story idea to local media, include contact information for people of interest: association president, sports chair, state association office, etc. The less of that type of “groundwork” reporters have to do, the more likely it will be you’ll see the story in print.
Be a good (re)source. Most associations have someone with either a media or a writing background. Have that person, regardless of officiating experience, be your point person when it comes to media contact. Make sure that your written correspondence with the media is accurate and articulate. Misinformation most often starts at the source.Good officials know how to calm an irate coach. There’s no reason why we can’t use those same skills when building a relationship with the media.
Written by Dave Sabaini, a freelance writer and official who lives in Terre Haute, Ind. This article originally appeared in the 1/05 issue of Referee.
| NASO Summit Attracts Officials and Leaders |
| Do you want to be a part of the most influential gathering of sports officiating leaders this year?The Sports Officiating Summit, presented by NASO in cooperation with the NFHS and the Arizona Interscholastic Association, attracts representatives from major professional leagues, collegiate, high school and youth levels. It is the only event of its kind, designed exclusively for officiating leaders and those who administer officiating programs.Last year, directors from many of the state high school associations and officiating leaders from numerous states and a few countries attended the Summit. This premier event is the meeting place to discuss the critical issues impacting officiating today and the innovations of tomorrow.This year’s theme — Judgment and Decision Making: How Officiating Leaders Make Great Calls — will spark conversations and discussions about the decisions relevant to officials. Real-life examples will help determine how associations can better manage officials, inside and outside the lines.The Sports Officiating Summit will be held at the J.W. Marriott Starr Pass Resort on July 26-28 in Tucson, Ariz. For more information about the Summit and to register, visit www.naso.org/summit2009. Or call 262/632-5448. Early registration and group discounts are available. |
'Bush' Leaguer
By Brian Alexander
I thought my basketball officiating season was done for the year and had my uniform all cleaned and put away, tucked in the back of the closet, whistle cleaned as well, game board protected in its case and all the other gear and educational material we officials carry along.
Then the phone rings. It’s an assigner looking for a referee for a district playoff between four schools. How could I say no to such an opportunity? Even with everything put away, I’m definitely up for one last assignment.
But pulling my gear out of storage is nothing compared to the adventure of just getting to the gym. You see, I officiate in what is referred to as “bush Alaska.” My travel entails plane rides in weather that would ground a sea bird at times.
They say people in Alaska spend half their lives waiting for airplanes. After living in this great state for 10 years, I truly believe it. Back to the phone call, I ask, “When and where?” The details are set up and the next day I skiff across the lake, as the road system stops on the south shore of the lake I live on, drive to the airport and climb aboard a Cessna 310 for departure to Goodnews Bay. After a couple stops at villages along the route, the skilled pilot lands on the strip hardly noticing the 25-knot direct crosswind. From there, it’s just a short four-wheeler ride up to the school to meet with the people in charge.
I will be doing four games — two each day — with a local official as my partner. Like most remote villages, the gym is the center of gatherings year-round. It turns out that this was the first year in the last six that the school has had a basketball team and the excitement was evident. Banners were being created and hung, Parents and kids were milling about getting ready and planes filled the air with the other teams arriving. “This is why I like high school basketball,” I think to myself.
All the teams have made it and the first game starts. It was a buzzer beater, as the team that was taking out the ball at the division line, was behind by one point with one second on the clock. You guessed it — the shot from the backcourt banked off the glass and went in. You would have thought they won the semifinal of the state tournament.
The crowd of about 75 mostly native Yupik people rushed the floor in pandemonium, mobbing the team and cheering. I glanced over to the other team and they had smiles induced by the excitement on the floor. Those remote villages show great sportsmanship, helping their opponents up from the floor and so forth. The coaches were even appreciative to have certified experienced officials, since they normally rely on people from the stands to officiate their games until they make it to regional play.
It was time to return back home and the weather came down. The pilot called and said he had to wait for the weather to clear up a bit. I have heard of people having to stay days sometime weeks before the weather cleared up. So I do the Alaskan thing and “wait for an airplane.” I was fortunate and the plane was only delayed an hour. I was picked up and fighting a hefty head wind and snowstorm started back to Dillingham. The pilot was looking for a shortcut through the hills. Got deeper in a pass and had to make a steep 180-degree turn after the snow was so heavy you couldn’t see terrain ahead. A bit nervy, but this guy knew the territory well from the air. We finally had to hug the coastline all the way back and touched down 45 minutes later.
My gear is packed up again, but it can be ready to go again whenever that phone rings.
Brian Alexander lives in Aleknagik, Alaska, and has been officiating high school basketball for 10 years. This originally appeared in the 11/05 issue of Referee.