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PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee, USTA Texas

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Page 1: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

PR made EZ: Telling your CTA’s storyMatt JacobChair, Communications Committee, USTA Texas

Page 2: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Anyone seen these before?

Page 3: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Facebook(est. February 2004)

More than 1 billion users worldwideNot just for individuals – can be utilized for CTAs and tournaments, tooEncourage engagement from your followers (Like, Comment, Share)

Page 4: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Twitter(est. March 2006)

More than 500 million users globallyDon’t be afraid to get your CTA’s voice in the conversationRT information that resonates with your followers; for us – all things TENNIS!

Page 5: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What’s best about them?

Page 6: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

If content is king,then frequency is queen.

Page 7: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Invest in software that will make updating content easy.

At least three Facebook posts a week.At least one tweet a day.Point followers to content on your website.Be mindful of your metrics.Goal is to make content VIRAL: share and retweet!

Page 8: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

People + Programs + Pictures = 

PUBLICITY

Page 9: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Brand your organization. Be consistent in how you use it. Keep it simple.

Page 10: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Have questions?Don’t be afraid to ask for help!

Matt [email protected]

Page 11: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

USTA TEXAS COMMUNICATIONS

2012 Community Development WorkshopDerick Hackett, USTA Texas

Oct. 27, 2012

Page 12: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Why Communicate?

Page 13: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Public Relations (PR)

Advertising

Advertising:Say exactly

what you want but $$$

Advertising:Say exactly

what you want but $$$

PR: Let other speak for you &

third party creditability

PR: Let other speak for you &

third party creditability

Difference Between PR & Advertising

PR: No charge but little control

PR: No charge but little control

Page 14: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Find the Story Angle

• Media loves to tell stories about PEOPLE or money.– Not places and things unless damaged– Always bombarded with the “good cause” message

• Focus on people in your text and pictures– What will it do for people? (Why?)– Not how wonderful the club or CTA …

• Then in the message include– Where? (The club)– Whom? (The CTA and organization)

Page 15: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Which tells a story better… THIS

Page 16: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

… or This

Page 17: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Contact the right PEOPLE … at the right time

• Not the publisher, editor in chief or head …– Reach the Managing Editor or Assignment Editor– Tennis writer, weekend sports– Community announcements or Lifestyle writer

• Timing– Two to three weeks in advance or more.– Follow up each week up to the event date.

• Be aware of other events– Check Pro, College or High School schedules– Check Community Fairs and Festivals lists

Page 18: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

Page 19: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

• Templates and tools for press releases, advisories, internal assets, E‐newsletters and social media / interactive dialogue tips on all subject matters including CTA, NJTL, Leagues, 10 and Under, Sponsorship announcements and more.

Page 20: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

USTA Communications Resource Website Available to CTA’s

Page 21: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

USTA Communications ResourcePress Release / Announcement Template

Page 22: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

• http://communications.usta.com• Login: cta• Password: usta2012

Page 23: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

• One of the many benefits offered to registered CTAsis the USTA’s assistance with website development. This program is a FREE service. If you are interested in developing a website for your CTA, fill out a website registration form. A USTA staff member will contact you after receiving your application to start the process. This entire process takes 30‐45 business days.

•• Free USTA CTA and Free USTA CTA and NJTL Website HostingNJTL Website Hosting2

Page 24: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

No cost to your organization. 

Reinforces your USTA affiliation.

Hosting and template CMS (Content Management System) designs.

Help desk training, USTA Advanced Media group support and a usta.com domain. 

Example www.dallas.usta.com, www.rockwalltennis.usta.comand www.arlington.usta.com.

•• Free USTA CTA and NJTL WebsiteFree USTA CTA and NJTL Website2

Page 25: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Do not have to be an internet expert. 

Control your own navigation menu and headlines on your home page.

Create photo galleries and forms.

This is YOUR CTA and NJTL website.

•• Free USTA CTA and NJTL WebsiteFree USTA CTA and NJTL Website2

www.usta.com/freewebsite/

Page 26: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Free USTA CTA and NJTL Website HostingFree USTA CTA and NJTL Website Hosting

www.usta.com/freewebsite/

Page 27: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

• Texas tools that are offered and intended to help CTA’s promote their tennis associations and provide resources and information for your marketing and communications effort.

•• USTA Texas ToolkitUSTA Texas Toolkit3

Page 28: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

CTA Health Index and Best Practices.

CTA Media Guide and news tips.

Tools for working with the media on announcing awards, board appointments, scholarships, tournament schedules and results.

Download the current official high resolution logos for USTA Texas, Leagues, 10 and Under, Tennis On Campus, Junior Team Tennis, Membership, PlayDays, Kids’ Clubs and NJTL. If a logo is updated or changed it will be posted here first.

•• USTA Texas ToolkitUSTA Texas Toolkit3

Page 29: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

• Marketing tools and resources to generate event fliers, banners, post cards and brochures, e‐blasts that can tailored to your CTA needs, then saved as a high resolution PDF to be sent to your local printer to use.

• Sponsorship Tools from identifying assets, targeting sponsors, networking, delivery, sample agreements and one of the most important parts is FULFILLMENT (Do what you say and completing the agreement).

•• USTA Texas Toolkit / USTA Texas Toolkit / Marketing ResourcesMarketing Resources3

www.usta.com/marketingresources

Page 30: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

www.usta.com/marketingresources

Page 31: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

What is Available?

• Tell a tennis news story. Fundraiser, program sign up, scholarship awards etc., send your PDF flier, paragraph statement about the event and CTA logo to USTA Texas to post online and for a possible story in the USTA Texas magazine.

USTA TexasUSTA Texas““My Tennis StoryMy Tennis Story””3

www.usta.texas.com/news_multimedia/my_tennis_story

Page 32: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

USTA Texas “My Tennis Story”

Page 33: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

USTA Texas “My Tennis Story”

Page 34: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Summary ‐Why Communicate?

Page 35: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Tell your story like … THIS

Page 36: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

… or like This

Page 37: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,

Resources

• USTA Communications Resource Websitehttp://communications.usta.com

• Free USTA CTA & NJTL Website Hostingwww.usta.com/freewebsite

• USTA Texas Toolkit and Marketing Resourceswww.usta.texas.com/communitytennis/community_tennis_associations/cta_toolkit

Page 38: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,
Page 39: PR made EZ: Telling your CTA’s storyassets.usta.com/assets/642/15/2012_PR_Made_EZ... · 2012-10-30 · PR made EZ: Telling your CTA’s story Matt Jacob Chair, Communications Committee,