1

2001 Special Olympics World Winter Games • Alaska

The following After Action Report has been combined with the actual Games Functional Area Operations Plan. Items that are italic, bolded and highlighted in gray are the actual After Action Statements. This After Action Report is for: GENERAL Media Relations Department: Public Relations Director: Nance Larsen This After Action Report contains the following reference material in binder format:

Section 1: Functional Area Operations Plan – GENERAL Media Relations

Section 2: After Action Report – GENERAL Media Relations Attachments & Samples Section 3: Job Descriptions & Polices and Procedures

Section 4: Job Specific Training Section 5: Media Leader Meetings & Training Agendas

Section 6: Media Distribution List & Media Leader Contact

Information Section 7: Media Accreditation Packet Completed Media Accreditation Packet Accreditation Confirmation Letter Section 8: 2001 World Games Media Timeline

2

Section 9: Story Ideas Section 10: Sample Community Placement Ads & Sample Media

Advisory Section 11: Main Media Center Schedule Main Media Center Layout Venue Maps

Furniture, Fixtures, Equipment (FF&E) Request for Main Media Center

Section 12: Media Leader Daily Checklist & Sample Daily Venue

Media Report Section 13: Press Briefing Plan Draft Sample Media Briefing Agenda Section 14: Satellite Feed Information & Schedule Section 15: Sample Opening/Closing Ceremonies Media Access Section 16: Games Wide Schedule & Sample Sports Schedule Section 17: Sample Web site Sport Results via email/UPI Section 18: Newsletter Information & Sample Daily Newsletter Section 19: Crisis and Emergency Management Plan Section 20: Miscellaneous

3

2001 Special Olympics World Winter Games Functional Area: Media Relations Operations Plan (General)

GOC Staff: Nance Larsen, Director of Public Relations Kathy Day, Media Relations Manager

Alison Bocking, Media Relations Coordinator Stacy Schubert, Intern

SOI Staff Liaison: Betty Ann Hughes & Kirsten Suto

See Separate After Action Reports for

Games Main Media Center Operations, Documentation and Marketing/Communications

The following After Action Report has been combined with the actual Games Functional Area Operations Plan. Items that are italic, bolded and highlighted in gray are the actual After Action Statements.

TABLE OF CONTENTS 2001 Special Olympics World Winter Games Functional Area Plan: General Media Relations SECTION 1: INTRODUCTION/OVERVIEW OF MEDIA RELATIONS

COMMITTEE FUNCTION

4

A. Overview/Purpose B. Goals & Objectives C. Overview of services D. Key Responsibilities E. Legacy

SECTION 2: SCHEDULES & JOB DESCRIPTIONS

A. Schedules

B. Sample Job Descriptions

5

MEDIA RELATIONS FOR THE 2001 SPECIAL OLYMPICS WORLD WINTER GAMES

SECTION 1: OVERVIEW

A. Purpose - The purpose of media relations for the 2001 Special Olympics World Winter Games is to ensure the Games message is delivered consistently, accurately, effectively and in a timely manner to all media outlets. Effective media relations should facilitate a constant flow of information that generates excitement about and participation in the World Games through media coverage on a local, state, national and international level.

• Consistent media contact and flow of information was achieved with the

final media reports showing the highest level of global media coverage ever achieved by a World Games, surpassing that achieved by the 1997 Toronto Winter Games and the 1999 North Carolina Summer Games. Reports indicate more than a half billion impressions received worldwide.

• Media outlets encompassed television, radio, print and Internet. • See Main Media Center After Action Report and overall

Marketing/Communications After Action Report for specific details.

B. Goals – The goals and philosophy of media relations include generating global awareness about and anticipation for the Games, educating the media about the abilities and capabilities of Special Olympics athletes, recruiting media representatives to cover the Games, and provide athlete profiles, story pitches and distribute information worldwide. • A broad range of coverage was achieved globally regarding the athletic field ,

the Special Olympics movement and general Games operations. The goal of the media relations department is to assist media by providing information that conveys a positive, accurate and unique message about the ‘01 Games, its athletes and the Special Olympics movement. • Response from media regarding the level of service received was extremely

positive. Implementation of the PALS program and professional media relations volunteers at venues was paramount to the success of the effort. See specific After Action Reports for Main Media Center and PALS for specific details.

C. Overview of Services: The goals of media relations will be accomplished through

on-going communications with media representatives. This will be achieved through distribution of “The Finish Line,” a monthly newsletter, and through news releases, press conferences, feature stories, pitches, media education, athlete profiles, special events and media events.

Games Time Function: During the Games, daily communication with the media will be accomplished through the following: • Daily Media Briefings –

o See Main Media Center After Action for details.

6

• Other daily communication with the media will be through Media Operations via the Web site, the Finish Line, daily results and general Games stories

o See Main Media Center After Action for specific details . Pre-Games Media Relations The Director of Public Relations, Nance Larsen, and the Media Relations Manager, Kathy Day, will serve as a point-of-contact for the media. This role will include assisting the media by providing information, answering questions and feeding story ideas and pitches.

The Media Relations Manager will work with assigned media leaders by venue, both competition and auxiliary, to educate the media with information about the forthcoming Games. Additional contact assisting with this effort will include committee groups such as Host Team, Opening & Closing Ceremonies and Final Leg Torch Run.

It will also be the responsibility of the Media Relations Manager to generate pre-games awareness and anticipation through news events and one-on-one contact with media representatives. • Media was very responsive to story ideas leading up to the Games. • See Main Media Center After Action for specific details.

Pre-Games Media Tour To establish strong media contacts, generate media awareness and distribute media kits and printed material, the Media Relations staff will conduct a tour of media representatives in the State of Alaska six months before the Games.

• In September 2000, the media relations staff visited four television

stations in Anchorage, Alaska. These stations conduct all statewide broadcasts, as well as the local Anchorage area broadcasts. Visits were also scheduled September – October 2000 with six main Anchorage bowl newspapers (The Anchorage Daily News, The Anchorage Press/weekly, the Alaska Star/weekly, the Sourdough Sentinel/weekly, Military Weekly and the Alaska Journal of Commerce/weekly.)

• Additional contact was made with the Kodiak Daily Mirror, Juneau Empire, The Fairbanks Daily News-Miner, Frontiersman, Homer News, Peninsula Clarion, Seward Phoenix Log, Nome Nugget and the Daily Sitka Sentinel.

o The purpose of the television media tour was to cultivate media contacts, hand deliver preliminary Games information, pinpoint areas of interest, pitch story ideas, develop a point of contact, identify station point of contact, discuss distribution and support of PSA campaign, etc.

o The purpose of the newspaper media tour replicates the efforts above, as well as develop set schedules for daily and/or weekly newspaper coverage.

7

o In September 2000, a similar campaign was presented to the Anchorage Media Group/Morris Communications for radio PSA, news and promotional support Pre-Games and Game time. This group encompasses 10 stations locally, and provided added promotional support via a sponsorship.

The Director of Public Relations, Media Relations Manager, the Media Relations Coordinator and the Media Relations Assistant will direct the media relations’ effort, while the committees and other volunteers will take the media relations plan, add their input and assist with implementation.

Pre-Games Story Pitches & Media Planning The Director of Public Relations and Media Relations Manager will oversee and supervise all media relations plans, while key volunteer committees will draft the strategic plans and functions. The Director of Public Relations and Media Relations Manager will draft a media plan-of-action for news events. This media plan will include a timeline, (who contacts the media and when), key story pitches or angles and targeted media (radio, TV, print etc.)

• See Main Media Center After Action or Operations Plan for specific details.

The Media Relations Manager will also work with TEAM USA SIR’s and a representative from SOI Europe to coordinate athlete profiles, strategize pitch ideas, develop story lines for visiting athletes/delegations, etc.

• The effort with TEAM USA was strained. The relationship between the GOC and this group did not provide an effective form of cooperative effort and communications. It was the general feeling of the GOC that TEAM USA did not coordinator their efforts with the plan of action of the GOC. TEAM USA also expected preferential treatment over other programs soliciting media attention. It is the consensus of the GOC that this group could be more effective but must have better cooperation with the GOC. They should operate like any other media team for any other delegation and be required to follow the same guidelines. See Main Media Center After Action Reports for additional details.

Pre-Games News Releases & Media Advisories The Director of Public Relations will be responsible for outlining story ideas and formulating press release plans. The Media Relations Manager with the assistance of the Media Relations Coordinator and the Media Relations Assistant will be responsible for supervising the drafting, editing and distribution of all media advisories and news releases. See attached schedule and samples.

Final Leg Torch Run Committee will be responsible for creating a media advisory and news release template. All materials must be approved by the GOC Director of Public Relations. See separate Law Enforcement Torch Run Operations Plan and After Action Report.

The Director of Public Relations or the Media Relations Manager will approve all media advisories and news releases before they are distributed to ensure accuracy.

8

An internal GOC proofing process has been established to ensure accuracy and timeliness for all printed materials generated by any department.

The Media Relations Manager will work as a team with the volunteer Commissioner of Media Relations to help recruit committee members and skill-specific committee volunteers.

• The working committee was made up of high-level PR professionals that offered invaluable input at monthly meetings and as necessary as the Games approached. The range of experience was especially helpful and included individuals well versed in newsprint, broadcast, military protocol, sports, government and travel.

• The use of professional media relations volunteers at venues was particularly effective in meeting media needs on-site at venues. See separate Main Media Center After Action Report.

• The PALS program was a highly effective teaching tool for students. See separate PALS After Action Report.

The media relations staff will oversee the work of the volunteer Committees. In this role, the media relations staff will serve as a point of contact for the Committees, providing the committee members with information and answering questions, which may pertain to another area of the GOC.

The Media Relations Assistant will oversee the day-to-day requests for information.

Communicating with the Media Pre-Games – The media relations staff will communicate with the media through “The Finish Line,” a monthly newsletter which contains athlete profiles, upcoming news events, dates-to-remember, volunteer information, etc. The media relations staff also will distribute media advisories, news releases, articles and continue one-on-one contacts to keep the media informed about the ’01 Games.

• Pre-Games communication with the media was highly effective and coverage was very strong in all mediums.

• The Finish Line was not produced on schedule. See detail in Main Media Center After Action Report.

Developing and Implementing a PSA Campaign – The media relations staff will work with the volunteer public relations committee for PSA Distribution and Placement to develop, direct and implement maximum placement of all TV, radio and print public service announcements.

• A PSA campaign was developed for print, radio and television. See Marketing/Communication After Action Report for samples.

The PSA Distribution committee will create a strategic plan for ensuring maximum distribution and placement of all print, radio and TV public service announcements. The Committee will help identify resources and contacts to ensure placement, target key publications, radio and TV stations and assist with pitching the PSA campaign to targeted media.

9

An advertising RFP that includes creative and production of several PSAs will be evaluated and awarded the week of Oct. 16, 2000. Until that time, a generic television PSA is in use, sponsored by BP, as well as two volunteer recruitment radio and print PSAs.

Games Time Structure From February 26-March 12, 2001, the focus and responsibilities of media relations will shift to serving the media on-site, pitching story ideas, arranging interviews, distributing releases and assisting with media operations.

D. Key Responsibilities 1. Pre-Games Responsibilities – The key responsibility of media relations

leading up to the Games will be to cultivate and develop a positive relationship with members of the media, to foster goodwill towards Special Olympics, to raise awareness of the abilities of athletes with mental retardation and to build excitement and anticipation about the 2001 Special Olympics World Winter Games.

The media relations staff will work with five volunteer committees with pre-games media relations functions:

• Opening/Closing Ceremonies • Story Ideas/Editorial • The Final Leg Torch Run • Host Team – Host Team was absorbed in Story Ideas/Editorial

and did not function as a separate committee • Games Week

During Games week, skill-specific volunteers on these four committees will be assigned to assist the Media Relations Games Week committee.

• Distribution of duties during Games week worked extremely well. • Hours of volunteer shifts were too long and burnout was seen by day

four of the event. Shorter shift hours are strongly recommended especially in the media area where the center is open for nearly 24-hours. See separate Main Media Center After Action for details.

In addition to the Media Relations staff, a team effort will be accomplished via shared information between the GOC and the selected SOI public relations agency. A combined effort will utilized skills for generating awareness statewide, nationally and on a global basis.

• As stated above, the 2001 World Games achieved the highest level of global media coverage ever recorded for Special Olympics, surpassing the 1997 Winter Games in Toronto and the 1999 Summer Games in North Carolina. More than a half-billion impressions were achieved.

• Media response was extremely positive. • It is highly recommended that implementation of professional media

representatives be used at venue sites.

10

• It is highly recommended that the PALS program be initiated for future Games.

• See Main Media Center After Action for assigned duties and observations.

2. Games Week Responsibilities – The Media Relations staff will be the source of

information for the media during Games week including daily stories, athlete profiles, story pitches, press conferences, special events (receptions & Celebrity Ski), Opening & Closing Ceremonies, clinics & demos, and assistance with interviews via Media Leaders and PALS (see media operations plan). The staff will oversee and direct the following volunteer committees during Games week: Opening & Closing Ceremonies Committee

• The strength of this committee orchestrating large-scale events was extremely helpful. It is strongly recommended that select, high-level and experienced PR professionals be assigned to this specific task for dealing with media at this event leading up to and during the ceremony.

• Constant floor plan changes for the Opening Ceremony caused last-minute delays in media bay/area assignments. Limitations for floor access also created issues because of the production filming. See Main Media Center After Action for additional details.

Media Relations Games Week Committee • Committee division of duties was very effective • See separate Main Media Center After Action Report

Story Idea & Editorial Committee • Committee division of duties was very effective • See separate Main Media Center After Action Report

VNR Committee • Committee division of duties was very effective • See separate Main Media Center After Action Report

Documentation Committee • Committee division of duties was very effective • See separate Main Media Center After Action Report

The Finish Line Committee • See separate Main Media Center After Action Report

E. Legacy The legacy of the Media Relations staff will be to help further the effort and to broaden media awareness of the Special Olympics movement and the skills, courage and accomplishments of people with mental retardation. This effort will not only affect future efforts by Special Olympics Alaska, but also expand efforts globally of all Special Olympics programs.

• The global media success of the 2001 World Games speaks for itself. The program was highly effective and there are many elements that are recommended for future Games implementation. See separate After Action Reports for details in Main Media Center, Documentation, Accreditation and Marketing/Communications.

11

SECTION 2: SCHEDULES/TIMELINES/EVENTS A. Schedules

1. Pre-Games 2. Games 3. Post Games

Public/Community Relations Committee schedule is as follows:

March 17, 2000 November 15, 2000 February 26, 2001 April 19, 2000 December 6, 2000 March 2, 2001

May 17, 2000 December 20, 2000 March 6, 2001 June 21, 2000 January 10, 2001 March 10, 2001

July 19, 2000 January 24, 2001 March 21, 2001 August 16, 2000 February 1, 2001 April 18, 2001

September 6, 2000 February 7, 2001 September 20,2000 February 14, 2001

October 18, 2000 February 21, 2001

Games Week Media Committee schedule is as follows:

January 10, 2001 February 26, 2001 March 3, 2001 January 24, 2001 February 27, 2001 March 25, 2001 February 1, 2001 February 28, 2001 April 18, 2001 February 7, 2001 March 1 – 13, 2001 daily February 21, 2001 March 20, 2001

Story Idea/Editorial Committee schedule is as follows: August 16, 2000 February 26, 2001

September 20, 2000 February 28, 2001 October 18, 2000 March 1 - 13, 2001 November 15, 2000 March 21, 2001

December 20, 2000 April 18, 2001 January 10, 2001 January 24, 2001 February 1, 2001

February 7, 2001 February 14, 2001

February 21, 2001 Law Enforcement Torchrun Committee schedule is as follows: Monthly conference calls May 2000 – November 2000. Bi-monthly calls December 2000 & January 2001 Weekly calls February 2001 Daily meetings February 28 – March 4, 2001

• See separate After Action Report for full schedule and details.

12

SECTION 3: ORGANIZATION A. GOC Overall Organizational Chart

• See attached suggested revised overall GOC Organizational Chart

B. GOC Public Relations Department Organizational Chart

• See attached suggested revised overall GOC Organizational Chart

Administrative Asst.Athlete StaffReceptionist

Office Mgr.Mara Urciuoli

OperationsLoren Smith

Delegation & Participant Svc.Leslye Langla

Sports & CompetitionJoel Summers

Public RelationsNance Larsen

Special EventsGloria Allen

Support ServicesKara Capaldo

Cultural & Educ. ExchangeNicolle Egan

AdministrationBen Stevens

Melissa AndersonExec. Dir. & COO

Ben StevensPresident & CEO

SOWWGABoard of Directors

Special Olympics Inc.

13

Account Executive

Account Executive

Sponsor Services/RelationsRobert Clink

Media Manager

Honored Guests Coord.Receptions Coord.Heike Schneider

Honored Guests Coord.Receptions Coord.

Gina Perry

Publications ManagerHonored Guests Manager

Receptions ManagerKarla Oates

DocumentationProduction

Jen Mystrom

NewsletterAlison

InternStaci Schubert

(Torch Run)

Communications

Director of Pubic RelationsNance Larsen

COOMelissa

President & CEOBen Stevens

SOWWGABoard of Directors

Special Olympics Inc.

14

Job Descriptions

Pre-Games

POSITION: COMMISSIONER OF MEDIA RELATIONS

DEPARTMENT: PUBLIC RELATIONS/MARKETING COMMUNICATIONS

SUPERVISOR: MEDIA RELATIONS MANAGER

SUMMARY: The Commissioner of Media Relations will be to work with the Media Relations manager for the ‘01 Games to oversee a media relations committee. Nancy Killoran will serve as the volunteer Media Relations Commissioner. DUTIES AND RESPONSIBILITIES: Pre-Games Functions • Work with the Media Relations Manager to recruit volunteer

committee members and chairmen for key Media Relations committees

• Schedule monthly meetings of Media Relations Committee Chairmen beginning April 1999 and continuing through December 2000, then bi-monthly meetings in January through Games time.

• Ensure all deadlines for the Media Relations Committee are met • Work with each committee chairman to recruit committee members

and give guidance and direction when needed • Meet at least once a month with Media Relations Manager to review

timelines and goals

GAMES TIME FUNCTIONS • Assist Media Relations Manager with daily news briefings • Assist the Media Relations Games Week Committee Chairmen during

Games Week • Assist with scheduling media requests for interviews during Games

week • Assist with Media Operations functions in MMC when needed

COMMITMENT: 2-6 hours per month until August 2000 10-12 hours per month September – December 2000 12-15 hours January – February 26, 2001 February 27 – March 13, 2001 – will need to be available during Games week

15

Job Description – Media Relations Committee Media Relations Committee Summary This committee will help to build a positive relationship with the media, creating ways to build public awareness of the ‘01 Games via the media, assisting the Director of Public Relations and the Media Relations Manager with developing story ideas and pitches and helping to provide media with important Games information in a timely and accurate manner. The Media Relations committee will consist of the Director of Public Relations, Media Relations Manager, Media Relations Coordinator, the volunteer Commissioner of Media Relations, and seven volunteer members. (See Media Relations Committee Organization Chart – Appendix) Commissioner: Nancy Killoran 1) Nance Larsen, Director of Public Relations 2) Kathy Day – MMC Manager 3) John Killoran, Assistant Media Commissioner 4) Jim Gorski, Crisis Communications 5) Ed Bennett - Story ideas & Editorial 6) Jim Stuhler – Story Ideas & Editorial 7) Jim Harpring – Technology 8) Joy Maples – Results Commissioner 9) Mel Kalkowski – VNR Commissioner 10) Michael Teem - Law Enforcement Torch Run Final Leg & Host

Town 11) TBA/Interview Coordinator

RESPONSIBILITIES

Pre-Games

The main responsibilities of the Media Relations Committee are outlined below: MEDIA RELATIONS COMMITTEE

A. Pre-Games Structure

• Work with and assist Information Services to oversee the

development, planning, integration and implementation of a system for greeting the media upon arrival at the airport and answering questions pertaining to the media at the airport. This will consist of one Media

16

Relations volunteer who will be housed with Information Services at the airport.

• Work with Media Operations to plan integration and assist with hospitality, and entertainment for the media

• Work with PSA Committee to create a plan of action for placement and distribution of all Public Service Announcements in the U.S.

• Assist with development of media relations plans and programs such as Host Team and Law Enforcement Torch Run Final Leg

• Develop a plan for training all media relations volunteers • Recruitment of skill-specific media relations volunteers

B. Games Time

• Oversee and direct skill-specific volunteer staffing during Games week • Assist and implement with Media Operations hospitality at the venues

and MMC) • Assist with content of daily stories and distribution • Assist at main press center (Media Operations under the Direction of

the Director of Public Relations will take the lead role at the main press center) in developing stories, disseminating information, answering questions and assisting media. Provide point of contact for Media Leaders at venue sites, receive reports, etc.

• Assist with greeting the media at Opening and Closing Ceremonies, airport functions etc.

• Assist with interview requests and daily briefings (Media Relations staff will be take the lead in distributing information to the media via press briefings including agendas, talking points for participants, and other printed material).

• Media operations will be responsible for distribution of information via the website and for the mechanics of the media briefings such as podium, sound system etc.

• Media Relations will be responsible for the agenda and content of press briefings (who speaks and content of press briefings)

• Oversee media relations for Opening and Closing Ceremonies including providing media information on schedule of events, media kit information on ceremonies and assisting with press conferences and briefings regarding Opening and Closing Ceremonies

17

POLICIES & PROCEDURES

MANAGEMENT POLICY

The GOC direct the media relation’s effort in conjunction with representatives from SOI, while the volunteers will assist, add their input and then assist with implementation. Each staff member within the media relations department will be assigned to serve as a liaison with the volunteer committee. The two entities will work as a team for best results. If a committee member has a concern about the work that’s being done, or with another committee member, he/she should talk with the Commissioner of Media Relations to seek resolution. If the concern is not resolved, the committee member should take it to the staff member assigned to that committee. If resolution is still not met, the Director of Public Relations will be consulted. FUNCTIONAL POLICY AND STAFF LIASIONS Each staff member of the Media Relations staff of the GOC will be assigned a volunteer committee. Each area will have an SOI liaison. The Media Relations staff will assist the committee in meeting timelines and goals set by the committee and approved by the Director of Public Relations

The following staff members will be assigned to assist the following committees: Media Relations Games Week – Kathy Day PSA Distribution and Placement – TBA Story Ideas & Editorial Content – Nance Larsen Host Team and Final Leg Torch Run – Stacy Schubert

18

COMMITTEE STRUCTURE POSITION: MEDIA RELATIONS GAMES WEEK SUBCOMMITTEE DEPARTMENT: PUBLIC RELATIONS/MARKETING COMMUNICATIONS SUPERVISOR: COMMISSIONER OF MEDIA RELATIONS SUMMARY: The Media Relations Games Week subcommittee headed by

Nancy Killoran, Professor of Journalism of for the University of Alaska Anchorage will oversee, plan and implement several media relations functions during the ’01 Games.

DUTIES AND RESPONSIBILITES:

The subcommittee will be responsible for the following: • Media hospitality or receptions at Opening and Closing Ceremonies,

the Airport (develop a plan for greeting the media at the airport) & assist with media relations for Cessna Airlift (Media Operations will handle media hospitality at the MPC and at Venues, Media Relations will handle the above)

• Assist with media relations at Opening & Closing Ceremonies. This will include developing a media kit and providing information to the media for Opening and Closing Ceremonies, and scheduling committee members to staff each event for media relations

• Assist the media with questions or requests for information. • Assessing volunteer needs for Media Relations Games week • Creating list of TV stations needing TV satellite parking passes at

opening and closing ceremonies • Assist media relations staff with distributing information to media and

assist with press briefings • Assist with media information pertaining to the arrival of the Torch. • Oversee, schedule and coordinate interview requests during Games

week • Assist media operations at venues if needed or requested. Three

committee members are currently assigned at specific competition venues as of 9/29/00. No additions to this schedule are currently expected.

• Assist with media relations for delegation arrivals

MEDIA RELATIONS STAFF LIAISON: Nance Larsen and Kathy Day

COMMITMENT: 2-4 hours per month through August 2000 4-6 hours per month Sept. through Dec. 2000 6-10 hours per month Jan. through Feb. 25 2000 Must be available during Games time February 27 – March 13, 2000

19

COMMITTEE: PSA PLACEMENT & DISTRIBUTION DEPARTMENT: PUBLIC RELATIONS/MARKETING

COMMUNICATIONS SUPERVISOR: DIRECTOR OF PUBLIC RELATIONS SUMMARY: TBD PENDING RFP DUE 10/15/00 DUTIES AND RESPONSIBILITES: Administration of PSA Distribution • MRPP will setup a series of meetings with media buyers representing

media outlets. A presentation of the PSA campaign will be conducted and the media buyers will be asked to contact the stations they represent to inquire about PSA placement and to deliver a PSA request form.

• The PSA request forms will be returned to the World Games. A list of

the stations requesting the PSA will be forwarded to PREC. • PSA distribution in Alaska will be the responsibility of the media

relations staff and the PSA volunteer committee. The media relations staff has already visited the TV markets in the state to deliver a copy of the national marathon image PSA created by selected agency.

• The print PSA will be available upon request by programs to distribute

to major local media outlets. • The media relations staff will direct the distribution of the radio PSA

in Alaska. Staff Liaison: Nance Larsen & Kathy Day COMMITMENT: 2-4 hours per month

20

TITLE: STORY IDEA AND EDITORIAL COMMITTEE DEPARTMENT: PUBLIC RELATIONS/MARKETING COMMUNICATIONS SUPERVISOR: COMMISSIONER OF MEDIA RELATIONS SUMMARY: The Story Idea and Editorial subcommittee will be responsible for

assisting with story development, ideas and articles.

DUTIES AND RESPONSIBILITIES: PRE-GAMES FUNCTION • This committee will work with Nance Larsen, Director of Public

Relations and Kathy Day, Media Relations Manager, to develop a system for gathering information, athlete profiles and drafting and writing articles for “The Finish Line,” articles and news releases.

Journalism students from UAA are being recruited to assist with this effort. See PALS specific Operational Plan for more details. Key Responsibilities: • Research and write profiles on athletes for articles and story pitches • Recruit Volunteer writers • Develop, research and write stories for “The Finish Line,” the monthly

newsletter • Work with the Media Relations Manager to create a plan for training

and briefing writers concerning language guidelines and the facts of the ’01 Games

GAMES WEEK FUNCTION During Games week, “The Finish Line” will become a daily news brief featuring stories from competition sites, results and daily schedules. This media communication tool will be used to brief the media on daily news stories, updates, quotes of the day etc. The production of the daily notes will become a function of Media Operations, under the direction of the Media Relations Manager and the Story/Editorial Commissioner.

This committee will recruit and schedule volunteers to help write articles and draft news releases during Games week. All writers will go through a training process, which will be developed by the committee and the Media Relations Manager. COMMITMENT: 4-6 hours per month October – December 2000 6-10 hours per month January – February 2001 until Games time Should be available during Games time February 27 – March 13, 2001

21

MANAGER OF STORY IDEAS AND EDITORIAL CONTENT

SUBCOMMITTEE

JOB DESCRIPTION

TITLE: MANAGER OF STORY IDEAS AND EDITORIAL CONTENT COMMITTEE

DEPARTMENT: COMMUNICATIONS DEPARTMENT SUPERVISOR: COMMISSIONER OF MEDIA RELATIONS KEY INTERFACE: MEDIA RELATIONS STAFF SUMMARY: The manager of the story idea and editorial content committee will be responsible for managing this committee. The Story Idea and Editorial Committee will be responsible for assisting with what is written about the ’01 Games. Working with the coordinator of Media Relations, this committee will create a plan for training volunteer writers and editors to assist with “The Finish Line,” a monthly newsletter. The committee will assist with story development, create ideas and articles for publication and draft, write and edit articles for distribution to the media. This committee will create a calendar of story ideas, articles and a timeline to ensure maximum exposure and circulation. DUTIES AND RESPONSIBILITIES PRE-GAMES RESPONSIBILITIES • Recruit skill-specific volunteers to assist with writing and editing • Create a plan and timeline for training volunteer writers and editors • Draft articles for “The Finish Line” • Draft articles, advisories and news releases for distribution to the media • Create timeline and story ideas calendar GAMES TIME RESPONSIBILITIES • Assist media operations, as needed, with the “Daily Quotes & Sports Reports.” • Assist Media Managers as needed • Assist the media relations staff, by drafting news releases and articles STAFF LIASON FOR THIS COMMITTEE: Kathy Day COMMITMENT: 2-4 hour per month

22

COMMITTEE: LAW ENFORCEMENT TORCH RUN FINAL LEG AND HOST TOWN COMMITTEE

DEPARTMENT: COMMUNICATIONS SUPERVISOR: COMMISSIONER OF MEDIA RELATIONS SUMMARY: The Media Relations Subcommittee for the Law

Enforcement Torch Run Final Leg and Host Team program will assist with the planning and implementation for all media relations and publicizing of the Final Leg of the Torch Run and Host Team programs. (see separate Torch Run Media Operations Plan and After Action Report)

DUTIES AND RESPONSIBILITIES:

• Plan and assist with implementation of a strategy for publicizing the

Law Enforcement Torch Run Final Leg and Host Team Program (see Final Leg Media Plan separate after action report)

• Create and assist with key news conferences and announcements • Work with law enforcement agencies across the State to coordinate

news releases and media events regarding the Law Enforcement Torch Run

• Designated committee members will serve as a liaison to Host Team and Final Leg Torch Run committee meetings

• Create a plan for educating volunteers in the Host Team program about media policy and guidelines for the ’01 Games

• Draft news release regarding Torch Run and Host Teams • Create and coordinate a media relations plan with the input of the Law

Enforcement Torch Run committee • Create and coordinate news releases for the Host Team program

23

MEDIA POLICY FOR THE 2001 SPECIAL OLYMPICS

WORLD WINTER GAMES

MEDIA INTERVIEWS – PRE-GAMES All interviews (including major media, organization or sponsor newsletters, or any others) must be approved by the Games President or Director of Public Relations prior to the interview being conducted. All calls, questions or inquiries from the media should be directed to the Director of Public Relations or, in their absence, the Media Relations Manager. MEDIA INTERVIEWS – GAMES TIME The Media Relations Games week committee will be responsible for developing a system to handle media interview requests during Games time. This system is currently in development as of 9/29/00. The Media Relations Games week committee will assign an Interview Manager, which will be housed in the MMC during Games week. This Interview Manager will take interview requests from the media, develop a schedule for senior GOC staff to be on-call or available for interviews, work with SOI to create a system for handling media interview requests of the Shrivers, work with Honored Guests to coordinate and develop a system for celebrity and honored guests interviews, conduct all pre-interview briefings with the assistance of the Media Relations Staff, and connect the media with the appropriate interview guest. BRIEFING POLICY FOR INTERVIEWS After receiving approval for an interview, a briefing for the interview will be provided by a member of the media relations staff, to the following that are authorized to speak to the media about their specific area of responsibility and general Games information: CEO, COO, Senior Directors, Sports Venue Coordinators – upon approval from the CEO , Venues, Family Services, Host Team Program In the case of an emergency or crisis communication response, the CEO of the World Games with input from SOI, and the Director of Public Relations, will determine the course of action and response from the Games. (Please refer to the Crisis Communications Plan for specific plan of action and identification of crisis levels.) Volunteers may comment only on their experience as a volunteer with the Games and not on Games-related issues. (Refer to Media Guidelines for Volunteers and Staff) Before an interview is done, these questions need to be answered: What is the desired outcome for this interview? How can the interviewee steer the reporter to the desired outcome?

24

What information might the reporter need? What questions will be asked? What are potential negatives associated with the subject matter at hand? How can the interviewee turn those negatives into positives? What can we pitch to the reporter to generate another story? DAILY BRIEFING FOR THE MEDIA DURING GAMES TIME The Director of Public Relations and the Media Relations Manager will be responsible for daily media briefings during Games week March 4 – 11, 2001. The Media Relations Committee will assist with these briefings. The Daily Media Briefings will take place each morning at 10 a.m. in the Main Press Center. The Director of Public Relations and the Media Relations Manager will be responsible for the agenda, content and information given at each briefing. A broad range of Games topics will be incorporated throughout the week. The content of the daily media briefings will be turned over to Media Operations for distribution via the website and AP wire service. See separate Main Media Center After Action Report for additional details. MANAGEMENT POLICY FOR STORY IDEAS/PITCHES/NEWS RELEASES TO THE MEDIA The Media Relations Division is responsible for all story pitches, story ideas and news releases that are issued to the media. Other departments, which have an idea or possible pitches, story ideas or news release ideas for the media should forward the information to the Director of Public Relations and or the Media Relations Manager for review.

25

STORY IDEA FORM The following form should be used by other departments and/or sponsors who have a story idea, which they would like to suggest or recommend to the media relations department for “The Finish Line” or a news release.

STORY IDEAS OR NEWS RELEASE REQUEST

THE 2001 SPECIAL OLYMPICS WORLD WINTER GAMES

YOUR NAME_______________________________________________________ PHONE NUMBER WHERE YOU CAN BE REACHED (D)_________________ (N)_________________ BEST TIME TO REACH YOU _________________________________________ YOUR MAILING ADDRESS ________________________________________________________________________________________________________________________________________________ WHO OR WHAT IS THE STORY OR NEWS RELEASE ABOUT?_______________________________________________________________ ________________________________________________________________________________________________________________________________________________ PHONE NUMBER WHERE THE PERSON CAN BE REACHED?_____________ BEST TIME TO CALL?_______________ CONTACT NAME_________________ ADDRESS: _____________________________________________________________ ________________________________________________________________________ GIVE THE DETAILS FOR THE RELEASE OR TELL ME THE PERSON’S STORY: _______________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ MEDIA WHICH MAY BE INTERESTED IN THIS STORY?___________________ ________________________________________________________________________ ________________________________________________________________________ OTHER INFORMATION WHICH COULD BE HELPFUL?__________________ ______________________________________________________________________

26

MEDIA GUIDELINES FOR VOLUNTEERS AND STAFF

If you are approached by the media: • NO ONE, OTHER THAN THE OFFICIAL GAMES SPOKESPERSONS, (BEN

STEVENS, MELISSA ANDERSON OR NANCE LARSEN) OR A DESIGNATED PERSON BY THE MEDIA RELATIONS MANAGER ARE TO BE INTERVIEWED AS AN OFFICIAL SPOKESPERSON FOR THE ’01 GAMES. IF YOU ARE ASKED, POLITELY DECLINE, EXPLAIN OUR POLICY, AND OFFER CONTACTS, MEDIA KITS AND FACT SHEETS.

• YOU MAY BE ASKED FOR AN INTERVIEW TO ANSWER QUESTIONS

ABOUT YOUR SPECIFIC AREA OF EXPERTISE. FOR EXAMPLE, THE DIRECTOR OF THE HOST TEAM PROGRAM MAY ANSWER QUESTIONS ABOUT THE PROGRAM.

• If the reporter needs more information or wants to interview someone, always

ask them to contact the Director of Public Relations (Nance Larsen), or the Media Relations Manager (Kathy Day). Give them business cards for both of these contacts.

• Always direct the media to the media relations staff. It is the responsibility of

the media relations staff to find out what questions will be asked or what information the media needs so they can be directed to the appropriate person for a response.

• Always be courteous. • Always ask the reporter for which newspaper or station he or she works. • Do not say anything to a media person anywhere, at any time on any subject

even if they say it’s “off the record.” NOTHING IS OFF THE RECORD!!! • Never discuss any Games information that isn’t public knowledge with

ANYONE (media or otherwise).