Tips to Publicize Your Tournament

By Michael Wetzel
Professional journalist since 1979 · Former sports writer, and currently a newspaper editor · USATT lifetime member · Director of more than 35 tournaments

Table tennis is one of many "minor" sports in the eyes of the sports world. If you are hungry for media coverage, you will probably starve.

Here are a few simple tips that should help get your event in the news.

• Write short and easy to read press releases. Even though your long and detailed writeup may be deserving of a Pulitizer Prize, chances are members of the sport staff are not table tennis zealots. The sports staff will view your event on the same level of a softball tournament or Little League game.
  If you fax or email a media outlet a long dialogue about your tournament, club history, etc. it will probably end up in the trash can in the newsroom of your choice. However a two- or three-paragraph writeup a few weeks before your tournament may find its way into the local capsules and/or the sports calendar.
  Following up the short writeup or press release with a telephone call a couple of days later may enhance the possibility of coverage. If the sports staff is wanting to do an in-depth piece on your tournament, clinic or exhibition, they will contact you.

• Make sure to include the five W's in all writeups. (who, what, when, where and why). Always include the telephone number of a contact person in case the sports staff may have a question.

• Don't fail to mention any special guests participating --(Olympian, Pan American medalist, state champion).

• In reporting results of tournaments, include names (correctly spelled) and hometowns. Media outlets know these winners have family and friends who read the newspaper and watch their programs. Names, like sex, sell.

• Don't ever demand coverage. You may just be burning a bridge.

• A good avenue for media coverage of your event are weekly newspapers, new area sports magazines and talk radio stations. Usually small weekly newspapers that don't have a news wire service will gobble up any local news sent to them. Also the local sports talk radio stations will allow you to chat a couple of minutes with the show's host about your special event.