Sports Information Director: Ron Smith Phone FAX: La Paz Road, Santa Barbara, CA 93108

Transcription

1 SPORTS INFORMATION Sports Information Director: Ron Smith Phone FAX: La Paz Road, Santa Barbara, CA Westmont Sports Information Strategic Communication Plan January 25, 2012 The purpose of this document is to provide guidelines for communication issued from the Westmont Sports Information Office (SIO). This document should be reviewed and revised on an annual basis to consider: Changes to the message The incorporation of new or additional communication media The discontinuance or modification of existing media Message: The scope of communication from the Westmont Sports Information Office is broad, ranging from providing insights to the mission, purpose and culture of Westmont and Westmont Athletics to in-game score updates. All of the following areas are important. It is the duty of the SIO to address each of these areas. Below is an attempt at a comprehensive list of message categories issued by the SIO. Philosophical and Mission-oriented Messages: o Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. o Athletics as part of a liberal arts education o The development of the whole person through athletic competition - physical (athletic abilities), intellectual (academic), spiritual, emotional, relational, leadership development. o Athletics communicated within the context of Christian faith as an expression of service to God. Communication of Westmont Culture and Student Experience: o The predominate public opinion of collegiate athletics and athletes differs significantly from the culture of Westmont Athletics and the experience of Westmont student-athletes. The SIO should seek to communicate both directly and indirectly the values, goals, expectations, and spirit in which

2 Westmont Athletics is conducted. It should also seek to reveal the experiences of Westmont student-athletes. o Because Westmont student-athletes are involved in every aspect of the college, the SIO has the opportunity to celebrate and promote the experiences and activities of students-athletes in non-athletic activities such as choir, orchestra, the speech and debate tournament, student government, academic pursuits and accomplishments, etc. By doing so, the SIO promotes an understanding of the larger Westmont community. Promotion of Teams, Coaches, and Student-Athletes: Through a variety of means, the Westmont SIO promotes Westmont teams, coaches and student-athletes. Such promotion should include: o Promotion of an upcoming season. o On-court accomplishments of teams, coaches and student-athletes including milestones (e.g. 300th win, 1,000th point, new record) o Off-court accomplishments of teams, coaches and student-athletes o Service projects/trips in which teams or individual student-athletes engage. o Honors received by teams, coaches or student-athletes o Coaching experiences away from campus (e.g. coaching a semi-pro team, coaching overseas, coaching a national team) o Player and coach profiles Schedule, Results and Statistical Reports: o Schedules and calendars o Rosters o Game stories o Score Updates and reporting o Career, season and game statistics o Visitor Information Ethics and Values: Communication from the sports information office will be consistent with the Westmont College Community Life Statement which can be read at: Communication from the SIO will uphold the following values and standards: Integrity, Truthfulness and Honesty: Westmont Sports Information will not knowingly deceive or mislead through any of its means of communication. Integrity will be a hallmark of all information released by the SIO. Privacy: Westmont Sports Information will respect the privacy of Westmont athletes and coaches and will conform to the requirements of the Health Information Page 2 of 8

3 Portability and Accountability Act (HIPAA) and the Family Educational Rights and Privacy Act of 1974 (the Buckley Amendment). Accuracy: To the best of its ability, the SIO will accurately tell stories, report facts and statistics and provide information. When mistakes occur, appropriate action must be taken to correct the error. Respect and Sportsmanship: Respect will always be shown to Westmont coaches, players, administrators, parents, fans, opponents, officials, fans, the Golden State Athletic Conference, the NAIA, etc. The SIO will not engage in mockery, taunting, slander, etc. Timeliness: Westmont Sports Information will make every effort to provide timely communication to the media and fans. Service: All communication will serve the best interests of the college, athletics department, coaches, players, GSAC and NAIA. Tradition: The SIO will strive to honor the many contributions of coaches and players from Westmont Athletics' past. Audience: Westmont Athletics has a large audience made of many significant constituencies including: o Current Westmont student body o Current and former Westmont faculty and staff o Westmont alumni o Current Westmont parents o Current, former and potential donors to both Westmont and Westmont Athletics o The Media - local and regional o The Santa Barbara athletic community o The greater Santa Barbara community o Potential Westmont students o Westmont Athletic recruits o The NAIA and Golden State Athletic Conference administration, schools and fans. o Fans of Westmont Athletics o Fans of Westmont Athletics competitors The size and breadth of the audience represents an opportunity for Westmont College and Westmont Athletics to communicate the messages outlined above. Page 3 of 8

4 Communication Vehicles: List of Communication Vehicles: o Westmont Athletics website o Press releases o Press conferences (including the SBART weekly press luncheons) o Video and audio Broadcasts o Warrior Update o Westmont Athletics Facebook page o Westmont Athletics Twitter account o escores text message updates o Pocket schedule cards o Game programs o Game announcements o Game scorecards o Google calendar o Visitor's guide o Warrior Sportsline Table of Communication Vehicles and Message: Philosophy/Mission Culture Informational Mission Liberal Arts Whole Person Faith Culture Student Experience Promotion Schedules Rosters Game Stories Score Updates Score Reporting Statistics Visitor Information Website X X X X X X X X X X X X Press Releases X X X X X X X X X X Press Conferences X X X X X X X X Broadcasts X X X X X X X X X X X X X Warrior Updates X X X X Facebook X X X X X X X X X X Twitter X X X escores X X X Pocket Schedules X X Programs X X X X X Announcements X X X X X X Scorecards X Google Calendar X X Visitor's Guide X X X X X X X X Sportsline X X X Page 4 of 8

5 Table of Communication Vehicles and Audience: Student Body Faculty/Staff Alumni Parents Donors Media SB Athletic Community Greater SB Community Potential Students Potential Recruits NAIA/GSAC Fans Opponent's Fans Website D D D D D D D D D D D D D Press Releases I D I I I I D/I I Press Conferences D I I I I I I Broadcasts D D D D D D D D D D D Warrior Updates D D D D D D D D Facebook D D D D D D D D D D D D Twitter D D D D D D D D D D escores D D D D D D D D D Pocket Schedules D D D D D D Programs D D Announcements D D Scorecards D D Google Calendar D D D D D Visitor's Guide D D D D Sportsline D D D D D=Direct Communication I=Indirect Communication (e.g. through the media) Media Media Agencies: Below is a list of media agencies and the form of information each receives on a regular basis. For contact information, please see the Media Contact list. o Santa Barbara News-Press o Montecito Messenger/Daily Sound o Santa Barbara Independent o KEYT Television o Presidio Sports o KSBY Television Page 5 of 8

6 o KCOY Television o Noozhawk o Coastal View News o Ventura County Star o Los Angeles Times o Associated Press Press Releases Media Relations: o Westmont Sports Information will develop and maintain a positive relationship with the media. Aspects of this relationship will include: Meetings with members of key media outlets (e.g. Santa Barbara News-Press, KEYT, Presidio Sports) to discuss: How the SIO can assist these agencies in covering Westmont Athletics. Providing story ideas related to Westmont Athletics. Promoting the culture and nature of Westmont and Westmont Athletics. Keeping these agencies aware of significant developments related to Westmont Athletics, the Golden State Athletic Conference and the NAIA. Providing regular information to the media through Warrior Update and Press Releases. o During game coverage by local media, Westmont Sports Information will provide media members with: A suitable workplace with internet access, electrical power, a table and a chair. Hospitality services which, depending on the circumstances, could include providing water, a concession voucher and/or access to a hospitality area where a meal or refreshment is provided. Reserved parking. o The SIO will respond to all media requests for information, photographs, interviews, etc. Page 6 of 8

7 Crisis Communication Definition and Examples: o Crisis communication is any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics. o Crisis communication may include communication regarding events, for example: The death of a player or coach. A vehicle accident involving a team, players and/or coaches. An arrest of a player, coach or administrator. Ineligibility of a player. Unsportsmanlike conduct by a player or coach. The forfeiting of games due to rule violations. An athlete publically criticizing the institution, athletic program or coach. Investigation of the NAIA or GSAC for a rule violation. Investigation by the government for Title IX violations. Natural disaster such as a fire or earthquake. o Crisis communication may include communication regarding decisions of the institution or the athletic department. Decision to cut funding for a sport or reduce scholarships. Decision to remove an athlete for a time. Decision to fire a coach or administrator. Principles of Crisis Communication: o Honest and Truthful The SIO will not knowingly mislead the media or public in its release of information. Dishonesty produces distrust. o Proactive It is imperative that the institution and athletic department be proactive. The more controversial or potentially damaging a particular situation, the more proactive the communication should be. This is the primary mechanism the institution has to be able to communicate its message. If the institution leaves a message vacuum, the media will fill the vacuum. o Transparent Though it may be difficult, the institution must be transparent to the extent allowed by law and respect for others. Concealment leads to speculation which is often more damaging than the truth. o Respectful of Privacy Though at times in conflict with the principles outlined above, the institution must protect the privacy of athletes, coaches and administrators. Page 7 of 8

8 o Seek the Best Interest of People over the Institution The best interests of the institution are always served when it puts people first. o Gracious Communication should never serve vindictive or retaliatory purposes. Responsibilities of Sports Information related to Crisis Communication: o Advising It is the duty of the sports information director to advise the athletic director, school administrators and other key decision makers in regards to public relations when matters involving crisis communication arise. From a public relations point of view, the earlier the sports information director is involved in the decision making process, the better. o Plan Formation Working with administrators, the sports information director should facilitate the creation of a crisis communications plan relevant to the specific situation. The communication plan should include: The message(s) to be communicated The means of delivering the message(s) The communicators of the message(s) The frequency of communication A mechanism for handling inquiries from the press. A plan for follow-up messaging. o Plan Review Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be considered a fluid plan to be reviewed and modified as needed - which could be on an hourly basis. o Plan Implementation The sports information director, working with the athletic director and administrators as appropriate, is to take responsibility for the implementation of the specific crisis communication plan including: Message content creation Coordination of any press releases, press conferences, etc. Updates of the athletics website and/or Facebook page as appropriate. Serving as a contact person for press inquiries and requests for interviews. Implementing and follow-up messaging. o Review and Evaluation At the conclusion of a crisis communication situation, the sports information director should coordinate and produce a written review of the specific crisis communication plan, making suggestions for future crisis communication situations. Page 8 of 8