e) Communication Processes in Detail

Fig 5.0 Traditional V Digital


Traditional media

What is traditional media?

Traditional media includes platforms and delivery tools that have been used since the days before digital became the norm.

Platforms include:

  • Hardcopy
  • Radio
  • TV
  • Signage
  • In Person

Content Delivery includes:

  • Face-to-face
  • Meetings
  • Newspapers
  • Magazines
  • Radio and TV programs
  • Billboards, posters, pamphlets and signs
  • Press releases

How can Clubs access traditional Media?

The most common forms of print media include newspapers and magazines. Community newspapers are the most accessible for local clubs. Most community newspapers welcome content from clubs in the form of match reports or club notices. This is a great way to promote the club.

The same applies to radio. Most areas in Australia are serviced by a community radio station who are always on the lookout for stories and interview opportunities from their community. Your club may even approach the radio station with a proposal to host its own show just as Bentleigh Greens Soccer Club do on 88.3 Southern FM Melbourne.

The same also applies to TV. Most states and territories have community TV – C31 in Melbourne is an example. Clubs should approach the station for shows covering their sport or sport in general and seek to get exposure on the show in the form of an interview or promotion of an event.

Media Releases

A media release is the most effective way of providing information to media outlets about your event, issue or program. Its purpose is to gain the interest of the media outlet, and provide them with the angle of how to position the story.

Sane Media has written an excellent article on how to produce a media release – find it by clicking here.

Fig 5.1.1 – example Media release (Source: Dept of Sport and Recreation – WA)

Make the most of Slow News Periods

A lot clubs neglect approaching the bigger traditional media outlets because they feel their stories are of no interest to the likes of Herald or Channel 9 or ABC radio national. However, media agencies are always seeking content, especially in slow news periods as demonstrated by the following release from AAP MediaNet click here

Don’t forget Hardcopy

Hardcopy communication delivery methods are a cost-effective tool for marketing and promotion consisting of:

  • Signage
  • Flyers
  • Banners
  • Pamphlets
  • Posters
  • Billboards

Clubs should consider hardcopy delivery of their marketing and promotion messages to increase awareness and build the sense of belonging. With the use of volunteer and sponsor resources, clubs can utilise hardcopy marketing and promotion at little or no expense.

Most clubs will have access to members who are comfortable using software such as photoshop and Indesign to produce graphic designs that can be made into flyers for electronic delivery or delivery into letterboxes by volunteers. The emergence of low cost printing from outlets like Officeworks means that flyers, banners and posters can be produced at minimal cost.

Billboards require specialist expertise for the artwork and therefore more cost however, a well placed billboard promoting a club fundraiser will provide maximum visibility and if the club has a real estate agent as a sponsor then the billboard may be provided for free.

Face to Face and Word of Mouth

Face-to-face communication delivery methods include:

  • Meetings
  • Staff or volunteer meetings
  • Stakeholder meetings: suppliers, sponsors, council, schools and so on
  • Player meetings
  • Events
  • Presentation nights
  • Special event days

Face-to face encounters offer clubs further opportunities to market and promote via word of mouth and the delivery of promotional material such as flyers.

Further Marketing & Promotions Information

a) Understanding the DNA of a Sports Fan
b) Identifying your Stakeholders
c) The Importance of Databases
d) Communication Processes for Marketing & Promotion
e) Communication Processes in Detail 
f) Digital Communication

g) Facebook
h) Twitter
i) The Power of Pictures
j) Video Sharing
k) Updating all your Social Media at once
Successful Marketing and Promotions for clubs

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