The Catholic times. [volume] (Columbus, Ohio) 1951-current, 1958-10-31

High Schools
Striking Out in PR

High school athletic programs are designed pri-
marily. to provide a physical outlet for students. In
this, the schools have scored exceptionally well as
they constantly expand their athletic programs so
more can benefit.
However. most high schools are batting 900 in
one respect. They have been striking out on the
field Of "PR"- public relations.
Fans-especially alumni-nourish great inter-
est in teams which play under their school banner.
Because of this great interest, newspapers give ample
cOverage to these sporting events.
This newspaper coverage serves to heighten
spectator interest, especially If a school team is roll
Ing along with a good record. The net result is that
more spectators attend these school contests.
Big crowds naturally mean a big financial shot
In the arm for the schools and enables them to obtain
more and better equipment for athletes and cover
other athletic expenses.
Because Of this, IT'S assumed that schools would
e snxiov: TO, IN newspaper talk, "gst into print"
However. "tainf" necessarily 50.
A while back, Lou Berliner, who has been cover
Ing the high school athletic scene for the Columbus
Dispatch for years, discussed this very point in =
column: In the article, he expressed the wish that
local high schools would become more public rela-
IONS conscious, and provide "thumbnail' information
he NOTED THAT because of the increase in
nlgn schools and expansion of athletic activities, this
service would relieve newspaper sports desks of a
Some of the larger Ohio high schools, like Massil-
ION, Mansfield, and others, put out elaborate bro
cnures which are dripping with information. These
are welcomed by. sports desks because it gives re-
0OuG dcl lulUI OH WHO Inc VG' IC
and what his athletic achievements have been.
On the other extreme, most schools put out
morning. which means sports writers have to spend
: 'f OF valuable fine digging out needed informa-
non u afnlenc evenfs are TO b covered adequately,
IN larger cities, writer's don't have time TO do this
and many schools are OUT Of luck Is far Is complete
press coverags Is concerned.
An example of the complete breakdown in PR
public ~relations) was experienced by the Catholic
Times, Letters were sent to all football coaches. ask
mem 10 SEND In schedules and a brief sketch of
NOT ONE REPLY was received before the sea.
son started. A couple of letters trickled in. AFTER
the grid season got under way.
No one expects the high schools to put on
for high school coaches and athletic directors to TISt
open their mail!
High school athletic directors certainly would
the barest Information
Several weeks before the opening of any athletic
season, It Is that a news release be
sent to all local news media.
In this release should be: schedule, previous
years record, names Of players designating letter
msnl year in school, uniform number, coaches
nsnss. etc. Sending This release doesn't mean that
the schools team. But II certainly will lead sports
writer's TO look kindly upon that school,.
Wnen there are any changes, especially in
schedules, newspapers should be notified immedi-
. Coaches usually have enough to keep them busy
SO that they may not have the time to tend to this
little chore. However. an ideal substitute would be
. team manager, since ne is close to the team. Or
any student who is interested, would do just as well.
This UDENT COULD gather the material, fix
up a rough draft and submit it to the head coach for
his additions and corrections.
Next, the writer would type Tor write clearly the
release In four or five copies, get the coach's sigma
ture, and mail the information out to the various
papers. NO paper should be shown any favoritism.
ParoehisI schools are urged to remember their
Diocesan paper, which has to have The information
one week before publication.
For example, a release on a coaching change.
should be given the Times about four DAYS before
the daihes so that the announcement can come out
simultaneously in all papers.
However, it should be remembered that news
papers still retain the right to print what they believe
Is newsworthy. Also, they are bound by space limi-
tatons: This is especially true OF the Times. There
fore, all that Is submitted won't be printed.
observing the Of public relations
can be very beneficial-LVF
rhnofnx c. A1- "