Media Guide
Sharing news and content can help your club raise awareness, attract new participants and promote sailing within your community. Media includes more than newspapers, radio and television; it also covers social media, local websites, community newsletters and noticeboards.
You don't need a large budget or a dedicated marketing team to get started. A clear message, an interesting story and a few local contacts can go a long way.
Define Your Message
Think about what you want people to know about your club and why they should get involved. Keep your message positive, consistent and focused on the benefits of sailing.
Consider highlighting that sailing is:
- Fun and social - An opportunity to spend time with family, meet people and build friendships.
- Accessible - Opportunities for people of different ages, abilities and experience levels.
- Affordable - You don't necessarily need to own a boat to get involved.
- Adventurous - A chance to enjoy the outdoors, learn new skills and take on new challenges.
Showcase what makes your club unique, whether that's learn-to-sail programs, community events, competitive racing or social activities. Use real examples, photos and participant stories to bring your message to life.
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Choose Where to Share Your Story
Consider which media channels reach your local community and are most relevant to your message.
- Local newspapers and radio - Share news about upcoming events, club achievements, participation programs and community initiatives.
- Social media and your website - Publish photos, news, event information and stories that encourage people to get involved.
- Community newsletters and noticeboards - Promote courses, open days and upcoming activities.
- Local councils and businesses - Explore community event listings, newsletters, partnerships and sponsorship opportunities.
| Update Facebook? |
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Bare Minimum
Once a week
Better
3-5 times a week
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Avoid
Sharing a bunch of posts in quick succession.
Allow at least 3 hours in-between posts.
Too many updates is the #1 reason people unfollow Pages.
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| Update X? |
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Bare Minimum
Twice a week
Better
2-10 Tweets a week
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Avoid
Disappearing from Twitter for weeks or months
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| Update Instagram? |
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Bare Minimum
Once a week
Better
3-5 times a week
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Avoid
Sharing a bunch of posts in quick succession or disappearing for weeks at a time
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| Update YouTube? |
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Bare Minimum
Once a month
Better
2-3 times a month
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Avoid
Posting low quality (grainy, glitchy or shaky) footage
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Tip: Build relationships with local journalists, community radio stations and council communications teams. Keep their contact details handy and let them know when your club has a story worth sharing.
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Identify a Good Story
Media outlets are more likely to take interest in a story that is timely, relevant and interesting to their audience.
Look for opportunities to promote:
- Club open days and learn-to-sail programs.
- Local sailors achieving significant results.
- Community participation and inclusion initiatives.
- Volunteers making a difference.
- Special events, milestones and club anniversaries.
Think about what makes the story relevant to your local community, not just to existing club members.
Tip: Invite local media to significant club events and provide high-quality photos that clearly illustrate the story.
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Writing a Media Release
A media release is a short announcement sent to journalists or media outlets to encourage them to cover a story. Keep it concise, ideally to one page, and put the most important information first. Include:
- Headline - Clearly communicate the main story.
- Date and release status - Include the date and indicate whether the release is for immediate release or relates to a future event.
- Opening paragraph - Explain who, what, when, where and why.
- Supporting details - Add relevant background information and a quote from someone involved.
- Media contact - Provide a name, phone number and email address.
- Photos - Attach suitable, high-resolution images with captions and photographer credits.
Write in plain language and focus on why the story matters to the community. Include the full media release in the email body where practical, rather than relying on an attached PDF.
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For more guidance on promoting sailing and engaging your local community, contact your Club Support Team.
