Provide input and direction to NWATA’s public relations program by:
a. Communicating between state public relations committees.
b. Ascertain available public relation resources.
c. Implementing meaningful, viable public relations activities.
d. Submitting items to national, regional and state athletic training publications.
e. Advising the President and Board on matters pertaining to public relations.
NWATA Contact: Benjamin Henry email@example.com
NATIONAL PR UPDATE:
NATA continues to make headlines with new Journal of Athletic Training studies among other general news bureau efforts. We’ve also started a preliminary focus on the 5th Annual Youth Sports Safety Summit, the upcoming National Athletic Training Month program and planning for release of the secondary school benchmark survey results. We’ve created this recap report as a year-end double issue (very common with magazines and other media outlets to ensure wrap up coverage) and are excited to end the year with strong results and great stories in the making.
Total January audience reach: 34,694,129
1. 5th Youth Sports Safety Summit
We are working with NATA on preliminary media relations outreach and logistical planning of the Summit, which will take place in Washington, DC on Monday, March 10. A Hit the Hill day to promote youth sports safety legislative efforts is scheduled for March 11.
Our next steps will include:
The agenda includes such noted speakers as Brian Hainline, MD, chief medical officer at NCAA; researcher Dawn Comstock, PhD; and Neeru Jayanthi, MD, board of directors, American Medical Society for Sports Medicine. Tom Farrey, nationally acclaimed ESPN reporter, will serve as a panel discussion moderator.
2. National Athletic Training Month
With the NATM theme of “We’ve Got Your Back”, we will closely align PR efforts in March and the month to the Summit mentioned above. We will address other NATM press release themes separately in our February PR report and have worked with Ellen Satlof to revise the PR toolkit.
3. Journal of Athletic Training
We released end of month press releases supporting the two statements below. Our media follow up is ongoing and several key outlets have indicated interest in reviewing these as spring sports seasons are underway. Please consider this update very preliminary:
a. NATA position statement: “Preparticipation Physical Examinations (PPE) and Disqualifying Conditions”
We worked with lead author Kevin Conley, PhD, ATC, to craft a press release on the statement.
Early results include Momsteam.com (February 6, total audience reach: 250,000): http://www.momsteam.com/health-safety/standardizing-preparticipation-physical-exams-goal-new-nata-position-statement
b. “Best Practices for Sports Medicine Management for Secondary Schools and Colleges” -- inter-association consensus statement as originally publicized last summer was just released in the Journal. We amended the release accordingly and with quotes from lead authors Ron Courson and Mike Goldenberg.
We received this initial coverage as follows:
News-line website (total audience reach: 80,000)
4. College Athletes and Mental Health Consensus Statement
As noted in previous reports we had been working with lead author Tim Neal, our case history student athlete (from September’s national press event on the topic), Will Heininger and ESPN producer Nicole Noren on a long-planned print and broadcast story. NATA and reference to Tim, Will and the statement were included in the Sunday, January 26 online story (total audience reach: 8,500,000). The actual broadcast was specific to a former University of Missouri swimmer who committed suicide due to her mental health issues. While we agree NATA’s recommendations could have added balance to the story of this tragic outcome, and producers had taped interviews with Tim and Will, producers ultimately decided to address recommendations online only:
As follow up to the ESPN story, Will Heininger was contacted by the Detroit News for a follow up story in which he mentions athletic trainers and there is also referral to the NPR story we coordinated as follow up to September’s event. These are all positive next steps and coverage by the media:
Detroit Free Press, January 28 (total audience reach: 209,652: http://www.freep.com/article/20140128/SPORTS06/301280104/
Future opportunities (select listing):
CNN: We spoke again with producers at CNN who will continue to consider the recommendations and perhaps more specific to an upcoming student event where they are appropriate.
The Jed Foundation: This organization committed to issues surrounding mental health had contacted NATA as follow up to the event. We are in communication with them on any next steps/areas of interest and continue to maintain that contact.
Huffington Post: Tim Neal was contacted directly by reporter Linda Flanagan for a story on the topic and was referred to Tim directly by producers. This story is slated to run in February.
5. Advance for Physical Therapy and Rehab Medicine
We continue to work with Advance and editor Jon Bassett on bylined articles for the year. Kevin Conley wrote an article on preparticipation exams to be published in the March issue. This was in tandem with Journal of Athletic Training publication and the presentation at the Summit on the same topic.
Jim Thornton was also interviewed by editor Danielle Bullen on an article re: stretching to be published on February 24th and we will track.
6. Rachael Oats Press Release on New Promotion
We crafted and distributed a press release to key trade and consumer outlets. Results to date include:
7. Friday Night Tykes and NATA Official Statement
In response to the new Esquire cable network series Friday Night Tykes (Texas youth league football) and its blatant disregard of youth sports safety through coaches and parents who encouraged violent play, did not adhere to safety precautions and challenged 8-year-old athletes to participate with dangerous consequences, NATA issued an official statement expressing caution and concern. Several other organizations including the NFL, USA Football and Pop Warner had done the same.
As a result, Forbes magazine youth sports blogger Bob Cook, ran an article on the show and cited NATA and its position on the program on February 5 (total audience reach: 4,556,125): http://www.forbes.com/sites/bobcook/2014/02/05/friday-night-tykes-coaches-suffer-for-showing-how-football-sausage-is-made/
8. February is a Super Sports Month Press Release
We crafted and distributed a press release on February as a month featuring the Super Bowl and Olympics and how it may inspire viewers to participate in sport but to do so carefully and with safety in mind. Jim Thornton is quoted and offers great tips for preparation and participation. HealthDay news service wrote and distributed an article picked up by more than 150 media outlets. Here are a few highlights:
Philadelphia Inquirer/Daily News: http://www.philly.com/philly/health/sportsmedicine/HealthDay684509_20140205_Ready_to_Get_in_Shape__Ease_Into_Exercise__Experts_Say.html
Jim also conducted a half hour live interview with Sirius Satellite Radio and its sports medicine show hosted by Dennis Cardone, MD and Warren Young, MD (from NYU Langone Hospital) on Thursday, February 7. The show included a great overview of ATs, their education, sports safety, differences from PTs and personal trainers, among other relevant information.
As a result of this distribution, Dallas Morning News health/fitness reporter Leslie Barker contacted NATA about a story on healthy habits that need breaking (e.g. too much exercise, starting too fast and soon, etc; extreme dieting tactics, etc.). Kathy Dieringer provided some terrific tips and the article is slated to run within the month.
Total audience reach to date: 12,500,000
9. Consumer Placements
Grandparents.com, 526,001 and Huffington Post (total audience reach: 7,500,000)
Jim Thornton was interviewed by editor Sara Schwartz for this online story on avoiding injuries from exercise as we age. The story ran on the website and was then picked up by the Huffington Post extending our message to millions of others browsers! Here are the links:
Minnesota State High School League Winter Bulletin, total audience reach: 435 area high schools
Howard Voigt, director of information with the MSHSL contacted us late last year and asked to run information from the November Journal of Athletic Training study on ACL injuries (with author Dawn Comstock) and to include additional editorial from Bill Roberts, MD, chair of the League’s sports medicine advisory committee, who addressed ACJ reduction strategies:
http://www.mshsl.org/mshsl/index.asp (please click on “Winter Bulletin” tab and scroll to page 15).
10. Trade Placements
Athletic Business, February 2014 issue, total audience reach: 41,010
Editor Dennis Van Milligen wrote a feature article on the increasingly important role of athletic trainers in the high school setting – and specific to concussion prevention and treatment. Larry Cooper and Tamara McLeod were interviewed in this very positive profile of the profession: http://www.athleticbusiness.com/images/digitalissues/0214/ (please scroll to pages 58-59).
American Football Monthly, January 2014, total audience reach: 15,000
Editor/publisher John Gallup wrote an article on MRSA and safety first for the January issue. He referenced the NATA statement recommendations and sourced the association accordingly: