MEDIA DOs & DON’Ts 

This document is currently under review by Special Olympics Ontario 

MEDIA DOs & DON’Ts 

  • Make sure your event or story is newsworthy. 
  • Never use pressure to get publicity for your event. 
  • Keep your news releases as short and concise as possible. Send your media release to a specific person. They should arrive at least three days prior to your event. 
  • Double check all the information you send to the media for accuracy. 
  • Ensure that all your media material is typewritten and appears on letterhead. 
  • Remember to follow up with your media contact – this will give you an opportunity to speak directly with them about your event. 
  • Target the media appropriate to your event (sport reporter for sporting events, lifestyle reporter for human interest, etc.). 
  • Keep in touch with your media contacts. 
  • Know the deadline requirements for submitting copies, photographs, etc. 
  • Have only one representative from your community act as the contact for the media and be as accessible as possible. 
  • When speaking to the media, always listen carefully to questions. If you cut in, you may not be giving the reporter the right answer. 
  • Demonstrate knowledge – your answers to the media should always reflect Special Olympics Ontario’s positive image. 
  • During an interview, you are in control of the situation – remember that you have the expertise. If you cannot answer a question, it is okay to say, “I don’t know, but I will find out for you”. 
  • Always be polite, never defensive. If a reporter asks a negative question, always remain pleasant and answer the question in a positive manner. Be as helpful as possible without giving the reporter any proprietary information about Special Olympics. 
  • Don’t organize a news conference unless you have something relevant and of importance to report. 
  • Never say “no comment” and never repeat negative information. 
  • Consider bringing the media on board as a sponsor of your event. 
  • Remember to thank the media – they can be your best support and strongest link to your target audience.