Communications Seminar

PARTICIPANTS’ PROFILE & PREREQUISITES

The seminar is intended for staff members and volunteers of Athletics Federations, with particular focus on those members or volunteers responsible for the Communications Service of the Federations, be this a day to day responsibility or a more strategic focus.

CONTENT

The topics to be covered in the seminar include all aspects of modern communications and, more specifically:

· Seminar Introduction

- Formal opening

- Personal introductions

- The IAAF – philosophy and structure

· Media Services at Competitions

- Setting up press operations

- Basic requirements for championship and one-day events

- Co-ordinating communication (information, access to athletes, image building through service)

· Federation Publications

- Types of publications

- Resources

- Production

- Distribution

- New formats (e-mail newsletters)

- Challenges and opportunities

· New Media (Internet/Extranet)

- Why the Internet?

- The IAAF website – history and development

- Building a website

- Marketing a website

- Possible revenue streams and resources

- The IAAF Extranet Project

· Public Relations

- Press Releases

- Press Conferences

- Relations with the Media and General Public

- Building a positive image of the sport

- Building visibility and credibility

- Crisis management

· Communications Strategy

- Importance of communications to a federation

- Assessment and goal setting

- Building a brand

- Team spirit through internal communications

- External Communications

· Promotions

- Selling the sport

- Promotional tools

- Working with athletes

- Linking with sponsors

- Co-ordinating promotions (publications, Internet, email, events)

- Discussion

· Seminar Wrap-up

- Evaluation

- Formal closing