STOP DROWNING NOW
It is highly possible drowning incidents will increase in 2021’s warmer months. No one understands this better than USSSA members. Almost all of us have seen our student numbers halt or otherwise reduce significantly. While bad for our livelihoods, reduced access to swim lessons is a public health risk for our communities. Here are some ways we can prepare today for what everyone hopes will not happen – a very busy 2021 drowning season. 1) Educate yourself on drowning trends in your community. Research the facts from the public body that tracks accidental deaths and injuries. Learn how incidents have increased, decreased or stayed the same over time. Note whether pools, open water or other venues are where the drownings have occurred. These facts and knowledge will help your awareness as drowning season picks up. 2) Include drowning prevention in your marketing and social media plans. Look for local content in your community research that you can curate into your own content. Hyper-local may resonate the most effectively with your clients and audience. They may be able to relate more to an incident close to home over one in another state. Consider using directness with diplomacy in your messaging. Give drowning risk the gravity it deserves but consider an understated tone and language. That approach may resonate deeper than sensationalism or preaching. 3) Prepare a media relations plan. Educate yourself on what drives media professionals. Drownings will happen in our communities: it is a fact.. Position yourself as the expert with reporters, bloggers and officials. See Jaison Manns’ article in this issue on how to effectively do this. Be prepared if a reporter, news producer or other media professional contacts you. Like drowning, journalism can be fast and unexpected. Prepare, practice, be reliable and available. It may not be convenient. But your leadership in communications can not only help your business, but the families that will hear, see or read your knowledge. 4) Prepare your teams. Consider how they can carry the message to clients, how to respond if they are present when a drowning occurs *outside* work hours. If you don’t have or require CPR and other rescue training, then safety and accident response education can be valuable for your team long after they move on to other things.
18 | USSWIMSCHOOLS.ORG
BY SARA BISKIE SDN BOARD OF DIRECTORS
