Four Steps to Propelling Your Swim School in TV Newsrooms

We are in very uncertain times. Municipalities across the country are placing capacity restrictions on businesses, causing many of us to have to pivot...again.

It’s a word that became very familiar to us in 2020. Part of rebuilding your coffers will be exploring new ways to bring attention to your swim school. One really great way of doing that, at a minimal cost, is through the media. Swimming is essential. But how do you get featured on your local news to let people know? It’s simple if done correctly. And, you won’t need a huge PR or Marketing budget. Here are some tips:

BY JAISON MANNS

CHIEF OF STAFF SWIMJIM, INC.

RULE NUMBER 1: Relationships are everything.

Do the work and build relationships. As with any relationship, you can’t ask a “favor” of a stranger. Get to know your local journalists. Social media is a great place to start. Add your local journalist on Facebook, Twitter, or Instagram, and take the time to share and “like” their pieces of work.

RULE NUMBER 2: Remember, characters make stories.

For this article, David Hatcher, the Executive Producer for ABC News Live, tells me, “The number one thing would be what’s the story and who is the character. Characters make stories and issues come to life.” Hatcher adds, “When possible while pitching a story, have those compelling characters in mind. And, have a few of them, so different organizations can have different stories. Try to anticipate what journalists will need to tell the story.” Your swim school is not the story, but maybe someone who works in your school or even a client of your school is. Hatcher continues, “I don’t want to hear about how your program CAN help kids on the spectrum. I want to hear about how your program DID HELP Jaylen, an 11-year-old boy with autism learn how to swim, and how it can help others like him.”

RULE NUMBER 3: Make sure your pitch is relevant.

Keep your ear to your community and be prepared to react quickly to news. For example, if your local news is covering after-school activities for children to stay healthy, put in a call to your local news contact and pitch your swim school as a place to shoot on-location. Have a group of children psyched and ready to swim. Take the time to pay attention to strange holidays like National Girls and Women in Sports Day or National Swimming Pool Day. Think outside of the box. Don’t forget your “characters.”

RULE NUMBER 4: Be patient with the process.

Building relationships, coming up with relevant stories, and getting coverage takes time. Be patient with yourself and the process. A huge mistake often made is everyone thinks *their* story is *the* story. Be mindful that assignment desks, producers, and reporters get *hundreds* of press releases and media advisories every day. If at first, your story doesn’t get coverage, keep trying. Getting news coverage is a great way to spread the word that swimming and LTR programs are essential and drowning is completely preventable. It’s also great for your brand and brand awareness. Keep pitching those great stories and we’ll see you on TV.

Jaison Manns is a New York City-based former journalist. He has lent his talents to CNN, WYNW, and WNBC. He began his role as the Chief of Staff for SwimJim, Inc. in the summer of 2018.