1
Working with the Media ………………………………............................Pg. 3
o Developing a Media List
o Developing a Relationship with the Media
o Executing Media Events
Brand Consistency ………………………………………………………...Pg. 4 - 5
o Logo Guidelines
o Creating Public Relations Materials
Marketing Resources/Brand Guidelines …………………………………Pg. 6 - 11
o Monthly Update
o Example Fact Sheet
o Letterhead & Envelope Example
o Brochure Example
o Example Flyer
Media Advisories and Press Releases …………………………………..Pg. 12 - 17
o Format a Good Press Release
o How to Pitch a Story
o Sample News Release Templates
o Sample Media Advisory Template
Using PSAs & Letters to the Editor….. …………………………………..Pg. 18 - 20
o Letters to the Editor
o Sample Letter to the Editor
Developing Newsletters …………………………………………………….Pg. 20 - 23
o Newsletter Best Practices
o How to Start a Newsletter
o Hard Copy Newsletter
Utilizing Global Messengers ……………………………………………...Pg. 23
Digital Promotion of Your Program …………………………………….. Pg. 23 - 26
o Program Promotion
o Finding New Venues
o Social Media
o Top 10 Quick Tips for Using Social Media
Creating a PR Sun-Committee …………………………………………….Pg. 26
Donor Recognition…………………………………………………………...Pg. 26
TABLE OF CONTENTS
2
Special Olympics for Every Month of the Year …………………………Pgs. 27 – 28
Crisis Management/Policies & Procedures ……………………………..Pg. 29 - 32
o Emergency Plan Telephone List
o Special Olympics Policies and Procedures
Media Guidelines …………………………………………………………….Pg. 32 - 36
o Language Guidelines
o Photography Guidelines
o Media Interviews
o Interview Do’s & Don’ts
o Websites of Interest
o PR Terminology
Inclusion Revolution Campaign ………………………………..………….Pg. 37
o The Inclusion Pledge
Global Initiatives ……………………………………………………………...Pg. 38 - 40
o Spread the Word to End the Word
o Eunice Kennedy Shriver Day
Special Olympics PA’s Communications Department
Nicole Jones, VP of of Marketing & Communications – njones@specialolympicspa.org
Hailey Fuzak, PR & Marketing Manager – hfuzak@specialolympicspa.org
Nick Cammarota, Digital Marketing Communications Manager – ncammarota@specialolympicspa.org
3
1. Develop a comprehensive media list for your local program by becoming an avid media watcher.
Read as many daily papers as possible and become familiar with who is covering sports, special
events or writing captivating human interest stories. A key to getting coverage is learning which
reporters cover Special Olympics. Watch editorial pages, columns, and letters to the editor, as
well. These are all outlets for program publicity. Also become familiar with local radio programs
and sports talk programs in your area.
2. Put together a comprehensive mailing list which contain the names and addresses of journalists
and broadcast reporters in your area who are most likely to cover a Special Olympics story.
3. Your list for radio and television should also consist of assignment editors, sports editors,
producers who book guests for talk shows, and producers of public affairs and community related
programming.
4. To assist, you will find a statewide media list at www.tinyurl.com/SOPADropbox. You will,
however, need to call each outlet in your area to confirm the names and contact information on
the list. This is also a great way to introduce yourself and establish contact with your local media
representatives. Ask them if they would like to receive information on Special Olympics. If they are
not the right person, then ask who the appropriate person to send your information to is.
5. Create your media list in a computer data base. Every few months review it for updates.
1. Be available to the media. Let them know how you can be contacted, even if it means offering
your cell phone number or your program’s voicemail. Establish yourself as a valuable resource.
Always respond to a reporter’s call.
2. Always be credible. Never say anything that isn’t true or can’t be backed up. Don’t be afraid to get
back to the reporter if you have to research an answer. This is an example of when it will pay off
to be familiar with your program and program facts.
3. If the media inquiry results in a favorable story, be sure to send a thank you note and recognize
their story contribution via social media, if applicable.
When you have established some on-going media relationships and have received some good
coverage at various events, you may want to consider including a specific media event as part of your
next competition. This can include a press conference to announce that a fundraising goal has been
reached or to announce a new important community partnership or sponsorship. Just remember that to
actually hold a press conference – the announcement must have great news value to stand alone
separate from the competition itself. You will need a location for the press conference, a podium and
sound system, a banner or podium sign with your local program logo, an audience of supporters, a
short program of speakers and a visual activity (i.e. --- a presentation of an award, etc… that generates
interest.)
WORKING WITH THE MEDIA
DEVELOPING A RELATIONSHIP WITH THE MEDIA
EXECUTING MEDIA EVENTS
DEVELOPING A MEDIA LIST
4
1. The Special Olympics logo is the official trademark of the global program. The logo must always
be reproduced in its official form when enlarged or reduced.
2. Make sure the trademark symbol appears in legible size and in its proper position.
3. Place the logo on all official materials including stationary, correspondence, forms, checks, press
information, brochures, games programs, posters, ads, athlete numbers and uniforms, flags,
banners, games signage, medals and ribbons.
Standard Logo:
Are you using the correct brand mark artwork? Use only official master artwork files that are found
in the New SOPA Brand Marks and Tools Dropbox file. DO NOT photocopy, scan or attempt to
recreate your own version of the mark. Resources can be found at
www.tinyurl.com/SOPADropbox
Color references: The primary color palette consists of Special Olympics Red (Pantone 186) and
Grey (Pantone 418). The two colors are supported by Black (RAL 9017), Biscuit (Pantone Wam
Grey 1), and White for core applications of the brand visual identity such as stationary and
signage. Check out the Primary Color Palette in our Brand Guidelines folder via the Dropbox.
Lock-up options: There are a number of lockups of the mark that provide flexibility for different
layout situations.
\\\
Two Line Lock-up (Standard Version) Centered Lock-up
Single Line Lock-up
Use of the logo in Team/Office/Employee Representation and more can be found online.
(www.tinyurl.com/SOPADropbox – Brand Guidelines folder):
BRAND CONSISTENCY
LOGO GUIDELINES
5
1. Use the Special Olympics logo on all appropriate printed materials. All materials must reflect the
name change - Special Olympics Pennsylvania - XYZ County.
2. Gather together facts about your program, including mission statement, history, sports offered,
number of athletes, how to get involved, etc… and develop a one-page fact sheet. (See enclosed
fact sheet sample on pg. 7.)
3. Talk to athletes, coaches, families and volunteers about what Special Olympics means to them.
Keep notes to utilize in pitching stories to your local media or in developing testimonials.
4. Attend events and get a flavor for what is going on in your program.
5. Keep in touch with management team members and keep abreast of what coaches and athletes
are up to in your community.
6. Develop marketing materials that will help your program recruit athletes and volunteers. For Word
templates, visit www.tinyurl.com/SOPADropbox and look for the folder titled, “Marketing Toolkit.”
You can mail them, fax them, tuck them beneath windshield wipers, stack them on counters at
local businesses, libraries and schools, and hang them on walls and bulletin boards. (Obtain
proper permission where necessary)
a. Materials can be used to promote your local program’s fundraising activities, competitions, and can
solicit the help of volunteers for either event.
b. Use clever catch phrases and attention grabbing visuals. Check your computer for electronic clip art
or an office or art supply store for clip art books. Be sure to leave plenty of white space.
d. Print them with one or two colors on a relatively cheap grade of paper. Choose light or bright
colored paper.
e. Most flyers are printed on standard 81/2’’ x 11” paper – but 11 x 17” can act as a mini billboard –
providing high visual impact, at a relatively inexpensive price.
7. Produce program-specific brochures using the Word template available via
www.tinyurl.com/SOPADropbox - look for “Word Templates” in your program folder. (See
enclosed example on pages 9 – 10)
CREATING PUBLIC RELATIONS MATERIALS
6
8. Produce local program specific letterhead and business cards for volunteer use. (See enclosed
letterhead example on pg. 8 and business card below)
There are many resources available to local programs for use in branding, marketing and recruiting.
These resources are customizable for each program and can be edited as needed. Some very important
materials have been made available to every local program via our SOPA website, but can also be
accessed through our Local Program Dropbox at www.tinyurl.com/SOPADropbox.
In addition to housing Local Program folders that contain design files to assist with new brand guidelines
(banner, web, social media, uniforms, and Word templates), the SOPA Dropbox also contains folders
with helpful materials in the following categories:
Marketing & Communications Manual for Local Programs
Marketing Toolkit (containing athlete and volunteer recruitment materials)
Messaging (brochure copy, talking points, style guide)
Brand Guidelines (PowerPoint slides explaining our changes)
Professional Business Card InDesign Folder (for professional printing)
Professional Business Card Microsoft Word (files for in-house printing)
Professional Letterhead, envelopes (for professional printing)
Social Media Policy, Guide and "How-To" documents
SOPA Logo 1-Line, SOPA Logo 2-Line, SOPA Logo Centered
Special Olympics Sports Icons (stick figure icons for each sport)
Organization "Snapshot" Documents/Facts Sheets
Press Release Templates
Media Contact List... And More!
If you have any questions about the above documents, or would like to see some additional tools
developed to assist you with brand transition, please contact Nicole Jones at
njones@specialolympicspa.org or Hailey Fuzak at hfuzak@specialolympicspa.org.
MARKETING RESOURCES / BRAND GUIDELINES
7
Monthly Update
The Monthly Update is a tool to enhance communication between Special Olympics Pennsylvania’s state
office and its volunteer program management team members. Around the beginning of each month, an
email update will inform volunteers of the latest news available and accessed via our SOPA website.
Just visit our website at www.specialolympicspa.org and click on Volunteer Resources/Center to access
our Monthly Update.
Use the Monthly Update to stay “in-the-know” about any additional resources or general organizational
information. As tools are added to the SOPA Dropbox, they will be announced in the Monthly Update.
8
Fact Sheet Example
9
Letterhead & Envelope Example
10
EXAMPLE BROCHURE
{Your
County}
Contact Information
P. O. Box 14
Strabane, PA 15363
www.specialolympicspa.org
Click Local Program s– Washington County
724-745-9434
E-mail –cmazutis@comcast.net
{County Name}
11
Fall Sports
{List local program sports}
Bocce
Winter Sports
Skiing
Spring/Summer Sports
Aquatics, Basketball, Bowling,
Golf, Softball
{List Open Volunteer Positions} PR
Coordinator, Coach, Family Coordinator, etc.
{Your County}
Contact Information
Address line
City, PA 15363
724-745-9434
E-mail – emailaddress.net
12
FLYER EXAMPLE
13
1. A news release is an overview of an event and contains the details including dates,
time of the event or activity. Prepare your release ahead of time and have them
available to give to the media at your event. In case a media outlet cannot attend the
event, a good release may guarantee some coverage if it is received in a timely manner
and is well-written. (See PR example on pgs. 15 – 16)
2. Include all key information in the first two paragraphs. It is important to have the key
facts at the top of the release as well as any key quotes from key participants. Send
out releases at least two weeks before your event and follow it up with a phone call.
You can also fax and email releases, which may be preferred.
3. A media advisory alerts the media about an event and invites them to cover the story
(send 1 week in advance). Format for a media advisory is pretty straight forward. It
does not tell a story, it just gives the facts as to the “who, what, where, when, and how”
of your event. (See enclosed example of a media advisory on pg. 17.)
Format of a Good Press Release
1. Use your local program, chapter or regional letterhead (provided via
www.tinyurl.com/SOPADropbox)
2. Leave 1-11/2” margins on either side
3. At top of the page write CONTACT: (your name, title, phone number and email address)
4. Two lines below, write FOR IMMEDIATE RELEASE
5. Space down another two lines and write a headline in all CAPS. The headline gives the
overview of what you are trying to communicate. Include a sub headline directly
underneath the headline in upper and lower case, if necessary.
6. Begin the first paragraph with a dateline and the city where the news originates, as well as
the date the news is released followed by a space and two dashes.
7. Try to keep your press release to one page, if you must go to two pages type (more) at the
bottom of the page. On the final page, type # # # to indicate “the end.”
8. Assume that most readers don’t know the mission of Special Olympics. Conclude a release
with the following “boiler plate,” paragraph describing our organization as a whole or
include local program specific facts:
9. Follow up your release with a pitch call or email. Be brief and to the point. Ask the reporter
if it is a good time for the call. A writer may be on a strict deadline and may need to call
you back at a better time. Get to the point of your call or email quickly, but make it as
Special Olympics Pennsylvania provides year-round training and competition in 21 Olympic-type sports to
nearly 20,000 children and adults with intellectual disabilities. For more information about how you can help
“Reveal the Champion Inside” thousands of Special Olympics athletes, visit our web site at
www.specialolympicspa.org.
MEDIA ADVISORIES & PRESS RELEASES
14
interesting as possible. Make sure your story is newsworthy. Your opening lines should be
dramatic and interesting enough to tell it all.
10. Be ready to email or fax additional information or set up an interview.
11. At your event reserve a few parking spaces for the media, if feasible, so they will not have
to carry their equipment or walk far.
12. Make up some press kits containing your event news release, schedules, participating
athlete rosters, maps, program facts, and additional background information. Place the
press kits at your event registration table and make sure volunteers are aware that they are
to be given to your media visitors.
13. If able, secure a place for your media representatives to sit and write on your event.
14. Have knowledgeable and well-spoken athletes and coaches on stand-by for your reporters
to interview. Secure athlete and coach permission ahead of time and ensure that all are
willing to be photographed.
Whether you have breaking news or want to publicize an event, pitching a story to local media
is a great way to promote your cause and can help you in the area a fundraising by increasing
awareness. Newspapers, magazines and radio and television stations count on receiving
pitches. But, they are often flooded with pitches, so take the time to make yours really unique.
Step 1
Research the media outlets in your area. Make a complete list of the publications and
broadcast stations that might be interested in covering your story. Target the growing number
of Internet and mainstream print and broadcast media outlets that reach your intended
audience. Use media directories to create a customized media list.
Step 2
Visit local media websites to obtain a good idea of which reporters cover the topic you are
pitching.
• Daily Newspaper - it is most likely a reporter covering a specific beat such as sports or
health care or an editor who would assign the story to a reporter.
• Weekly Newspaper or a monthly magazine - contact the editor.
• TV Station - contact a specific beat reporter and/or the assignment desk.
• Radio Station - you should contact either the News Director or the producer of a
specific talk show.
Step 3
• Ask yourself questions about your pitch, so that you'll be prepared to answer similar
questions from the reporters you contact. For example, why is your topic or event
newsworthy and how is it different from topics or events that the media outlet has
covered in the past? Consider news criteria. Having one or more of these news criteria
will help sell the story idea:
o Timeliness - did it happen recently? Is it connected with a current trend?
o Proximity - is it in the geographical area targeted by the media organization?
HOW TO PITCH A STORY
15
o Impact - will it affect a lot of people? Does it have consequences for the
audience?
o Prominence – is someone famous involved? Is it important to the audience?
o Conflict – does it involve conflict, which captivates the attention of the
audience?
o Novelty - is it unusual?
• To develop your “news angle or hook,” determine specific PR goals to produce the best
results. For example, are your PR goals to:
o Introduce your target audience to new services?
o Increase your visibility to increase volunteers, and/or charitable contributions?
o Enhance the reputation of Special Olympics to get more volunteers, athletes,
etc.?
o Counteract misconceptions about your organization?
Step 4
• Send a press release. By mailing, faxing or emailing the press release before you call
with your pitch, you're giving the reporter a chance to read up on the issue or event.
This is both courteous and effective. If applicable, put your media materials and/or
media kit, news releases, etc. in a special, but easy-to-find section on your website (if
applicable) and keep it updated.
Step 5
• Call members of the media a week before your event, if possible. Media outlets,
particularly magazines and newspapers, schedule their coverage days or even weeks
in advance. If you have breaking news, direct it toward a daily newspaper, a radio
station or a television station.
Step 6
• Sell the reporter on your idea. He/she receives pitches all of the time, so make sure
yours stands out. Be thoroughly informed about the topic before you pick up the phone
or send an email, and offer to put the reporter in touch with leaders and experts from
your organization.
Step 7
• Give the reporter your contact information and assure him that he can contact you any
time. When you establish a good relationship with a reporter, he is likely to get in touch
with you about future issues and events.
Elements Essential to the Media:
• TV - Offer easy access to elements needed in a TV news story. Every story requires
information, interviews and video. Provide the information. Be sure the interviewee is
available. Provide video opportunities. The lack of any of these elements will kill your
story.
• Radio - Invite a radio journalist to do a live remote or on-site interview if you are
publicizing an event or newsworthy piece where quotes and opinions could be an
important part of the report.
• Newspapers - Write a brief proposal for the story. This does not have to be a formal
piece, but it should entice the editor, and convince him/her that the story would be a
good fit for the newspaper. Include your contact information and name. Email the
proposal with a subject line that makes it clear this story is local. Editors get hundreds
of junk emails every day, so it’s important to grab their attention. Follow-up with a
phone call and make a list of contacts for the story, photos, etc.
16
FOR IMMEDIATE RELEASE
Contact: <First Name> <Last Name>, <Job Title>, <Phone Number>, <Email
Address>
Special Olympics PA’s < Program Name> <Event/Games> to
Take Place <Date> at <Location>
<Secondary Headline if necessary>
(City, State, Date) - Special Olympics Pennsylvania’s <Local Program Name> will host its
<Event/Games Name> at <location> on <date>. Athletes from <City or State> will compete in
<number> different sports including <list sports>. Over <number> athletes will be supported by
more than <number> coaches and volunteers.
<INSERT QUOTE>: “We invite members of the community to come out on <date> to share in
the victory of competition and joy of victory,” said <insert name and title of spokesperson>.
“Our event is the evidence of what can happens when athletes, coaches, volunteers, and
donors work together to inspire greatness.”
<Insert name and hometown of athlete, coach, or volunteer> exemplifies the kind of courage
that will be represented at the <event/games>.
<INSERT ATHLETE, COACH, OR VOLUNTEER’S STORY>
This year’s event will also include <list opening ceremony details, health initiatives, Olympic
village info, etc.>. Volunteers from <county/surrounding counties> are welcome and spectators
are encouraged to visit any of the competition venues to cheer on the athletes. Additionally,
volunteers are needed to serve in numerous capacities including as officials, athlete escorts,
award presenters, and administrative support services. For more information on volunteer
opportunities, visit (or contact) <contact info>.
About <Local Program>
<DESCRIBE LOCAL PROGRAM>: Special Olympics Pennsylvania is managed through 56
local programs, most of which are county or city-based. All of our programs need a full
complement of talents and skills. For more information, visit <website> or contact <contact
info>.
About Special Olympics Pennsylvania
Special Olympics Pennsylvania (SOPA) provides year-round training and competition in a
variety of Olympic-type sports to nearly 20,000 children and adults with intellectual disabilities,
giving them opportunities to develop physical fitness, demonstrate courage, and experience
joy. For more information, visit our web site at www.specialolympicspa.org.
###
SAMPLE NEWS RELEASE TEMPLATE
Competition Event
17
FOR IMMEDIATE RELEASE
Contact: <First Name> <Last Name>, <Job Title>, <Phone Number>, <Email
Address>
Special Olympics Pennsylvania’s <Program Name> Program
to Host Annual <Name> Fundraiser
<Secondary Headline if necessary>
(City, State, Date) - Special Olympics Pennsylvania’s < Program Name> Program will be
hosting its <fundraiser name> at <location>, on <date>. The proceeds of the <fundraiser
name> will support the <number> athletes that <local program name> serves.
<FUNDRAISER DETAILS>: this year’s <fundraiser name> will bring together <number> of
people for a day of <event activities>. Event sponsor <sponsor name/s> will be <list their
involvement>.
<INSERT QUOTE>: “This event has been the highlight of the year in our county,” said <insert
name and title of spokesperson>. “I always look forward to volunteering with this local program
and to helping to raise funds for such a great cause.”
The <fundraiser name> is open to the public and we invite the community to join us by <list
registration/signup details>. Event participants will receive <list event benefits (if any)>.
Volunteers from <county/surrounding counties> are also welcome. For more information on
<event name> or volunteer opportunities, visit (or contact) <contact info>.
About <Local Program>
<DESCRIBE LOCAL PROGRAM>: Special Olympics Pennsylvania is managed through 56
local programs, most of which are county or city-based. All of our programs need a full
complement of talents and skills. For more information, visit <Website> or contact <contact
info>.
About Special Olympics Pennsylvania
Special Olympics Pennsylvania (SOPA) provides year-round training and competition in a
variety of Olympic-type sports to nearly 20,000 children and adults with intellectual disabilities,
giving them opportunities to develop physical fitness, demonstrate courage, and experience
joy. For more information, visit our web site at www.specialolympicspa.org.
###
SAMPLE NEWS RELEASE TEMPLATE
Fundraising Event
18
MEDIA ALERT
<Date>
Special Olympics PA’s <Program Name> <Event/Games> to
Take Place on <Date>
WHAT: <Event/Games> will host <number> athletes who will compete in <number>
Olympic type sports including <list sports>.
WHEN: <Date>
<Time>
WHERE: < Event Address >
WHO: More than <number> athletes, coaches, and volunteers from <local name>
WHY: Special Olympics sports fill a critical need in the lives of people with intellectual
disabilities by providing opportunities for physical activity and social interaction.
Special Olympics events and competitions raise awareness while
simultaneously bringing out pride, joy, and courage in the athletes.
MEDIA ARE WELCOME – Media are welcomed to attend any portion of the event. Contact the
below for more information or to arrange interviews.
Media Contact: <First Name> <Last Name>, <Job Title>, <Phone Number>, <Email Address>
About <Local Program>
<DESCRIBE LOCAL PROGRAM>: Special Olympics Pennsylvania is managed through 56
local programs, most of which are county or city-based. All of our programs need a full
complement of talents and skills. For more information, visit <Website> or contact <contact
info>.
About Special Olympics Pennsylvania
Special Olympics Pennsylvania (SOPA) provides year-round training and competition in a
variety of Olympic-type sports to nearly 20,000 children and adults with intellectual disabilities,
giving them opportunities to develop physical fitness, demonstrate courage, and experience
joy. For more information, visit our web site at www.specialolympicspa.org.
###
SAMPLE MEDIA ADVISORY TEMPLATE
19
PSA’s are a great way to get your event information broadcast free of charge on TV and
radio stations. Television and radio stations often have bulletin board announcements.
These PSA’s describe an upcoming event and are usually part of a “community bulletin
board,” or “neighborhood news,” segment. Send a fact sheet or script of your local event to
TV and radio stations, containing the (who, what, where, when of your event) so that the
information can be announced in less than 15 seconds. Include a phone number that
someone can call for more information. PSA’s should be sent to stations at least 3 weeks
prior to your event and directed to the Public Service or Public Affairs Director.
Live PSA scripts that are read by an on-air personality are a second option. They should be
emailed or mailed to the Public Service or Public Affairs Director in a variety formats for 15,
30 and 60 second announcements.
The announcement should be typed, double spaced. Be sure to include the run dates of
the PSA. For length, use the following approximations: 15 second spot – 36 words, 30
second spot – 75 words, 60 second spot-150 words.
Keep the message short. Use short, snappy words. Place important words at the beginning
and end of the message and include a call to action.
Using Taped PSA’s for radio and television
These are similar in content to live PSA’s except the spot is recorded by your organization
before it’s sent to stations. Recording them ahead of time gives you control of the look and
feel of the PSA. Have a local celebrity record your PSA. Recognizable celebrities from your
community are most effective. Contact stations before hand to make sure they accept pre-
recorded PSA’s. Ask what format they prefer (i.e. tape, CD or MP3 file for radio; beta SP or
1 inch tape for TV.) Or, ask if they will record a PSA on your program’s behalf.
Find corporate partners to underwrite the cost of your spot or seek out a partnership with a
local production company or cable station. Investigate whether a local high school or
community college has a television production class in need of a project.
Television and radio stations receive an average of 100-150 PSA’s per week and only use
20 - 30. To get yours aired, be sure that you state a clear purpose and call to action.
Provide lots of collateral material. Submit PSA's with a short cover letter to the Public
Service Director clearly stating a start and stop time. Phone the Public Service Director to
ask about deadlines and be sure to get your spots there on-time. Send PSA’s of different
lengths (15, 30, 60 seconds.) This gives the Public Service Director a chance to fill holes in
the station’s programming with your spot. After the spot airs, send a thank you.
Bulletin Board Announcements (Radio and TV)
PSAs that describe an upcoming event heard on the radio between commercials and seen on
local TV newscasts, often called “Neighborhood News,” “Community Bulletin Board,” etc. Send
radio and TV stations a fact sheet containing basic info (who, what, where, when) so your
event can be announced in less than fifteen seconds. Stick to the basics and include a phone
number to call for more info. Get them to the stations three weeks prior to your event.
USING PSAS & LETTERS TO THE EDITOR
20
SAMPLE PSA: Special Olympics Pennsylvania -Allegheny County’s Basketball Tournament
will be held on Saturday, September 29 at Fitzgerald Field House. Opening Ceremonies begin
at 11:00 AM. For more information, call 1-800-233-5161.
For an organization such as Special Olympics, letters to the editor are also an effective means
of communicating your views and getting your message across.
A letter to the editor that comments on a current news story is a good way for an organization
to gain recognition for your local program and is an excellent way to inform the public about
what the program has to offer. A letter is also an effective way of recognizing a paper if they
did cover your event and of thanking the community for their involvement.
The letter should be neatly typed on your local program’s letterhead in standard letter format,
with the salutation “To the Editor.” It should be brief, clearly written and focused. The tie-in with
a news item can be handled in the introductory sentence. When you’re responding to a
particular newspaper editorial or article, refer to it by date and title. The person who signs the
letter should be identified by name and position, with a phone number included. Consider
submitting letters written by your athletes or coaches, who reap the benefits of Special
Olympics first hand.
Adhere to the proper format of the individual publication. Often there are word-length limits
(typically 200-300 words) and other standards to follow. The publication has the right to edit
your letter, but an editor will probably check with you first. An editor will often also check to
make sure you actually wrote the letter and that someone did not falsely sign your name or
organization. Remember to include your phone number.
The letter should be sent to the editor of the editorial page. Follow up by phone to verify that
he/she received it. Policies about telling you whether a letter is being considered for publication
vary from paper to paper. It doesn’t hurt to ask if your letter will be published, but you won’t
necessarily get an answer.
Sample Letter to the Editor – March is Intellectual Disability Awareness Month
To the Editor:
March is Intellectual Disability Awareness Month. Unaware to most, there are approximately 200 million
people with intellectual disabilities worldwide, many in our own community.
Through Special Olympics, we serve over 4.9 million athletes with intellectual disabilities in more than 172
countries providing year-round sports training and competition in 30-plus Olympic-type summer and winter sports.
Yet to reach the millions more who could benefit from this program, we need more volunteers and contributors to
help.
Through Special Olympics and other programs, we’ve come to see the potential instead of the limitations
of people with intellectual disabilities. We've witnessed the true Olympic spirit shine in the athletes we serve. You
would be amazed by the ability of some athletes and inspired by the sheer courage and determination of others.
We've seen people with intellectual disabilities gain the self-confidence, self-esteem, and social skills to
succeed both on and off the playing field. Across the world, stigmas are being lifted, people with intellectual
disabilities are successfully relocating from institutions into communities, and individuals once thought burdens to
society are proving themselves productive citizens.
During Intellectual Disability Awareness Month, if you’d like to support our mission and keep positive trends
going, call your local office of Special Olympics and volunteer today.
[NAME OF SPECIAL OLYMPICS REPRESENTATIVE] [TITLE] [PHONE NUMBER]
LETTERS TO THE EDITOR
21
Sample Letter to the Editor – National Volunteer Week in April
To the Editor:
With this week being National Volunteer Week, it provides the perfect opportunity to thank all the
volunteers who have given so willingly of themselves to Special Olympics.
Each year over 500,000 volunteers in the United States alone, hundreds in our own community, give of
their time helping Special Olympics athletes train and compete inspiring them to greatness both on and off the
playing field. They coach, help run competition events, raise funds and much more. Volunteers are the backbone of
the Special Olympics movement. They make all we strive to do on behalf of people with intellectual disabilities
possible.
[INSERT LOCAL VOLUNTEER STORY]
During this week, make it a point and look around you. Thank those who volunteer. And, if you don't
currently volunteer, get involved yourself.
Special Olympics offers many volunteer opportunities including coaching, fundraising, and assisting with
competition events, just to name a few. Whether you have a little time or a lot, we could use your help. You will
make a big difference in the lives of the people you help. And, it will make a big difference in your life, too.
Again, thank you to all the Special Olympics coaches and volunteers for inspiring greatness in over a
million Special Olympics athletes worldwide.
[NAME OF SPECIAL OLYMPICS REP.]
[TITLE]
[PHONE NUMBER]
Newsletters can allow you to reach a variety of audiences. You will need a computer, a printer
or printing company/service, and ideas for content. It is also wise to put one person in charge
of the newsletter to oversee content and insure deadlines are met.
NEWSLETTER – DIRECT MAIL vs. E-MAIL
PROS & CONS:
Electronic Mail
Pros: Quicker, less expensive, more flexible, no postage costs, link to web site
Cons: Less personal, easy to ignore or delete, bulk e-mails can be illegal if used improperly,
lower percentage response, good e-mail addresses are needed
Hard Copy Mail
Pros: Ability to stick around for a day or two longer, more tangible/credible, broader reach and
higher response
Cons: Expensive, time consuming to execute
Newsletter Best Practices
Use a program such as Word, Microsoft Publisher, Adobe InDesign, Canva or Constant
Contact (email) to layout your newsletter. These programs contain newsletter templates
that can easily be used by simply inserting text.
DEVELOPING NEWSLETTERS
22
Areas to cover in your newsletter include upcoming events, coaches’ corner, a family
section, message from the manager, athlete activities and volunteer opportunities.
Gather information on your program such as reports on events, schedules of upcoming
trainings, competitions and fundraisers. Talk to coaches, athletes, family members and
the fundraising coordinator to obtain information. After you write and edit the materials,
double check dates, spellings and accuracy of your information. Have one other person
(in addition to yourself) proofread the newsletter.
Keep layout simple and easy to read. Use the correct Special Olympics logo/branding
and credit line.
You can save money by photocopying your newsletter, but the drawback is that you will
not be able to display high quality photos. Consider printing a one-color newsletter with
photos, using black or dark blue ink to keep photos sharp.
Distribute your newsletter to your existing data base of athletes, donors, and
volunteers. You can build this database by using medical and volunteer forms. Include
addresses of local media, civic organizations and other groups of interest.
Go to your post office and open a bulk, non-profit permit account. Or, opt to distribute
your newsletter via email, using services like Constant Contact
(www.constantcontact.com if financially feasible) or Feed Blitz (www.feedblitz.com)
Bring extra newsletters to all events for distribution.
As your program grows, you may want to consider expanding your efforts to include a
specific newsletter to each of your audiences. Each newsletter would contain more
in-depth information that speaks directly to the specific needs of each group.
How to Start a Newsletter
Email Newsletter:
1. Starting a newsletter online is actually very easy. For example, you could use an online
service like www.feedblitz.com or www.constantcontact.com (monthly charges apply –
do a cost-benefit analysis between this and printing).
2. Once you are registered. You can begin to build your campaign(s). Here, you can
manage individual subscriptions and subscribers to your newsletter. You can schedule
when mailing are sent and how often.
3. You manage the entire process from their site. You can even write each newsletter on
their easy to use templates or upload an existing document.
4. Pick the audience that you want to target. This determines the content you include in
the e-newsletter. You wouldn't send the same type of information to prospective
volunteers that you would send to current volunteers.
5. Project a personal, informal and honest tone. The point of the electronic newsletter is to
be inviting, not intimidating.
23
6. Build the electronic newsletter around a lead article. The main article should be the
longest and most detailed in the issue and it should relate to some important aspect of
your program. The lead article also can report the latest program news or offer
problem-solving tips. Include links to your website for additional information, if
applicable, and one to SOPA’s site.
7. Use secondary pieces to complete the email newsletter. Add program update
information. Announce special events, etc.
8. Post contact information to let constituents know that support is available. Create
interest in the upcoming issue by using teasers to reveal valuable news you plan to
publish in the next issue.
9. Keep all of the e-newsletter articles brief. Post short teasers that link to in-depth articles
on your website or SOPA’s site. Subscribers receiving electronic newsletters are
typically looking for material that is quick and easy to read.
10. Give subscribers the ability to opt-out of the e-newsletter subscriber list in every issue.
You are legally responsible to remove subscribers who request removal from the
subscriber list.
Hard Copy Newsletter:
1. Find the purpose for creating this newsletter by deciding the subject matter.
2. Decide who you want this newsletter to be for and who you want to inform.
3. Decide how often you will print. You may want to start small at first, planning to print
quarterly or twice a year. Once you become familiar with the process, you may want to
print your newsletter monthly or even weekly.
4. Decide what features you will include. You need to plan what information will be in your
newsletter. There can be sections like event calendars, birthdays, special events,
general features, advice column—anything that is of interest to your readers.
5. Become familiar with necessary software. Depending on how nice you want your
newsletter to look, you may need to do a little homework to get familiar with a layout
program. Some possible programs to consider are Microsoft Word, Publisher, Adobe
InDesign or Canva. A really simple design template in Word can be found via
www.tinyurl.com/SOPADropbox in the “Word Templates” folder.
6. Give the newsletter an interesting title. Enlist the aid of others in your organization (PR
Coordinator). Write content. Take the category features that you decided in Step 4 and
start writing content for them. You will want to write your content as far in advance of
printing as you can so that you can leave yourself plenty of time to tweak the layout and
edit as needed.
7. Find sources for your pictures. A good newsletter will need some graphics. But do not
simply take copyrighted images, especially if you plan on distributing your newsletters
commercially. You will need to find a resource like microsoftclipart.com to download
images for print. Keep fonts consistent and use images from program events. And of
course, use pictures of program athletes and volunteers (with their permission).
24
8. Determine your print method. You can try printing in-house (depending on the number),
at your local copy shop (though that will take your time, effort and money). If you can
afford the cost, you can send your newsletter to a printing company. They can often lay
out your newsletter for you at an extra cost. For simplicity, consider using the Word
newsletter template provided in the SOPA Dropbox via
www.tinyurl.com/SOPADropbox.
9. Distribute your finished product. Whether it be via mail, at events, at trainings, or
anywhere else, get your product out there.
For more information on starting a newsletter, use these links.
https://bizfluent.com/how-2103872-create-email-newsletter.html
https://bizfluent.com/how-5121094-make-good-newsletter.html
Special Olympics athletes have the most impact on those who watch them compete or hear
their stores. There’s no better way to engage potential sponsors or volunteers than to have
athletes share their Special Olympics experiences. Utilize our SOPA Global Messenger
Program that has trained athletes in place as spokespersons for our organization. You can
use a Global Messenger for a media interview, a PSA, at a school assembly, a civic group
meeting, or as a speaker at a local fundraising event. For more information, contact Jordan
Schubert, ALPS Coordinator, at the Norristown office at 610-630-9450 ext. 236 to schedule a
Global Messenger if one does not already exist within your program.
1. Special Olympics Pennsylvania currently has a Local Program page on its website
(www.specialolympicspa.org) that lists each program’s contact information. Please help
us to ensure that content posted on this page is up-to-date. Plans are underway to
expand the local programs page on our site to include more program details and
functionality.
2. If you consider designing and hosting your own site, please consult with SOPA’s
Communications Department. In order to have your independent site linked with our
site; it must be reviewed and approved by SOPA. (All site links should be sent to
Director of Communications in the Norristown Office, prior to the site going live.) SOPA
plans to offer website template options for independent sites to ensure brand
consistency. Inquire about the status of this offering or for guidance with respect to
creating a web presence outside of the existing SOPA website BEFORE making plans
to do so.
3. Use official logos on your site. Original photos and graphics can also be used, but the
Special Olympics logo needs to stay intact. (visit www.tinyurl.com/SOPADropbox for
the appropriate files)
UTILIZING GLOBAL MESSENGERS
DIGITAL PROMOTION OF YOUR PROGRAM
25
Program Promotion
The Internet has revolutionized the news business. Reaching into even the smallest of
communities, the Internet is increasingly where people get their news for the day. With it
comes an exciting medium for Special Olympics to better spread the word about our athletes.
The Internet offers two opportunities: Having new venues to have stories written about Special
Olympics, and hosting a digital presence via social media, a website, blog posts, etc. for
outreach efforts. In addition, SOPA has a blog page and is always looking for good news to
share via this medium. Contact the Communications Department to learn more.
Finding New Venues
Most local newspapers, radio stations, and TV stations have websites. This is an excellent
place to get events published and stories run. These sites are often looking for stories to
supplement their main stories. Often the sites for papers are an electronic reprint of the
newspaper, but with radio and TV station sites you have a whole new vehicle for coverage.
You should check out other local web sites as a place to list events and volunteer
opportunities: Chambers of Commerce, Colleges and Universities, Community
Websites/Bulletins, and Area Companies.
Social Media
Special Olympics PA defines social media as including all forms of public, Web-based
communications and expressions made public to many audiences. Social media includes
social networking sites (Facebook/Twitter), video and photo sharing websites (Flickr, YouTube,
etc.), blogs, discussion boards/forums (Google groups, Yahoo! Groups, etc.), bookmark sites,
and Linklog sites. All images used on any social networking page must be approved by the
subject in the photograph. When medical releases are signed by an athlete’s parents/guardian,
permission to use their athlete’s photo is granted by default. However, if at any time a request
is made by the subject for a photo to be taken down, it must be done so promptly.
We have branding and policy guidelines for social media available via
www.tinyurl.com/SOPADropbox.
Top 10 Quick Tips for using Social Media
Social Media Avatar
Only Folder –
“Program Name” in
this case would be
the local program
name
26
These guidelines and policies apply to Special Olympics employees or volunteers who create or
contribute to blogs, wikis, social networks, virtual worlds, or any other kind of social media in their
professional and/or personal lives.
1. Be Transparent. State that you work for Special Olympics. Use your real name; be clear
about your role. If you have a vested interest in what you are discussing, be the first to say
so.
2. Do not Deceive. Never misrepresent yourself, your identity, or present information about
Special Olympics in a false or misleading way. If you make a statement, be prepared to
substantiate it with a documented source.
3. Be Relevant. Your posts should add value to an ongoing conversation. Comments should
be respectful of others. Please, no spam and no remarks that are off-topic or offensive.
4. Be Polite. Use common sense and common courtesy. Ask your co-worker if it’s okay to
post about a conversation from a meeting. Make sure your efforts to be transparent don't
violate any privacy, confidentiality, or legal guidelines.
5. Be the Expert. Stick to your area of expertise and do feel free to provide unique, individual
perspectives on non-confidential activities at Special Olympics. Do not speculate in areas of
which you are not “in the know.” It’s okay to say, “I don’t know, but I can help you find the
answer.”
6. Be Respectful. When disagreeing with others' opinions, keep it appropriate and polite. If
you find yourself in a situation online that looks as if it’s becoming antagonistic, do not get
overly defensive and do not disengage from the conversation abruptly. Either ask your
immediate supervisor for advice on how to disengage, or disengage in a way that does not
damage Special Olympics brand, image or message.
7. Do not Gossip. If you want to write about other organizations that do similar work to
Special Olympics, be sure you behave diplomatically, know the facts, and have appropriate
permissions.
8. Don’t play Lawyer. Never comment on anything related to legal matters, litigation, or any
parties Special Olympics may be in litigation with.
9. Avoid Crisis. Do not engage in a conversation about Special Olympics when the topic
being discussed may be considered a crisis communications situation. Even anonymous
comments may be traced back to your or Special Olympics’ IP address. Refer any social
media activity around crisis communications topics to your Program Manager, Field
Director, or the Marketing and Development department.
10. Be Smart. Protect yourself, your privacy, and Special Olympics’ confidential information.
What you publish is widely accessible and will be around for a long time, so consider the
content carefully. Google has a long memory.
As of 2020, Special Olympics Pennsylvania is active on the following social sites.
Facebook:
Special Olympics PA’s Main Page: facebook.com/specialolympicspa
Law Enforcement Torch Run: facebook.com/SOPALETR/
Information about our Social Media Policy and Social Media How-To Guide can be found
via www.tinyurl.com/SOPADropbox in the folder entitled, “Social Media Policy.”
27
Beaver Stadium Run: facebook.com/BeaverStadiumRun/
Twitter:
@SpecialOlympipa or twitter.com/SpecialOlympiPA
@SOBeaverStdmRun or twitter.com/SOBeaverStdmRun
YouTube:
youtube.com/user/SpecialOlympicsPA
Blogspot:
https://specialolympicspa.wordpress.com/
Flickr:
flickr.com/photos/specialolympicspennsylvania/
Instagram:
instagram.com/specialolympicspennsylvania/
A PR Sub-committee is an opportunity for you to get additional members of your community
(especially those in the fields of marketing and communications) to be a part of an advisory or
PR team. They can help provide valuable ideas for additional exposure for your athletes and
your program. Ask PR directors of local corporations and colleges, media representatives that
you have developed a good relationship with; someone from a local PR firm, radio or television
station. Keep the group small between 5-10 people and have them meet with you quarterly to
help brainstorm ideas or to get their assistance with upcoming events. They can also do more
than just act in an advisory capacity. Perhaps you assign different aspects of the work that
needs to be accomplished: one person writes the newsletter; one person writes press
releases; one person coordinates all the publicity for an event. You can also form a sub-
committee of people for larger events. By getting more media volunteers involved, the more
you can spread the word about your program within your community.
1. Recognize sponsors on banners and signage for local events. Always include the
sponsor’s name following the Special Olympics program name and logo. Banner
signage design files can be found via www.tinyurl.com/SOPADropbox
2. Write a feature story in your local newsletter, post it on your website (if applicable),
or share via social media (tagging the sponsor) about the recent donor. This effort
can go a long way to fostering good will.
3. Make sure that all publications, brochures, as well as your web site (if applicable)
contain a listing of all your major local sponsors and supporters. Incorporating
sponsor representatives (such as) the CEO or Marketing Director into a local press
event can also highlight their support.
For most of us at Special Olympics, publicity is much easier when it is centered on a competition.
Anytime you have a large group of athletes in one place at one time doing what they do best, there are
CREATING A PR SUB-COMMITTEE
DONOR RECOGNITION
SPECIAL OLYMPICS FOR EVERY MONTH OF THE YEAR
28
stories just waiting to be told. You can invite reporters out to the competition, email results after the
event, or take photos and send them into the local newspaper.
What about the rest of the year? Athlete outreach, volunteer recruitment and fundraising are ongoing
challenges for any Special Olympics program, and the primary reasons you seek press coverage. With
some creative thinking and an awareness of what is happening around you, there are ways to keep
Special Olympics at the front of peoples’ minds from January 1 through December 31.
January: New Year’s Resolutions
How many times have you heard friends or family members resolve that this is the year they are
going to become more active in their communities? Help them along by giving them an outlet for
that volunteer spirit! Post volunteer recruitment flyers on community bulletin boards. Place a call for
volunteers in the community page or upcoming events column in your local paper. Better yet, set
up a meeting with the advertising director and see if the publication might be willing to donate some
ad space to Special Olympics!
February: Winter Games/Activities
Here’s the first of those big competitions mentioned above. Invite a reporter to a training session to
see how Special Olympics athletes get ready for statewide competition. This is a great time to explain
the strong emphasis your program places on training and coaching. After Winter Games ends, send
results and some good photos from the week to local reporters.
March: Spread the Word Inclusion as a part of Intellectual Disability Awareness Month
During the first week of March, it’s time to Spread the Word to End the Word. Use various
media outlets to inform supporters of our movements to eliminate the use of the r-word in
everyday speech. Invite followers to take a personal pledge to stop using the word
themselves. Also, the media love “awareness month” activities, because it gives them a
chance to put a local spin on a nationwide campaign. Consider sending a letter to the
editor explaining the history and life-changing benefits of Special Olympics. Also, arrange to have your
program’s Global Messengers do talks at schools, community organizations and Intellectual Disability
Awareness Month activities to tie-in this theme.
April: Volunteer Recognition Month
This provides a great opportunity to thank your volunteers publicly and encourage others to inspire
greatness through volunteerism. Submit a letter to the editor to your local program newspaper
celebrating the contributions of your volunteers. Almost every program that submits it to the local paper
gets it placed, so give it a try!
May: Local Spring Games
Most local programs have a large spring competition in preparation for the statewide Summer Games.
Judging from the press clippings we receive in the state office, these events almost always generate
some good coverage. Invite media to attend, set up interviews with athletes and coaches and take lots
of photos to send out to local reporters who can’t make it to your Games.
June: Summer Games
This is SOPA’s largest competition of the year, and we get many calls from local
reporters wanting to talk to local athletes who will travel to Penn State. An event
like this really demonstrates the scope of the Special Olympics program here in
Pennsylvania. Don’t be afraid to call the media and let them know that a
delegation from your community is going to compete at the state level. It’s a big
accomplishment.
July: Independence Day
Although most programs enjoy a bit of a break after Summer Games, there’s no rest for the
weary PRC! While freedom and independence are at the front of everyone’s mind, remind
your community that individuals with intellectual disabilities deserve the same freedoms that
we all enjoy. Write an editorial explaining how far this population has come since the
founding of Special Olympics in 1968. Cite specific examples from your area, like Global
Messengers, USA and World Games athletes, athletes on the local management team or
29
an athlete-turned-coach. Also, don’t forget to get your local program involved with Eunice Kennedy
Shriver (EKS) Day, which occurs every July, by organizing activities for this day that demonstrate the
impact of five key values EKS embodied - Love, Justice, Faith, Hope, and Courage! Share your planned
event with reporters in your area for some local coverage!
August: Back-to-School
Take advantage of the back-to-school sales and promotions to remind your community that Special
Olympics is also back in session. Fall training programs will be starting up again, and it is a good time to
look for volunteer coaches and assistants. Help your local outreach coordinator to contact area sports
organizations and take some of your athletes to speak with potential volunteers.
September: Fundraising
Now is the time when many businesses are either getting ready for a new fiscal year or preparing
budgets for the next calendar year. Your fundraising coordinator might be in need of some assistance
with designing fundraising materials or writing proposal letters. Use specific examples of what a
sponsor’s help can provide, e.g. “Your donation of X dollars can buy uniforms for an entire soccer team.”
Encourage both current and prospective sponsors to visit a training site and meet some Special
Olympics athletes.
October: World Series
Professional sports are increasingly being cast in a less-than-admirable light. From players’ behaving
badly to stadiums’ hiking prices, at this time of year (or around any pro championship series) you are
sure to see columns and editorials pointing out the negative. Why not put a positive spin on the topic by
highlighting Special Olympics athletes as role models for others? Call one of your media contacts and
pitch a story about a specific athlete who is taking an active role in the community – maybe one who
volunteers outside of Special Olympics or is recognized as a leader among fellow athletes.
November: Fall Festival
As your exhausted coaches look forward to the final state-level competition of the year, use your last
burst of energy to get results and photos out to your local media. Before you travel to Villanova for Fall
Fest, talk to a local newspaper about the possibility of having one or two athletes keep a journal of their
experiences at a state competition. After they return home, the reporter and athletes can work together
to publish an article. It is also a good time to start reminding the public about year-end giving.
December: Holiday Thank You
As if you don’t have enough to think about during the holidays! Don’t forget to thank everyone –
athletes, families, coaches, volunteers, sponsors and media – who played a part in another successful
year for your program. Have athletes write thank you letters to sponsors and media while you write a
letter to the editor celebrating the many contributions of your volunteers and families. If your program
has the resources, throw a holiday party and invite some reporters who might have missed some of
your athletes’ accomplishments. Share the highlights of the year and show them what’s on tap for the
New Year! Don’t forget to remind the general public about year-end giving!
Bonus: Remember that every two years, the media are bombarded by Olympics marketing. Use
this natural tie-in to your advantage and pitch a story about local Special Olympics heroes who
inspire greatness every day.
STEP #1 – Define “crisis” - What is a “crisis”?
Some examples of crises in which SOPA must be notified include:
serious injury or death at an event (athlete, volunteer or special event participant)
delegation of athletes traveling to competition or practice is involved in an accident
damage to facilities where an event is taking place (i.e., gym roof collapses)
CRISIS MANAGEMENT / POLICIES & PROCEDURES
30
weather-related hazards (i.e., lightning hits field where athletes practice)
allegations of wrong doing / negligence / fault
protests/demonstrations
criminal activity or abuse
ASK YOURSELF, DOES THIS HAVE THE POTENTIAL TO DAMAGE SOPAs REPUTATION?
STEP #2 - Plan
Prepare in advance of our event (sports or otherwise) with the following information. Fill in the blanks per event with the
following details;
Emergency Medical Plan: Designated Roles
Emergency Medical Plan: Required Information
Emergency Medical Plan: Procedures for Calling 911
Emergency Plan Telephone List
STEP #3 - On-Site Management
The first response to a crisis is the most crucial time period. If you have prepared well, you will be able to quickly and calmly
manage even the most serious crises.
Survey the Situation
STOP! Assess the situation before you take any actions. If a roof has collapsed, don’t go running into the building until you
look to see if it is safe -- you aren’t doing anyone any good if you get hurt as well. Another important note:
Analyze the situation and don’t create an unnecessary crisis if one does not exist!
Bring the Situation under Control
Now it is time to act. Be sure that you delegate tasks to people. One of the most common incidents at a Special Olympics event
is that an athlete is seriously hurt. Everyone runs to the athlete. So you should assign people to
(1) Gather the other athletes and take them to safety, (2) call 911, and (3) control the crowd.
Protect People First and Property Second
This sounds as simple as it is. If in doubt, take care of the athletes and volunteers!
Contact the Appropriate Individuals
Assign someone to contact the families of the athletes, spouses of the coaches, local manager, liaison at facility, and other key
personnel.
Institute Internal Rumor Controls
When a crisis occurs, everyone wants to talk about it. Don’t let them. Maintain confidentiality, don’t give out names of victims
or parties involved, and don’t speculate to anyone.
STEP #4 - Crisis Communications
In the event a crisis does occur, you will need help in communicating about the crisis. As soon as any type of Level 2 or 3
Emergency occurs, you must immediately call Special Olympics Pennsylvania and they handle all communications. Call (610)
630-9450 during business hours or our emergency number at (855)701-9030. To help the state office, you should:
Establish one contact who knows what happened.
Have phone numbers of any experts who were there (fire chief, police, etc.).
Don’t speculate. Please provide facts.
Conclusion
When faced with a crisis situation, preparation will be the key, followed by calmly following the above steps to ensure
everyone’s safety and well being. In the moment of crisis, try to slow your thoughts down, think about the big picture, and
proceed calmly one step at a time. It must be stressed again that if the situation has the potential to damage SOPAs reputation,
you must contact the state office of Special Olympics Pennsylvania as soon as possible.
31
Emergency Number (After Business
Hours)
1.855.701.9030
EMERGENCY PLAN TELEPHONE LIST
(COMPLETE PRIOR TO ACTIVITY/EVENT)
PART 1: Emergency Relief Organizations
General Emergency __________________________________
Police Department __________________________________
Fire Department __________________________________
Poison Control __________________________________
Department of Health __________________________________
Closest Hospital __________________________________
PART 2: Special Olympics Numbers
Local Manager __________________________________
Field Director: __________________________________
Special Olympics Pennsylvania
Main Office: (610) 630-9450
Special Olympics Inc.
Emergency Claims: (855)701-9030
NOTE: Provided the situation is under control and all physical emergencies are fully addressed and if
the issue is NOT relating to the reputation and image of SOPA, and/or all local programs, information will be
disseminated in the following line of communication: local county committee member to local Manager to
assigned Field Director. If the assigned Field Director cannot issue a directive or needs further direction,
he/she will contact the Vice President of Programming. If the issue can potentially affect SOPA, and/or its
local program, the Vice President of Programming will contact the Director of Communications. If issues
commence at the state level, all information will be disseminated in the reverse line of communication:
Director of Communications to Vice President of Programming to assigned Field Director to local program
Manager to local program committee members.
EMERGENCY PLAN TELEPHONE LIST
32
I. Final Authority on Reputation and Image of SOPA
Policy:
In order to preserve the reputation of SOPA and the local programs, if situations arise at the local
level that can be construed as being potentially harmful to SOPA, the Office of Communications is
the final authority on all issues pertaining to the image and reputation of SOPA, and all local
programs.
Procedure:
In the event that the Office of Communications is made aware of such potentially harmful issues
beforehand or the Office is made aware that a local program is not promoting SOPA, in
accordance with its mission and principles, the Office reserves the right to intervene to protect the
reputation and image of SOPA. If a situation has already occurred, the Office of Communications
shall step in and assume responsibility for the dissemination of all information after the fact.
II. Confidentiality of Athlete/Volunteer Records
Policy:
The state and all local programs will at all times respect the confidentiality of all athlete and
volunteer information. No phone numbers or home addresses will be given to anyone outside of
SOPA without prior verbal or written consent of concerned parties. Further, SOPA, and all local
programs will not provide names and addresses in SOPA databases to any outside organizations
for solicitation.
III. Public Relations Crisis
Policy:
All local programs shall adopt the SOPA Crisis Communications procedures and adapt to
incorporate the respective positions of authority within the local program.
Procedure:
In the event of an emergency that may have damaging effects on the image and reputation of
SOPA, the local program Manager shall ensure the situation is under control and all physical
emergencies are fully addressed. They shall then contact SOPA’s Director of Communications. If
the emergency occurs (1) during normal business hours, the program Manager should call (610)
630-9450 or (2) when the state office is not open, the program Manager should call the
emergency number at (855)701-9030 that is manned by the state Director of Communications.
Provided the situation is under control and all physical emergencies are fully addressed and if
the issue is not relating to the reputation and image of SOPA, and/or all local programs,
information will be disseminated in the following line of communication: local county committee
member to local Manager to assigned Field Director. If the assigned Field Director cannot issue a
directive or needs further direction, he/she will contact the Vice President of Programming. If the
issue can potentially affect SOPA, and/or its local program, the Vice President of Programming
will contact the Director of Communications. If issues commence at the state level, all information
will be disseminated in the reverse line of communication: Director of Communications to Vice
President of Programming to assigned Field Director to local program Manager to local program
committee members.
SOPA POLOCIES AND PROCEDURES
33
*Crisis Cards, pictured above, can be requested through your Field Director.*
The following language guidelines have been developed by experts in the field of intellectual
disabilities for use by anyone writing or speaking about persons with intellectual disabilities or
closely related developmental disabilities, to ensure that all people are portrayed with
individuality and dignity. Reporting and language guidelines can also be found on the SOPA
website.
Use the following correct terminology:
A person has intellectual disabilities, rather than is suffering from, afflicted with, or a
victim of mental retardation. It is preferred terminology not to write or say that a person
is mentally retarded.
Down syndrome has replaced Down’s Syndrome and mongoloid.
Physically challenged or disabled rather than crippled.
Someone who is partially sighted is visually impaired rather than blind.
A person has a seizure rather than a fit.
A person has a seizure disorder or epilepsy, rather than is epileptic.
Distinguish between adults and children with intellectual disabilities, and older or
younger athletes.
Refer to people in Special Olympics as athletes. The word athletes should not appear
in quotation marks.
When writing, refer to persons with a disability in the same style as person without a
disability: full name on first reference and last name on subsequent references.
A person uses a wheelchair rather than is confined or restricted to a wheelchair.
Do not use the following terminology:
Do not use the word kids when referring to Special Olympics athletes. Adult athletes
are an integral part of the program.
Do not use the adjective unfortunate when talking about persons with intellectual
disabilities.
Do not use the word “the” in front of Special Olympics unless describing a specific
Special Olympics event.
MEDIA GUIDELINES
LANGUAGE GUIDELINES
34
Do not sensationalize the accomplishments of people with a disability. While these
accomplishments should be recognized and applauded, people in the disability rights
movement have tried to make the public aware of the negative impact of referring to the
achievements of physically or mentally challenged people with excessive hyperbole.
Do not overuse the word special when referring to persons with intellectual disabilities.
Their accomplishments should not be trivialized by using cute words to describe their
efforts.
According to Special Olympics Inc.’s charter with the International Olympic Committee,
we are not to use the term Olympian. This means that we must not refer to the athletes
as Special Olympians, but rather as Special Olympics athletes.
SOI Style Guidelines can be found via www.tinyurl.com/SOPADropbox in the
“Messaging” folder.
Photographs tell a thousand words, and photos of our athletes and volunteers truly tell the
Special Olympics story.
The best photos are good action-packed, emotion-evoking images of the following:
Athletes competing or training in approved Special Olympics sports.
They should be properly outfitted for the sport in which they are participating. It is
preferred that the athletes’ uniform and banners in the photograph identify the event as
Special Olympics and follow brand guidelines.
Athletes interacting with other athletes, parents, volunteers, coaches, and so on.
Athletes receiving awards.
Athletes of a variety of ages, race, and gender representing individual and team sports.
Make an effort to avoid:
Too many photos of athletes competing in track and field.
Too many photos of athletes on crutches or walkers or using wheelchairs. (There is a
broad public perception that Special Olympics is a program only for people with
intellectual disabilities and physical disabilities.)
Athletes participating in non-Special Olympics sports such as football, bean bag toss,
or Frisbee throwing.
Athletes with clowns or athletes wearing clown makeup.
Children who appear to be younger than 8 years old, unless referring to our Young
Athletes program.
Photography Release Statement
No athlete may compete in any Special Olympics event without having a signed
parent/guardian release statement on file with Special Olympics. The statement grants
permission for Special Olympics and the media to use the athlete’s name, likeness, voice and
words in television, radio, films, newspapers, magazines, and other media for the purpose of
promoting and publicizing Special Olympics, educating the public about Special Olympics and
raising funds for Special Olympics.
PHOTOGRAPHY GUIDELINES
35
Basically, feel free to comment during a media interview about factual things related to
events and Special Olympics activities – we want to share the good news about our
athletes and the great things we do! However, if the questions should turn to other
potentially image damaging issues or if they ask for your opinion about a particular
incident or issue, then those questions should be referred to SOPA’s spokesperson.
We do not want to avoid the press (or give them the impression that we’re trying to hide
something), but we do want to ensure that we speak with one clear voice about
whatever matter is at hand. In the event of a crisis situation, make sure you provide the
contact information for Communications Director (information via the Crisis Card pg.
32) to the media so that they can get in touch and SOPA can provide them with
information on the matter they are inquiring about.
Keep appointments and return phone calls. If you can't keep an appointment, don't
schedule/arrange it.
If there is something in your background that the interviewer doesn't know (relevant to
the question), you might want to volunteer that fact.
Feel free to ask the reporter who he or she is covering for. It may help you to know if it
is a hometown newspaper or a wire service. It will help you put faces with different
areas of the country. It also may influence your answers. You may have gone to school
in the paper's area, or have relatives in the city. If you can tie in a local angle, you will
make a friend for life.
Ask the reporter his or her name. Write it down. Next time you see him or her say, "hi."
You don't have to be best friends, but recognition is a courtesy.
You have a right to know how long an interview will be, what will be the setting, will you
terminate the interview if it has gone past the allotted time and you have another
appointment.
Interview Do’s & Don’ts
1. Never respond with “no comment.” Instead answer, “We are assessing the situation
and will furnish information when it is available.”
2. If asked a question to which you do not have a factual official answer, do not
speculate. Tell the reporter you will get an answer and will get back to him/her as
quickly as possible.
3. You have no obligation to answer any questions you do not want to answer. Be
courteous, be calm and be firm. Remember, “I don’t know at this time” is a perfectly
acceptable answer.
4. Never tell the media anything that you are not prepared to see printed or broadcast.
There is no such thing as “off the record.”
5. Do not provide damage estimates, discuss responsibility for the incident or discuss
legal liability in any way.
6. You drive the interview, not the reporter (highlight your agenda)
7. Talk about the most important things first.
8. Avoid jargon and don’t be defensive.
Remember, every interview is an opportunity…
For coverage
For branding
MEDIA INTERVIEWS
36
For sponsor awareness
For consumer awareness
Web Sites of Interest
Following are some sites that may be useful to you in your outreach and publicity efforts:
SOPA site http://www.specialolympicspa.org
Special Olympics Inc. http://www.specialolympics.org
Every newspaper in PA http://www.mondonewspapers.com
PA Radio Stations https://radio-locator.com/cgi-bin/finder?sr=Y&s=T&state=PA
PA TV Stations http://www.newslink.org/patele.html
The terms defined below are commonly used in the field of public relations, journalism, graphic art,
and printing. You may want to discuss their meanings with PR professionals in your area as you
begin to develop a more thorough knowledge of public relations.
Assignment Editor: Member of newspaper or broadcast staff who assigns stories to be
covered in a given day.
Blue-line: Final proof of printed material submitted before printing. A
photographic image of a job that is ready to print. Comes on light
blue paper and the ink is dark blue, no matter what colors of ink or
paper will be in the final product. Changes made at this stage are
costly.
Camera-ready: Art work or copy which is ready for print; doesn’t require
conversation to half-tone by the printer.
City Editor: Newspaper executive who oversees handling of all general news
stories. Decides what is newsworthy.
Clip: One-page clean copy of any printed coverage received with name of
publication and date included. Good clips can be used in information
kits or collected to highlight your program.
Clipping service: A service which provides clips of all articles appearing with
organization’s name mentioned. The clipping service charges the
organization per clip.
Copy: Written text material, such as press releases, the text of booklets,
brochures, newsletters, or a magazine article.
WEB SITES OF INTEREST
PUBLIC RELATIONS TERMINOLOGY
Find SOI’s Latest style guide via our Dropbox’s “Messaging” folder
37
Cropping: Changing the proportions or size of an illustration to eliminate
unnecessary or undesirable background, or to enable the
reproduction to fit into limited space.
Caption: Short paragraph used below a photograph to identify and comment
on.
Dummy: A rough layout used to plan a mailer, flyer, or pamphlet so as to
estimate roughly the areas where text, headlines, illustrations, etc.
should appear.
Exclusive: A release or article distributed to a newspaper or TV/Radio for their
use only.
Follow-up: A further contact with a media contact—either by news advisory or
telephone—after news release or announcement is sent. The follow-
up provides background material not supplied in the main story, and
is used to further persuade the contact to cover the story.
Half-tone: The format in which a black and white photo can be printed. Photo is
“screened” to be reduced to closely-placed dots varying in density to
create image.
Mechanical (boards): Stage in printing production after layout and before blue-line; copy
and artwork are pasted onto cardboard and presented to the client
for approval.
Off-set Printing: Photo image transferred to plate, and reproduced from there.
Several colors are possible.
Pitching: Calling a media contact (radio, television, newspaper, etc.) to inform
them of a story or event you think they should cover.
Placement: The appearance of an article or ad in any media outlet.
Press Break: A publicity story or portion of a story that is picked up and run by a
newspaper or magazine.
Press Kit: Collection of releases, fact sheets and other information usually
distributed to the media in conjunction with an event or sent in
advance to people asking for information.
PSA: A public service announcement, “commercial,” which is aired for free
by TV/Radio stations. Promotes a non-profit organization or a good
cause. For TV, it is prepared by organization, with room for local tag
which the station may add. For radio, it can be produced by the
organization, or can be a script read on the air by a deejay.
Release Date: Time and day on which information issued to the press and
broadcast media is to be released to the public.
Screen: Process by which a photograph is prepared for printing. Photo is
converted to a halftone, consisting of a series of dots, by
photographing the original through a grid.
38
For 50 years, Special Olympics has been building a movement to break down barriers – both
on and off the field in health and education – all through the power of sport. As Special
Olympics International (SOI) celebrates its 50th Anniversary, it has launched a 5-year
campaign to inspire action and ultimately end discrimination for people with Intellectual
Disabilities. The Revolution Is Inclusion.
Special Olympics and over 5 Million of our
athletes are leading the charge for full
inclusion of people with Intellectual Disabilities
(ID).
The movement is rooted in the spirit of our
founder, Eunice Kennedy Shriver, who took a
rebellious stand against the injustices faced
by people with Intellectual Disabilities in 1968.
Today, the fight for inclusion is more relevant
than ever. People of all ages, races, genders,
cultures, backgrounds, and abilities continue
to face discrimination, ignorance, and disparagement. Just as Eunice Kennedy Shriver did 50
years ago, Special Olympics is setting a stake in the ground to create change and, this time,
our athletes are leading the way.
The Inclusion Pledge
In November of 2017, students and faculty at Ponaganset High School USA embraced the
"The Revolution Is Inclusion" movement to improve school culture. Their goal is for students to
actively search for and reach out to anyone feeling left out and not included. Everyone's gifts
should be freely shared and celebrated at Ponaganset High School. Their pledge, below,
captured the spirit of the movement and has become SOI’s Inclusion Pledge to activate
everyone to join our movement.
Inclusion Pledge:
I pledge. To look for the lonely. The isolated. The left out. The challenged. The bullied.
I pledge. To overcome the fear of difference. And replace it with the power of inclusion.
I #ChooseToInclude
Join us now by taking the Inclusion Pledge. Be a revolutionary and help end discrimination
against people with Intellectual Disabilities.
Join our movement as we launch into the next 50 years of the Inclusion Revolution and
join us as we celebrate Special Olympics Pennsylvania’s very own 50th Anniversary this
year!
INCLUSION REVOLUTION CAMPAIGN
39
WHAT
In 2019, Spread the Word to End the Word became Spread the Word, with a focus not just on
the elimination of a word but on the creation of a new reality: inclusion for all people with
intellectual and developmental disabilities. The global engagement campaign remains
committed to empowering grassroots leaders to change their communities, schools, and
workplaces, now through a call to their peers to take action for inclusion. With this change,
Spread the Word will give community leaders around the world the tools needed to create
socially inclusive places to learn, work, and live.
WHEN
Most activities are centered annually during the first week in March, but
people everywhere can help spread the word throughout their
communities and schools year-round thru pledge drives, youth rallies
and online activation.
WHO
The effort is spearheaded by college students, Special Olympics athletes and Best Buddies
participants across the country.
WHY
Our belief is that the world would be better if all people were valued, respected, embraced,
included. Included in the games we play and the friends we make. Included in our schools, our
workplaces, and our communities.
Our observation is that despite the best efforts of many, groups around the world remain left
out. One of these groups is people with intellectual and developmental disabilities, a group
made of more than 200 million people, representing every country, belief system, sexual
orientation, gender expression, race, and ethnicity.
Our goal is to disrupt this cycle of isolation and exclusion with grassroots action for inclusion.
HOW
Visit https://www.spreadtheword.global/ to learn how you can Spread the Word Inclusion.
GLOBAL INITIATIVES
SPREAD THE WORD INCLUSION
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WHAT
Eunice Kennedy Shriver Day is an annual celebration of her life and a global call to action for
people to live in a more unified society -- in sport, in the community and in the work place. By
committing acts of inclusion, acceptance and unity for and with people with intellectual
disabilities, we will continue to build on Eunice Kennedy Shriver's
legacy.
WHEN
On July 10th, Special Olympics commemorates Eunice Kennedy
Shriver Day, bringing together people with and without
intellectual disabilities to give ever new life to Eunice Kennedy
Shriver's vision and to honor Mrs. Shriver's inspiration, impact
and indomitable spirit.
WHO
Eunice Kennedy Shriver Day is celebrated around the world in an effort to honor her life and
impact and share her story to inspire new fans. We hope to inspire people of all ages to follow
her example and commit themselves to improving the world for people with intellectual
disabilities. Please join the athletes of Special Olympics, the real heroes of this movement that
are unifying communities and expanding opportunities around the world.
WHY
Eunice Kennedy Shriver's actions helped open the minds of all people to the gifts and talents
of individuals with intellectual disabilities. She believed in their possibilities, which fuel hope in
all of us to make a difference. Eunice Kennedy Shriver demonstrated an unrelenting
indomitable spirit in action that one person could make a difference and change the world. Her
lasting legacy must be our continued commitment to improve and transform the lives of the up
to 200 million people worldwide with intellectual disabilities who still live with diminished
opportunities and social disrespect, and are often neglected and hidden away.
HOW
We invite you to celebrate this extraordinary woman's legacy, and take part in the day's
demonstration of inclusion, acceptance and unity. You can participate by:
Joining a Unified Sports team, or even starting a team of your own!
Volunteering as a coach in your community
Sharing your story of playing unified or making friends with individuals with intellectual
disabilities
Helping to continue the legacy of Eunice Kennedy Shriver by educating and informing
others of her mission and goals
Taking the pledge to Spread the Word to End the Word® and to promote the principle
of respect throughout your community
For More Information
Eunice Kennedy Shriver Day is an opportunity to celebrate the impact that one dedicated
individual can have on the world. Become an agent of acceptance and action throughout the
world. Embrace the spirit of Eunice Kennedy Shriver Day and "Play Unified."
Visit www.eunicekennedyshriver.org to learn more.
EUNICE KENNEDY SHRIVER DAY