How to host a successful media day

Organizing a successful media day is an essential strategy for high school athletic administrators aiming to showcase their sports programs, athletes, and coaching staff. A well-executed media day not only boosts the visibility of the school’s athletic achievements but also sets the tone for ongoing positive media relationships throughout the season.

Ensuring the event is well-planned and engaging can elevate the school’s profile within the community and create lasting impressions that benefit both current and future student-athletes.

Planning these elements well in advance allows administrators to focus on finer details as the event approaches.

A recent article from Romonda Noble-Watson, director of communications and public relations for the South Carolina High School League (SCHSL), on the National Federation of State High School Associations (NFHS) website, detailed key components for organizing a successful media day. Below is an excerpt from the Noble-Watson article.

Ron Ingram, communications director of the Alabama High School Athletic Association (AHSAA), said the media days he hosts are normally in-person because it builds relationships. And Kamryn Jackson, one of the newest media members in the South Carolina area, agreed that in-person is better.

“I think I’d personally prefer in-person,” Jackson said. “For starters, I think it’s a good way for reporters and journalists around the area to meet each other. Additionally, I think the ambiance is just a lot better. I think things can often become unsteady over Zoom – with connection issues and things. I think in-person is a safer option.”

An additional option is a hybrid format, in-person and virtual simultaneously, for the media day. If space is limited, a hybrid format maximizes attendance. Allowing the media to participate virtually will improve the quality of the event.

After the hosting decision is made, the next thing – and possibly the most important – to consider is timing. The right timing is essential. Should there be a media day once a year or multiple times a year? What about the time of day? Knowing your local media and what works best for them will allow you to choose the proper time.

One media day at the beginning of the year (i.e., August) generally works best for most. As the official start of the athletic season, having the media day in August will allow you to know what the media expects as well as provide the media an idea of what you expect of them throughout the year. Having this knowledge from the onset will assist with fostering a good working relationship throughout the year.

In Alabama, Ingram has hosted a media day once a year in August every year since 2009. His media days are usually held a week before the first games of the season – and it is tied in with their Kickoff Classic press conference that follows – where 75 to 100 attend and live-streamed to hundreds more.

In addition to the time of year, the time of day is equally important. “I think between 11 a.m. – 12 p.m. would work,” said Jackson.

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“I think times between 8 – 9 a.m. may be too early for some folks, and I think times in the evening may be when everyone is trying to wind down for the day.”

The final thing that needs to be determined is the scope of the media day. Will it be a roundtable or a panel discussion? Are questions allowed in-person, or will they be required to be submitted ahead of time? What topics will be discussed? Once again, knowing your local media will assist in determining how to conduct your media day and which topics.

To read the full story from the NFHS, click here.