I reach for the first envelope on my desk. It contains a colorful brochure and a personal note saying it contains a colorful brochure. The brochure says things like “the ski school furnishes first rate instruction in the latest techniques.” Ho hum. The day I receive word that second-rate classes are offering outmoded techniques, that will be news.
What really makes me hit my desk in frustration is that this area might well be up to something new or interesting, but it doesn’t say.
Ski areas tend to ignore (or misuse) the cheapest selling tool available to them, publicity. Except for mimeo and postage costs, it is free. Every marketing region is served by magazines, newspapers, TV and radio that are hungry for material they can use. All you have to do is provide it — in a credible, professional manner, on time.
The most important task is the preparation of the basic press kit for 1974-75. Last year’s might have been great; but that was last year. Start again, not necessarily from scratch.
The words “press kit” summon up visions of elaborate and costly productions with fancy multi-color covers. That’s fine for an Aspen or Vail, but it is not essential. In fact, the simpler and handier to file, the more the press will appreciate it.
Here is what I think we reporters would like to find in your press kit:
Fact Sheet:—One or more 8½x11 sheets that gives all specifics in inches, pennies and hours and shows how to spell all relevant names. This is the single most important tool for the press.
Trail Map:—Even if skiers don’t need a map, reporters do. A simple line drawing or a marked-in aerial photo will do.
Brochure:—A copy of your latest brochure summarizes what you think your strongpoints are, and helps the reporter grasp the message. Staple on update material or write it in, but don’t let false “facts” reach the press.
Calendar for the season:—If you know precise dates, list opening, closing, holidays, major races, special events, bargain days. Like any other piece of paper you furnish the press, this should have the name of a contact (not the owner, unless he’s the guy), full address with zipcode and box number, full phone numbers with area code and night number.
Photos:—Black and white 8×10 glossy sharp, moderate contrast, shot in winter, amidst snow, fully captioned via typewriter on a small piece of paper taped so that it can be read while studying the picture. Who are the people in the photo? From what town or school? What is the trail shown? If a panorama, what are we looking at? Don’t overdo the photos, Sending none is better than sending bad ones. If you want to send a photo of your ski school director or owner, do a double-purpose photo: show the person in action on skis. Remember that news photos usually are used vertically, over one column, or horizontally, over two. Don’t show 97 people. Remember, newspapers like to see pretty girls and kids. Try to take the photos out of the press kits going to radio stations. Don’t send color, but do enclose a note if you can make original slides available.
For most areas, 3 photos do the job: 1) the director on skis; 2) the aerial or panoramic (remember that your trail map might not be reproducable); and 3) a feature-type photo that is unmistakably from your area, because of your good caption, because of the inclusion of un-ignorable landmarks, or because a name tag, flag or sign is clearly visible. This must be untimely, always appropriate. A class, a nursery group, hotdoggers, pretty girls doing something, a new lift (but not the towers being erected, not a summer scene). Better a drawing or shot of a tabletop model that at least gives the reporter an idea of what you have done.
The Advance News Story of the Season:—One, or if you must, two pages that give the facts on additions and improvements that you have made since last season. If you’ve spent five billion dollars improving the sewers, skiers won’t care. The story must be put in terms of what the sewer means, or the new lift means, to a skier, not to you. You are also entitled to include statements from your chief spokesman about the significance—or, if they are sufficiently offbeat, the difficulties involved. The story should be written newspaper style, saying what, when, who where and why in the first sentence. Even if there are no novelties, you should have a story pegged to your start of (or preparation) for the season, that reviews how many lifts, trails, special features, etc., you have.
Biography:—Restrain yourself (and the boss). Stick to one or two individuals and give most colorful and relevant facts and dates, plus action photo. Frankly, there is rarely much reporting done on ski school heads and area managers but reporters like to know who is who.
Feature Ideas:—Instead of writing out actual feature stories, it is good to include a list (or addendum to the fact sheet) that suggests feature photo, TV and radio possibilities on which you can promise to assist, (You will, of course, when asked, deliver the promised aid.) For example: Your ski school directors’ advice to parents of new skiers; your NASTAR coordinators advice on how to improve your store; your bartender’s word on favorite drinks and how to make them; your patrolman’s availability for interviews on avoiding accidents; plus ideas on vacation housekeeping, if you have condominiums to sell, on warding off sun or cold, on making friends, or whatever your fertile brain tells you is (a) helpful to your area) and (b) something you have seen a medium use before. In publicity, the staples never grow stale, if they’re handled with skill.
Honorary Season Pass:—Major ski reporters really do not expect to pay for their own lift tickets, but everybody loves getting presents. Let your kit include a VIP Season Pass, an inexpensive gesture that nevertheless wins points. A touch of class: “scribble” the publicity director’s name and home phone number on the back.
Sturdy Envelope, folder or chipboard:—A tragically large number of press materials get chucked into the basket because they arrived in such bad shape they were unusable.
These are the basics. If your budget permits, it would be worthwhile putting these ingredients into a sturdy folder, the size of standard file folders, and with some kind of tab that will stand up and shout your name whenever the reporter rifles through his files. Reporters do not have secretaries. Don’t tempt them to throw papers away, but make it easy for them to file yours.
