Priming the press
The latter are to be avoided. Don’t be afraid to be firm in refusing to “comp” them. Your $7-$10 gesture of goodwill is an investment, and if your visitor can’t come up with a press card, letter of introduction or other means of identification, there’s a good chance he’s either a two-bit writer on the take or employed by his newspaper’s advertising department. Not many newspapers give away free advertising to a ski area so why free lift tickets?
However, the legitimate writers, photographers and broadcasters are the vital link between you and the skiing public, and dealing with them successfully will enhance the profitability of your operations. One of the most concerned bodies in the country today in the matter of a proper, professional relationship between the media and the ski area is the Eastern Ski Writers Association. Operators will be impressed with the organization’s sincerity and should have on file EWSA’s constitution and by-laws which deal with the relationship between the press and the ski area very clearly and completely.
In addition, EWSA can provide you with helpful guidelines for accommodating the press for races. President of the group is Don Metivier, Post Star and Times, Glens Falls, N.Y. 12801.
Qualifying the visiting press
To start with, visiting press should be directed only to the manager’s or public relations office. If he starts looking for you at the ticket window, watch out. You should insist the press visit with the foregoing before talk ever moves to lift privileges.
Perhaps your visitor arrives at a bad time and you’re preoccupied. Take a moment to set a time and place to meet. If he comes unannounced, don’t drop everything and rush to his aid. Be businesslike and accommodate him as best you can. Delegate the responsibility only if you must.
Once he’s in your office, sit him down, offer him a cup of coffee and make him feel at home. Supposedly he’s there for a purpose, and you’ll need a chance to discover his specific mission and needs. Don’t be bashful, ask for his press card. Make a note of the content. If it’s appropriate, ask him to tell you about his publication or station. This helps you to discover how your area can best fit into the format of his story or program. This technique also helps smoke out the insincere visitor.
Then, check to see if your publicity information has been reaching him. If not, update your mailing list right on the spot. During the discussion, record his specific needs (for both now and later) on a 4×6 card or other form. Don’t be embarrassed to write notes—he’ll do the same when preparing the story, won’t he?
In addition, make a quick inventory of what he’ll need in the line of back-up services during his stay. For example, will he need a typewriter, photos, personnel, telephone, race results, etc.? If so, dispatch someone to prepare the way. However, always temper the degree of your assistance by the magnitude of the story at hand. A human-interest story on your child care facility just doesn’t
