Earlier this year, Washington Capitals owner Ted Leonsis asked me to create a set of guidelines for the team to issue press credentials to bloggers. After a few days of knocking it around with Ted and Caps Media Relations Director Kurt Kehl, we were able to come up with a finished product. I'm publishing it here in hopes that both franchises and individual bloggers can use it as the basis for creating an ongoing relationship.
In short, I'd like to see a whole lot more of us inside the arena and getting a closer look at the sports and teams we love. Before we get to the guidelines, I'd like everyone to know that this is by no means a finished product. In fact, I'm actively seeking edits and suggestions on how we can make it better. In other words, this is an open source project. All I ask is that if you wind up using the guidelines you send me a note letting me know, and telling me what the outcome is.
And of course, if you have any edits, I'd like to hear about them. Ben Wright with the Atlanta Thrashers is already using it in discussions with management on how they will deal with bloggers going forward. Here goes:
Guidelines for Granting Press Credentials to
Bloggers and Other Online Media Representatives Our organization, in an effort to better communicate with and inform our fans and sponsors, is committed to working with the emerging class of independent reporters and columnists who reach their audiences via blogs, podcasts, videoblogs and other online media. However, because these communications vehicles are so new, and the practitioners are not connected with established media organizations, some confusion exists as to how professional sports franchises can and should interact with them on a continuing basis. The following is a list of guidelines that the team will use in order to decide how to issue press credentials to independent online media representatives: * Individuals may apply for credentials on a game-by-game basis unless otherwise specified. Requests for credentials must be sent by e-mail or in writing to the Director of Media Relations. In addition, the team must have at least a three working day window to consider an application.
* Access is a privilege, not a right, and the organization reserves the right to revoke this privilege at any time. The organization also reserves the right to deny/revoke credentials to any outlet that publishes objectionable content.
* The organization prefers to work with online media outlets that have an established track record covering our team, our league and professional sports. As a general guideline, we would like to work with outlets that have been in continuous operation for at least 3-6 months. Please note, however, that we do have some flexibility in this area. For example, while a blog concentrating on a specific time-limited event like the NHL Draft or the Stanley Cup Playoffs couldn’t be reasonably expected to meet the above guideline, an exception could easily be justified on the basis of subject matter.
* All applicants must submit traffic data from a third party (Sitemeter, Technorati, Feedburner, iTunes or an equivalent) in order to be considered. While the decision to grant access is not based solely on traffic/subscriber data, we do ask that applicants provide some degree of transparency into their operations in order for us to make a fair and timely decision on an application.
* Obtaining press credentials is an opportunity to meet and interact with players and team officials. It is not a free ticket to the game. While continued access to the arena is not directly contingent on producing coverage every time, due to space limitations, the team must take it into consideration when granting continued access. Following the game, please forward a link to your post/podcast/videoblog to the Director of Media Relations.
* Bloggers who are granted access to the press box and other areas inside the arena are expected to act professionally at all times. Those who do not observe the practices of professional decorum run the risk of being ejected from the arena, and barred from future access.
* The final decision on all applications for press credentials rests with the Director of Media Relations.
I'd like to thank the folks who took a crack at my first draft, and provided some very valuable feedback. In particular I'd like to thank, Steve Ovadia, Greg Wyshynski, JD Press, James Mirtle, Liz Chang, Kareem Mayan, Rob Visconti, Chris Lynch, PJ Swensen and Ben Wright. Now have at it. I want to hear from you.
