Over 100 participants attended the Seminar, with a strong showing from many of the NSAs.

Welcoming speech: Datuk Dr. Jegathesan

Dr. Jega spoke to welcome the participants from NSAs on behalf of Tunku Imran. He expressed gratitude on the great attendance shown by the NSAs. He reiterated that OCM is playing the role of facilitator  and provide ‘enabling environment’ to help NSAs to go on their job. He further said that new faces in OCM has led to many additional activities planned and being planned for NSAs. He also thank Astro, organizing committee and speakers for making the seminar a successful one. 

Message from Tunku Imran

Tunku Imran spoke through teleconferencing. He stressed one important role for the media that is to support the local event. He cited English Rugby League as an example. He said that the media supported the league despite having to cover for international tournament. English Rugby League was given 4 pages coverage.

First Session : Introduction and Overview : Dato' Sieh Kok Chi

Dato’ Sieh pinpointed  good media relation as important for sports development. The effect of media could be seen as to :

a.        influence people for support

b.       make or break an organization, a person or  a nation

c.        promote personal agenda, interests and benefits

He emphasized that even though media is important, a two way relationship has existed. Media has benefit in terms of :

a.        getting news/contents of sport

b.       increased circulation and revenue

c.        jobs opportunities

d.       opportunities to travel and to witness sporting events

Thus media is a partner. Any differences is temporary and due to misunderstanding of each other’s role. When cited  Janet Malcolm, Dato’ Sieh stressed that journalist sees subject as ‘a collection of possibilities’ thus what is reported may not be acceptable, thus NSAs should review their expectations. However, he cautioned NSAs to differentiate between a lie and untruth. And he advised them to tolerate the untruth since it is not based on benefit to anyone.

He went on to share some principles in the practice of sport:

a.        to be truthful and fair

b.       to be independent

-           to reflect more on what have not been done

-           don’t be too dependent on the media for publicity; create own website, bulletin and newsletter etc

-           media don’t owe NSAs a living

c.        to try one’s best

-           to make own sport attractive, interesting and challenging

-           to identify target group

-           to make full use of the internet

-           to be patience

-           keep the media informed of all activities and latest news of NSAs

Dato’ Sieh thanked the NSAs for good turn out and congratulated Miss Low Beng Choo for job well done.

Second Session : Methodology for Press Conference - Mr, Sydney Tung

Mr Sidney Tung started by reiterated the fact that the relationship between media and sports is two-way. He then spoke on characteristics of the media and emphasized the three things that media do:

a.        provide information about events and people

b.       provide interpretations about  events and people

c.        provide entertainment

He however pointed out that media present only selected information and experiences.

And listed details of how media construct sport both by the newspaper and TV.

What is necessary to obtain good media coverage?

 Mr Sidney Tung  listed 6 ways for NSAs to get good coverage as follows:

a.        complete a media list entry

b.       distinguish between a news release and a news advisory

c.        distinguish between a news conference and a news briefing

d.       identify the three spokespersons from the NSA

e.        identify areas that need more media coverage

f.          replicate successful media strategies

a.        Complete a media list entry

-           to establish accurate media list and updated it regularly

-           include big and small media including radio and regional papers

-           identify sport writer/announcer for each media

b.       Distinguish between a news release and a news advisory

News releases are short information prepared to interest mass media in the form of story or event such as national events and national selection. While news advisory is an abbreviated news release that gives basic information about an activity, often used to invite media to an event or news conference such as invitation cards.

c.        Distinguish between a news conference and a news briefing

News conference is a planned event designed for the media at which a person speaks for attribution on an issue, event or topic. News Briefing is an event designed for the media at which reporters’ questions could be answered in an informal setting.

d.       Identify the three spokespersons from the NSA

It was suggested the following  three person should speak:

-           President

-           Secretary/Executive Director

-           Media Director (if applicable)

e.        Identify areas that need more media coverage

It was recommended that certain issues that could provide ‘value’ to the media be given to the media.

f.    Replicate successful media strategies

It is important for NSAs to adopt and adapt successful strategies by other sporting bodies.

Preparation and Handling of a Press Conference

Mr Sidney Tung stressed that the following items be observed:

-           objective of the conference

-           date and venue

-           programme

-           invitation list; confirm and reminders

-           venue preparation including backdrop etc and use checklist

-           press kit/hand-outs

-           MC

Mr Sidney Tung shared the experience of 10-pin bowling which started as parlour game in the 60’s. And stressed that the development programmes in the 80’s which uncovered many young talents has given the association opportunity to sell ‘product’ to the media. Before that the association was not given exposure in the press but in the late 80’s when the association has the product, media started giving some coverage. He reminded the NSAs to continue with development project and continuously provide information to the media without expecting to much.

Third Session : Sponsors Perspectives - Dato' Dina Rizal and Ms. Susan Ong

Speaker 1 : Dato’ Dina Rizal

Dato’ Dina stressed that Nestle is happy to be part of sport. He listed four elements that sponsors are looking for when they sponsor sports events

a.        Visibility

b.       impact

c.        credibility

d.       image

He also pointed out that for a hardcore sponsors, good publicity is required to effect sponsorship.

What are sponsors expectation of NSAs?

Dato’ Dina quoted four criteria :

a.        Good cost effective management – value for money

Sponsors expect NSAs to walk extra mile for publicity; reaching out to the audience (million) and not only participation.

b.       Good participation

Sponsors look for maximum participation.

c.        Good performance – development and excellence

Even though sponsors encourage excellence performance, they also expect NSAs to promote grass root development.

d.       Good publicity

Sponsors expect NSAs to provide them with good publicity and not bad publicity.

Dato’ Dina reminded NSAs not to under estimate the power of the media. History has proven that they could make or break a sport association as they champion a genuine positive or negative cause. He expects to see mutual respect and strategic alliance between media and NSAs. In fact he stressed that media relationship is crucial, as crucial as NSAs would give to development, selection, competitions and so forth. As networking is important, so are sincerity and respect from NSAs to the media.

Sponsors expect NSAs to change their mindset and to market their sport; be an ambassador, be a respectful custodian and practice what they preach. NSAs should establish good net working to make small achievement become big stories.

Dato’ Dina end his presentation by saying that ‘with effort, initiative and fun, no bridge too long to cross’.

Speaker 2 : Ms. Susan Ong – John Hancock

Ms Susan Ong spoke on John Hancock-OCM Partnership which started with the launching of ‘Athlete of the Games Programme’ in 1995. The programme was based on outstanding achievements of athletes in international sporting events and reward is channeled directly to the recipient.

Ms Susan cited five reasons why John Hancock work with OCM:

a.        co-branding opportunity

b.       reputation

c.        commitment and support

d.       ‘guru’ of sports

e.        media contacts

And she emphasized that the partnership was successful that similar programme  was adopted by other John Hancock affiliates. John Hancock gained positive media coverage, ‘feel good’ factor for agents and long-term recognition. She wound-up her presentation with five key points:

a.        sponsors want returns on their investment

b.       small budgets can still reap results

c.        objectives of both parties must jive

d.       commitment from NSAs to programme paramount

e.        success of programme can lead to bigger things

Fourth Session : The Role And Management Of The Web Site In Ensuring Continual Contact With The Sports Media by Mr. S. Anadram and Dr. Shamala

Speaker   1 :Mr. S. Anandaram – Malaysian Cricket Association

1.              The speaker started off  by highlighting on the importance of the  internet and the advantages of having a website for the association.   One could  reach millions of people all over the world  and information is available instantly 24 hours a day. 

2.              Next, an explanation  on the requirements to become a part of the web was given which included the following :   suitable Domain name, a suitable web space, a suitable platform, a dedicated person to design, develop and maintain the website, web development tools, and A FTP client.

3.                 Subsequently, the speaker spoke briefly on the several ways of getting into the web.  The various ways mentioned were :  in a dedicated server/host, in our own PC with the utilities like PWSD, IIS, and free hosts or template driven websites.

4.              The speaker  pointed out that the next step was to market the website you own.  A variety of ways was suggested:  adding  in your letter head, visiting cards, vehicle, radio, and link from the parent /affiliate web site;   add to the signature in the outgoing mails; mouth to mouth the fastest advertisement tool; advertise in newspaper media (the greatest option).

5.       Special emphasis should be given to the importance of keeping the tempo of information flowing  in your website.  Several effective ways were recommended to let one stay on the race:  keep web site on the toes with the latest information; news letters, photo gallery, poll, online feedback; send e mails to all  affiliates, members, press with updates, news letters, revised rules, success story, how to play your game, etc; add color to the site by including animation, sound, and multi media effect; and add a hit counter. 

6.              The speaker also pointed out that it was equally important to keep the web site attractive.  Simple rules suggested included the following: design the look and appeal according to the market; keep consistencies through out the site;  keep the site interesting yet simple with plenty of information; and keep a professional look which reflects the proper image of the association/sports. 

7.              The speaker concluded his session by giving special attention on communication which was considered as the trump card for the web site.  One could send press release as soon as possible; keep the press informed of the events, rules, changes, websites updates, etc; email web links of the articles for reference; develop good will by sending E-cards on special occasions on the web site.

Speaker  2:  Dr. Shamala Subramaniam – OCM  IT Committee Member/UPM

1.                     The second speaker addressed her issues on  “The Role And Management Of The Web Site In Ensuring Continual Contact With The Sports Media” by focusing on  “The OCM Bulletin.”

2.                     Dr. Shamala introduced us to the world of cross-domain excellence. She cited examples on cross-domain excellence such as: computer science  and business(Bill Gates); and between sports and academics (IOC President).    She also focussed our attention on sports in a globalise today which is a cross-domain between recreational and professional sports (IT-Manual-Personal) and subsequently brought us to an E-Sporting Platform and http://www.olympic.org.my  

3.                     The speaker propounded that ICT can be “Anytime, Anywhere and Any Device”. However, she cautioned that two elements, i.e  costing and dependency were constraints in technology transfer. 

4.                     Next, the speaker gave a brief demonstration on the screen on how the affiliates could operate and benefit from the usage of the OCM Bulletin.  She also encouraged the affiliates to start their own web sites as soon as possible.

5.                     Dr. Shamala concluded her session by announcing that OCM had planned to conduct a series of IT Training Courses soon.  Ms. Beatrice from OCM was also commended on her commitment and contribution in setting up and maintaining the OCM web site.  Ms. Beatrice would also be available for consultation if the need arose.

Fifth Session : A Panel on Sports Media Perspective and Expectations

Panel:     1) Mr. Lazarus Rokk – NST

                2) Mr. Johnson Fernandez – The Malay Mail

                3) Mr. George Das – AIPS                                                       

Mr George Das spoke on behalf of the panel. He started off with ‘Who need who, more?’ He stressed that NSAs and the media need each other. He went on to say that media is part of our daily life and sport events attract extensive media attention. He emphasized that co-operation between sports authorities and media is essential. Media wants news and NSAs want publicity. He reminded that NSAs should be grateful for media exposure and be obligated to assist them. However he reiterated that mutual respect is essential in fostering long term relationship.

He listed daily business for  NSAs :

a.    daily contact with media

b.       daily media briefing

c.        daily media release (fax or email)

He suggested that to work with the media, NSAs need the following:

a. Full-time Media Officer

b. Part-time Media Officer

And NSAs need to understand:

a.     how media work

b.    what their needs are

c.     what is important to them

d.       a sense of datelines & priorities

e.        basic grasp of media terminology

Mr Das also listed 5 principles for NSAs to follow:

a. Be Honest – Don’t try to deceive the media

b. Be Open    - Be frank and be transparent

c. Be Friendly

d. Be Helpful – Provide service

e. Treat All Equal – Have no favourites

 Final Session:   “Are we bridging the gap and making the most of the relationship" Chaired by Ms. Low Beng Choo

1:              Dato Jegathesan (OCM) started the ball rolling by asking the press if they enjoyed a 100% freedom in their job and if anybody had been sued for their writing.

                A]                 Mr. Rokk  replied that they enjoyed a 95% freedom in their coverage and they could be sued for their writing.

2:              Mr. Vincent Fernadez  (Radio 4)  proposed that the NSAs should give fair treatment to all the members of the media, be it, the papers,  the TV or the radio.  The NSAs should fully utilized any media for their publicity.  He also added that Radio 4  is always willing to air any news from the NSAs.

3.              Datio Naim Mohd (OCM) appealed to the media to give  more coverage to the minority sports and not to concentrate on the major sports only. 

4.              The chairman added that this is in line with the issue brought up by many of the associations that the media should play a more  effective role and influenced the mindset of society on the importance of sports so that sports could become a part of our lives.  The emphasis was on “Sports for all, Sports for fun” concept beginning from the grassroots level. 

Ans:                 Mr. Rokk replied that this is an ideal situation.  However, we could not deny the fact that champions would be allocated more space simply because they are news and bring in more revenue to the media.   He added that non-champions or individuals who had any ‘affiliation’ with champions too would be given coverage if they could   provide publicity  including ‘bad publicity’.  He cited the case of the caddy from Singapore. 

5.              The chairman prompted if the sponsors could help out with the promotion of sports. 

                Ans:    Dato’ Dina  responded that the column “A Tribute to Champions” in the print media which was launched in Feb 2003.  This column was created to profile ‘significant others’ beside the ‘real champions’.   The champions profiled in this column were focussed on the juniors, parents, coaches, and peers  who have contributed to the success of ‘real champions’ or in the process of becoming a champion. Besides this column, the “School Watch” and “Grassroots” columns in the NST and Malay mail also reported  and highlighted on  the development programmes and genuine efforts carried out at the grassroots level. 

Ans:                 Ms. Susan  pointed out that John Hancock partnership with OCM was to reward the outstanding athletes but not necessary champions.  She narrated that Malaysian athletes participating in the Olympic Games were not champions but they were rewarded for their efforts for breaking any national records in the outing. At the moment John Hancock has also targeted the ‘significant others’, that is, group of people who were related/affiliated to the stars.

 6.              Mr. Rokk  questioned if sponsors would still be involved at the grassroots level if they did not get any publicity?

Ans”  Dato Dina responded that it has to be a ‘win-win’ situation. They must enjoy the event and not exploit it.

 7.              Mr. Rokk question the NSAs about their feelings of having a sponsors’ label before their event?

                 Ans:  Melvin (Snookers and Billiard Association) gave a  lengthy but general analysis on his observation on today’s theme.  He stressed that there is no gap between the two groups but there is a lack of understanding between them.   He also responded that the NSAs should not be uncomfortable to have the label before their event.

                 Ans:                 Dato Malik (Tennis Assocaition)  responded that the Lawn Tennis Association was not only comfortable but felt proud to have the sponsor’s label before their event.  He added that the label would not diminished the importance nor the participation of their events.  He cited “The Milo Junior Tennis Championship” and “The Sapura National Senior Tennis Championship”  to support his response.

 8.              En. Malik (Equestrian) questioned on how receptive would the Press be to a workshop organised  by the NSAs to educate them (the Press).

                 Ans: Mr. Rokk  responded that NST would definitely be supportive for such a cause.  He added that it would be most beneficial for a new sports.

                 Ans:  Mr. George Das responded positively to this question. He further added that they would do anything to get their story right and  it would be educational to their junior reporters who were attached to their seniors/mentors in particular.

 9.              Dato Malik (Tennis)  proposed that the press should sought for confirmation before publishing any news.  He cited an incident where  news  on “The Lawn Tennis Association”  developmental programme was wrongly reported in the NST.  He narrated how he wrote, emailed and faxed to the sports editor for correction but nothing was done till today. 

                 Ans:                 Mr. Rokk  agreed that the reporter should have called to confirm the report before publishing to give a more balance coverage.  He apologized for the ‘unbalanced report’ and hoped to rectify it. 

                 Ans:  Mr Fernandez responded that there was no necessity to call the Lawn Tennis Association for confirmation since the  person quoted in the report was also an executive member of the Lawn Tennis Association even though he was also a member of the Penang Lawn tennis Association.

                 Ans:  The Chairman responded that this is a very good example to illustrate on the importance for the NSAs to name their spokesperson/media officer to the press.  Ms. Low Beng Choo  also mentioned that more frequent informal meetings were  essential and crucial to build human relations in despite the IT age.

 10.           Chris   questioned on the importance of having informal and frequent meetings to build human relationships.

                 Ans:                 Mr. Rokk responded that more informal meeting would be great.

                 Ans:     Mr. Das cited the informal meetings conducted by Dato’ Paul (FAM ) was great for good and effective communication.  He added that the smaller minority sports should emulate this approach to market their sports  and influence the mindset of the reporters and to get a friend.

                 Ans:       Mr. Sidney Tung responded that he did not have organised regular meetings with the reporters.  However, he had meetings on an irregular basis with the reporter in  an informal atmosphere such as the coffee house to take care of his human relations  with the media.

 11.           Mr Terence Yaw (Ten Pin Bowling) related and shared his experiences on how he gain the expertise and confidence to write good reports to the press.  He requested that it would most beneficial if the press could teach the NSAs  on good journalism and organised workshops on this aspect.

                 Ans:                 The Chairman responded that OCM would be organising such a waorkshop.

 12.           Hj. Moksin Hj Salleh (MSSM) commended the press on the coverage on the MSSM sports news.  He pointed out that negative reports were used as a deterrent for future mistakes and to benchmark their performances in the Sports Divisions.  He further elaborated on the developmental programmes undertaken by this division since its collaboration with the Sports Ministry. 

 13.           Dato’ Naim (Cycling)  would like to find out if there was a survey done on the rating on the relationship between  the NSAs and the media?  And if such a study is necessary?  He said indirectly he was making an appeal for the press to allocate more space for their sports.

 14.           Dr. Leong (Akido)  also lamented on the lack of coverage on Akido.  Even though Akido is a non Olympic and non competitive sports, it is getting a lot of their programmes going under the Rakan Muda umbrella.

                 Ans:  Mr. Fernadez   responded that the NSAs must initiate the effort to improve the standing of their sports, for example have competition to attract the   crowd first before the media could contribute their part.

Conclusion

The Chairman concluded the session by summarizing that to bridge the gap and to improve the relationship between the NSAs and media, it would entail effort from both parties.She stressed that it takes two hands to clap.  To achieve this mission, the NSAs could have more development programmes to initiate news. So, bearing this is mind, the role and joint effort of each and everyone is equally significant and critical   in the development of sports in the country

Rapporteur Report by Dr. Tan Siew Eng and Dr. Wee Eng Hoe