October 09, 2006
The Final Cut On Media Credentials Guidelines
I've had a number of people write to ask me about the issuing of press credentials to bloggers over the past few weeks, so I thought it might be a good time to publish the final draft I sent along to the Caps and the NHL a few weeks ago (my original posts are here and here).
Again, I want to thank my readers for all of their suggestions. But the one group I want to thank the most are a group of sportswriters who critiqued the original guidelines over at SportsJournalists.com.
Despite the fact that for the most part they don't want to see bloggers anywhere near the press box, they offered a withering assesment of the first draft's weaknesses, ones that I believed were addressed in this version.
Guidelines for Granting Media 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 should work 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 media credentials to independent online media representatives. Overall, our organization strives to work with individuals who adhere to professional standards, demonstrate transparency in their operations, and regularly produce quality content.
* 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. Credentials must be applied for, and will be issued in, the applicant’s full legal name. Please give the team at least three working days to consider an initial application. Once a relationship has been established between the applicant and the organization, this requirement will be waived.
* The organization prefers to work with online media outlets that have an established track record covering our team, our league or professional sports. In the application, please provide a short summary of previous relevant experience, if any. 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 these areas. 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. In addition, a relatively new outlet that is run by an individual with previous experience elsewhere could also merit an exception.
* All applicants must submit traffic/subscriber data in order to be considered. While the decision to grant access is not based solely on these criteria, we do ask that applicants provide some degree of transparency into their operations in order for the organization to make a timely decision.
* Obtaining media credentials is an opportunity to interview players and team officials for legitimate media purposes. 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.
* Bloggers who are granted access to the press box and other areas inside the arena are expected to act professionally and adhere to NHL-mandated media guidelines 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.
Once an individual has obtained media credentials they have the same privileges as anyone else in the press box, and the same responsibility to act professionally. Access is a privilege, not a right, and the organization reserves the right to revoke this privilege at any time.
* The final decision on all applications for media credentials rests with the director of media relations.
The rest, as they say, is up to you. If you'd like to take a shot at obtaining press credentials for your local team, I'd encourage the attempt. Feel free to use the above guidelines, and make your case to the team why you think your blog makes the grade. If they say no, and that's what I'm guessing will happen in a lot of cases, listen to the team, be gracious, and get back to work making your blog better and getting it into shape so the team won't be able to say no when you come back again in 3-6 months.
And just because you're team isn't in the NHL doesn't mean you shouldn't make the effort. I've already gotten emails from folks who are using the guidelines to get access in the WCHA and the WHL. Heck, feel free to re-write the guidelines if you'd like to cover another sport. All I ask is that you let me know how things go.
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