ROBIN WAXENBERG & ASSOCIATES
Public Relations/Special Events
October 2014
TO:
Ellen Satlof
FR:
Robin Waxenberg & Associates
RE:
September PR Recap Report
CC:
Marisa Brunett
_________________________________________________________________________
Dear Ellen:
Back to school sports safety has been a key theme for our September efforts. We continue to champion
all news bureau, Journal of Athletic Training and general efforts and have worked closely with media to
provide good education on the youth sports front. This report is condensed for the latter part of
September since we included updates specific to earlier in the month in our last report (a wrap of summer
and post-Labor Day activities).
Details are included below.
Total (new) audience reach for September: 34,095,972
1. Youth Sports Safety National Broadcast Efforts
We had the opportunity to work with two national broadcast outlets on timely back to school/sports
safety segments as follows:
CNN, September-October 2014, total audience reach: 15,287,850
At our recommendation, producer Val Willingham taped a back to school sports safety segment that ran
end of September/early October on local affiliates and the Cnn.com site. We attended the shoot on
September 12 at Marshall High School in Fairfax County, Virginia, and worked with John Reynolds on all
logistics.
Full segment on CNN: http://www.cnn.com/video/data/2.0/video/health/2014/09/30/exp-kids-andsports-safety.cnn.html
Overview of placements to date:
http://mms.tveyes.com/NetReport.aspx?ReportHash=19338edb49ad8f8f2dbd3461d8e40d53
The story generated a total 128 segments with a viewership of 1,994,207 and an ad value of: $122,430.50
Additionally, www.cnn.com has a reach of 13,293,643 bringing the total audience reach to: 15,287,850.
PBS NewsHour, October 6, 2015, total audience reach: 7,197,343
NATA was contacted by producer David Coles regarding a segment that evening on the recent trend of
high school student athletes. The show was familiar with NATA and the Youth Sports Safety
Summit/Alliance. He asked for an expert for an on-camera interview to discuss concussions, education
and what parents, coaches and others need to know. We coordinated an interview with Steve Broglio and
the segment generated a total of 59 broadcast including local PBS affiliates, one NPR national radio and
one NPR San Francisco affiliate.
Transcript and video/podcast of segment: http://www.pbs.org/newshour/bb/weighing-health-costs-highschool-football/#
The segment generated terrific reach including: total national viewership: 2,168,838; total local
viewership: 441,225; and a total broadcast ad value: $41,294.09. Additionally, coverage on the PBS
website generated an additional audience of: 4,587,280.
To review all 59 broadcasts please visit:
http://mms.tveyes.com/NetReport.aspx?ReportHash=6036eef0befee27e14d58c1226aacfb4
2. NATA and Children’s Cardiomyopathy Foundation Team Up on Heart Health
In light of September (National Children’s Cardiomyopathy Month) and October (Sudden Cardiac Arrest
Awareness Month), NATA issued a press release to provide heart health and youth sports safety
education.
The release was distributed at the end of September and we’ve received good interest though this also
coincided with news of Ebola in the U.S. (and especially Dallas) and has curtailed/delayed media
attention. We continue to follow up and have secured an interview for Jim Thornton with “Speaking of
Health with Dr. B” in October which will be produced as a podcast for the show’s website.
Advance for Physical Therapy and Rehab Medicine also ran the press release on its website (September
28, 2014, total audience reach: 85,076).
http://physical-therapy.advanceweb.com/News/Daily-News-Watch/NATA-Releases-Heart-HealthGuidelines.aspx
We will continue to follow up.
3. Occupational Health and Setting Specific PR Efforts
We are working with NATA to create increased awareness and education re: the valuable role of ATs in
the occupational health setting and will tie this announcement to the first week of November (2-8), also
recognized as Allied Health Professionals Week.
We’re currently in communication with Joe Scott (Southcoast Hospitals), Nancy Burke (Fairfax County
Police Department and Criminal Justice Academy) and Erik Nason (RehabWorks at the Kennedy Space
Center), each of whom work in a unique and diverse setting to shed light, success and ROI information on
the topic.
4. Advance for Physical Therapy and Rehab Medicine
We are working with Advance on a cold weather and environmental conditions bylined article for the
winter issue of the magazine. Tom Cappaert, who was the lead author of NATA’s position statement on
this topic, will write it.
5. Journal of Athletic Training
Working with NATA, we have identified a study, “Concussion Knowledge in High School Football Players”
in the upcoming issue to promote to national and trade media. We have liaised with authors Brady Tripp
and Janie Cournoyer on all efforts and await a final publication date.
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6. Consumer Placements
Family Circle, October, total audience reach: 4,452,000
Associate health editor Maria Masters spoke with Ron Courson and Jon Drezner, MD, for a youth sports
safety article on sudden cardiac arrest in sports. The column ran in the hard copy October issue with
quotes specifically from Ron. We have requested but do not see yet that the story has been posted
online.
Arizona Republic, September 20, 2014, total audience reach: 261,174
Consumer reporter Michelle Lee worked on a mid-September story on the sports safety and challenges of
hiring athletic trainer in Arizona schools. We set up an interview with Bart Peterson who also provided a
national perspective. Michelle has all relevant background including the Safe Sports School Awards
program, the NFL grant program and updated national stats regarding school access to ATs.
http://www.azcentral.com/story/news/local/arizona/2014/09/20/athletic-trainers-high-schoolsconcussion-worries/15944441/
Speaking of Health with Dr. B (Dr. Borenstein), September 10, 2014, total audience reach: 1,000,000+
We worked with producers of this online radio network program re: a concussion segment that was taped
on September 9 and posted on Wednesday, September 10. Paul Ullucci and Samantha Sanderson (cofounder of the Concussion Connection and who previously participated in the 5 th Youth Sports Safety
Summit), were both interviewed by Dr. Borenstein:
http://www.drbhealth.org/programs/ (please scroll to the September 9 program).
7. Trade Placements
Athletic Business, October 2014, total audience reach: 41,010
Editor Paul Steinbach contacted Robin Waxenberg regarding an October article on youth athletes and
strength and conditioning programs. We provided appropriate NATA guidelines and coordinated a call
with Larry Cooper.
http://www.athleticbusiness.com/images/digitalissues/1014/ (please scroll to page 28)
Stateline/Pew Charitable Trusts, September/October 2014, total audience reach: 5,839,595
As reported last month, NATA worked with reporter Mike Ollove, health policy reporter on his request for
information re: the need for state legislation or regulation to reduce the number of sports-related injuries
to children and youth. We had shared several stories in our last report and continue to see new coverage
as follows:
Washington Post (5,589,595 total audience reach): http://www.washingtonpost.com/national/healthscience/states-move-to-protect-high-school-athletes-from-concussions-heatstroke/2014/10/06/f55ddd76-47fd-11e4-a046-120a8a855cca_story.html
WPTV/Palm Beach (250,000 audience reach): http://www.wptv.com/news/national/states-seek-toprotect-student-athletes-from-heat-stroke-and-other-maladies
SportsBusinessJournal, October 6, total audience reach: 17,000
We worked with editors re: NATA’s new board of directors’ announcement and mention of Tory Lindley,
Chris Mathewson, Carolyn Peters and Timothy Weston. This appears on the People page.
The association news items are at the end so this stands out (scroll down):
http://www.sportsbusinessdaily.com/Journal/Issues/2014/10/06/People-and-PopCulture/Careers.aspx?hl=Tory%20Lindley&sc=0
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