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. 2 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 3