The Football Association of Ireland’s Communications Department held a SSE Airtricity League Media Workshop for Premier & First Division clubs’ media officers ahead of the 2017 season. The purpose of the workshop was to illustrate best practices in
The Football Association of Ireland’s Communications Department held a SSE Airtricity League Media Workshop for Premier & First Division clubs’ media officers ahead of the 2017 season.
The purpose of the workshop was to illustrate best practices in terms of media relations, digital media, and marketing of clubs with case studies from clubs in the UK & Ireland that are impressing in the industry.
The evening began with an overview of the 2016 season’s media output with the FAI’s Communications Executive Kieran Crowley and Digital & Social Media Editor Darragh McGinley showcasing the growth that each of the 20 league clubs achieved digitally during the season.
A preview was then given to the work being doing in developing the brand new SSE Airtricity League website as well as the promotional plans for the upcoming season.
SPFL club Aberdeen were represented by Communications Consultant Dave Macdermid, and Marketing Executive Scott Gormal, to showcase how the side have increased attendances through organic marketing campaigns while their subscription based online TV channel, Red TV, has acted as a significant revenue generator.
Matt Hudson, Colchester United Media Officer, illustrated how his club has managed to steadily increase home attendances every season for the past four years. This was despite the team only having a 42% home win ratio during that period, including being relegated to the EFL League Two.
Hudson displayed various community initiatives and kids club programmes that ensured crowds at the Colchester Community Stadium continued to engage with the club off the field despite the poor results on it.
Welsh Premier League champions, The New Saints, were the third club to speak at the workshop. Stewart Bloor, Media and Communications Officer spoke in depth regarding the commercial activities his club operates locally and ways in which SSE Airtricity League clubs could potentially run similar ventures.
Galway United’s Media Officer Vinny O’Connor discussed how his club has embraced the digital era and emphasized how the Tribesmen publish certain content to the correct social media channels tailoring for the needs of the specific audience on that platform.
O’Connor impressively showcased Galway’s use of video to promote the club with high quality photography, visual graphics and the clubs 52-page match day programme other notable publications.
David Sneyd from the Irish Daily Mail represented the Soccer Writers’ Association of Ireland. Sneyd gave clubs an insight into the media’s point of view and ways in which clubs could alter press releases and communications in a manner in which would see further coverage given to the clubs.
