Approving Media to Cover High School Sports Events

It is a scene that unfolds almost nightly across the country. It’s high school game night and virtually everyone wants access to the contest that is drawing rave previews. While fans wait in line at the gate hoping for a spot in the stands, another group is also insistent on attending: The media.

Media representation comes in all forms during these evolving times. While there are representatives from traditional media like newspapers, radio, local community access and broadcast television, the new-age media brings streamers, bloggers and online news organizations. And don’t forget student media.

Some media representatives check in ahead of time with an activities director or a site administrator, alerting them of their intended coverage and access needs. Other media members are known to show up at the gate, flash an ID badge of some sort and expect admittance. And, there is a sector of the media that show up at an event and attempt to talk their way into the contest.

The questions begin to swirl for an administrator and the school’s team: Who is approved to cover our events? Is that really a media person?

“Just as media continues to evolve, so does the process and criteria for determining the approval of media to cover events,” said Todd Clark, the longtime director of communications for the Wisconsin Interscholastic Athletic Association. “What has to be the No. 1 priority is the safety of students. We need to make sure the right media are being permitted access to cover students and schools so they can share those stories.”

During the annual Let’s Connect Conference in early January in suburban Chicago, communications and media directors from numerous state associations gathered, and in what has become a ritual of sorts, opened the session with the oft-debated topic of “What is Media?”

It’s a moving target with no definitive answer, and member schools across the nation are asking their state associations for guidance.

While most state associations yield media approvals to the local level during the regular season, it doesn’t mean local control is completely on its own. State associations produce credentialing and approval criteria that are available in a variety of guidance materials and policy manuals that are used at the postseason level. Member schools are now using that as a resource to guide decision- making when considering media requests.

At the request of member schools and the 16 region committees that govern section-level events, the Minnesota State High School League created an ongoing approved media list at the beginning of the school year. Through the process that mirrors many other state associations, the League researches a media request through vetting criteria that includes:

• Organizations must have an established, longstanding history of coverage.

• Organizations must have credibility as a news-gathering organization.

• Organizations must have editorial oversight.

• Organizations must create original content which can only be generated by being onsite at an activity.

• Organization’s coverage must go beyond the distribution of in-game scoring updates.

• Organizations that are exclusively social media-based will not be approved.

• Organizations that are scouting, ranking or recruiting services, college coaches, private clubs or specialty websites that are promotional services for an activity will not be approved.

“We asked the Minnesota State High School League for help in managing media for our local and postseason events,” said Chad Stoskopf, activities director at Esko (Minnesota) High School and the Region 7A Administrative Secretary. “With media continually changing, it can be a challenge to know what media are approved for access and those that are not. We are appreciative of the media that cover our events, but want to make sure they are approved. To be able to consult the approved media list is a great resource for an AD.”

While credentialing criteria can vary across the state associations, guidance and policies created at the state level are designed to present information to local administrators to make informed decisions.

“If it is a website, check their content to make sure its OK,’’ said Chris Cuellar, communications director of the Iowa High School Athletic Association. “The big thing to look for is a consistent record of coverage and news gathering.”

In addition to approving media to cover events at their site, an activities director must also give consideration to other areas once media are permitted access. Among them:

Designated Seating:

• Where will you place media members?

• Will they need a table and access to electricity to power their equipment used for coverage?

Photography:

• Are there Designated Photo Zones?

• Will you permit tripods or remote cameras?

• Are photographers allowed on the field, court or ice following the conclusion of a contest?

Postgame Access:

• Typically, locker room access is prohibited

• Where will media meet the coaches and participants for a postgame interview session?

Wrapping Up:

• Will you permit media to stay on site to transmit their stories and photos, or their stand-ups for TV newscasts?

• You’ve no doubt had a long day. How long will you permit media to stay on site before they need to vacate?

For more information or further guidance, the High School Today editorial staff encourages administrators to reach out to the communications specialists at their respective state associations.