Football Association

County Football Associations

CGM was commissioned to deliver regional external communications seminars to county Football Association staff including chief executives and marketing/communications officers throughout 2012.

We were also asked to write a Media Toolkit which was distributed to all county FAs in the spring of 2013 as a guide to help them promote and publicise their activities and handle difficult media and communications issues in an effective and proactive way.

CGM worked with County FA business support manager Darren Bernstein to develop a day-long workshop that would meet the precise needs of delegates. The workshops were divided into four sessions delivered regionally at county FA offices.

Delegates were introduced to theories and given case studies to work with to develop practical media planning skills and devise ways to communicate their message and focus on specific media in order to reach their target audience.

The media toolkit was divided into 10 chapters with 10 pieces of advice in each of ten chapters. The aim is for County FAs to use the toolkit as a ‘how-to’ media guide to help them deal with a variety of media situations – from organising a media event to writing press releases, developing social media strategies and handling a media crisis.