CHEERLEADING & THE MEDIA

Dateline 24 January: Another major cheerleading feature hits the National Press. A refreshingly positive view is at last beginning to establish itself in the media over the last six months.

The almost two page feature in the Daily Telegraph "Young Telegraph" section spotlighted the Palace Crystals with four photos and a step-by-step illustrated chant. The upbeat article was free from stereotype comments and emphasised the work skills and responsibilities involved. That the girls had also been coached in PR skills for such interview opportunities paid dividends in that quoted answers showed maturity and appropriate responses.

On 19 October the Daily Telegraph Rx magazine published a two page spread on Cheerleading as a serious fitness topic, backed by expert medical opinion. Media interest in our Championships is high with a good probability of television coverage.

Hardly a week goes by without televised games showing cheerleaders. Household name teams in football, basketball, American football, ice hockey and rugby are leading the way. From the recent World Swimming Championships in Perth to the Atlanta Olympics cheerleading is everywhere. Within the foreseeable future teams without cheerleaders may find cheerleading becoming an expected part of any well presented sports package.

We have come a long way from the "Worlds Apart" national press satire of ten years ago setting an unguarded moment shot from a Hounslow youth squad practice next to a dynamic picture of the NFL Saintsation professionals. Unwholesome snipes like in the July Compopolitan are now seen to be out of touch with the realities that sports fans see every week.

The trend towards treating the subject seriously is accelerating and the Hollywood lampoon fictional image is gradually being replaced with realism and recognition that cheerleading is not a beauty pageant contest for camp-follower entertainers in sitcom parody.

Cheerleaders are athletes, they work hard mastering many skills and have significant responsibility as Leaders, Role Models and Team Ambassadors. This is an athletic discipline just like gymnastics, and a sport in its own right with many major competitions all over the world.

Trends tend to be self reinforcing, which it why positive wholesome features act as lodestones. Researchers will first look up everything previously published as a baseline. With more being printed about the skills and responsibilities involved the more new articles will be influenced towards the fitness and athletic aspects. With more high profile teams backing the benefits of cheerleading as part of their family entertainment package the activity becomes ever more self endorsing.

It is a fact of life that the cheerleaders of high profile teams will naturally get more publicity. These teams have press offices that see cheerleaders as PR potential for promoting the team, and finding this works. At whatever level of sport you cheer for you should send a report with sharp quality photo to your local papers as soon as possible following any event or special occasion, after clearing it with your team. Do not rely on others to do it for you.

The launch of Team Britain is intended to develop this growing public awareness further. The best way to show the potential of cheerleading is by demonstration at major events. The time is ripe for an official National All-Star Squad with all round skills that show cheerleading goes beyond pom waving or agency dancers.

Let it be clearly understood that BCA does not initiate or control media output. Squads own PR skills, resourcefulness and initiative are providing the momentum that is making the difference. However, when contacted we are pleased to recommend squads and supply resource information to encourage balanced and factual editorials.

Sometimes promotional or TV opportunities arise, often at short notice, where a squad near a specific location is requested. We always do our best to help. Media highlights frequently originate from team press offices, independent journalists, or television companies. Many contacts have been passed to us by high profile teams, league offices, and via World League. Most are organised by the squads themselves, especially in their local areas.

Superbowl and July 4th are topical interest dates when media interest is highest. With 1998 being the Centenary of Cheerleading adding this fact makes any feature more newsworthy. Special events arranged on or around November 2 will thus have greatest impact.

Where successful appearances and features have taken place send in details as this helps us to spread the word about what you are achieving. Being able to supply details of all recent PR and media successes shows journalists that cheerleading is news and here to stay.

Copies of this magazine go out to many national and sports organisations, plus 13 countries world-wide. This will also be read by around 5000 on internet over the next few months. What better opportunity to promote your squad and achievements then by sending us a squad feature with photo/s or news of what you have been doing.

This is your platform - Cheer here !

(c) British Cheerleading Association 1998