media

CCSAA media policy

Favorable press coverage of cross country skiing and snowshoeing is vital to growth of our sports as well as to growth of CCSAA membership and the Nordic industry as a whole. CCSAA positions itself as the leading authority on recreational cross country skiing and snowshoeing in the U.S. and Canada. Being quoted as a source increases CCSAA's credibility and can drive traffic to our website, benefiting all members. When asked for recommendations on ski areas to feature, CCSAA suggests a variety of randomly selected members so that the diversity of member ski operations is emphasized (geographic, socio-economic, scope of offerings, amenities, etc.). CCSAA responds positively to media requests for specific referrals because another source may not suggest member areas when asked for recommendations; another source won't necessarily point out the diversity of Nordic operations across the nation; and another source won't request that our xcski.org website (which profiles every CCSAA member) be mentioned for additional information on cross country skiing.

Detail
Favorable press coverage of cross country skiing and snowshoeing is vital to growth of our sports as well as to growth of CCSAA membership and the Nordic industry as a whole. It benefits all CCSAA members, from operations to suppliers.

CCSAA positions itself as the leading authority on recreational cross country skiing and snowshoeing in the U.S. and Canada. Our office cultivates press contacts at newspapers, magazines, broadcast media, and the Internet. We give writers, broadcasters, and photographers accurate and timely information on our sports and business. When there's opportunity, we initiate as well as respond to media attention.

When contacted, CCSAA provides general information on cross country skiing and snowshoeing as well as area operations. We ask probing questions to define what each journalist is looking for.

When asked for recommendations on ski areas to feature, our office suggests a variety of randomly selected members so that the diversity of member ski operations is emphasized (geographic, socio-economic, scope of offerings, amenities, etc.)

By stressing diversity, we are attempting to show the journalist that there are:

  • Ski areas in 27 snow states and 4 provinces
  • A range of services and features
  • Differences in the types of clientele courted by the ski areas.
  • CCSAA emphasizes this desirable variety of consumer choices.

This leaves the writer or broadcaster a choice of which operations to mention in an article, interview, etc.

If journalists request subsets of membership, CCSAA will randomly select areas according to their criteria. Actual examples include:

  • Resorts with designated snowshoe trails in the Northwest
  • Best deals on beginner packages at Nordic centers
  • Trail systems close to urban areas
  • Areas with kids' trails
  • Centers with senior programs

CCSAA provides this information because if we didn't, the journalist would find another source. This would almost guarantee that CCSAA wouldn't be contacted again by that journalist. In addition:

  • CCSAA responds positively to media requests because another source may not suggest member areas when asked for recommendations.
  • CCSAA responds positively and promptly because another source won't necessarily point out the diversity of Nordic operations across the nation.
  • CCSAA responds positively to media requests because another source won't request that our xcski.org website (which profiles every CCSAA member) be mentioned for additional information on cross country skiing.

CCSAA looks for ways to recommend a variety of members to the media. Diversity helps keep articles fresh, vibrant, and exciting. "New" and "out-of-the-ordinary" are traits that appeal to the media. However, we also have to recognize that there are icons in the industry; there are noteworthy areas; and there are areas that meet writers' specific definition of what they want to cover. If that means those operations are provided more often in a list of recommended areas, that's a reality.

Being quoted as a source increases CCSAA's credibility and can drive traffic to our website, benefiting all members. Being quoted as a source also has the potential to bring CCSAA to the attention of non-members who will consider membership as a result.

Despite CCSAA's best efforts to remain fair and balanced in representing all members equally, CCSAA understands that journalists work on deadline, often contacting us at the last minute.

Opportunity for the courtesy of fact or quote checking by CCSAA often isn't possible. Journalists may unintentionally misquote, get facts wrong, or make other errors. These inaccuracies are beyond CCSAA's control. On the other hand, we are often contacted for fact checking on an article that didn't initially use us as the initial or primary source. Refusal to interact with the media risks greater confusion and misrepresentation or under-representation of CCSAA member areas by the media.

Finally, an article or interview can only profile or mention a handful of members. CCSAA does its best to balance needs of the association with the needs of individual members and the media. CCSAA avoids selecting one member to be featured or named a favorite area to the exclusion of others.

adopted by CCSAA Board on May 13, 2008

  • Aurora