XC Media & Communications Skills Workshop

AUSXC Media & Communications Skills Workshop – Canberra – Sunday April 12

Female cross country ski athletes, coaches, officials, administrators & supporting mums…We need your help to ‘talk up’ XC skiing…raise our media profile and get more people & sponsors on skinny skis!

Come along to The Media & Communications Skills Workshop, organised by the Ski & Snowboard Australia Cross Country Committee and funded by the Australian Sports Commission’s Women Leaders in Sport Program.

Sports Media Communications specialist Alice Wheeler is the guest speaker and other presenters include James Bennett (ABC Reporter) & Michelle Armstrong (Communications Consultant).  Specifically tailored to meet the needs of the XC Ski community, this dynamic and interactive Workshop will give participants the skills and confidence to maximise media opportunities, deliver media interviews and help build the XC skiing brand as a ‘healthy sport for life with multiple pathways for athletes, coaches, officials and recreational skiers’.


(click for PDF flyer)

Whether you are a national team athlete looking to share the media spotlight with other elite sportspeople or a race organiser; club official, school ski team wanting some local media coverage, there will be plenty to take home!

The Workshop will cover:

  • How the media works – what makes a story and some specific tools to prepare you for print, TV and radio interviews.
  • What journalists want – the basics of media relations and preparing information for the media: media releases; editorial; backgrounders; images, etc
  • How to develop and communicate effective messaging – to reflect the key issues of who/what you represent (personal/organisational)
  • Social Media – what platforms are out there and how to use them to your advantage and avoid costly mistakes

DATE: Sunday 12th April 2015

TIME:  9am – 3.30pm

VENUE:  AIS, Canberra

COST: FREE (lunch provided)

RSVP: Friday 20th March 2015.

REGISTER ONLINEwww.surveymonkey.com/s/SSAXC

MORE INFO: Michelle Armstrong

  • m: 0419264062
  • e: michelle@michellearmstrong.com.au

Bio: Alice Wheeler

At the start of 2006, Alice decided to leave her corporate advertising job to follow her passion for sports media, a journey which took her first to Torino, Italy for the 2006 Olympic Winter Games. Torino would be the first of seven Summer, Winter and Youth Olympic Games which she would work at as the Australian Olympic Committee’s media manager.

The role saw her work closely with athletes from more the 40 sports, seeking to gain the best possible promotion through traditional and digital media.

Now running her own small business, Splash Maverick Media, Alice works on a freelance basis contracting to major sports events, media outlets and national sporting organisations

Bio: James Bennett

James has been a radio & television journalist at the ABC since 2006, working in WA, Victoria and now Canberra. He’s a versatile reporter, having worked in rural affairs, covered courts, sports, bushfires, floods and now federal politics. The most challenging (and enjoyable) assignment was  several years covering the Tour de France, which required extensive planning, coordination and technical skill in order to meet the intensive filing requirements demanded by the organisation.

James enjoys any chance to tell audiences a slightly different story, particularly if it involves the outdoors. He’s also a keen cyclist, mediocre flyfisher and frustrated cross country skier.

Bio: Michelle Armstrong

A 20 year career working with a range of clients across Australia, UK and Ireland, Michelle now specialises in delivering strategic communications solutions to the travel, cycle tourism/advocacy; sports and events sectors. A passionate XC skier, Michelle wants to help give XC ski the ‘cool factor’ it deserves and let people know that the downhill is even more awesome, when you ski up.  Michelle chairs the Media/Communications sub-committee of Ski Australia X Country (SAXC).


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