Bonjour from Paris!  

I’ve been on the ground at the 2024 Olympics in France supporting our client, the U.S. Olympic and Paralympic Committee, and waving the Zeno green flag. It’s been a great opportunity to support Team USA Communications and help shape and share compelling, timely stories featuring the achievements of our amazing Olympic athletes. After a Team USA athlete medals, we go into overdrive with a post-victory press tour to celebrate their wins and generate positive media coverage.

Not only is the playing field competitive, but the media landscape is, too. The athlete stories driving the most coverage, engagement and overall conversation reveal a clear playbook for brands hoping to break through the saturated space.

Top takeaways to help your Olympics story stand out:  

• Start early and often. The runway to the Olympics begins well before the Opening Ceremony. Many of the Team USA athletes generate a steady drumbeat of coverage in flame-to-flame years, when there is less widespread interest and timely news. Tell stories consistently. Play the long game and be patient. Olympics-related stories that ran over a year ago are re-surfacing with slight updates or are being re-shared by media outlets. Media begets media.   
• Seize the spotlight. Be willing to say yes and tell your story strategically – and regularly. These elite athletes have made the case for local media and building their brand on social media. Consider potential downsides, and keep in mind positive storytelling can help future-proof, mitigate risks and lay a stronger foundation for when you have big news to share in a timely moment.  
• Channel your inner-athlete drive. Olympic athletes are some of the most disciplined, hard-working people in the world. Apply that same work ethic to telling your story and articulating what is special, unique and stands out.  
• Show your super[lative] power. Olympic stories aren’t just about the best. The top stories highlight the firsts, the history-makers, the record-breakers, the people who can capture their own, personal je ne sais quoi in an elevator pitch (or less). This contextualizes the story that hooks audiences. 
• Sprint for Success: Move quickly to capitalize on your media moment. Just as athletes embark on a post-victory press tour within 24 hours of medaling, organizations should be prepared to strike while the iron is hot, and interest is at its highest. 
• Break it down to build up interest. Not everyone knows how long the shot clock runs in a water polo match (30 seconds) or the difference between a skate park and skate street. While we are each expert in our field, it’s important to use modifiers and explain what you mean in a way the audience can easily understand.  
• Show, don’t just tell. Yes, paint a picture with your words, but also provide actual photos, video or other assets to illustrate your story. What other value or access can you provide to bring your point to life?  

Looking at the full Olympics media landscape provides inspiration and insight into how to land earned media in a crowded and competitive news cycle.  

Now that the Olympic Closing Ceremony has concluded, I’ll be taking some time to explore France with my husband and son. I’ll be passing the baton to my colleague Bri Shanley, who will soon arrive in the City of Light in preparation for the Paris Paralympics (Aug. 28 – Sept. 8). 

More to come from the Zeno team. Au revoir for now!