Press handling winning reporters over

Managing the army of international press and media that have descended on Vancouver is no simple task, and a glimpse behind the scenes reveals an operation of quite remarkable proportions.

With events happening at venues spread across all of Vancouver city, as well at Cypress Mountain, an hour from the city, and Whistler, over two hours away, an army of blue-clad 'Smurf' helpers and a fleet of buses runs around the clock to ensure that the media doesn't miss any of the action.

International Olympic Committee hosts daily information briefings. Picture: Martin Boyle

And at each Olympic venue a specialised media zone ensures that each event can be covered from facilities of undoubted quality, none more so than the Main Media Centre, right on the wharf of Canada Place in downtown Vancouver.

It's clear that events are increasingly being run to make them attractive to television audiences but also to attract media attention and make the Games an attractive event to cover. The introduction of board and ski cross is perhaps the most obvious example of this - dramatic, 'instant gratification' events which grab the attention and appeal to a new, younger audience, and which have been a big hit in Vancouver.

Indeed, journalists from several nations have noted a growing recognition of the need to inject 'drama' into some of the more established sports.

Tonight's inspirational 2-0 win for Canada's women over their USA counterparts in the ice hockey gold medal match illustrates this media-savvy strategy well.

Up-to-the-minute information is made available on the Olympics' own media web portal but a sea of helpers also bring round stats and information sheets with impressive regularity.

Canadian women celebrate winning gold against USA. Picture: Martin Boyle

Indeed, Britain's sporting PR people, particularly in the world of football, could learn a lot from the open, helpful and accomodating approach most journalists have encountered in Vancouver. Daily press conferences at the Main Media Centre ensure up-to-date information, quotes, picture and video opportunites, while the mixed zones at each venue ensures a corridor that each competitor walks down after events, while reporters can wait in the zone to grab their desired interview - far more attractive than having all outlets spoonfed one interview.

While the system has been around for a while, it does make for a wider range of stories than the 'one man for Saturdays, one man for the Sundays' approach so favoured at many Scottish events.

Team Canada's Roberto Luongo meets the press. Picture: Martin Boyle

Story-idea desks, picture suggestions, technological help and world-class facilities all play their part, but it is effective athlete access which is of most benefit to hard-pushed sports reporters - and by doing simple things like making the superstars of the men's hockey team available in an interval in the women's final, reports have far greater access - particularly given just how controlled access is around an Olympic city.

The Mixed Area in action with Team Canada hockey players. Picture: Martin Boyle