Light Up Racing today launched its free, online Welfare Communications Workshop, making the communications training delivered to 200 Thoroughbred industry participants across six tracks over the past two years available industrywide for the first time.
The seven-topic, self-paced program gives trainers, owners, racetrack staff, executives and other industry participants practical tools to communicate clearly, confidently and credibly when welfare issues emerge--whether in the media, across social platforms or in everyday conversations about the sport. The workshop is available now at: www.lightupracing.com/welfare-communications-workshop/
and is free to anyone in the Thoroughbred racing industry.
The online workshop expands the reach of Light Up Racing's signature cohort training program, which spent two years traveling across the country and working directly with participants throughout the industry. The curriculum has now been adapted into an online format so that the lessons and tools developed through that work remain accessible to the industry anytime, anywhere.
"The need for this kind of training extends far beyond any one organization," said Price Bell, Chair of the Light Up Racing Board of Directors. "We made this investment because we believe the industry is stronger when the people within it are equipped to communicate openly, thoughtfully and credibly about the issues that matter. As Light Up Racing approaches the conclusion of its work, we wanted to leave behind something practical and lasting--an industry resource that can continue meeting this need long after Light Up Racing itself is gone."
The program was built for the reality of how welfare issues unfold today: on camera, in the press and across social media, often all at once. Too often, the industry's response to scrutiny has been silence--not because people don't care, but because they don't know where to start. That silence can create a vacuum in which others define the story. The Welfare Communications Workshop is designed to give people the preparation and tools to respond differently.
Racing broadcaster and Light Up Racing Board Director Christina Blacker leads the practical communications components of the training.
"What you'll learn here is how to be clear, human and credible when it counts—and how to earn trust before you need it," Blacker said. "The people who do well in these scenarios aren't always naturals. They're prepared."
Blacker is joined by Vicky Leonard, who leads strategy at Light Up Racing, and Nathan Skrivanic, who covers digital and social media communications. Together, they guide participants through how to assess a situation, respond with empathy and facts, manage online escalation, prepare for challenging questions and build the transparency necessary to earn public trust over time.
The workshop is designed for anyone who represents Thoroughbred racing-- formally or informally--including trainers, owners, executives, racetrack communications teams, social media managers and industry staff. No communications experience is required.
The Welfare Communications Workshop was made possible through the generous support of Breeders' Cup and The Jockey Club.
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