COTS Marketing & PR 202 8.1a Module #1 – Public Relations

1. COTS Marketing & PR 202 8.1aModule #1 – Public Relations Instructor Name – 2007/2008

2. Opening Expectations/Desires

3. Mission of this class • To provide students with knowledge and tools to become more effective chapter leaders • To provide a venue for chapter leaders to exchange ideas with leaders of other chapters • To foster an environment of cooperation and collaboration between chapters • To provide students with the basic framework to create a chapter marketing plan.

4. Agenda

5. Marketing, Promotion, Public Relations & Publicity • If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. • If you put the sign on the back of an elephant and walk him through town, that's a Promotion. • If the elephant walks through the Mayor's flower bed, that's Publicity. • If you can get the Mayor to laugh about it, that's Public Relations. • If you planned the whole thing, that's Marketing! --Author Unknown

6. We exist to bring a message to three kinds of people: Fundamental Reason for Existence • People you know • People you don’t know • People who know people Which group is biggest?

7. Situational Analysis Chapter Readiness

8. Chapter Readiness • Small-Medium Sized Chapters • Low-Medium Technological Capabilities • Limited Knowledge • Small Budget • Need Growth/Sustainability • Little/No Experience with the Media • Little/No Marketing Experience • Frequently New to the Job • Over-Estimate the Public’s Awareness of the Chapter • Is the Chapter Ready for Growth?

9. Group Question #1 How would you rate your chapter’s readiness for marketing success on a scale of 1-10?

10. Understanding Your Audiences

11. Understanding Your Audiences • Potential Members • Members • Families of Members • Show Patrons • The General Public • The Media • Barbershop Fans • Groups That Facilitate Performance Opportunities

12. Group Question #2 Are there some additional audiences that should be added to this list?

13. Qualities Needed in a Marketing & PR Leader

14. Handout (Can be found on your CD) Chapter Marketing & PR VP Job Description

15. Desired Background Capability: • Society Member for at least three years other than the Frank H. Thorne Chapter • Thorough knowledge of the mission, history and programs of the Society and his chapter • Excellent communication and relationship building skills • Willing to be held accountable of his performance to the Chapter • Marketing and or public relations experience is a plus • Ability to think outside the box

16. Minimum Requirements: • Encouraged to form a committee to assist them in carrying out their responsibilities • Create promotional materials • Work with outside vendors such as graphic designers, printers and photographers • Make sure all communications reflect the standards and mission of the chapter and society • Prepare and distribute all communications/promotional materials: • News releases • Chapter/District bulletin stories as needed • Flyers • Posters

17. Minimum Requirements: • Insist the Chapter pay for you to join the Public Relations and Bulletin Editors (PROBE) group • Attend COTS and, when possible, other training seminars • Develop a public relations/marketing plan • Build relationships between chapter and: • Media • Local community, civic organizations • Other society chapters

18. Minimum Commitment: • Two (2) years • Avoid perception of revolving door staffing on the chapter’s part.

19. Public Relations

20. Public Relations Researching Contacts

21. Local Newspaper Store • Collect papers sold in community • Read articles about organizations like yours • Note names of writers • Note style of writing • Note content of articles • Clip masthead from each publication • Note names of staff • Note names of publisher

22. Organizations • Chamber of Commerce • Membership list • Web site • Net working events • Convention and Visitor’s Bureau • Membership list • Web site • Net working events • Other Fraternal Groups

23. Internet • Search engines & web sites • Learn what you can about publications • Learn about the writers • Learn about the mission of the publication

24. Public Relations What’s Interesting To The Media?

25. Human Interest Stories • Youth • Senior Participation • Surprise • Excitement • Feel Good

26. Achievement By Locals • Awards received • Successful contest participation • Grants & support received • Performance at… • Interesting place • Interesting audience • Events attended • Conventions • Contests • Educational experiences

27. Who Owns & Controls Media • Who do we know who knows these people • Friends • Advertisers • Associates • What are they interested in knowing about • What they already report on • What they say they are interested in • What are their deadlines & publication dates

28. How To Meet Them Informally • Organizations they belong to • Chamber of commerce • Service clubs • Where their children go • School events • Athletic events

29. Face-To-Face Meetings • Hand them your material if you can • If you can not meet them to hand over material • Follow up by telephone • Follow up by email • If you cannot meet the person sought, meet their associate or assistant • Harder to ignore submission if personal • Opportunity to answer questions

30. Media Recognition • Thank your media contacts for helping you do your job • Yes, they need to fill their space, but they could do it with material from someone else • They can ignore your material if they do not like you or your organization • Consider a media recognition night at a guest night • Award a certificate to those who publish your material • Thank them before your chapter • Post their clipping of your material at your meeting place • Provide free tickets to your events and give them good seats

31. Public Relations Channels/Mediums

32. Print • Free Papers & Newsletters • Weekly Newspapers • Daily Newspapers • Magazines • Direct Mail • Posters & Flyers

33. Radio & Television • Radio • Local Broadcasts • Regional Broadcasts • TV • Cable • Broadcast • Local • Network

34. Public Relations How To Generate Publicity/Awareness

35. How To Generate Publicity/Awareness • Decide why you want the coverage • Know what’s newsworthy • Develop a hook • Define your approach • Determine your targets • Be prepared for the coverage and the possible consequences • Offer to do charity (free) performance

36. Handout (Can be found on your CD) Sample Press Release

37. Public Relations Tools News release - How to write one • Keep it to one page • Contact information about your group at the top • The who, what, when, where and why of your story • The date this information is appropriate for release

38. Public Relations Tools News release - How to write one • A headline and summary of what this story is about • A short bio on your organization • Describe photo opportunities that may exist • A “###” symbol at the end denotes the end of the release

39. Public Relations Tools News releases • Who do you send a new release to? • City editor (Newspaper) • News editor or publisher (Community paper) • Assignment editor (TV) • News director (Radio) • How to distribute • Fax • Email • Mail • In person

40. Public Relations Tools Media kit • Components • News release • Fact sheet or brochure • Sharp, glossy B&W Photos with everyone in the photo identified including the name of the photographer (use a label on the back of the photo) • Copies of previous articles written about your group • How to distribute • In person

41. Handout (Can be found on your CD) Media Q&A, Marketing Radio…A Beginning

42. Media Relations Best Ways to Approach the Media (Editorial)

43. Best Ways to Approach Radio Paid placement • How do I know the best radio stations to approach? • What is the best way to approach radio stations? • Invite DJ to MC Show or Performance

44. Best Ways to Approach Newspapers • Paid placement • What is the best way to approach a newspaper? • What’s the best time to contact a newspaper?

45. Best Ways to Approach the Media (Editorial) Your aim • To generate favorable coverage of your performances, events and programs and goals. The balancing act • To you, your chapter is special; to the media, it's just one organization among many.

46. Best Ways to Approach the Media (Editorial) • Determine Your Targets • Always ask first if your media contact is on deadline and ask for a more appropriate time to call back if the answer is “yes.” • Tell the media what you're doing and why. • Go to them with news about achievements, not plans. • You will not get very far without a creative or unique angle

47. Best Ways to Approach the Media (Editorial) • Stick with the basics, spelling out the who, what, when, where, and why of what you have done. • Be open • Be responsive • Remember the public

48. Questions?

49. Advertising Benefits of Advertising (Paid vs. PSA)

50. Public Service Announcements • Free • Wide circulation • Persistent