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Public Relations
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  1. Public Relations Lion Christina Kinman Graduated Cum Laude with a degree in Marketing Communications from Boise State University (Go Broncos) Wedding Coordinator for Idaho Botanical Gardens Public Relations Specialist for Boss Communications and DonahoePace Accounts Manager for DonahoePace Advertising Current President of Aquia Evening Lions, Stafford VA Current Public Relations Chair, District 24-A

  2. Public Relations Is Not Free Advertising Public Relations IS a Way to Create Awareness And Guide Public Perception

  3. EDUCATE YOURSELF & CLUB • Go to the annual Leadership Conference in Roanoke • Use the LCI and District Website • Ask Questions • Take a PR class • Take the CEP class the district offers • Go to the conferences and talk to other clubs

  4. Start With a SWOT • S- Strengths • W- Weaknesses • O- Opportunities • T-Threats • Use a questionnaire • Discuss with board • Be willing to add or subtract from the ‘norm’ • Remember change is good

  5. Start With a SWOT • Strength- • Club health/size/activity level • Weakness- • Age of club members • Opportunity- • Recruit younger members • Threat- • Resistance to change A SWOT is similar to and should be used in conjunction with the Club Excellence Plan!

  6. Develop a Plan • What are the elements • of a PR Plan? • Understand Your Objectives • Create a Strategy • Implement the Plan • Generate AWARENESS • Be Ready for Anything • Realize Awareness & Penetration Takes Time • Remember Nothing is Set in Stone!

  7. Develop a Media Kit • Media Kits are used to give supporting information to the media. • A simple Fact Sheet and a Q&A regarding Lions is sufficient. • Uses: • Media, Public Awareness, NEW MEMBERS . . . • Available on the district website

  8. Implement the Plan • Calendar of Events • List EVERYTHING • Determine what is and is not newsworthy • Learn the difference between a media alert and a press release!!! • Read PR Sniper on the District website

  9. PR Tools • Editorial Contacts • Research local media outlets • District Site has Excell sheets • Online Mondotimes and Epodunk • Yellow Pages • Work of Mouth • Develop a contact list of editors • Target editors for community, life, local sections

  10. PR Tools • The Media Alert • Learn the Difference between a Release and an Alert! • Used to get general information out to the public • Most often USED!!! • States Media Alert • Short and to the point • Answers who what when where and what else • Can include a boiler plate

  11. PR Tools • The Press Release • Most important part of your PR Plan • Answers six key questions in the first two paragraphs: • Who? What? When? Where? Why? and How? • Provides additional information in descending order of importance • Should be simply written, to the point and fact-filled • Should include quotes

  12. PR Tools • Timing is VERY Important • Event: Send media alert • 1 month out maybe with free tickets • Send again 2 weeks prior • Make a follow up call 1 week before • Club business: Send Press Release • As it happens • Club milestones & accomplishments Send a Press Release • as it happens • General News (must be newsworthy, what you did for the community...) This would be an after action report in the form of a Press Release • Include photos, quotes and NAMES • Send immediately after event- not a week later or 10 days but 1-3 days after!!!

  13. PR Tools • A must have... • Photo Release • A photo release grants your club • the right to use a persons image • for publicity purposes.

  14. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Socializing • Networks • Internet • Paper • Electronic • Radio

  15. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Socializing • The easiest of all steps • Be neighborly • Share the joys of Lionism with co-workers • Invite people to events and meetings

  16. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Networks • Very similar to Socializing, join other groups or invite other groups to join your club in an activity. Share the wealth and the lime light!

  17. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Internet • E-clubhouse • Website • Facebook • My Space • Twitter • Blogs • Community Boards • Community event calendars • And if you’re up to it- chat lines! There are so many potential outlets online. Explore what works for your club and be consistant.

  18. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Paper- Traditional media • Most of your editorial correspondence will be with your local rag. Get to know your editors. Invite them to your club meetings, offer them free tickets to events. Keep them updated with a yearly or quarterly calendar of events.

  19. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Electronic • Similar to your internet contacts. You must have a PR chair willing to use electronic media, they need to be prepared to reach your audience... the way THEY want to be reached!

  20. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Radio • Most radio stations have a website with a calendar of events... use them! Often a DJ will read off some of the local events when time is available. Also send a PSA to the program director- they may give you some air time.

  21. PR Tools Be on Target “Platinum Rule” Treat others as those others would like to be treated Use the media outlets that your audience is using! • PR SNIPER • Television was not mentioned, it is rarely used unless you are doing a multi club, district event- contact the District PR Chair before going down this route...

  22. Everyone paying attention? • A Sample Plan • Fact Sheet • Media List • PR in Short (AKA PR SNIPER) • This PPT • & • LCI Links • are on the district website! • www.valions.org Is PR Free Advertising???

  23. PR Tools- The Frills • Business Cards • Should be clean lines • Basic info only • White Space, lots and lots of white space!

  24. PR Tools- The Frills • Pins • Pens/Pencils • Bumper stickers • Banners • Fliers • Pamphlets • Display Boards • Balloons...

  25. A Little on Branding • Branding is important because it establishes top of mind awareness in three ways: • Logo: Visual Recognition • Motto: Audible Recognition • Connection: Mental knowledge- knowing who you are and what you do

  26. A Little on Branding • We did it to ourselves: • International’s Rebranding • Initiative: • Back to basics- HERITAGE • Uniformity- styles, colors,& wording • Recognition! Improved legibility, simplified ornamentation, and updated proportions and typography. The refreshed logo will meet the technical requirements for excellent reproduction in print, electronic and supplies—while maintaining the assets of Lions’ widely recognized and beloved seal. It is not mandated that materials with the previous logo be destroyed. However, when items are revised or new items created, the new logo should be used. Where Can You Find More Information about the Lions Brand Renewal? Go to LionsClub.org, Member Center, and download the Brand Book We Are Lions

  27. Conclusion Clear as Mud??? Questions Chrissy Kinman thekinmans@gmail.com • Remember: • Don’t Dilute • Be Astute! • Stay on message, • don’t overwhelm the media, • play nice with other clubs, • use correct logos!!!

  28. One last time • for those in the back • REMEMBER • PR • IS NOT • FREE ADVERTISING