Communicate with Confidence/Project Report

              CHAPTER EIGHT
' BLOW YOUR HORN'
Promoting your Organization's Activities.
Publicity is much more than simply advertising an
event, or getting your name in the paper. It encompasses
everything that makes your organization recognizable in
your community or even farther afield We should look at all
aspects; Advertising, Awareness and Public Relations.
Why do we need it?
If you are planning an event, you want
both to advertise and publicize if In order to attract an
audience, they must be told that it is happening, and how-wonderful
it will be. You also want to make the community
aware that your club is presenting it.
To attract membership you must, first,
make people aware that you exist and what you do.
Recruiting is salesmanship, and customers ' buy' from a
known and trusted company.
Fund raising and publicity go hand in hand.
The community must know who and what you are. They must
know the work you do and have done in the community.
And, they must know that you are canvassing for funds.
Community involvement is necessary to a
club's existence. Although we try to serve the needs of the
community, we must often ask for assistance among
business, local government and individual citizens.
Awareness is, again, needed.. and a public thank- you is
appreciated.
A strong, progressive club requires two-sided
publicity The public awareness we have mentioned,
instils pride in our members and encourages them to serve a
club that is so well thought of by others Inter- member
publicity ( perhaps a newsletter) promotes a cohesive
organization, with everyone on the same path.
Who does it?
Whether you have a public relations officer or a
committee, the j ob includes
1 . To serve as a link with the members and others involved
in your organization's activities by informing them of
upcoming events
2 . To serve as a communication link with the general
public. Explain the objectives of your group and place your
successful projects before the public to foster understanding
and goodwill.
3 . To cultivate contacts with media, investigate other
advertising and publicity avenues, and keep good, up- dated
records ( note: deadlines)
4 . To plan and execute advertising and publicity for
specific events or activities
5. Research. What works? What might work? Who can
help? What will it cost? Is it worth it? Where are the most
effective places to advertise certain events? Read books,
ask others, etc.
6. Be knowledgeable:
about your club and its' activities Get copies of
minutes Work closely with the executive. Study their plans
to decide how publicity should be used. Advise on publicity
matters
about what else is happening in the area, other
organizations' events, etc. This may help avoid conflicts in
dates, formats, etc or can sometimes be used to mutual
advantage by ' piggyback' publicity
7 To keep files:
m a i l i n g lists, newspaper clippings, photos,
advertisements, brochures, information packages, copies of
all agendas and minutes, budgets, bills, receipts. background
material and correspondence and evaluations of events ( club
& public)
a list of all your media contacts and deadlines, etc. Keep
it up to date.
lists of all businesses, individuals, companies that help
in any way. Contact them on a regular basis, even if you
don't want anything right now.
a list of all ' free' advertising you discover.
a journal of everything you do in publicity & advertising.
What worked; what didn't
8. Plan newsworthy events. Sponsor events that interest
or benefit the community. Present academic or sports
awards. Raise money for a cause ( preferably in an unusual
way). Human interest, spectacle, money, unusual... that's
news!
9. Plan and prepare brochures, handouts, posters, signs,
banners, information packages, etc. Be sure all literature,
advertising and releases that go out are professional
looking
1 0. Thank everyone who helps. You thank as you go along,
of course, but it is a good idea to write notes, send small