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
Public Relations Is Not Free Advertising
Public Relations IS a Way to Create Awareness
And Guide Public Perception
EDUCATE YOURSELF & CLUB
•
Take a PR class
•
Take the CEP
class the district
offers
•
Go to the
conferences and
talk to other clubs
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•
Go to the annual
Leadership
Conference in
Roanoke
•
Use the LCI and
District Website
•
Ask Questions
PR 101
3
Start With a SWOT
S- Strengths
W- Weaknesses
O- Opportunities
T-Threats
•
•
•
•
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Use a questionnaire
Discuss with board
Be willing to add or
subtract from the ‘norm’
Remember change is
good
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Start With a SWOT
StrengthClub health/size/activity level
A SWOT is similar to and
should be used in
conjunction with the
Club Excellence Plan!
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WeaknessAge of club members
OpportunityRecruit younger members
ThreatResistance to change
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Develop a Plan
What are the elements
of a PR Plan?
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1)
Understand Your Objectives
2)
Create a Strategy
3)
Implement the Plan
4)
Generate AWARENESS
5)
Be Ready for Anything
6)
Realize Awareness &
Penetration Takes Time
7)
Remember Nothing is Set in
Stone!
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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
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Implement the Plan
Calendar of Events
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1.
List EVERYTHING
2.
Determine what is and is not
newsworthy
3.
Learn the difference between
a media alert and a press
release!!!
4.
Read PR Sniper on the
District website
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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
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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
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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
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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!!!
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PR Tools
A must have...
Photo Release
A photo release grants your club
the right to use a persons image
for publicity purposes.
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PR 101
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PR Tools
Be on Target
“Platinum Rule”
PR SNIPER
•Socializing
•Networks
Treat others as
those others would •Internet
like to be treated
•Paper
Use the media outlets
•Electronic
that your audience is
•Radio
using!
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PR Tools
Be on Target
“Platinum Rule”
PR SNIPER
•Socializing
Treat others as
those others would
like to be treated
The easiest of all steps
Be neighborly
Share the joys of Lionism
with co-workers
Invite people to events
and meetings
Use the media outlets
that your audience is
using!
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PR 101
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PR Tools
Be on Target
“Platinum Rule”
PR SNIPER
•Networks
Treat others as
Very similar to
those others would Socializing, join other
groups or invite other
like to be treated
Use the media outlets
that your audience is
using!
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groups to join your club in
an activity. Share the
wealth and the lime light!
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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!
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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.
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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!
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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.
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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!
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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!
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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!
LIONS CLUBS INTERNATIONAL
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.
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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!
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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...
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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!
Is PR Free Advertising???
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www.valions.org
PR 101
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PR Tools- The Frills
Business Cards
•Should be clean lines
•Basic info only
•White Space, lots and
lots of white space!
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PR Tools- The Frills
Pins
Pens/Pencils
Bumper stickers
Banners
Fliers
Pamphlets
Display Boards
Balloons...
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A Little on Branding
Branding is important
because it establishes
top of mind awareness
in three ways:
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1.
Logo: Visual Recognition
2.
Motto: Audible Recognition
3.
Connection: Mental
knowledge- knowing who
you are and what you do
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A Little on Branding
We did it to ourselves:
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
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International’s Rebranding
Initiative:
Back to basics- HERITAGE
Uniformity- styles, colors,&
wording
Recognition!
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Conclusion
Clear as Mud???
Remember:
Don’t Dilute
Be Astute!
Stay on message,
don’t overwhelm the media,
play nice with other clubs,
use correct logos!!!
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Questions
Chrissy Kinman
thekinmans@gmail.com
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One last time
for those in the back
REMEMBER
PR
IS NOT
FREE
ADVERTISING
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