Public Relations
How To
“Spread The Word”
Fred Rogers – frrtx@icloud.com - 972-977-9342
What are our Objectives?
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What is Public Relations?
How do we reach our audience?
What is the role of the Post Public
Relations Officer?
What resources are available?
What have we learned?
What is Public Relations?
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It is about IMAGE.
In the corporate world it is commonly
known as “Branding”
– What is the image of The American Legion in
your community?
– How are you branded to your own members?
We Must Understand Our
Audience
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Internal: Our current and recently
lapsed members
– Why include our recently lapsed
members?
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External: Everyone else
– Is targeting everyone else reasonable?
How do we reach our targets?
Effective Internal Communications
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Post meetings, Newsletters, mailings,
phone calls, personal visits, emails,
websites, social media, marquee/signage
This is where you can affect your brand to
your members.
• What is it now? How can you know?
• How can you determine what your Post’s
brand will be?
How do we reach our targets?
Effective External Communication:
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Community Relations: Civic functions or
meetings, community celebrations and
festivals, youth sports opening/closing
days
Never underestimate the impact of just
being visible in your American Legion gear
to your community
Protect your brand!
How do we reach our targets ?
Effective External Communication:
– Media Relations: Establishing and
maintaining a close working
relationship with the media
– What are some of the challenges facing
Posts in small communities? In large
cities?
What Is The Role of the Post
Public Relations Officer?
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Counsel – What impact will Post decisions
have on the community and the members
Research - Identify and communicate
information that will help the Post image
Communications – Both internal & external
Promotion - Create positive branding
What resources are available?
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Ad slicks, clip art, message points,
suggested speeches and letters to the
editor are all available at: www.legion.org
Public Relations Tool Kit – pr@legion.org
The Internet
Texas American Legion Press Association
Your Members – “Ask the people who
know”
Review
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Public Relations is about Branding.
Each member communicates our image in
the community… Positive or Negative
Effective Public Relations can greatly help
positively Brand your Post in your
community
The role of a Public Relations Officer
Available Resources