The American Legion The American Legion Public Relations toolkit Produced by the National Public Relations Commission of The American Legion the ameRican legion Public Relations toolkit Handymen are known for the old adage, “Be sure you use the right tool for the right job.” Te text you are now reading is part of a system of public relations tools designed to give you a complete kit of easy to use media products that can be tailored to promote your American Legion post, unit or squadron activities throughout the year. Whether you are reading this in a book, on the Internet or from a compact disk or fash drive in your computer, this toolkit will arm you with the print, PowerPoint, Internet, video and audio products to get the job done with confdence in today’s high-technology media world. Best of all, this all-mode system utilizes the KISS principle for ease of use. It has been designed to give you the tools you need to be successful with the easiest possible methodology. From writing a news release to planning a major community event, this PR Toolkit will help you get the job done. The AmericAn Legion | Public Relations toolkit table of contents the ameRican legion national Public Relations office addRess | 700 n Pennsylvania stReet indianaPolis, in 46204 Phone numbeR | 317-630-1253 e-mail | Section One the changing media World …and how to engage it with your post public relations plan The AmericAn Legion | Public Relations toolkit Section One | the changing media WoRld ust as the invention of the transistor began the space age rush to Developing a communications/public relations plan that addresses Jmicrochip processor computers that get smaller and more power- the use of today’s media technologies is the frst step in successfully ful every day, the explosion of the Internet has had a profound efect on reaching the target audience(s) needed in your community. the way Americans get their news and information. But while the tools have, and continue, to change dramatically, the ba- In the late 1990’s, the Internet and websites were considered by sic techniques of communications and public relations remain the same. some to be just “fads.” Today, due mainly to the exponential growth of the Internet, the communications paradigm has shifed and creat- What is Public Relations? ed new digital information sharing technologies that are dominating As the term implies, public relations (PR) requires that you relate the way people can - and must - be reached. Many daily newspapers to the public in some manner. Te question is, “What is a ‘public’ and across the country have literally “folded,” or given way to all electron- how do we relate to it?” Several ‘publics’ require our atention as Ameri- ic versions. As a result, many journalists are now doing double and can Legion public relations practitioners. Tese include but are not triple duty. Reaching out to them in pitching story ideas requires a limited to: whole new approach - and toolkit of ready materials - to compete for • Our members their atention and time. • Te media An entire new genre of social media has sprung up, leaving those • Local and national elected ofcials and decision-makers public relations practitioners who have not embraced their use, in the • Local community members dust. Television stations have cut back staf, including reporters and • Te public photographers, requiring many to become “one-man-bands,” reporting You can narrow it further to specifc target audiences, such as partici- and shooting the video themselves. Radio stations are moving to more pants in Te American Legion programs and recipients of our support “syndicated” programming, requiring fewer staf and live shows. Satel- and charitable contributions. lite radio oferings have increased dramatically, reaching national audi- ences while ofering litle to no local access opportunities. HOW you relate to the public depends on which public it is and what your message is. At the same time, Internet technologies ofer limitless access to both general and targeted audiences. Harnessing these new opportunities is In a nutshell, public relations is primarily about IMAGE. And every critical to a healthy and efective communications outreach for Ameri- member of Te American Legion plays a role in communicating our can Legion family activities both at home and abroad. image to the various publics to which we relate. Te positive and nega- tive things seen and heard at every level of the organization afect peo- The AmericAn Legion | Public Relations toolkit Section One | the changing media WoRld ples’ perceptions of what Te American Legion is and what we stand programs are conducted. In other local communities, members of Te for. Perception is reality for most people. American Legion are champions of social issues and pillars of the com- munity. Still others may view an American Legion post as a watering Te familiarity and reputation of its name are two of the greatest hole for older veterans without ofering much for younger Iraq-Afghan- assets of any product or organization. In modern advertising terms, istan veterans or their families. Each public’s perception is its reality. it’s called “branding.” It’s the frst thing you think of when you hear a name. For instance, what is the frst thing you think of when you hear Responsibilities of a Post PR ofcer the word “Lexus”? Do you immediately think of luxury and quality? How about “McDonald’s” or “Hyundai”? Now apply the same exercise Public relations representatives might have any number of titles in cor- to “Te American Legion.” Just remember that your perception will be porate and government circles. Public afairs, communications, publicity, diferent than anyone else’s, because your image of a product or organi- marketing, media relations, new media and several other like titles may be zation is based on your experiences and knowledge. used. As discussed here, all these roles are combined into your job descrip- tion as public relations ofcer or chairperson for your post or department. An organization’s image is based on the character, integrity and total performance of the organization. It consists of every contact the orga- In many ways, the public relations function is the most important nization has with its various publics. It is a composite of: function at any level of Te American Legion. It is our job to inform, enlighten, persuade and convince our many publics of our beliefs, • Te organization’s history in dealing with people events and goals. • Internal atitude toward members Te frst responsibility should be to determine your image in your • External atitude toward community responsibility and involve- community, if you don’t already know. And you should constantly re- ment view your organization’s standing on the image meter. Ask media repre- • News releases, interviews and other dealings with the media sentatives how they perceive your organization when you talk to them. • Internal and external publications Talk to your community leaders and to your post’s neighbors. Talk to • Institutional advertising your members – not just those who are always there to help, but the What is the image of Te American Legion today? It depends on members who seldom show up for meetings or events. Find out why which public you ask. To the media in general, we are the largest vet- they don’t show up so you can begin to change their perceptions about erans organization in the nation and are considered to be a reliable the post and get them involved. source of information relating to veterans issues. In some local com- Your primary responsibility now will be to alter or maintain the im- munities, Te American Legion has no image because no community age of your post and/or Te American Legion and to communicate The AmericAn Legion | Public Relations toolkit Section One | the changing media WoRld your various messages to each of your many publics. Based on your the military Public Relations model knowledge of what your image is, you can beter focus your message(s) For years, the United States military has successfully utilized a three- to achieve your goals, whether it is to garner support for a veterans is- tiered public afairs (relations) paradigm. From the Pentagon down to sue or convince members to support a post function. the post/fort/base level, military public afairs ofces divided the PR Good public relations begins with the post commander establishing mission into three separate, but related, functions: policies and practices that are ethical, honest and in keeping with the Media Relations public interest. Ten the PR ofcer can take those policies and practic- Outreach to the general public is crucial to the success of any corpo- es to the public for acclaim, understanding and, if need be, for clarifying rate or private entity. While there are varied ways to disseminate in- any misconceptions. formation, the media ofer the best way to reach the largest number of Te post PR ofcer is expected to provide four basic services: people with your information. Advice and Counsel Why won’t your local newspaper run your story about this week- Te PR ofcer should advise post ofcers of the PR impact policy end’s fsh fry? What is that TV reporter doing inside your post at the decisions will have on the media, on the community and on members. bar with a photographer interviewing your members? How did that Communications Service story get printed without me (or the post commander) knowing any- Te process of leting the members and the public know about thing about it? events and policies via newsleters, booklets, speeches, news media, Efective media relations mean that you and the various media in good citizenship, examples and other means. your area have a good working relationship. It’s a mutual relationship Public Relations Research based on trust and honesty. Tey call you when they need answers on veterans’ issues, and you know who to call to provide a local angle to Identifying, evaluating and communicating information of commu- a national story regarding Te American Legion. Building these per- nity or world events to the post leaders and members who would help sonal relationships will require real time and efort but the payof will the post manage its afairs beter. be well worth it. Public Relations Promotion Internal Information Development and execution of a variety of programs and activities Notify your members through newsleters, the Internet, email, and designed to gain acceptance for the post among members and within social media of what is going on at your post, as well as passing on local the community. and national policy and program issues of importance to all members. The AmericAn Legion | Public Relations toolkit Section One | the changing media WoRld Don’t assume that just because your members pay their dues every year maintain these relationships. In a volunteer organization, it’s difcult that they understand what Te American Legion is all about. Keeping to saddle one individual with this much responsibility for an extended our members informed of ALL of the issues is critical to keeping them time. As an alternative, try to spread the responsibilities to several indi- motivated and active at all levels. Members who are constantly kept viduals, allowing them to specialize in various areas. in the communications loop about what your post is doing are much At the very least, maintain a comprehensive PR log or computerized more likely to renew their memberships. spread sheet at your post/district/department to provide continuity Community/External Relations for each person assuming the responsibilities. Te data should include contact names, deadlines for various media, submission procedures for Whether you are inviting members of your community to atend articles or public service announcements (PSAs) and a contact history a ceremony or function at your post, having a membership drive or for various individuals to include what was discussed, etc. (See sample conducting an area-wide information campaign, you will need to reach contact sheets in Section 4. people who are not members of your post. Tis will involve coordina- tion with not only the media, but all other elements in your commu- conducting a PR campaign nity to include outreach to businesses, elected ofcials, schools and religious leaders as well as other civic groups in your town or neighbor- Quite ofen as we plan events, we will know where every table and hood. It may involve obtaining sponsorships for post events. chair will be placed and exactly when everything will happen to the minute. But publicizing the event is frequently done at the last minute, As good citizens of your community, your post members should ask sometimes to the detriment of success. to be represented at various civic functions or meetings. While the post commander will most ofen be the point of contact for civic and commu- Planning nity functions, the PR ofcer should be the one to advise the commander on specifc issues and will act as spokesperson on occasion. Good com- Because much of what we do in Te American Legion is cyclical, munity relations should also include a post speaker’s bureau to be able to creating an annual calendar should be the frst step in the planning tell Te American Legion story in speeches to other community groups. process. You also need to make sure PR is on the agenda for all plan- ning meetings. Each aspect of the event should take into consideration continuity is critical the impact on public relations as it applies to all of the areas discussed above. Public relations requires development of relationships with vari- ous ofcials, media representatives, and department and national staf Te Event Planning section in this PR Toolkit will enable you members. It’s critical to have some form of continuity in your eforts to to develop a comprehensive package including a publicity plan based The AmericAn Legion | Public Relations toolkit Section One | the changing media WoRld on deadlines and submission requirements for the various media you • Did we reach the target audience with our message? intend to use. • Although our message was included in various media, did we For special news events and campaigns, your plan should include an reach the people we needed to reach? objective statement and a detailed outline on how you intend to reach • What was the reaction to the message? Did it cause people to your target audience(s) with your message. What is your goal and how react and/or take action as we intended? Why? do you intend to reach that goal? How will you know you’ve reached When you have everything documented and evaluated, make sure your goal? Take advantage of the many products available in this PR someone else knows about it. Share your plans and evaluations with Systems Toolkit, such as press releases, speeches, message points, etc. others. Mentor new members and bring them in to help you so you will have some continuity for next year’s event(s). documenting As an event or media campaign develops, document your activity conclusion and the results. Tis is done not only for you, but also for the person For many reasons, public relations can be considered the single most in charge of next year’s event. Document anything you think might be important function within your post, district or department. Every useful for planning future events, including: member is involved in it, most without even realizing it. Public rela- • Helpful contacts not listed in your manual. tions will have an impact on everything you do at your post, and every- thing you do at your post will somehow impact public relations. • Missed opportunities or things you WISH you had done. • Which media atended your event and/or reasons others gave for not atending. • Tings that went right AND things that went wrong, including the reasons why. evaluating As part of the documentation phase, make sure you provide an hon- est evaluation of how you think the event turned out. Whether it’s a media event or a post holiday party, take the time to ask some hard questions and provide honest answers. The AmericAn Legion | Public Relations toolkit Section TwO Public Relations tools components available to you The AmericAn Legion | Public Relations toolkit