MD-2 Texas Lions Public Relations

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PR paper by State PR Chairman PDG Carmon McCain

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Lions Clubs International

Lions Clubs International PR

MD-2 Texas Lions

MD-2 Texas Lions Publicity

By PDG Carmon McCain, State PR Chair

Successful Lions Clubs understand the importance of community support for their projects. They obtain this community support through an effective public relations plan. This web page is designed to give local Lions Clubs basic information on how they can begin their own public relations program.

Topics

*What is Public Relations and Why Do We Need It?
*How Do We Obtain Publicity?
*What's Newsworthy?
*Fostering Media Relationships.
*The News Release: Your Publicity Work Horse.
*Public Service Announcements.
*Getting Media Coverage For Special Events.
*Spreading The Word.
*Keep Your Members Informed As Well.
*PR Resources Available To Your Club.

What Is Public Relations And Why Do We Need It?

Public relations, or PR, has often been explained as "90 percent doing a job and 10 percent telling the world what has been accomplished." With an effective public relations program, your community understands that the local Lions Club is a humanitarian service organization that is both local and international in scope. They also understand how your club raises money through fund-raising projects. With this information, they know how to support your latest community service project or your next major fund-raising event.

Lions Club Presidents should appoint a Publicity Chairperson in their club to make sure that the community receives news of Lions' activities in a complete and timely manner. This is very important since the public cannot support your club activities unless they know about them and see how such activities benefits the community as a whole. (A natural would be the club member that is employed by the local newspaper, radio, or TV station. If you do not have someone from a media organization in your club--get one!)

How Do We Obtain Publicity?

Media Relationships
The editor of your local newspaper, news director of your local radio station, and assignments editor of your local television station must decide which stories are printed or broadcast that day. Let's face it--we all do business with people we know. Therefore, it is important to meet and get to know your media representatives. Make an appointment to visit them and bring along an information packet about your club consisting of your current community service activities, a list of current officers and board members, and basic information sheets about Lions Clubs International. Club information should be printed on your club letterhead, and be sure to include your name and home/business telephone numbers. Before leaving, be sure to ask your media representative about their deadlines. Some weekly papers (and some daily papers who pre-print certain sections of the newspaper) need to have your information in advance of a specific event date.

What's Newsworthy?
"Will this be of interest to non-Lions?" This is the question that publicity chairpersons should ask themselves when preparing to publicize an event. Some possible publicity ideas include:

*Lions-sponsored community projects.
*Donations to local individuals and/or organizations.
*Special sight, hearing, or other health screening clinics sponsored by a Lions Club.
*A fund-raising walk or run.
*Honoring achievements of non-Lions (Firefighter or Police Officer of the month).
*Environmental projects (tree planting, river clean-up, park landscaping).
*Visits of Lions Clubs International Officers, Directors, and your District Governor.
*Dedication ceremonies for new buildings, clinics, or facilities.
*Youth exchange visitors.
*Work with local youth groups, such as Scouts.

The News Release: Your Publicity Work Horse
The news release is your basic method of communicating with the news media. Be sure that your news release answers the following basic questions: who, what, when , where, why, and how. The major facts should be placed in the "lead" or first paragraph of the news release. The reason for this is that it allows editors to shorten the article without losing its basic news information.

For example, a lead paragraph may be written as such:

Once the basics are in place, then you can add extra information to the news release. This might include discussion of the menu items to be served, details on your club's support of the two charities, a quote from your club fundraising chairperson or club president, and any other information that you deem pertinent.

Keep sentences and paragraphs as short as possible. After you are finished with the release, re-read the text for typographical, factual, spelling, and grammar errors. Don't trust your word processor's spell check function!!! One published article described an man who was in a comma following a skiing accident.

Be sure to print the information on your club letterhead and include all club contact information. If the release is continued on a second page, be sure to type "--more--" at the bottom of the first page.

Public Service Announcements
The public service announcement director of your local radio and/or television station can assist in your PR efforts as well. Radio and television stations which are licensed by the Federal Communications Commission (FCC) are required to air 10, 30, and 60-second public service announcements at no charge for non-profit organizations. If you are a night owl, then you may hear or see these at 3 a.m.--since the station has total control over the time the PSAs are aired.

Lions Clubs International makes downloads and CDs available with several radio public service announcements discussing glaucoma, diabetic retinopathy, volunteerism, eyeglass recycling, and youth. Each PSA has two versions--the first with a pre-recorded tagline and the second which allows a local Lions Club's information to be inserted at the end of the spot.

Television public service announcements are also available from Lions Clubs International

Getting Media Coverage For Special Events
Those media contacts you have made can really pay off if you have a special event occurring in your district, such as a visit by the International President or an International Director. You will want to maximize coverage by reporters, photographers, and television crews.
A personal note attached to your news release is one method to encourage media coverage. The best way is to call the news editor or assignments editor directly to tell them of the event. Be brief--but describe the activity, give the importance of the event, and give the date, time, and place. In some instances, a media advisory fact sheet may be helpful to give them the "5 Ws and H."

Spreading The Word
Here are some other ways to get the word out about your local Lions Club:
In addition to regular general circulation newspapers, don't forget other publications in your community--especially if they include editorial space. (i.e. free shopping guides, town magazines, etc.)

*Design a web site for your club. (My club has received several inquiries about Lionism and two transfer members as a result of its web site.)
*Pass out fact sheets about your club at fund-raising events.
*Your local government or school board newsletter might be helpful in reaching citizens--especially if your project involves donation of new playground equipment at a school or park.
*Develop a mailing list of civic leaders and send them your club/district newsletter.
*Participate in community celebrations by marching in parades, setting up an information booth, or making free refreshments available to runners, etc.
*Display the Lions emblem predominantly at all times. If you have a highway sign or marker, please make sure it is clean, in good condition, and that it contains accurate meeting information.
*Your club can place an ad in the local newspaper once-a-year thanking the public for supporting your Lions Clubs' activities and describe how their help has improved the quality of life of those in the community.

Keep Your Members Informed As Well (Internal PR)
Keeping your club members fully informed about activities is also essential to a public relations program. It is the individual who represents the organization at the grass roots level.
Take time to keep your members informed about current and future club activities, as well as the history, objects, and ethics of Lions Clubs International.

PR Resources Available To Your Club.

All of the above ideas and techniques can assist your club in its public relations effort.
Here are some additional resources available for your use:

State Publicity Chairman PDG Carmon McCain

Your District Public Relations Chairperson.

Last Updated on January 21, 2007 by Past District 2-T2 Governor Carmon McCain