Public Relations is planned, persuasive communication designed to influence significant publics. Public relations is both internal and external. Internal public relations includes all aspects of club life that create a positive attitude about Sertoma among members. The public relations chairperson should work closely with the club president and the newsletter editor to ensure that new members are welcomed into the club, the Sertoman who earns an award is properly recognized for his or her achievement, and the Sertoman who is ill is remembered with a card or visit.

External public relations is more than publicity. External public relations increases Sertoma name recognition and public understanding of Sertoma's role in the community. It can also translate into recruiting motivated and dedicated members. It can lead to worthwhile and successful projects through club pride and public awareness of Sertoma's service in local communities.

Public relations for Sertoma starts with each one of us. Be a part of the action and do your part in sharing the good things Sertoma does every day. Remember: If you do not market your Sertoma club, your hard work and service to your community will go unnoticed. Your club's potential is unlimited.

It Begins at Home
With an abundance of print, broadcast and electronic media, Sertoma clubs have countless opportunities to spread the word about their programs and sponsorships. Sharing your activities is important to your club's health and success.
A well-designed and implemented public relations program is often the difference between Sertoma club growth and decline. Your club will benefit in many ways by successfully marketing your club. You will see:

PR Chairperson & Committee
It is vital that your club establish a working public relations committee. The PR chairperson and committee must have direct access to club policy makers and the authority to speak on behalf of the club. The chairperson and committee work with club leaders and direct the club's effort in formulating a PR policy.

The public relations chairperson must alternately be writer, photographer, media specialist, marketing expert, speechmaker, publisher, image maker and editor. The chairperson should also be able to recruit PR committee members.

Given favorable factors, the PR program should make headway, but it will perform no miracles. The strength of the PR program rests with the chairperson.

Choosing the Committee
Three or four members who are interested in PR is an appropriate size for the committee. Meetings should be monthly on a fixed date. The best candidates for the PR committee (or chairperson) are: ad agency people, newspaper employees, radio and TV employees, retail advertising department employees, personnel department employees, clergy and educators. Anyone who gets along well with people, who can explain things clearly and has a sense of public responsibility, would also be an excellent candidate.

Getting Started
Review your marketing and membership goals. Is your club's priority to build membership or to enhance your image and visibility in the community? Or both? Are you specifically interested in younger members? Specific professional categories? Defining your desired outcomes will help you determine your public relations strategies.

What tools do you have at your disposal? Television, radio, newspapers, the Internet, posters, brochures, letterhead, stickers and promotional items are possibilities. What do you need?

Look at your club's image in your community. Step back and analyze how others view your club. Explore such questions as:

Review your club's newsletter. Is it something that your members eagerly await? Does it contain positive information about your club and the larger Sertoma organization?
Review your club's promotional materials. Do you have a club brochure or fact sheet, tailored to your local club activities? Is it grammatically correct and free of spelling and punctuation errors? If necessary, ask family members or friends to take a look at your brochures and promotional materials.

Review your club's sponsorship priorities. Does the community know what your club does? If not, target specific marketing materials around your key sponsorships, and solicit the assistance of these key sponsorships in promoting Sertoma. When you choose your sponsorship activities, make sure they attract community interest. Will the local news media give your event attention? Will the project make your club more attractive to prospective members?

Look at your club's appearance at fundraisers. Is a Sertoma banner clearly displayed? When attendees arrive at the function, is it obvious that they are at a Sertoma fundraiser? Do you have Sertoma literature readily available for attendees to read? Are all of your members easily identifiable by wearing similar Sertoma apparel? Are Sertoma members and wearing name badges?

Can all of your members describe your club clearly and concisely? Do all new members receive an orientation that includes ways to market Sertoma? Make sure that all of your members know your club's key sponsorships and that they know how money raised through your fundraisers will be used in the local community.