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Here
are a few resources that will be helpful in carrying out a
public relations program:
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On a regular basis, check the PR/Marketing section on the
Sertoma Web site, www.sertoma.org,
for sample releases and opinion editorials.
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Prepare a master calendar. Record upcoming programs, events
and activities.
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Include in that calendar dates for developing and distributing
public relations and publicity materials related to programs,
events and activities.
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Prepare a directory of media representatives and contacts,
including names, addresses, telephone and fax numbers, e-mail
addresses, departments and specialty areas and, most importantly,
deadlines.
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Pay attention to your local publications. Which writer is
most likely to give your club media exposure?
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Prepare a scrapbook of stories about your club.
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Monitor the publicity other organizations are receiving
so that you can stay abreast of area developments and activities.
What your club does is of less interest if done earlier
or better by another organization.
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Maintain a reference file on Sertoma-related publications,
references and other special materials. The president and
secretary should share publications from the District, the
Region, and Headquarters with the publicity chairperson.
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The Sertoman magazine is important. Read it, and file copies
nearby for quick reference.
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Maintain in your files a copy of the club roster to include
the names, addresses and telephone numbers of every member
in your club. Be absolutely sure that names are complete
and spelled correctly. Full names are a must - beware of
nicknames.
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Set up appropriate files on information that is available
to you from radio and television stations and area newspapers.
Special reference is made to those materials that would
help in preparing news and media releases, broadcast features
and the like. These are important resources.
Evaluation
of Your PR
Evaluation is a key element in the practice of public relations.
Account for the time, effort and finances expended in your
PR program. Assign a person to clip your stories from publications
and make a scrapbook. Check attitudes of those affected by
your PR through informal questioning. Programs seeking financial
support or attendance at events can be measured in terms of
dollars generated and number of people in attendance. Determine
acceptance of the program by visiting with club members. Review
your PR budget annually. Allow for a thorough critique by
club officers.
Ways
to Build Awareness
Road Signs
Available through the Sertoma Store at www.sertomastore.org
or (877) 737-8662, these signs identify your club on major
roadways into your community.
Billboards
Many outdoor advertising companies will donate unsold billboard
space to community organizations. Contact your local outdoor
advertising company for details.
Meeting Placards
These identify your Sertoma club and the meeting locations.
Ideally, meeting placards should be prominently placed in
high-traffic areas at the business or restaurant where your
club meets
Club Brochure or Fact Sheet
Produce a brochure that tells about your club and its activities.
Ask your District Governor or Sertoma's Communications Department
for samples of effective club brochures. Or print your club
information on the back of the Sertoma Fact Sheet.
Visibility
Produce banners with the Sertoma logo and the club name for
display at club events. Encourage members to wear Sertoma
vests or shirts with the Sertoma logo and the club name. Banners,
flags, tablecloths, Sertoma apparel, made-to-order items and
more are available through the Sertoma Store, www.sertomastore.org,
or (877) 737-8662.
Encourage your club members to wear their Sertoma lapel pins
at all times and to carry a supply of Sertoma & You recruitment
brochures (available through the Sertoma Store). Encourage
your members to use Sertoma bumper stickers or license plate
holders. Encourage members to wear Sertoma apparel, even when
they are not conducting Sertoma business. You would be surprised
how many people will ask you about Sertoma!
Expand Bulletin Mailing List Do not limit distribution of
your club bulletin to members. Send copies to city and school
officials, corporate and civic leaders and key media editors.
Also, send your club bulletin to prospective members.
Sharing the Sertoman Magazine
Encourage your club members to display the Sertoman magazine
at their workplaces. Also consider purchasing gift subscriptions
of the Sertoman to share in high-traffic areas where people
tend to sit and read, such as at doctors' offices, the local
library, beauty shops, etc. For subscription rates and more
information, contact the Finance Department at Sertoma.
Reasons for Sertoma Clubs to Have a Web Site
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Entity
viability and marketing impact - the club can refer potential
sponsors and the media to your site and to the Headquarters
site, www.sertoma.org.
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Provide a visible, public record of your activities and
directors (sponsors may know a director or member and be
more likely to fund a project).
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Increase awareness of Sertoma in your community and overall.
You can have reciprocal links to other Web sites, such as
Affiliates, doctors' offices, members' businesses,
etc.
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Increase awareness of your club via links from the Sertoma
Web site, www.sertoma.org.
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Increase
membership by connecting with potential members who support
the same ideals as your clubs.
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Make event dates available for non-members.
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Make event dates available to Sertoma members from other
clubs.
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Make meeting minutes available to members who missed a meting
(through a "members only" section).
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Membership retention by providing current information.
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Make your inventive ways for fundraising available to other
clubs.
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By building good meta files, your club can be listed from
search engines, which would bring more awareness to your
club.
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An easy way to obtain e-mail addresses for club and event
updates by asking visitors to sign up for updates (remember
to blind copy e-mail recipients).
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Work together with distant clubs on shared goals (not all
clubs support the same initiatives).
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Less administration time for club officers and less expense
for the club if forms can be downloaded, meeting minutes
archived, questions answered through e-mail and relevant
information included on the Web site.
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Provide a service for your members by linking to their company
sites.
Note:
If a member does not have the skills to design and maintain
the site, perhaps the club can offer a trade-out to a Web
designer for bulletin and site mentions. Tickets to events
and logo inclusion on your publicity materials could be further
incentives for the Webmaster.
Hints:
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