Creating a Public Relations and Marketing Campaign

forYour Chapter

Brother Charles TalbertFacilitator

Necessary Marketing Tools

• Fraternity’s Branding Materials• Chapter’s Branding Materials• A Message• Launch Points – vehicles to use for final

production (usually visual)

Branding Materials• Already available and easily accessible• www.pbs1914.org/media/graphics• has detailed electronic images,

discussed graphics vocabulary, and provided FREE versions of all CORRECT Fraternity graphic images

Chapter’s Branding Materials

• Branding assessment– How you ‘define yourself’– How you distinguish yourself from the

competition

Chapter’s Branding Materials

• Branding assessment– Who are you (NOTE: you must be

everything locally that Sigma is nationally!)

– How do you think you look?– How do others see you?– How do you close the gap between the

two perceptions?

Chapter’s Branding Materials

• Branding assessment– Are your local images acceptable to the

national organization? – Who are you trying to reach?– What are you trying to say?– What is your tone in saying it? – Review and Revise what you say to keep it

fresh

Your Message• You can’t say it all• You can’t be all things to all people• Determine if your message will– Announce (establish brand)– Invoke Action (selling tickets)– Educate (solidify brand)– Clarify (emergency marketing)

Launch Points• TV/Radio– Interviews– News Segments– PSA’s– Advertising

Launch Points• Print Media– The Press Release– PSA’s– Feature Article– Advertising– Chapter Letterhead– Chapter Photos

Launch Points• Most Accessible – THE COMPUTER– Web Sites– List Serves– Blogs– Emails– Evites, Constant Contact– Social Network Media

REMEMBER• You represent a national organization• Represent ’s ideals• Respect and honor ’s rules of

representation• Short and to the point• Review and revise• Balance your use of technologies for

the best chapter mix

REMEMBER• Is your information relevant?

Newsworthy? Dated?• Start lead-ins STRONG, POWERFUL• Write for the media• Stick to facts (unless a feature)

REMEMBER• Pick an angle and voice from which to

speak and remain consistent• Active, not passive voice• Word economy (K.I.S.S. – keep it short,

stupid)• Minimize jargon, frat talk (unless you

are ONLY speaking to greeks)• DO NOT USE UPPER CASE EXCLUSIVELY

FINALLY• Competition exists for ALL

communication• All information is NOT always picked-

up and carried• You can pay for professional

placements• It takes TIME to get news INTO the

news

FOR FULL PR BREAKDOWN

• Join us at Conclave 2011 for the in-depth, non-abbreviated version of this workshop

• Find workshop times and room locations in the Conclave Agenda

• For follow-up and more detail:charles.talbert@bfkn.com

Thank You!