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Public Relations, Publicity and Publications Stephen Rupprecht, Drexel University Gayle L. Webb This chapter is designed to be a “how to” for public relations. The authors outline effective public relations practices and provide sample ideas to incorporate into your current efforts. Suggestions for Public Relations The goal for any fraternity/sorority community should be the development of an informed, sensitive and supportive audience/public. One of the best ways to achieve this is through quality programs that are well produced and well promoted. Quality programs on a college campus are characterized by substance, intelligence, creativity, relevance and taste. Good production demands paying extra attention to all of the details, both technical and human, involved in presenting the program. Effective promotion includes developing channels of communication with your audience and using these channels properly. If a fraternity/sorority community is to be successful in building an audience, credibility and consistency are crucial. An audience should never be misled, neglected or insulted. An audience should also never be ignored or overlooked; if a program is not promoted, it may be missing out on a larger audience. Programs should not be promoted until they are confirmed and contracted. Publicity should be honest and informative, not hyped. Production and promotion must always be thorough and complete. To be successful, the planning organization has to know its audience, know its program and know itself. Regional taste, local interests and the composition of the audience are critical factors that must be considered. Potential programs must be thoroughly evaluated and understood before selection. The fraternity/sorority community must know its own limitations and operate within them. Fraternities and sororities should capitalize on their status as part of the greater community by programming aimed at building a sense of community and by developing a sense of community identification for themselves. Publicity and promotion that invites the audience to a community event has a higher potential for success than that which merely tries to sell a program. Definitions Many people use the terms “promotion,” “publicity,” and “advertising” indiscriminately, but a more sophisticated understanding of this area is required. For the purpose of this chapter the following definitions are used: Promotion – an overall plan for communicating information about a program and generating audience interest. It may include advertising, publicity or other components.

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Examples are free ticket contests, receptions, interviews, displays, gimmicks and direct mail. Publicity – non-personal stimulation of interest in a program by arranging significant news about it in a published medium or obtaining favorable presentation of it in the media that is not paid for by the sponsor. Examples are news releases, public service announcements and reviews. Advertising – purchased or acquired media coverage of programs. Examples are newspaper and magazine ads, paid radio and television spots and websites. Continuity Perhaps the best key to a successful promotional campaign is continuity; that is, all parts of the campaign having an immediate correlation. In all of the efforts to promote an event, it is important to, in effect, bombard the potential audience with information concerning the upcoming program. This is only effective, however, when people can make a connection between an ad they have seen in the paper and a poster they have passed on campus, for example. Without some semblance of continuity, the public may think that the ad and the poster are advertising two different events. Consultation with a marketing team can assist you with this concept. Listed below are some general hints that should help you help your students put the whole picture together and sequentially plan your campaign.

1. Target your promotion. Identify your target population. There are numerous segments or publics that should be considered when planning activities. Constituencies that should be considered include: faculty, staff, administration, fraternity and sorority members, off-campus students, residence hall students, graduate students, minority students, the community, parents, alumni/ae and more. Each of these groups is a potential market for a program. Consider if one of these groups is more likely to attend than another and plan accordingly.

2. Determine which promotional techniques to use based on the audience and available budget.

3. Determine a schedule for the campaign. Make sure deadlines are realistic. Use a backwards-planning method of setting up your promotional campaign, meaning, begin with the end in mind. Start with the date of your event and work your way backwards on the calendar, setting up appropriate deadlines and using the various promotional avenues as you go.

4. Prepare printed materials and remember to relate the materials back to the fraternity/sorority community. Also, prepare methods and get cost bids for all printed materials based on their size, quantity and available budget.

5. Be sure to include electronic means of communication, which are often free. 6. Stay on schedule by making certain everyone follows through with assigned

responsibilities. 7. Have follow-up materials available as on-going handouts. 8. Keep a close watch on interest as it builds for the program (or as it may not build). 9. Prepare for a last minute publicity blitz.

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10. Exert the effort to have post-event coverage in the campus or community media. 11. Evaluate and keep records of all programs.

PUBLICITY News Stories and the News Release There are distinct advantages to building close relationships with members of both the campus newspaper and city newspaper staffs who are responsible for stories. A personal rapport with these individuals can help ensure success for many programs. First and foremost, a news release should be prepared to conform to standard journalism practice. Standard news media practice implies the use of the inverted pyramid story style, the summary lead that places the 5 W’s and the H (who, what, when, where, why, and how) at the beginning of the story. The first few paragraphs should answer as many of these questions as are relevant. This does not mean jam all the facts into one long involved sentence or paragraph. Publicity people, like other news writers, should strive for short, clear, one-idea sentences. As a general guideline, if your opening paragraph is longer than three typewritten lines, you may want to give it another look. Can you be more concise? The sheet should be headed with the name of the organization, the name, address, and telephone number of the writer and the date. If the material should be printed or broadcast as soon as it is received, you may want to type “FOR IMMEDIATE RELEASE” in the upper right corner. If a specific publication time and date is desired, the entry should read accordingly. After the heading is complete, space down about a third of the sheet, leaving at least two or more inches of space for the editor’s use. The news release should be concise enough to fit on one page. Be sure the release is straightforward and objective. Always double-check your copy. Be sure each person mentioned is adequately and accurately identified, that all names are spelled correctly, and that all details – times, places and dates – are correct. Public Service Announcements Certain FCC regulations require radio stations to make public service announcements about programs and events in the community. PSA’s should be sent to the proper radio station at least two days prior to the time the announcement should be made. However, whether or not the announcements are made and the times they are made is at the station’s discretion. PSA’s should be:

• typed, double-spaced on clean letterhead paper. • no longer than two or three sentences listing the bare facts. • sent no later than two days prior to the day the announcement should be made.

The name, address and phone number of the person to contact for further information should be included.

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Photographs In many cases, the news media is more than happy to have pictures taken by their staff members – which means no charge to the fraternity/sorority governing council. Simply contact the appropriate person in each news office and explain the importance of the event, the time and the place the photograph can be taken and the significance of the people in the picture. Try to keep the number of people in the photograph to a minimum. Newspapers prefer candid photos of a few people. When the picture is taken, be sure that the photographer has the correct name and title of each subject. After a photograph is published, it is often possible to have the original print returned at no charge. Press Kits When the fraternity/sorority governing council representatives make the first media contact at the beginning of an important publicity campaign, a press kit can be invaluable to a reporter. A press kit should be presented neatly in a folder with the event name attached to it. The folder should contain:

• a full list of people to contact for information, complete with addresses and phone numbers;

• an hour-by-hour schedule of events; • an introductory news release explaining the program and its purpose; • a selection of past news clippings showing how the event fared in previous years; • biographical information about all pertinent persons who are involved; • a sheet of quotes from people involved in the program which can be published;

and • a sheet of facts and figures as well as unique information that can be used for a

feature story or filmed presentation. ADVERTISING Radio Advertising For very large programs where a large response is needed for revenue, radio spots are a necessary way of advertising. Commercials are produced by radio stations and are purchased in terms of length and number of spots. The greater the listening audience, the more expensive the spots. Radio is the medium that lets you select the audience you want to hear your message. You can reach those people at different times on different stations. You may find that two or even three radio stations are necessary to reach your audience.

Use the following checklist when buying radio advertising: 1. Listen to all stations in a market and add your judgment to available research and

information. 2. Ask your friends and possibly family what radio stations they listen to. Also,

think of your intended audience for the program and determine what radio station they like.

3. Make sure to give advance notice.

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4. Finalize your radio investment, tell your station representative your budget and let the radio representative suggest the best schedule.

5. Let the station know in advance if you have special needs, such as extra copies of the commercials, tapes, etc.

6. Listen to your announcements on the air. Tell your council members to listen and encourage their comments.

7. File all your commercials by station and mark those you particularly liked. 8. Coordinate your radio and newspaper advertising so that the radio announcements

break a few days ahead of your newspaper ads. Television Advertising One word quickly sums up television advertising – expensive. To buy a complete and effective television promotional campaign that includes the production of commercials can run into thousands of dollars. Sometimes spots can be produced from slides or videotapes that you provide. Newspaper Advertising Depending on the circulation, readership and quality of the campus newspaper, it can be one of the best ways of getting information to the greatest number of people on a dependable, regular basis. The amount of advertising necessary in the newspaper depends on whether the staff is reporting the event as a news item. Advertising in local city newspapers may be three to five times as expensive and is usually worth doing only in larger, community-involved programs where the income is essential.

Remember the following items when placing newspaper ads: • Submit typed copy to the advertising office as soon as possible to ensure getting a

good location in the paper. Deadlines are usually two to four days ahead of publication time.

• Copy should include the name of the program, time, date, place, admission price, sponsors and any other appropriate information.

• Other information accompanying the ad should include the size of the ad, who to contact in case of a question and the date or dates the ad is to appear. The newspaper most likely will have forms to fill out that require all of this information.

• Include any glossy photos or artwork along with instructions for reducing or enlarging.

• The cost will be computed on the basis of column inch. For example, if the advertising rate is $2 per column inch, an ad that is three columns wide by six inches long will cost $36.

• Work with the newspaper advertising staff to discuss design considerations for display ads. Ask for consultation on headlines, graphics, copy and typeface.

Distribution of Printed Materials Traffic patterns should be studied to determine the main traffic flow on campus. Standard areas for display should be developed for posters and flyers. An organized system should be used to ensure that all materials are displayed in regularly designated

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areas. Good posters are worthless if half of them are on a table in your office and not hung up. A map and checklist for distribution should be developed. Direct Mail Each time an event needs to be promoted, it competes with hundreds of other messages that a potential consumer must sift through. Students are visually bombarded on campus and in the newspaper and hear an average of 13 minutes of commercials each hour on the radio. Direct mail is one of the most cost-effective and efficient means of promotion available. The entire basis of direct mail is acquisition of a good mailing list. The mailing list should include the target audience desired. Labels can be printed quickly and inexpensively if you have your own database, and it might also be possible to acquire a good list from the college/university. Bulk postage will save about 75 percent over the cost of a regular first class mailing. You may want to allow your governing council to use your office bulk mail permit if they do not have their own. You should also explore options for your mailing or mailings for your students by arranging for other offices to absorb mailing costs (i.e., if a major mailing is going to alumni/ae, perhaps the alumni office will pay the postage, or if the mailing is to incoming freshman and transfer students, perhaps the admissions office will pay the postage.) Websites Today’s college students have more access to the Internet than ever before. Most colleges and universities will provide website space for the administrative unit that oversees the fraternity/sorority advising duties. The fraternity/sorority governing councils should also be encouraged to create a well-developed website that will serve many purposes. Besides being a great source for information, the website can be that one place where people always know they can get information regarding fraternity/sorority life. Use it well. Publicity Ideas The following is a collection of ideas for advertising and promoting college programs and events. One technique or specific kind of publicity need not be tied to one kind of program. Some suggestions for advertising programs may help to spark other ideas that will promote your events more efficiently.

1. Logos – a logo is a trademark or symbol that is constantly associated with a product or an event or series. These should be used consistently on all visual publicity materials.

2. Develop Mailing Lists built around different subject areas (i.e., recruitment promotion, alumni/ae programs, etc.). Send out brochures, leaflets, etc.

3. Coffee Cups printed with campus-related promotions to be used in vending machines. The same type of thing can be done on napkins and place mats, plastic knives and forks. Vending companies may do it without charge to the campus. Contact the college food service for further information.

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4. Use Teasers in the form of ads, posters, buttons, pins, radio announcements, newspaper ads, etc. to begin a program publicity campaign.

5. Use Buttons to advertise a program. Sell buttons as tickets and admission to an event. Sell weeks in advance to expose the event to the campus.

6. Bumper Stickers – all sorts, you name it. Slogans, program names, etc. 7. Printed T-shirts. Sell them or wear them to advertise an upcoming event. 8. Create a core group of individuals with extensive information about the project

who will speak to the campus. 9. Print up colorful Bookmarks with advertising about an available service or

program. 10. Make Table Tents to place in eating areas and reading lounges around campus. 11. A small area of the classroom Blackboard can be used to advertise upcoming

events. 12. Use large surplus Weather Balloons with advertising on them to create interest in

a display or program. 13. Use the Campus Newspaper for advertising and feature coverage. 14. Use campus architecture on which to hand well made Banners or strings of

Balloons for big events. Check campus regulations before following through. 15. Put large signs and Banners on Automobiles and park them in prime locations in

parking lots on campus. 16. Have an art student do a large Chalk Poster on Sidewalks at prime times in the

day so there can be an interchange visually and also between the artist and interested students, or have a chalk-in for everyone – provide free chalk which can be easily removed.

17. Paste contact Paper Footprints on the sidewalks with information on the specific event or place the footprints in such a manner that they lead to the event area itself. Do not forget to go back and remove the feet when the program is over.

18. If you have a P.A. system in your college union, bookstore or cafeteria, make Announcements of the upcoming program.

19. Create your own Display Areas (with permission) for an upcoming event in the middle of your campus to attract attention.

20. Arrange to have Public Service Announcements over local radio and TV stations. Your college news office may be of assistance.

21. Have an artist make Posters for an upcoming event in the middle of a traffic area on campus to attract attention (with prior permission).

22. Realizing that some posters will become wall decorations in student rooms, make the rounds several times before the event to hang and Re-hang Posters to insure adequate publicity.

23. If your program requires tickets, contact your vending machine service and staple some Free Tickets to packets of potato chips and have them distributed throughout the campus. This creates interest and talk; you may also get a news story out of it!

24. Use Sandwich Boards to publicize the events. Hang them on people and have them walk around campus.

25. Pass out Leaflets to cars as they enter parking lots on campus.

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26. Make the event publicity a Living Thing that carries through the theme of the event (i.e., people in clown costumes parading through campus prior to Greek Week carnival).

27. John Letters – a weekly newsletter containing information about upcoming events that is placed on the back of rest room doors (check regulations first).

28. Have Blotters printed with yearly or semester activities. Give them away by having local businesses purchase the ad space or sell them for a quarter and make a little profit.

29. Pocket Calendars – have a calendar of upcoming events printed on cards with the academic year on the opposite side. The event side could include major fraternity/sorority events.

30. Inserts in campus and local newspapers. Publicize the major events this way. 31. Check with your bookstore to have semester calendars or major events publicized

through Matchbook Covers, Pencils, Bookmarks, Book Covers. 32. Door Knob Cards – take a tip from the “do not disturb” signs used by hotels and

place your message printed on a card of this type. 33. Drop Ads – contact might be made with advertisers in the campus newspaper to

arrange for a “drop ad.” This is a very small amount of copy, no more than five or six words, dropped into an advertiser’s ad, to remind the readership of your event. The copy might be placed inside a circle, square, etc. to attract attention and set it apart from the rest of the ad.

34. Use A-Frames as life-sized posters – 3 feet by 5 feet would give your graphic artist a good surface on which to work. Paint both sides and place them on well-traveled paths.

35. Ask the bookstore and union management for permission to place advertising on the back of Cash Registers.

36. If the campus has Closed Circuit Television, make sure your events are advertised.

37. Co-sponsor events with other campus groups to coordinate manpower. 38. Wear Paper Hats with publicity on them or sell visors or baseball caps imprinted

with the event logo. 39. Develop a Fraternity/Sorority Column in your student newspaper covering

these groups' events. Make the article interesting to the general campus and not to just fraternity and sorority members.

40. Use Odd Shaped Posters such as triangles, hexagons and ovals. 41. Paint Windows and glass doors with upcoming event information or graphics to

emphasize a program. Be sure to clean it off when the program is over. 42. Signs and Posters are often the most effective way of advertising, especially

when they are printed on brightly-colored poster board and hung in unusual places. How about on the ceiling of the weight room?

43. Have Stickers printed with your logo. Wear them on clothing; stick them on notebooks, etc.

44. Buy advertising in your Student Directory to publicize upcoming events during the year.

45. Create Symbolic Signs. For example, make giant ice cream cones out of poster board as reminders of an ice cream social.

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Caution These ideas can be the result of just a few moments of thought and looking about the campus. It is more important that the idea be considered thoroughly before it is used. Care should be taken to insure against the ideas backfiring and bringing discredit to the IFC, Panhellenic, NPHC, NALFO or governing council.