the importance of pr

8/14/2019 The Importance of PR

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The Importance of PR

A Quick Guide to FraternityA Quick Guide to Fraternity

Public RelationsPublic RelationsDeveloped by Jason Swackhamer Θ Β ‘97



What is PR• The promotion of rapport and goodwill The promotion of rapport and goodwill

between an organization and its specialbetween an organization and its special

publics or the community at large.publics or the community at large.• The planned effort to influence opinion through The planned effort to influence opinion through

good character and responsible performance,good character and responsible performance,based upon mutually satisfactory two-waybased upon mutually satisfactory two-waycommunication.communication.

• Communication to help an organization and itsCommunication to help an organization and itspublics adapt to each other.publics adapt to each other.

• The art of reputation management. The art of reputation management.



Public RelationsIncludes• Counseling membersCounseling members

on communicationson communications

activitiesactivities• Measuring publicMeasuring publicopinion, trends andopinion, trends andissuesissues

• Developing PRDeveloping PR

strategiesstrategies• Planning andPlanning and

organizingorganizingcampaignscampaigns

• Helping shapeHelping shapeattitudesattitudes

• Risk managementRisk management

• PublicationsPublications

• Special events andSpecial events andpromotionspromotions

• Audio-visual materialsAudio-visual materials

• Printed literaturePrinted literature

• InternetInternetcommunicationscommunications

• Contributions andContributions andphilanthropyphilanthropy

• Community relationsCommunity relations



Why Do PublicRelations

• Build relationships with your publicsBuild relationships with your publics

– The Chapter The Chapter– Potential membersPotential members

– Other Greek organizationsOther Greek organizations

– The School community (students and staff) The School community (students and staff)

– Local communityLocal community– National HeadquartersNational Headquarters

– ParentsParents

– AlumniAlumni




• Enhance reputationEnhance reputation

– Understand what your reputation currentlyUnderstand what your reputation currentlyis with your publicsis with your publics

– Analyze the perceptions about theAnalyze the perceptions about the

fraternity, identifying the opportunities forfraternity, identifying the opportunities for

improvement and how to expand on theimprovement and how to expand on the

positivespositives

– Enhance or add to your current PR activitiesEnhance or add to your current PR activities

to address these perceptionsto address these perceptions




• Build your “brand”Build your “brand”

– A brand is a promise to your publics…aA brand is a promise to your publics…apromise about the kind of experience theypromise about the kind of experience they

can expect with you and the value you willcan expect with you and the value you will

bring to thembring to them

–Brand includes your name and image,Brand includes your name and image,

graphic identity, advertising themes andgraphic identity, advertising themes and

slogans, overall appearance and imageslogans, overall appearance and image




• Boost your bottom lineBoost your bottom line

– Increase membershipIncrease membership– Retain membershipRetain membership

– Raise funds, increase donationsRaise funds, increase donations

– Ensure the futureEnsure the future




• Generate Positive PublicityGenerate Positive Publicity

• Promote a cause or eventPromote a cause or event• Dramatize an issueDramatize an issue

• Raise fundsRaise funds

• Mark a milestoneMark a milestone• Recognizing members, thankRecognizing members, thank

contributorscontributors



What Does This Mean To Me

• You engage in public relations everyday You engage in public relations everyday

– How you act in publicHow you act in public– How you interact with othersHow you interact with others

– How you carry yourself How you carry yourself

– Your appearance Your appearance

– Your off-campus activities Your off-campus activities– What you do now, has a direct effect on theWhat you do now, has a direct effect on the

Sigma Pi of tomorrowSigma Pi of tomorrow



Begin to Design a PRProgram

• Take each public and define the specific things you Take each public and define the specific things youwant to accomplishwant to accomplish

• From those goals begin to form a plan of actionFrom those goals begin to form a plan of action– ResearchResearch

– ObjectiveObjective– ObstaclesObstacles

– StrategyStrategy

– ResultsResults

• Set a time table for your program and then workSet a time table for your program and then workbackwards to set a timeline for deadlinesbackwards to set a timeline for deadlines

• Make sure the program carries through theMake sure the program carries through thefraternities established themes, taglines, logos, etc…fraternities established themes, taglines, logos, etc…



The 3 H’s To Keep InMind

• HeadHead

– Think out every possible scenario Think out every possible scenario– Is this in best interest of the groupIs this in best interest of the group

– What would Mom thinkWhat would Mom think

– Does this make senseDoes this make sense

– Test is out on a “dummy” Test is out on a “dummy”– Don’t talk trash to outsidersDon’t talk trash to outsiders



The 3 H’s• HeartHeart

– Do you believe in this projectDo you believe in this project– Will others share the same passionWill others share the same passion

– Step outside the situationStep outside the situation• Look at it as you were an independentLook at it as you were an independent

– Trust your gut Trust your gut



The 3 H’s• HumorHumor

– Don’t make it look like workDon’t make it look like work– Be pleasantBe pleasant

– Generally something we are very good at,Generally something we are very good at,

but need to be cautious to not “Animalbut need to be cautious to not “Animal

House” things eitherHouse” things either



The Different Publics• ChapterChapter

• Potential MembersPotential Members• Other OrganizationsOther Organizations

• The School Community The School Community

• Local CommunityLocal Community• National HeadquartersNational Headquarters

• ParentsParents

• AlumniAlumni



Workshop It• Potential MembersPotential Members

– GoalsGoals– ResearchResearch

– ObstaclesObstacles

– ObjectivesObjectives

– StrategyStrategy– ResultsResults

• Take one objective and work through Take one objective and work through

some of the stepssome of the steps



Some More Ideas for

Different Publics



Chapter• RelationshipsRelationships

• KnowledgeKnowledge– WebsiteWebsite

– EmailEmail

– Written communicationsWritten communications

• Calendar of EventsCalendar of Events

• Risk ManagementRisk Management

• Lead By ExampleLead By Example



Potential Members• VisibilityVisibility

– Wear lettersWear letters

– Get involved with orientationGet involved with orientation

– Representation in all events and activitiesRepresentation in all events and activities

– Sponsor EventsSponsor Events

– GiveawaysGiveaways– Printed MaterialsPrinted Materials

• BrochuresBrochures

• WebsiteWebsite



Potential Members• RelationshipsRelationships

– Attend all activitiesAttend all activities– Get involved with orientationGet involved with orientation

– Attend house meetingsAttend house meetings

– Ask to put flyers in roomsAsk to put flyers in rooms

– Ask to include brochures in welcomeAsk to include brochures in welcomematerialsmaterials

– Get included in Admissions mailersGet included in Admissions mailers



Potential Members• ReputationReputation

– This will take care of itself if you do things This will take care of itself if you do thingswell in other PR areaswell in other PR areas




School Community• VisibilityVisibility

– Be everywhere, do everythingBe everywhere, do everything

– Utilize the School papers more, submitting releasesUtilize the School papers more, submitting releases• Best Face ForwardBest Face Forward

– Sponsor more on-campus awareness eventsSponsor more on-campus awareness events• Alcohol awarenessAlcohol awareness

• Sex WeekSex Week

• Black History MonthBlack History Month

• Academic clinicsAcademic clinics


• Risk ManagementRisk Management



Other Organizations• VisibilityVisibility

• RelationshipsRelationships– Build a good working relationship with otherBuild a good working relationship with other

groups, group efforts often times fargroups, group efforts often times far

outshine individualoutshine individual

• Lead By ExampleLead By Example• KnowledgeKnowledge

– Keep them informed of everything you doKeep them informed of everything you do• Through newsletter or emails Through newsletter or emails



Local Community• VisibilityVisibility

– Have to do some news worthy events to beHave to do some news worthy events to be

in the news!in the news!– Invite the press to major events such asInvite the press to major events such as

Welcome Weekend, sponsored awarenessWelcome Weekend, sponsored awareness

programs, philanthropy eventsprograms, philanthropy events

– Perhaps engage in more hands-onPerhaps engage in more hands-oncommunity activities rather than just givingcommunity activities rather than just giving

• RelationshipsRelationships

– Utilize your resourcesUtilize your resources

– It’s who you know, not what you knowIt’s who you know, not what you know



NationalHeadquarters• RelationshipsRelationships

– Establish good contact with NationalEstablish good contact with National

Headquarters and on a regular basisHeadquarters and on a regular basis• Respond quicklyRespond quickly

– Respond to any and all inquiries even if Respond to any and all inquiries even if

can’t offer anything or doesn’t applycan’t offer anything or doesn’t apply

• Keep InformedKeep Informed

– Send copies of everything you do.Send copies of everything you do.

– The winners of the Grand Sage’s Award The winners of the Grand Sage’s Award

don’t win because the Nationaldon’t win because the NationalHead uarters ust stumbles across theirHead uarters ust stumbles across their



Parents• RelationshipsRelationships

– Invite up for Family Fest weekend and do aInvite up for Family Fest weekend and do apicnic or even a banquetpicnic or even a banquet

• Keep informedKeep informed

– Perhaps begin a semi-annual newsletterPerhaps begin a semi-annual newsletter

announcing activities, goals and pastannouncing activities, goals and pastevents. This could boost some donations.events. This could boost some donations.



Alumni• RelationshipsRelationships

– Host at least one eventHost at least one event• Post Homecoming picnicPost Homecoming picnic

• Tailgate party for first game Tailgate party for first game

– Establish good working relationship withEstablish good working relationship with

corresponding officers or committeescorresponding officers or committees

• Keep informedKeep informed

– Continue newsletterContinue newsletter

– Website, do an online version of newsletterWebsite, do an online version of newsletter

on Alumni or Brothers Only siteon Alumni or Brothers Only site



Conclusion• Everything you do in the fraternity can be considered aEverything you do in the fraternity can be considered a

form of PRform of PR

• PR takes a lot of planning, but is basic in nature…it’sPR takes a lot of planning, but is basic in nature…it’spretty much common sensepretty much common sense

• Remember the 3 H’s…Head, Heart and HumorRemember the 3 H’s…Head, Heart and Humor

• Always be aware of your publics and that eachAlways be aware of your publics and that eachrequires different strategies and programsrequires different strategies and programs

•Define your goals, do some research, identify anyDefine your goals, do some research, identify anypossible obstacles or challenges, plot some strategies,possible obstacles or challenges, plot some strategies,define your timelines, record your resultsdefine your timelines, record your results

• Document everything, keep a hard copy along withDocument everything, keep a hard copy along withelectronic copies on diskelectronic copies on disk



Quotes• I don’t know the secret to success, but oneI don’t know the secret to success, but one

sure way to failure is to try and pleasesure way to failure is to try and please

everyoneeveryone

• Fraternity—It only takes a fraction to destroy,Fraternity—It only takes a fraction to destroy,

but 100% to build and maintainbut 100% to build and maintain

• Luck is what happens when preparation meetsLuck is what happens when preparation meets

opportunityopportunity

• Fraternity is understanding, it is recognition, itFraternity is understanding, it is recognition, it

is a joining with men in common enterprises, itis a joining with men in common enterprises, it

is a willingness to share and participate, it isis a willingness to share and participate, it is

discipline. It is selflessness. It is these thingsdiscipline. It is selflessness. It is these things



Above All

It’s more than aIt’s more than aname…it’s a statename…it’s a state

of mind!of mind!

the importance of pr

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