1. 1 Publicizing The OCBSA Your Presenters: Chris Perez & Daniel Rhodes Idea Hall

2. Today’s Agenda 1.Why Publicity? 2.Who is “the media”? 3.Finding Your Stories –Exercise #1 4.The Tools of the Trade –Exercise #2 5.Resources 2

3. Publicity vs. Advertising Advertising (related to Marketing) –Sales driven –Media space is PURCHASED –Includes ads, commercials, billboards, direct mail Publicity (related to Public Relations) –Story driven –Media space is EARNED –Includes articles, calendar listings, photos, news broadcasts –Today also includes Social Media! 3

4. Why Publicity? 4

5. Publicizing Your Unit Our goal is to help each unit develop a basic, yet effective, PR program. – Keep it simple … sometimes “Less Is More” – Focus on community newspapers and online media (more on this later) – Find a volunteer who will take responsibility for unit publicity 5

6. Why Publicize Your Unit? Scouting should not be a well-kept secret –Your local community wants to know what you’re doing! –Community papers want your news and photos Directly impacts membership recruiting – Shows what Scouting is all about – Your news will encourage others to consider Scouting 6

7. Why Publicize Your Unit? Everyone appreciates RECOGNITION –Provides public recognition of Success Increases retention –“Refrigerator Door” bragging rights! –Tells parents “We made the right choice” Increases fundraising –By demonstrating the value of Scouting 7

8. Who Is “The Media”? 8

9. Traditional News Media 1.Newspapers –Dailies: OC Register, LA Times, Daily Pilot, Nguoi Viet Daily News –Weeklies: Newport Beach Independent, Huntington Beach Independent, OCExcelsior (Spanish-language) –Many weeklies owned/operated by OC Register 2.Magazines –Parenting OC, OC Family, Orange Coast 3.Broadcast –Real Orange (KOCE-TV); LA TV Stations 9

10. Online Media and Bloggers 1.Online Media –Online editions of OC Register, community papers –TheFullertonian.com, DanaPointTimes.com 2.Bloggers –OCmomactivities.com; OCmomblog.com –Orangecountydad.blogspot.com –Blog.scoutingmagazine.org –Many more and constantly growing! 10

11. Self Publishing 1.OCBSA Social Media –Like our Facebook; follow our Twitter (@occbsa) –Post, share, tweet and repeat! 2.Your Personal Social Media –Pack and Troop Leaders pages –Link to each other –Post, share, tweet and repeat! 3.Online Event Listing Services –Events.ocregister.com –Yelp.com/events/oc –Zvents.com 11

12. Finding Your Story 12

13. Determining What Is Newsworthy 1.Why should your neighbors, local businesses, other groups and organizations be interested? 2.What is the “hook” that distinguishes your news? 3.Some common elements: –Unique visuals –Significant recognitions/awards/milestones –Extraordinary efforts –Involves city leaders or “celebrities” –Large numbers –Service projects 13

14. Important Considerations Manage your expectations Photos tell a better story Mining your unit for news … –Unique experiences at OEC/Sea Base –Bridging ceremonies –Eagle Scout recognition/Court of Honors –Fun Camporee photos –Exploring and Venturing offer unique opportunities 14

15. “Determine Your Story” exercise Group up with others of your unit (if it makes sense) Make a rough calendar for 2013 of potential news you might like to publicize Prepare to share list with the group 15

16. Tools of the Trade 16

17. The Media List: Determining Your Media Targets 1.Make a list and check it twice 2.Check-in with Idea Hall –OCBSA@IdeaHall.comOCBSA@IdeaHall.com 3.Do your own local research –Check with Chamber of Commerce/City Hall –School districts/places of worship 4.Reach out and meet someone! –Best publicity comes through RELATIONSHIPS –Contact and build rapport with journalists –Email communications is usually preferred 17

18. The Press Release The most common of all publicity tools Communicates key information Provides the who, what, when, where, why, and how of your event or news Should include photos Include contact information for journalist to follow-up MANY online resources for tips and samples, including national BSA guidelines: http://www.scouting.org/sitecore/content/Home/Marketing/Current%20Initi atives/UnitPR/NewsRelease.aspx 18

19. Press Release Template (Microsoft Word Document) Download from national website Complete with your news/event information http://www.scouting.org/sitecore/c ontent/Home/Marketing/Current%2 0Initiatives/UnitPR/NewsRelease.as px 19

20. Other Media Tools Email “pitch letter” Fact sheet Calendar listing Letter to the Editor/Op-Ed Article 20

21. OCBSA Boilerplate Use this at the end of your releases and fact sheets 21

22. Permission Talent Release Form (Microsoft Word Document) Have on file for each Scout before using their individual information or picture in publicity http://www.scouting.org/scoutsource/M arketing/Tell%20Your%20Story/TalentR eleaseForm.aspx 22

23. Social Media Your opportunity to SELF PUBLISH Put out everything and anything you think your social web community might appreciate Encourage scouts, parents and volunteers to SHARE and RETWEET Be creative with your own personal favorite social media platforms (Pinterest? Instagram? YouTube?) Share your news on Council social media platforms 23

24. Social Media Etiquette There is no such thing as a “personal page” when you are a leader Be Scout-like in all communication Be open and transparent Use TAGS – not only pics, but posts as well Be prepared for negative comments Post controversial comments at your own risk 24

25. “Press release writing” exercise In same groups as before Write a HEADLINE and LEAD PARAGRAPH Prepare to share with the group 25

26. Keeping It Simple – 4 Easy Steps 1.Recruit a PR volunteer 2.Decide which media is important to you –Start with our list, but do your own research –Don’t forget online media and bloggers –Find out who you should be dealing with and their contact info 3.ID which events/news you want to publicize –Best if you make an annual calendar 4.Get to know your target media −Introduce yourself and explain what you are trying to do −ALWAYS self-publish through Social Media 26

27. Questions? Email us at OCBSA@ideahall.comOCBSA@ideahall.com 27

28. Thanks and Good Luck! 28