1. Establishing a Public Relations Committee

2. What is “Public Relations?” Term first used by US President Thomas Jefferson in address to Congress in 1807

3. A Definition of PR “Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” – Edward Bernays, early PR theorist

4. A Definition of PR Bernays never deviated from his fundamental axiom to "control the masses without their knowing it."

5. PR vs. Advertising Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement.

6. PR vs. Advertising Cost—Advertising is EXPENSIVE; PR is essentially NO-COST Creative control vs. no control

7. Example Corporations—support of sales – Tobacco industry “Torches of Liberty Contingent”—1929 New York Easter Parade with women smoking Product placement—TV shows, movies, etc.

8. Example Non-profits—support of fund-raising and participation Politicians—attract votes; raise money; support policies – Press conferences – Town meetings – Press releases

9. PR Can Benefit Freemasonry Direct support of our “vision” Help prospective members “find the door” Promote positive rather than negative image

10. Audience Targeting Market research – “Soccer moms” – “Nascar dads”

11. The Press Release Written statement distributed to the media Fundamental tool of public relations Must be newsworthy Used properly, extremely effective

12. Press Release Format Who is sending the message / contact information The words “For Immediate Release” and the date A headline or title

13. Press Release Format A lead (leade) that encapsulates the entire story in the first sentence Background information in the last paragraph Some sort of symbol indicating the end (### or -end-)

14. Valley Example

15. Use of the Internet Optimized press release Carefully selected key words Attractiveness to search engines

16. Use of the Internet Proper headlines Text links Landing pages

17. Spin and “Spin Doctors” Selectively presenting facts and quotes to support one’s position (“cherry picking”) Non-denial denial

18. Spin and “Spin Doctors” Phrasing in a way that assumes unproven truths Euphemisms to disguise or promote one’s agenda Ambiguity

19. Spin and “Spin Doctors” Skirting Rejecting the validity of hypotheticals Out-and-out denial “Spin Doctors” – Bill O’Reilly—“The No-Spin Zone”

20. Managing Language Choose words with proper connotation – Death tax vs. estate tax – Climate change vs. global warming

21. Managing Language Masonic buzz words – Secret – Cult – Men only

22. Playing Up Weaknesses “Any publicity is good publicity”

23. Playing Up Weaknesses Jessica Simpson – Chicken of the Sea “Is this chicken, what I have, or is this fish? I know it’s tuna, but it says, “Chicken by the Sea.” – Liquid Ice “Is it really liquid, or is it ice?”

24. Managing Mistakes Gerber, 1986 – Glass in food Tylenol, 1986 – Cyanide poison Exxon, 1989 – Prince William Sound oil spill

25. Managing Mistakes Dick Cheney, 2006 – Hunting accident Jet Blue, 2007 – February snowstorm – Passenger Bill of Rights O.J. Simpson, 2007 – Book, “If I Did It”

26. Branching Out The only thing worse than being talked about is not being talked about at all Celebrities – Authoring children’s books – Celebrity restaurants, car dealerships, etc.

27. Masonic Branching Out Partnering with major corporations – Disney National Treasure: Book of Secrets – Golf tournament sponsorship Liberty Mutual, Food Lion

28. Masonic Branching Out Use of philanthropies – RiteCare – Scottish Rite Scholarships – JROTC Medals

29. Establish a PR Committee Each Valley – Coordinate and work with Orient Committee Finding the right people—especially the Chairman – Contact with the media – Energy

30. The Ultimate Public Relations Secret Think Like a Reporter!!!

31. Establishing a Public Relations Committee