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Public Relations Tool Kit 2.0

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Public Relations Tool Kit 2.0 CONNECTICUT STATE GRANGE New & ™ Improved PUBLIC RELATIONS TOOL KIT 2.0 Whether you’re trying to nail down media coverage for your Grange event, remodel your Grange’s image, or construct a larger support base for your Grange in your community, it’s important to have the right tools for the job and to know how to use them. Table of Contents Introduction ..................................................................................................................... 4 What is Public Relations? ...................................................................................... 4 The Role of Grange Public Relations in Connecticut ............................................ 5 2010 - 2011: The Year in Review .................................................................................... 6 Accomplishments .................................................................................................. 6 The Connecticut State Grange Website ................................................................ 6 The MyGrange Program ....................................................................................... 7 Social Media .......................................................................................................... 8 The Connecticut State Grange Mobile App ........................................................... 9 Partnerships ........................................................................................................ 10 Ongoing Tasks / Looking Ahead .......................................................................... 10 Website Program Sign-Up Form .....................................................................11, 12 Grange Branding and Identity................................................................................. 13, 14 Using the Grange Logo ...................................................................................... 15 Trademark Information .................................................................................. 16, 17 Internal and External Communications......................................................................... 18 Building Community Relaitons ............................................................................. 18 Effective Member Communications ..................................................................... 19 Ideas For Improving Member Communications .................................................. 20 The Value of News ....................................................................................................... 21 Understanding the Media ................................................................................... 22 Accentuate the Positive ...................................................................................... 23 The Importance of Proofreading .......................................................................... 24 Press Release 101 .............................................................................................. 25 Writing an Effective Press Release ..................................................................... 26 Press Release Worksheet ............................................................................. 27, 28 Writing Like An Ace Reporter ............................................................................... 29 Partial Connecticut Media List ................................................................. 30, 31, 32 Press Release vs. Article ..................................................................................... 33 Importance of Internet Presence .................................................................................. 34 Protecting Your Privacy ....................................................................................... 35 2 Grange Public Relations Tool Kit: 2011-2012 Introduction to Social Media ........................................................................................ 36 What is Social Media ........................................................................................... 36 Social Media by the Numbers .............................................................................. 37 Facebook ............................................................................................................. 38 Easy Facebook Set-Up .................................................................................. 38, 39 Twitter .................................................................................................................. 40 Setting Up Your Twitter Account .......................................................................... 40 YouTube ............................................................................................................... 41 A Glance at the Best of the Rest ......................................................................... 41 Developing a Social Media Strategy .................................................................... 42 Social Media Tips ................................................................................................ 43 CT State Grange Social Media Policies ............................................................... 44 CT State Grange Social Media ........................................................................... 44 Digital Photography Tips and Tricks ....................................................................... 45, 46 Sample Photo Release Form .............................................................................. 47 Digital Videography Tips and Tricks ..................................................................... 48 What is the Grange....................................................................................................... 49 Mission / Vision .............................................................................................. 50, 51 The Grange in Connecticut .................................................................................. 52 List of Granges in Connecticut ............................................................................ 53 Who’s Who .......................................................................................................... 54 Connecticut State Grange Contact List ............................................................... 55 TM Connecticut State Grange Public Relations Grange Public Relations Tool Kit: 2011-2012 3 Introduction Communication is essential to Grange success, both internally and externally. You may have heard “I see the building every day but never knew what it is used for,” or “Aren’t they a group of farmers?” No matter how important you personally feel the Grange is to your community, you should not expect that everybody will know what the Grange is, or even know that the Grange exists. Public relations is seen as a vital part of maintaining the Grange’s image, building relationships between the organization and the community, and communicating its message both internally and externally - to the local community, its members, those with an interest in the organization, and the wider public in general. Public Relations also establishes a level of confidence and trust. It opens the lines of communication between the Grange and the public and establishes a flow of information. A positive public perception of the Grange can increase its membership, increase awareness and visibility of the organization, and yes, ultimately improve its bottom line. Internally, it will help build pride in membership that will grow a more successful Grange. From building awareness and credibility to supporting fund-raising efforts, well-executed public relations efforts can make the difference between achieving the Grange’s goals or falling desperately short of them. Favorable media exposure means recognition in the community, acknowledgement of Grange activities, services and accomplishments and a higher profile of your Grange among potential members. Our focus with the “New and Improved Grange Public Relations Tool Kit 2.0” is to focus on the communications skills of the Community, Pomona and Junior Granges in Connecticut, as well as the State Grange, and give these Granges the tools they need to succeed in promoting and increasing Grange awareness. Included in the following pages are all the tips, tricks, important Grange information, and tools every Grange will need to explore different communications methods, and implementation strategies that will deliver the greatest impact. We will also spotlight the projects and work of the Connecticut State Grange Public Relations Committee over this past year - and explain how the affects the outcomes of these projects has on Granges of all levels. With a little advance preparation, each Grange can ensure that they are ready for any marketing or public relations opportunity that comes along. What is Public Relations? A basic definition of public relations is “to shape and maintain the image of an organization or individual in the eyes of various publics.” What is a “public” exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the organization or individual. Depending on the nature of the work, these publics could include current members, potential members, the local community, Grange members, potential members, members of the media, students, parents of students, online fan groups, farmers, legislators, other affiliates of the Grange, customers, vendors, family and friends -- the list is endless. Public relations
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