Public Relations Tool Kit 2.0

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

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 are an integral part of communications. It’s used not only by companies to communicate with potential customers, but to also communicate with government officials and policy makers. It’s used by non-profits and associations to develop awareness of their services and contribute to their fund raising efforts, and of course, politicians use it to attract voters and campaign donations.

A good PR person has connections within the community that serves as a channel for communication. Perhaps they know local reporters, are hooked up with organizations, or have the ear of key community leaders.

Public relations success requires an understanding of the interests and concerns of each the many publics. The public relations worker must know how to effectively address those concerns using the tools of the PR trade: publicity, advertising, marketing, media relations, community relations, branding, social media and more.

4 Grange Public Relations Tool Kit: 2011-2012 The Role of Grange Public Relations in Connecticut

With the explosion of internet media (online news sources, blogs, social media) and the slimming of traditional media (print publications, postal mail, tangibles such as posters and brochures), the role of Public Relations is ever-changing and adjusting to the new landscape. The experts have labelled today’s Public Relations “New Media.”

The role of Grange Public Relations is also changing with the times. We do more than draft press releases and build relationships with key media representatives. The Public Relations Committee of the Connecticut State Grange was developed to help Community Granges establish goals and understand their responsibilities related to increasing Grange awareness and effectiveness. Grange Public Relations includes being familiar with the attitudes and concerns of members, officers and committees, public interest groups, and the community in order to establish and maintain cooperative working relationships.

In addition to fulfilling the traditional role of getting the Grange’s message out to the community, we are also responsible for developing and running programs designed to keep the lines of communication open between the Granges and their various audiences. This might include such activities as conducting workshops, navigating meetings with the media and/or the public, or establishing a social media strategy.

Breaking It Down

One of the most important roles of the Public Relations Committee of the Connecticut State Grange, as well as that of the Public Relations/Communications/Publicity Directors of the Community Granges, is to inform the public about the Grange and its mission, and promote service projects, programs, meetings and activities. When the Grange has a positive public image, current members are motivated to be active and prospective members are eager to join.

The responsibilities of Public Relations/Communications/Publicity Directors of the Community Granges include:

• Develop a strategy to achieve communications goals for the coming year.

• Promote the Grange in your community.

• Work with the membership to maximize communications efforts.

• Understand the components of public relations and Grange communications that will help you to promote your Grange to the community.

• Know the Grange’s key messages and be able to use them when speaking in public.

As you read more about these responsibilities and the tools available to you throughout this publicaiton, think about your Grange goals, what your action plan will be, and what resources you will need for your year ahead.

Grange Public Relations Tool Kit: 2011-2012 5 2010-2011: The Year In Review

The Connecticut State Grange Public Relations Committee has had an extremely productive year. We instituted an aggressive program - both internally and externally, and have witnessed first hand the power of positive public relations for the Connecticut State Grange and Community Granges across Connecticut.

Accomplishments

We created and distributed to each Community Grange at the 2010 State Session a “Public Relations Packet” which included informational booklets, guidelines and tools for the Community Granges, including a CD-ROM of authorized logos, clip art and templates. Contents from the CD-ROM are also available for download from the Connecticut State Grange website, with additional copies of the disc available upon request. In addition, the Public Relations Committee offers Graphic Design services to all Community Granges and Committees so that we put forth a professional appearance. Many Granges have taken advantage of this service. We developed a Promotional Package and made it available to each Community Grange, which includes not only design and development of customized brochures, business cards and posters, but printing of these pieces as well if requested.

Official Connecticut State Grange E-Mail addresses were established and assigned to all State Officers, Committees, and Community Granges. This was performed to support branding of the Grange in Connecticut while providing a professional “face” to the public, the media, and also to the State Officials and Representatives. This immediately identifies that the sender is from the Grange and not from, as an example, [email protected].

A customized Contact Management System was established to efficiently communicate via bulk e-mails with Granges, officers and committees, and members on letterhead or authorized templates, with the messages formatted in accordance to the laws of the CAN-SPAM act. This is in connection with the established Connecticut State Grange E-mail addresses. Currently, we have at least one e-mail contact within all Granges but six. We hope that within the next year, that number will be at 100%. Our goal is to further reduce the cost of communicating by regular mail, as well as printing costs, and provide faster communication methods to Granges.

An official CT State Grange internet chat room was established, hosting our first online chat this past year. Attendance was solid, as members embarked on a new journey. Topics included: Grange procedure, officers’ duties, contests, events and more. It was a “thinking outside the box” way of connecting Grangers from not only Connecticut but other states, to the Connecticut State Grange. We will be hosting more of these in 2012.

Our Public Relations Committee is in constant contact with 192 media outlets across the state, and have received in return a wonderful reception through nearly 30 articles written and published on the Connecticut State Grange and over 50 articles (that we are aware of) written and published by the media on our Community Granges. Our committee has written and issued 42 Connecticut State Grange-centric Press Releases and Articles, and have written an additional 544 articles and press releases about or for Community Granges. That means the work of our Connecticut Granges has appeared in the local news over 500 times statewide this past year.

The Connecticut State Grange Website

We take pride in our very popular website. The dynamically-driven website is updated daily with current Grange news from not only Connecticut, but across the country, and also includes other articles of interest to Grangers. As of September 1, 2011, the website is home to 2,728 articles and 8,144 photos/clippings.

6 Grange Public Relations Tool Kit: 2011-2012 We compile a number of statisitcs and demographics on our website activity. This Connecticut State Grange Website Activity information is used to plan marketing and public Average: January 2010 - August 2010 relations strategies looking forward.

Our website visitor numbers are staggering. From May 1, 2003 through September 1, 2010, we had totaled 2,118,871 visitors. As of this writing, that total is 3,595,210. That is an increase of 1,476,339 visitors in just one year’s time.

Our website currently receives an average in excess of 5,000 visitors per day, and we will soon celebrate our milestone 4 millionth visitor! When you think that there are only approximately 3000 members in Connecticut, it begs the question of who is looking at this Connecticut State Grange Website website. Well - it’s Grangers from across Demographics: Length of Time of Visit Connecticut and across the country, families of Grangers, and interested people from not only Connecticut, but nationwide, and in some cases, world-wide.

Nearly 43 percent of all visitors to the Connecticut State Grange website spend between one minute and 10 minutes visiting the website. An additional 31 percent of all visitors spend between 11 minutes and 20 minutes. Along with the third percentage slice, the combined 80 + percent of visitors spend a half hour or less on the website. Connecticut State Grange Website Demographics: Visitor’s Location of Origin Visitors come to the Connecticut State Grange website from countries all over the world, and from most every state daily. But the majority of all Connecticut State Grange website visitors are from Connecticut. Each visitor who accesses the website has a unique ID number, called an IP Address. These numbers can be traced to the town/city of origin of the visitor. In looking at the statistics - we see that the most popular location tends to vary dependent on the activity at the time. For example, when the Connecticut State Grange hosts an event at Cheshire Grange, the towns around the hall supply the most visitors during that time frame. In compiling all of the location data from the past year, we find that Naugatuck is the most popular home city for website visitors. All Demographic Statistics compiled as of September 15, 2011

Grange Public Relations Tool Kit: 2011-2012 7 One of the most interesting facets of the Connecticut State Grange Website statistical and demographic data that we track Most Popular Community Granges from the Connecticut State Grange website is the popularity of the Community Grange pages. Each Community Grange has a micro- website on the CT State Grange website consisting of updated news, photos and calendar information for each specific Grange. In compiling the numbers from the past year, we find that Greenfield Hill Grange No. 133 is the Community Grange page that received the most views, followed by Cheshire Grange No. 23’s page. We encourage Community Granges to submit information (Articles, Calendar Dates, Photos, Clippings, etc.) regularly to keep their pages fresh and current. Visitors will return again and again, if they have up-to-date Grange information to keep them interested.

The MyGrange Program

In 2009, we instituted the MyGrange program, where website users can sign up for an account to customize their Connecticut State Grange website experience to the news and calendar events they are most interested in. As of September 1, 2010, we had 32 MyGrange subscribers. As of September 1, 2011, that number grew to 56, of which 9 are non-members.

Connecticut State Grange Social Media Facebook / Twitter Growth Chart Social Media

We have a strong and growing Social Media base including Facebook, Twitter, YouTube, MySpace, LinkedIn, FourSquare, Blogs and more. These resources are updated frequently, if not daily, providing a wealth of Grange information to our supporters.

As of September 1, 2010, the Connecticut State Grange Facebook Page had 97 Facebook likes. As of September 1, 2011, that number grew to 170.

As of September 1, 2010, the Connecticut State Grange Twitter Page had 146 Twitter followers. As of September 1, 2011, that number grew to 313.

8 Grange Public Relations Tool Kit: 2011-2012 As of September 1, 2010, the Connecticut State Grange MySpace Page had only 3 Connecticut State Grange Social Media MySpace friends. As of September 1, 2011, Facebook Male/Female Demographics that number grew to 63.

In addition to the CT State Grange Facebook Page, there are now unique Facebook Pages for the CT State Grange Agriculture Committee and Public Relations Committee. 12 Community Granges and one Pomona Grange have also developed a presence on Facebook.

One interesting Demographic to note is that the majority of the Connecticut State Grange Facebook page “Likes” are females aged 55 and over. An additional 25 percent are females aged 35-54.

As for Twitter, in addition to the CT State Grange Twitter profile, the CT State Grange President, General Deputy, Legislative Committee, Agriculture Committee, and Public Relations Committee have developed profiles, as well as three Community Granges.

Over the course of the last year, We have uploaded 33 videos to the Connecticut State Grange YouTube Channel, which have had a more than 1300 views.

Connecticut State Grange President Jody Cameron has created and maintained an external blog on Google’s Blogger Network.

We are also working on instituting and expanding with other social media platforms, such as LinkedIn, Stumble Upon, Google Plus, Foursquare, Tumbler and Digg.

The Connecticut State Grange Mobile App

We have released a free Connecticut State Grange Mobile App which brings Grange news, calendar events and GPS hall and meeting locations to web- enabled smart phones, such as the iPhone, Blackberry and Android phones as well as tablets, such as the iPad.

We are investigating the costs and process of having our app released through the iTunes store, and will have more information on that in 2012.

But currently, you can find the download to the app under the Links menu on the Connecticut State Grange website.

Grange Public Relations Tool Kit: 2011-2012 9 Partnerships

The Connecticut State Grange Public Relations Committee has forged a number of partnerships over the past year which deserve mentioning.

-- We are now a part of the American Towns network. American Towns is a website most used by realtors to introduce new residents to the services and offerings of their new town. We have ALL of Connecticut’s Granges now listed with them, and they pull information from the Connecticut State Grange Calendar of Events, so that each Grange has an updated Calendar on their American Towns page.

-- We have been working with the Connecticut State Library for the Connecticut State Grange website to be designated as an official educational and historical resource. This contact came through our efforts on Twitter.

-- We are now a part of the “PR Log” network. PR Log is a press release service, similar to Reuters and the Associated Press. This allows major news sources to access any information that we release through the network.

-- We are currently pursuing partnerships with Jigsaw, Google through their places and mapping service, Yahoo local and Bing local. These should all come to fruition during 2012.

Ongoing Tasks / Looking Ahead

The Connecticut State Grange Public Relations Committee began this year digitally documenting the past 125 years of the Grange in Connecticut by scanning in historic photos, clippings, booklets and articles, thus preserving our rich history. So far, over 5000 pieces have been scanned, processed, and uploaded to the Connecticut State Grange Virtual Scrapbook, while another 6000-plus have been scanned, and are waiting processing.

We developed and instituted a custom website program for Community Granges across the state, where local Granges can maintain their own websites that work in conjunction with the Connecticut State Grange website for the low cost of $45 per year to each Grange, which includes a custom domain name. Our goal was to have 5 Granges participate in the first year. 5 Granges (Winchester, Meriden, Cawasa, Chesire and Granby) have risen to the challenge, with one more, Ekonk, in the works. We would love to see that number rise to 10 Granges by State Session 2012. The sign-up form follows on pages 11/12.

The Connecticut State Grange Website has seen a number of structural, design and functional updates over the past year. These include a new and improved search function, new Community Grange pages, improved navigation on the Downloads page, a new Social Media index page and the inclusion of individual pages for Connecticut’s Pomona Granges. Looking ahead, the Connecticut State Grange Website will continue to evolve, improving and enhancing the user experience. Scheduled upcoming changes and additions include individual pages for Junior Granges, improved Committee pages, and a new section honoring Dormant Granges. We encourage everyone to visit the Connecticut State Grange Website often, and to share it with friends and family.

10 Grange Public Relations Tool Kit: 2011-2012 PROMOTE YOUR GRANGE ON THE WEB

TM with the Connecticut State Grange Website Program

Community Granges who wish to participate in the FOUR UPDATABLE DESIGNS TO CHOOSE FROM! Grange Website program can purchase a Website Package from the Connecticut State Grange for the cost of $45.00 per year. The package includes:

• Choice of template designs • Updatable and Customizable Content including - Grange History / Hall Pages - Past & Current Officers Pages - Agricultural Fair Page - Downloads Page - News Digest and Archives - Grange Blog - Meeting & Membership Information - and more! • Automated Calendar of Events • Domain Name (such as www.yourgrange.org) • Five e-mail addresses - (ie: [email protected], [email protected], etc.) • Hosting and bandwidth • User Training

You don’t need to be a computer expert to use the system. The only tools needed are a computer, basic computer skills and access to the Internet. Training sessions are provided on website set up and usage. Troubleshooting and technical support are also available. EASY TO USE CONTENT MANAGEMENT SYSTEM!

Affordable! Only $45.00 per year!

Vist www.CTStateGrange.org/WebPages to view the template designs, and learn more. Grange Public Relations Tool Kit: 2011-2012 11 CONNECTICUT STATE GRANGE WEBSITE PROGRAM The Connecticut State Grange has created a new affordable website program for Connecticut Granges. Packages include the domain name (for example, www.yourgrange.org), your choice of four different ™ website design templates, website hosting and five e-mail addresses, such as [email protected] or [email protected]. Granges will have the ability to update their own content. The website will be connected to the State Grange website, so that each individual Grange website can receive articles, calendar events, photos, etc. from the State Grange website, and the State Grange can receive items from the Grange websites as well.

Websites will each house a number of pages that Granges can toggle on and off depending on their needs, such as a News, Calendar of Events, Scrapbook, Membership Information, Blog, Officer’s Listing and Past Masters/Lecturers Lists, Grange History, Grange Hall History, Agricultural Fair information, Social Media links, and more.

Granges will also have the ability to maintain member lists, track members’ addresses and e-mails, and send out mass mailings such as newsletters, event notices, and much more.

Having an Internet presence provides the most efficient, cost-effective way for Granges to showcase their activities and accomplishments to their local communities and beyond.

GRANGE WEBSITE PACKAGE SIGN-UP FORM

GRANGE NAME: ______#: ______DATE: ______

CONTACT PERSON: ______PHONE: ______

CONTACT E-MAIL: ______OFFICE HELD: ______

WHICH DESIGN HAS YOUR GRANGE CHOOSEN FOR ITS WEBSITE?

_____ DESIGN 1 (Black) _____ DESIGN 2 (Red) _____ DESIGN 3 (Blue) _____ DESIGN 4 (Green)

LEVEL OF COMPUTER EXPERIENCE: _____ EXPERT _____ INTERMEDIATE _____NOVICE _____ NONE

TYPE OF COMPUTER YOU WILL PRIMARILY BE WORKING FROM: _____ PC ____ MAC MODEL: ______

DO YOU HAVE ACCESS TO AN INTERNET CONNECTION? _____ YES _____ NO

HAVE YOU READ THE GRANGE COMMUNICATION GUIDELINES & PROCEDURES BOOKLET? _____ YES _____ NO

CHOICES FOR A DOMAIN NAME (ie: www.YourGrange.org):

1st CHOICE: ______2nd CHOICE: ______

CHOICES FOR PRIMARY E-MAIL ADDRESS (ie: [email protected]):

1st CHOICE: ______2nd CHOICE: ______

COST TO YOUR GRANGE IS $45.00 PER YEAR - PLEASE MAKE CHECKS PAYABLE TO THE CONNECTICUT STATE GRANGE. PAYMENT MUST BE RECEIVED IN ORDER TO SCHEDULE YOUR WEBSITE SET-UP SESSION. PLEASE MAIL A COPY OF THE COMPLETED FORM AND PAYMENT TO:

THE CONNECTICUT STATE GRANGE CENTRAL OFFICE, P.O. BOX 1393, GLASTONBURY, CT 06033

THANK YOU FOR JOINING THIS PROGRAM. WE WILL BE IN TOUCH SOON TO BEGIN THE PROCESS TO GET YOUR GRANGE WEBSITE LIVE ON THE INTERNET!

12 Grange Public Relations Tool Kit: 2011-2012 Grange Branding and Identity

When you see the distinctive golden arches on television, in the newspaper, on a billboard, on a sign, or on the building itself, you immediately know the arches are a symbol for McDonald’s. McDonald’s is one of the most recognizable brands in the world. One marketing firm found that, in a survey of people in the U.S., U.K., Germany, Australia, India, and Japan, more people could identify the golden arches of the McDonald’s logo than could identify the Christian cross [source: Schlosser].

Branding is the creation of a unique identity. Brand components include: a name; a graphic element or logo; positioning or mission statement; collateral marketing materials (can be printed or electronic) and, in many cases, a tagline. The purpose of a brand is to create a unique personality or identity for the audience so that an organization can more easily communicate its message and be heard. “Branding” is not simply the development of a graphic element or logo although a logo is part of the process. Branding is the comprehensive development of the personality or identity of an entity.

The Grange is a Brand

Branding for the Grange is the process of creating a clear, consistent and unique message about the organization, so that when people see the Grange logo or hear the word “Grange,” they’ll think of the organization’s mission and programs in terms defined by the organization itself.

How we present ourselves and how we communicate to our audience is very important in the public’s perception of our Order. Our audience forms and modifies their opinion of who we are every time they view something that carries our image or they have an experience with us. In their mind, we either “have it together” or we don’t. If we are uniform and consistent in our communication and our visual identity, and our actions match what we say, the Grange’s integrity and standing will continue to grow. The success of the Grange depends on all of us communicating with consistency and effectiveness.

The Importance of a Unifed Connecticut State Grange

All Connecticut State Grange communications should follow the Standards and Guidelines as found in the Communications Guidelines Booklet which was distributed in the Public Relations Packet at the 2010 Connecticut State Grange Session. In addition to meeting these standards, using the recommended Connecticut State Grange fonts, colors, and logo signatures is the best way to give all Connecticut State Grange communication efforts a successful, timeless brand identity. Most importantly, it maintains a consistency across all Connecticut State Grange communications that fosters a sense of familiarity and confidence in its diverse audience.The Connecticut State Grange should be managed with the view that its integrity be maintained and strengthened.

The graphic identity of the Grange embodies its goals and objectives. Since our graphic identity is the cornerstone of all communication efforts, it is essential that its integrity is protected. Use of the graphic identity carries with it the responsibility to uphold the ideals of our mission. It benefits everyone involved when the identity is applied consistently to convey one clear message.

Who uses branding?

Although many people associate branding with corporations and businesses, branding is most commonly used throughout the non-profit, philanthropic and organizational sector. In these times of shrinking revenue streams, declining membership, increased competition for grant money and increased marketing clutter, strong branding is more important now than ever before.

Grange Public Relations Tool Kit: 2011-2012 13 Organizations are competing for members, volunteers, donors and grants. Without a strong brand the Grange’s message will not be heard. That is to say effective branding is crucial to the Grange’s ability to raise funds, build support, build membership and gain visibility.

Benefits of Branding

Here are some generally recognized benefits to branding:

• Branding helps audiences cut through the clutter by providing a clear, concise identity for each Grange. • Audiences like brands since they create easy identification, which lends itself to the development of loyalty. • Marketing and communications are easier and more effective because messaging is consistent and supported by the implicit message of the brand.

Brand Goals

Positioning: Reposition the Connecticut State Grange brand to emphasize its role within the State of Connecticut and the communities in which it partakes

Voice: Shift the Connecticut State Grange brand voice away from negative attributes and redirect it towards attributes of individuality/relevance/passion for community

Attitude: Enliven the Connecticut State Grange brand to increase its appeal to and relevance for younger audiences, yet incorporating audience of all ages

Architecture: Establish a comprehensive brand architecture that describes a strong and consistent relationship between the National Grange brand, the Connecticut State Grange brand and the sub-brands for each of the Granges that comprise the organization

With this in mind, the Grange graphic identity, as explicitly explained in the previous section on trademark information, includes an endorsed branding architecture as an option to using only the 7-sided Grange logo to address the graphic needs of this organizational focus while still strongly supporting the Grange brand.

The Grange brand contains these two elements:

* the 7-sided seal with appropriate TM insignia; * a unit’s name, either in full or in part;

The Grange logo can be shown in the following color formats:

* 4-color / Process Color; * Black and White (Grayscale); and * Reverse.

The registered trademarks and official colors and fonts of the Grange comprise the graphic elements used to support the Grange brand. Each element strengthens the ability of the organization to communicate its mission and message, as well as provides a visual relationship between our audiences and everything the Connecticut State Grange represents.

14 Grange Public Relations Tool Kit: 2011-2012 Using the Grange Logo

Since 1867, the Grange has stood for the rights of rural communities throughout America. It has provided farmers and non-farmers alike with the services and support they have needed to build strong businesses and feed their families. Our organization has provided educational opportunities for senior citizens, youth and juniors, and small but growing families. Community service projects have been initiated and completed by every Grange for the benefit of all citizens. eW have advocated for legislation that provided mail service to small rural America and continue to fight for access to broadband for every American today. We are an organization built from the ground up, whose mission speaks volumes because they’re backed by strong actions rather than just strong rhetoric. And throughout it all, one thing that has remained the same is the name by which we stand: GRANGE.

The National Grange is actively protecting it’s brand. Since 2007, our name, GRANGE, has been under attack in the trademark arena. This attack on our name is not new to our organization. It is the scale of this challenge that is new. It is primarily the individual Granges that use the Grange trademarks in a commercial manner. And with this name and logo each Grange is able to raise money to support their halls, community service projects, educational efforts, and legislative programs. ™ The Connecticut State Grange and Granges held under it’s jurisdiction, as a subsidiary of the National Grange, has authorization and approval to use the GRANGE trademark.

This is the official trademark statement from National Grange:

National Grange is the owner of the U.S. Trademark Registrations for a variety of GRANGE Trademarks including GRANGE (U.S. Registration No. 1,872,429), NATIONAL GRANGE (U.S. Registration No. 1,817,984), NATIONAL GRANGE OF THE ORDER OF PATRONS OF HUSBANDRY (U.S. Registration No. 1,816,827), and the Grange Logo (U.S. Registration No. 1,824,368), and has been using its GRANGE mark since 1876 in connection with a variety of goods and service. National Grange has local, county and state locations throughout the United States.

The Grange Seal is the official logo -- a cornerstone of the organization’s identity and the primary common element. The logo communicates Grange’s commitment to excellence, our sense of community, and, our passion to support future initiatives and opportunities. It should be used for all official Grange events, documentation, publications, etc. Since the logo is a valuable legal and intellectual asset, unauthorized usage is prohibited.

In order to protect the Grange name and logo, we must be diligent in its use. If a Grange is to use the seal, it must be an “official” seal, and possess the appropriate trademark indicia. A CD with official seals and logos (in black and white and color), ready for use by Connecticut Granges, accompanies this guide.

Grange Public Relations Tool Kit: 2011-2012 15 Trademark Information

Guidance and Direction for the Appropriate Use of Grange Trademarks:

At the November 2008 National Grange Convention, the delegates adopted a resolution on first reading entitled “National Grange Intellectual Property.” This resolution created a new article, Article XVIII, in Chapter 4 of the National Grange Digest of Laws that defines the ownership and permitted uses of Grange trademarks. Final adoption of this resolution at the 2009 annual convention was critical to the Grange’s efforts to defend our trademarks.

The original resolution and article are as follows:

National Grange Intellectual Property

WHEREAS, the National Grange is the owner of multiple incontestable U.S. trademark registrations for the GRANGE Trademarks, including GRANGE (U.S. Registration No. 1,872,429), NATIONAL GRANGE (U.S. Registration No. 1,817,984), NATIONAL GRANGE OF THE ORDER OF PATRONS OF HUSBANDRY (U.S. Registration No. 1,816,827) and the Grange Logo (U.S. Registration No. 1,824,368), and has been using the GRANGE Trademarks since 1876 in connection with a variety of goods and services related to farms, farming, agriculture and other goods and services; and

WHEREAS, the intellectual property owned by the National Grange is vital to maintaining the growth and good public reputation of the Order; and

WHEREAS, the intellectual property of the Order is every bit as much a critical asset as other tangible assets and property, (such as financial investments, contractual arrangements, real estate and personal property, etc) that are necessary to conduct business at all levels of the Order; and

WHEREAS, the legal duties of any trademark owner, such as the National Grange, include monitoring and protecting its marks against misuse, unauthorized use, infringement and dilution, and ensuring proper usage of the Grange Trademarks; and

WHEREAS, there are no references in the National Grange Digest of Laws as to the usage, protection and appropriate management of the intellectual property assets that are registered, owned and maintained by the National Grange; and

WHEREAS, in order for the National Grange to protect itself against the increasing number of legal challenges to, commercial infringements on, and unauthorized uses of the registered names and logos owned by the National Grange, a clear policy for the management of these assets for the exclusive benefit of the Order at all levels, needs to be adopted as part of the National Grange Digest of Laws, and

WHEREAS, it is increasingly apparent that a lack of a clear policy to manage the use of these assets could create confusion among local Granges and Grange members as to how these assets should be properly used, invite additional legal challenges, commercial infringements and unauthorized uses of these assets, unnecessarily increase legal costs to the National Grange, endanger the good public reputation of the Grange, and eventually, even result in the permanent loss of the use of the National Grange’s registered trademarks and logos for the exclusive benefit of the Order;

THEREFORE BE IT RESOLVED, that a new Article, “ARTICLE XVIII: OWNERSHIP, MAINTENANCE, PROTECTION, MANAGEMENT AND LEGALLY AUTHORIZED USES FOR THE REGISTERED TRADEMARKS, LOGOS, COPYRIGHTS AND OTHER INTELLECTUAL PROPERTY OF THE NATIONAL GRANGE” be added to Chapter 4 of the National Grange Bylaws to read:

16 Grange Public Relations Tool Kit: 2011-2012 4.18.1: Ownership and Management of Registered and Non-Registered Grange Trademarks, Logos, Trade Names, Copyrights and Other Intellectual Property associated with the Order of Patrons of Husbandry.

All registered and non-registered trademarks, logos, copyrights and other intellectual property related to, used by and associated with, the Order are the legal property of the National Grange, including the following incontestable trademark registrations: GRANGE (U.S. Registration No. 1,872,429), NATIONAL GRANGE (U.S. Registration No. 1,817,894), NATIONAL GRANGE OF THE ORDER OF PATRONS OF HUSBANDRY (U.S. Registration No. 1,816,827) and the Grange Logo (U.S. Registration No. 1,824,368) (the “Grange Intellectual Property”). All Grange Intellectual Property is held by the National Grange for the furtherance of the general purposes of the Order.

For the purpose of this section the traditional names of the officers of Granges of the various Divisions of the Order as well as any other names, phrases or terms associated with any or all of the various Divisions of the Order, including the Assembly of Demeter, that are found in the various National Grange copyrighted printed ritual instruction materials or that are found in any other works of the Order are the intellectual property of the National Grange and may only be used for the furtherance of the general purposes of the Order.

All authority and responsibility for developing and publishing guidelines, rules, regulations or prohibitions related to Grange intellectual property, including decisions related to the management, defense, lease, sale, license, transfer or abandonment of such intellectual property shall be vested in the National Grange board of directors and shall be implemented by the National Master only; provided that no specific agreement to lease, sell, license, transfer or abandon any intellectual property related to, and associated with, the Order shall be made other than in writing.

4.18.2: License to use the Grange Intellectual Property. Chartered State Granges, Pomona Granges, Subordinate Granges, Junior Granges as well as the Assembly of Demeter may generally use Grange Intellectual Property for purposes that further the general purposes of the Order subject to specific usage guidelines, rules, regulations or prohibitions that may be adopted by the National Grange Board of Directors or the National Grange delegate body.

Chartered State Granges, Pomona Granges, Subordinate Granges, Junior Granges as well as the Assembly of Demeter may use the traditional names of the officers of Granges of their Division of the Order as well as any other names, phrases or terms associated with the various ritual ceremonies of the Order of Patrons of Husbandry that are owned by the National Grange, only in accordance with the instructions found in the various National Grange copyrighted printed ritual instruction materials and only for purposes that further the general purposes of the Order.

No chartered State Granges, Pomona Granges, Subordinate Granges, Junior Granges as well as the Assembly of Demeter or any officers thereof, may license, lease, sell, barter, or transfer legal authority for the future use of Grange intellectual property to any third party, private individual or Grange member as part of any transaction, including the sale or lease of real Grange property and/or the sale, lease, or transfer of any commercial concession, without first receiving the written permission of the National Master and subject to the terms of a written agreement approved by the National Master. For the purpose of this section “third party” shall include without limitation any partnership, cooperative, corporation, social club, informal membership society, or business enterprise that may be wholly or partially owned or controlled by a chartered Grange of any Division of the Order but that nevertheless has an independent legal existence separate from that charter.

4.18.3 No license to use the Grange Intellectual Property by individual Grange members. Individual Grange members in good standing may not use, by virtue of their Grange membership, Grange intellectual property for any personal monetary gain or personal commercial purposes without first obtaining, in writing, a license to use such property from the National Grange.

Nothing in this section shall prohibit individual Grange members from owning, wearing, displaying, collecting, utilizing or reselling individual pieces of personal property which depict marks or logos that are part of the Grange Intellectual Property, so long as these items were acquired through legitimate means, for their personal use and enjoyment.

Grange Public Relations Tool Kit: 2011-2012 17 Internal & External Grange Communications

One of the most important aspects of communications is to trigger off great relationships within your community so that your Grange earns a not only a name that is on the tip of every tongue, but a great reputation to boot. But in order to establish these relationships, Granges need to have both an internal and an external communication strategy.

Things like establishing a brand, marketing your projects and programs, advertising your activities and events, working on public relations, media management and even business dealings with the community fall in the category of external Grange communications.

As for internal Grange communications, things like building on the ideals of your Grange, carving out strategy and membership goals to ensure success, keeping your members inspired, and communicating with all members, both active and passive, who are involved in your Grange falls into the category of internal Grange communications.

All the items mentioned above contribute to the betterment of your Grange. Be it internal or external communications, it ultimately contributes to the growth of your Grange. Thus, Grange communication is an integral aspect of your organization.

Building Community Relations

How important is community support? Without the support of the community, Granges as we know them will cease to exist. Community relations involves controlling the flow of information, both positive and negative, about your Grange so as to maximize favorable opinion and minimize obstacles to success. The methods used to enact this include media relations, newsletters, brochures, advertising, special events and personal interaction. The people involved are often the officers, committee members, volunteers or dedicated members. Here’s a few tips to get started building your Grange’s Community Relations.

• Determine the Objectives of Your Community Relations Program: What do you want to accomplish? It can be donations, legislation or public policy favorable to your mission, partnership opportunities, or increasing the number of members. Whatever you want to accomplish, putting it on paper makes it easier to analyze and define the effectiveness of your community relations work.

• Creating the Message you Want Conveyed: The message is simply the information about your Grange that is most likely to appeal to the perspective of the audience and that will cause them to take action as outlined in your objectives.

• Choosing the Best Method to Carry that Message: It may be through some form of media, a special event or in-person, but each message needs at least one vehicle to be carried to the intended audience. The choices are vast but generally the more important the message, the more personal it should be delivered.

• Conducting Your Grange Community Relations Campaign: Planning is great, but it is useless if that plan remains on a desk without being implemented. This is the step where most projects fail. The reason is fear. The plan may look good on paper, but when it is implemented, the architects of that plan will be judged by its success or failure.

18 Grange Public Relations Tool Kit: 2011-2012 Effective Member Communications

Relationships are a cornerstone of the Grange - communication is the foundation on which they’re built. Nothing is more central to building a vibrant community of engaged and active members than strong internal communications. It’s the utility knife in your Grange toolbox. Solid communication builds relationships and enthusiasm, empowers members, drives hall rentals, and improves program participation rates.

Understanding and meeting member expectations should be a high priority, that’s why improving the effectiveness of your Grange’s communication should be at the top of your list.

Phone & Written Communication Face-to-Face Communication

Phone communication is a good way for members Technology has not changed the fact that the to keep in touch when they cannot attend a meeting most effective and useful communication takes or event. Traditional written communication, place face to face. The ability to interact with such as letters and postcards via postal mail is Grange members in person makes dynamic still a frequently used method of communicating with members. This is especially conversion more functional. Members important for members who do not can share ideas, gauge non-verbal have computers or who may not be body language, take notes and engage technically savvy. each other closely.

Web-Based Communication E-mail Communication ™ Web conferencing technology leverages E-mail communication allows members the growth of the Internet to provide to follow-up with details or confer with a close substitute for face-to-face meetings for one or more members easily. E-mail allows for Granges. Software such as Team Speak, Yahoo confirmation of verbal conversations, follow-up and Messenger, Facebook Chat and other online expansion of ideas into more grounded detail. services enable members to communicate via the Web.

Communication is about expressing and conveying your thoughts, feelings, opinions and ideas to another person or persons. Focus on communicating in a clear, straight-forward manner. Avoid metaphors or cliched language. Encourage cooperative efforts and be honest with your members. If you lead by example, your members will begin to communicate among one other in a like fashion.

Grange Public Relations Tool Kit: 2011-2012 19 Ideas for Improving Member Communications

Members are the life blood of the Grange. Those who feel pride toward their Grange tend to be more active due to their higher morale. Working on something positive can foster friendship and camaraderie between Grange members, as well as develop a rippling effect within the community. When the community sees that the local Grange has brought about a positive change, the Grange may gain additional members. It all starts with good internal communications.

Does your Grange communicate effectively with its members? Communication is more than your monthly newsletter. It is providing a fun Grange environment for your members, remaining open to their ideas and suggestions, and developing creative ideas to show your appreciation for their hard work and dedication.

Check out these ideas for improving communications with your Grange members.

• Use paper and/or electronic newsletters to share what’s going on and recognize members’ efforts.

• Use Internet tools like websites, Facebook, Twitter, or Google Calendar to let people know about meetings and upcoming events.

• Send birthday cards to members, to let them know you think of them as individuals, or get well soon cards and thinking of you cards to those unable to attend meetings and events.

• Let members know they were missed via a phone call or visit when they have been absent from meetings.

• Even if they aren’t looking for a reward or recognition, members like to feel appreciated. Honor and recognition are good ways to help keep your members returning year after year. Members should be recognized throughout the year with words of appreciation, or more, for the time and energy they are giving to the Grange.

• Write thank-you letters to speakers and all those who contribute time, effort, or money to Grange activities (both members and non-members). Present a token of appreciation if appropriate.

• Ask members about connections they may have within the community, such as editors, station managers, mayors, school superintendents, and other public officials or personalities, then extend invitations for them to visit meetings and get acquainted with your members.

• Develop (or purchase) Grange merchandise to show pride - such as clothing like T-shirts, jackets, polo shirts and sweatshirts, Grange jewelry, tote bags, and other items.

• Be sure to welcome new members and guests into your Grange home.

• Ask for member feedback - then listen. If members know they are contributing to the planning as well as the implementation, they will feel as if they are making a difference.

• Generate enthusiasm. Host meetings and events that are well-planned, organized and friendly, so that they appeal to the members in attendance and the general membership.

20 Grange Public Relations Tool Kit: 2011-2012 The Value of News

News values, sometimes called news criteria, determine how much prominence a news story Characteristics used to analyze is given by a media outlet, and the attention it newsworthiness: is given by the audience. A variety of external and internal pressures influence the media’s 1) impact, consequence, or importance; decisions on which stories are covered, how 2) conflict; issues are interpreted and the emphasis 3) proximity to the readers; given to them. The news value of a story, if 4) prominence of the people involved; defined in terms of the interest it carries for 5) the unusual nature of the event; and an audience, is determined by the degree 6) currency -- the sudden interest people take of change it contains and the relevance that in an ongoing situation. change has for the individual or group.

How can my Grange be newsworthy?

The first step for getting noticed by the media is to be newsworthy. As the Grange is a community-based, service-oriented organization, you’ve got a head start. Your community service work, events, programs, and benefit to your community, are inherently newsworthy. You are already doing great work for the public good.

To be considered newsworthy, the work of your Grange must have a broad, general interest to the target audience. With that comes a strong news angle (i.e.: material information, new development, human interest, local angle, consequence, etc.). No matter how well a press release, news article, etc. is written, if the subject is uninteresting, stale or doesn’t matter, that news release or article will go into the garbage.

Don’t be shy and be creative. Your local newspaper may print every story submitted but a larger paper, radio, television, magazine or website may have plenty to choose from so you will need to stand out. How is my Grange newsworthy? Think of what catches your attention in the news and begin a list of possibilities, considering these ideas:

• How can you connect to something that is in the news now?

• Are you willing to do something a bit different or even outrageous - create your own news?

• Could you profile someone who is really interesting or has accomplished the extraordinary?

• Look at the needs of your community - how can your Grange be a facilitator or supporter?

Granges need to continually work to identify new and innovative opportunities to meet the needs of each of the communities and the people they serve.

Grange Public Relations Tool Kit: 2011-2012 21 Understanding the Media

Understanding how the media works, what makes news and how to make the news is valuable knowledge for any Grange. 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.

So, how does your Grange get into the news? The key to media coverage can be simply explained as a two-step process: developing the right story and delivering it to the right media.

Although all media outlets search out and welcome all types of news stories, television, radio and print each have their own unique qualities that will affect their interest in your story.

What makes the print media unique is its ability to provide in- depth commentary by publishing Radio longer news articles. Basically, print publications provide the most Radio may not be a first choice important details of a story, where when it comes to news coverage Television as radio and television only pro- but when speed counts, radio, just like television, has the advantage vide the snapshots or the fast facts Television’s strength is its ability of being able to produce and air of a story. to blend pictures with storytelling a broadcast report minutes after to create a compelling and visual news breaks. When radio is not broadcast. It also can produce and covering breaking news, it gets air breaking news stories moments most of its news stories from local, after it occurs, as well as extend regional and national print publica- across boundaries by covering tions. Another advantage of radio news in other states and countries is that morning-drive and rush hour while bringing live broadcasts from shows often have large followings those areas to its local viewers. and loyal listeners.

With the ever-expanding 24/7 online and traditional media world, reporters and journalists are hungry for authentic original sources and stories. Pitch yours professionally, and you have a chance at media coverage and reaching many more people than you ever thought possible.

22 Grange Public Relations Tool Kit: 2011-2012 Accentuate the Positive

Whether it’s via traditional media such as newspapers and magazines, social networking such as Facebook and Twitter, or online media sources, such as Topix or NewsWire, - good public relations practices are a terrific way to bring a flood of interest, inquiries and potentially new members to your Grange. But if you want truly legendary results in your quest to grow your Grange, you need to keep a positive attitude and show enthusiasm about your Grange, and convey those feelings to others.

The wrong approach is to send a negative news release (especially one lacking real news) far and wide, to publications ranging from “The Wall Street Journal” to your local shopping weekly. First, this is unlikely to get reporters calling and broadcast vans rolling, because there are millions of businesses and people competing for scarce ink and air time.

Second, negative publicity may get your Grange noticed by the media, but not in the way you had in mind. If your target media write you off as a dying group, you probably will not get a second chance to generate good press.

Attracting the right attention and inspiring the media to write about and/or publish pictures of your Grange activities is one of your goals - and creating a positive spin is a key in achieving success.

Take a look at the following two examples. If you were a prospective member and saw the two articles, which one would encourage you to join the Grange?

The Bad: Example of a negative headline and lead paragraph:

Prospects for struggling Grange are grim without support

Unless community members step up and help, the doors of XOXOX Grange No. 000 will close on a historic connection started in 1890. Membership in the Grange has declined, but it is the lack of participation that could mark the end of the group, according to officers Joe Smith and John Doe.

The Good: Example of a good headline and lead paragraph:

XOXOX Grange celebrates 120th Anniversary with new Community Service Project

Established in 1890, XOXOX Grange No. 000 will be celebrating its 120th Anniversary by undertaking a new project - donating 120 lap robes to the Veterans Home. Community service projects have been the backbone of XOXOX Grange, with projects such as donating to the food pantry, presenting scholarships, and more. But despite all of the Grange’s work, members were growing older and tiring. According to officers Joe Smith and John Doe, they hope this new project will be the infusion of interest needed to bring XOXOX Grange back on track with its membership goals.

Grange Public Relations Tool Kit: 2011-2012 23 The Importance of Proofreading

No one is born with proofreading skills, but grooming these skills will certainly pay off in the long run no matter what you do. Whether you produce press releases, articles, or even write simple e-mails, be aware that a typo can spell trouble on the other side of the communication. Sometimes mistakes are made simply because we are not machines, but mere mortals. Don’t let errors in any communication that leaves your desk say the wrong thing about your Grange’s professionalism or credibility.

Here are some proofreading tips: Check for missing content as well as person will be great for identifying typos, grammar, and punctuation. content that may be confusing or isn’t explained well. 1. Plan for proofreading. Double check numbers and percentages to see if they add up. It is not something you do only if This is particularly important on pie 5. Write for your audience. you have the time. Accuracy, your charts and financial summaries. reputation, and the credibility of your In addition to proofreading for Grange are at stake so make the accuracy, make sure your word time. 3. Be alert. choice, writing style and tone are appropriate for the recipient or On major pieces, like brochures or Plan to proofread at the time of day audience. posters, schedule two to three rounds that you are most alert. If you are of proofreading, so when you are a morning person, complete your You may have the same information ready to release the job to the printer writing the day before and proofread that you need to distribute to your it is clean. in the morning. Incorporate into your Grange members, your officers and schedule time to put the project aside your volunteers, but each piece AAs (author’s alterations) or and then proofread with fresh eyes. needs to be tweaked for each corrections on the blue line (final particular group. Give them all the printer’s proof) can be costly and will same thing and you risk alienating eat up your budget quickly. 4. Recruit colleagues. them and not reaching them with your message, making your For letters, press releases, short-run Proofreading your own work can communications piece a big waste of printing or other smaller pieces set be dangerous. Identify the detail- money and time. aside up to an hour for proofreading. oriented people in your Grange and recruit them as additional proofreaders on important projects. 6. Use your software. 2. Three times is a charm. I like using two additional You would be hard pressed to find Go over the document two to three proofreaders besides myself. Have software that doesn’t have spell times, proofreading for one thing at a the last person be someone who isn’t check and grammar check. Use it first time. familiar with the written piece. This and then proofread again.

24 Grange Public Relations Tool Kit: 2011-2012 Press Release 101

What is a press release? A press release is a news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product. How is a press release used? Press releases are often sent alone, by e-mail, fax or postal service. They can also be part of a full press kit. It all starts with the HEADLINE The headline should highlight the main point of the release. State your most exciting news, finding or announcement in as few words as possible. Also be sure to include the phrase “For Immediate Release” at the top. Introduction / Lead Start with a bang. Aim to answer as many of the “Five W’s” in the first sentence - Who, What, Where, When Why. Source If you have not already done so, answer the following question: “How Do I Know This?” The answer will help provide credibility to the release.

Essentials This includes why the story is significant and perspective. Use enough supporting material to make your case / point.

Quotes Quoting people who are “in the know” adds credibility and life to the release.

The Grange This paragraph is called “boilerplate” - spend a sentence or two describing your Grange and its place in your community. The End Sum up the release in a closing sentence. Then add the word “END” at the close. Note to the Editor Contact Info

This is your chance to tell the media Always include complete contact where they can obtain accompanying information including Grange Name, photographs, reports, or other additional Contact Person, Address, Phone information pertinent to the release. Numbers, E-mail and Website Address.

Grange Public Relations Tool Kit: 2011-2012 25 Writing an Effective Press Release

An engaging press release with an interesting ‘hook’ or angle is an excellent way to gain exposure for your Grange and can lead to not only publication in newspapers, magazines and on the internet, but media interviews with appearances on television and radio stations as well.

The objective of a press release is to capture the attention of your audience, whether this is within your community or state-wide, and to educate the reader on not only on the activities of your Grange, but on the Grange itself.

We cannot stress enough the importance of a well written press release. We constantly come across inaccurate, poorly written or unedited press releases that simply will not be read by the media. They become a waste of time to journalists who are already bogged down with information overload. And some releases are just not publishable. A poorly written press release will be a very fast turn off for any journalist or editor and will reflect negatively on your Grange’s efforts. Although some of the best writers will occasionally miss grammatical errors or typos, by making sure you read, edit and re-edit your press release, you drastically reduce the chance for error.

So our advice? Write a strong, well written press release and be sure to proof-read and edit before submitting it. The following tips will help you with writing your press release:

• Make sure the information is newsworthy. • Tell the audience that the information is intended for them and why they should continue to read it. • Start with a brief description of the news, then distinguish who announced it, and not the other way around. • Ask yourself, “How are people going to relate to this and will they be able to connect?” • Make sure the first 10 words of your release are effective, as they are the most important. • Avoid excessive use of adjectives and fancy language. • Deal with the facts. • Provide as much Contact information as possible: Individual to Contact, address, phone, fax, e-mail, Web site address. • Make sure you wait until you have something with enough substance to issue a release. • Make it as easy as possible for media representatives to do their jobs.

What NOT to submit in your press release:

Avoid overly flowery language, redundant expressions and unnecessary adjectives. These will detract from your story. And do not embellish or exaggerate your press release. If your release is written with embellishments, you will very quickly lose credibility. Keep in mind that this loss of credibility will carry over to future releases. Journalists will remember a source. They will remember a name. They will remember a web site. If you leave a bad taste in their mouth, they will remember the experience. This means the next time you submit a press release, which may be accurate the second time around, it will not be looked at because the journalist will remember you as someone who embellishes your press releases.

Do not include your entire Grange history, just a brief summary.

Do not continually submit the same press release or a slightly modified version of the original. If your press release was not picked up or you did not receive any enquiries the first time, find a fresh, new angle to write about.

26 Grange Public Relations Tool Kit: 2011-2012 Grange Press Release 10 STEP WORKSHEET Use this form to help you gather the necessary information for your press release.

1. GRANGE NAME & NO. --

2. NEWS TYPE -- _____ EVENT _____ MEETING _____ FAIR _____ ANNOUNCEMENT

3. HEADLINE --

4. DATE -- TIME --

5. LOCATION NAME & ADDRESS --

6. DESCRIPTION --

7. BACKGROUND / WHY --

8. QUOTES --

9. CONTACT NAME & TITLE -- WEBSITE --

10. CONTACT PHONE -- CONTACT E-MAIL --

Grange Public Relations Tool Kit: 2011-2012 27 Grange Press Release 10 STEP WORKSHEET Use this form to help you gather the necessary information for your press release.

1. GRANGE NAME & NO. --

2. NEWS TYPE -- _____ EVENT _____ MEETING _____ FAIR _____ ANNOUNCEMENT

3. HEADLINE --

4. DATE -- TIME --

5. LOCATION NAME & ADDRESS --

6. DESCRIPTION --

7. BACKGROUND / WHY --

8. QUOTES --

9. CONTACT NAME & TITLE -- WEBSITE --

10. CONTACT PHONE -- CONTACT E-MAIL --

28 Grange Public Relations Tool Kit: 2011-2012 Writing Like an Ace Reporter

Follow these simple steps to learn the basics of writing a winning article.

• Know your topic and your audience. Do research and find the facts on the topic you are writing about. Many writers make compelling points, but don’t bother to back them up with solid facts. Use words that are understandable and easy to read. Your articles must be reader friendly.

• Don’t use an exclamatory mark (!) in your articles. It seems as if you are yelling at the readers. Not a good idea if you want to captivate your audience.

• Start off with a good, interesting headline that will entice the reader to follow up and read the whole article.

• You need to follow a top-to-bottom hierarchy while writing articles. The first thing to include is what you want your article to tell others about. The rest of your article should “flow” from this. End with a summary that will reflect the key ingredients of your article.

• For the body of the article, you need to find some good quotes from interviews. Nothing brings people in like quotes. It will make your article more personable and give it a human quality, plus it allows you to break the flow of facts.

• There should be no more than three sentences per paragraph. If you have more to add about a particular topic, you should revisit it after a relevant quote or at the end of the article.

• Conduct a check for grammatical errors. Read your article aloud. Forward your article to someone who’s proficient in the English language. He can conduct proofreading that would ensure your article is mistake-free.

• Consider choosing a particular topic where you have strong interest, passion and knowledge to write.

• Know the approximate length of article before writing. This allows you to gather facts, quotes and information, and decide which pieces are the most important.

• Give yourself enough time to think and write. Choosing rush hour will lead to poor quality work. Set a realistic deadline and work towards completion on or before time.

• Write one article at a time. Know your limitations and time management.

Grange Public Relations Tool Kit: 2011-2012 29 Partial Connecticut Media List

It doesn’t matter how great your press release or article is; if you don’t have anyone in the media to pitch it to, your news will be dead in the water. It’s all in the list, and with the right media list, you could land coverage in newspapers and magazines, on the internet, and much more. Of course, the first step is to build a strong media list. Following is a partial list of the media in Connecticut.

NEWSPAPERS / MAGAZINES:

Hartford Courant Connecticut Post 285 Broad St., Hartford CT 06115 410 State St., Bridgeport, CT 06604-4868 Phone: 860-241-6761 / Fax: 860-241-3865 / www.courant.com Phone: 203-330-6325 / Fax: 203-367-8158 / http://www.connpost.com Tom Baden, News Editor [email protected] Bonnie Phillips, News/Features [email protected] Sev Rinaldi, Features Editor [email protected] Jennifer Frank, News Features [email protected] Patrick Quinn, Arts/Entertainment Editor [email protected] Andrew Julien, Politics [email protected] Jim Shay, Weekend Editor [email protected] Mary Wilson, iTowns [email protected] Sandra James, iTowns [email protected] Danbury News-Times Amy Ellis, Thursday CAL [email protected] 333 Main St., Danbury, CT 06810 Eric Danton, Music [email protected] Phone: 203-744-5100 / Fax: 203-792-8730 / http://www.newstimes.com Lynne DeLucia, Coming Events [email protected] Art Cummings, Editor [email protected] Nancy Schoeffler, Food / Home Garden [email protected] Linda Tuccio-Koonz, Features Editor [email protected] Donna Larcen, Art & Entertainment [email protected] Press Release Submission [email protected] Photo Submission [email protected] Meeting Submission [email protected]

Avon Post Fairfield Citizen News 99 Main Street, Bristol, CT 06010 220 Carter Henry Dr., Fairfield, CT 06430-5701 Phone: 860-236-3571 / Fax: 860-233-2080 Phone: 203-255-0456 / http://www.fairfieldcitizen-news.com http://www.zwire.com/site/news.asp?brd=1666&nav_sec=73743 Gary Jeanfaivre, Managing Editor [email protected] 203-255-4561 [email protected] Belinda Stasiukiewicz, Calendar [email protected] Press Release Submissions [email protected] Berlin Citizen 979 Farmington Avenue, Kensington, CT 06037 Fairfield County Weekly Phone: 860-828-6942 / Fax: 860-829-5733 900 Chapel Street, Suite 100, New Haven, CT 06510 http://berlin.ctcitizens.com Phone: 203-789-0010 / Fax: 203-787-1418 / http://www.fairfieldweekly.com Olivia Lawrence, Associate Editor [email protected] Nick Keppler, Managing Editor [email protected]

Bristol Press Farmington Post 188 Main St., Bristol, CT 06010 99 Main Street, Bristol, CT 06010 Phone: 860-225-4601 / Fax: 860-584-2192 / http://www.bristolpress.com Phone: 860-236-3571 / Fax: 860-233-2080 Michael E. Schroeder, Editor [email protected] http://www.zwire.com/site/news.asp?brd=1666&nav_sec=73744 Bill Sarno, News Editor [email protected] [email protected]

Cheshire Herald Glastonbury Citizen 1079 South Main Street, Cheshire, CT 06410 PO Box 373, Glastonbury, CT 06033 Phone: 203-272-5316 / Fax: 203-250-7145 / http://www.cheshireherald.com Phone: 860-633-4691 / Fax: 860-657-3258 / http://www.glcitizen.com News Desk [email protected] Jim Hallas, Editor [email protected] John Rook, News Editor [email protected] Josh Morgan, General Assignment [email protected] Greenwich Time 1455 E. Putnam Ave - Suite 102, Old Greenwich, CT 06870 Connecticut Life Phone: 203-625-4440 / Fax: 203-625-4413 / http://www.greenwichtime.com 106 South St, West Hartford, CT 06110 Jim Wolfe, Arts and Features [email protected] Phone: 860-953-0444 / Fax: 860-953-0455 / http://www.ctlife.net Patrick Quinn, Weekend/Go section [email protected] Chris White, Publisher [email protected] Albert Yuravich, Managing Editor [email protected]

Connecticut Magazine Housatonic Times 35 Nutmeg Drive, Trumbull, CT 06611 65 Bank Street, New Milford, CT 06776 Phone: 203-380-6600 / Fax: 203-380-6612 / http://www.connecticutmag.com Phone: 860-355-4121 / Fax: 860-210-2150 / http://www.housatonictimes.com Valerie Schroth, Senior Editor [email protected] Doug Clement, Editor [email protected] Cathy Ross, Calendar Editor [email protected]

30 Grange Public Relations Tool Kit: 2011-2012 Partial Connecticut Media List

Killingly Villager Norwalk Hour 283 Rte. 169, P.O. Box 196, Woodstock, CT 06281 346 Main Avenue, Norwalk, CT 06851 Phone: 860-928-1818 / Fax: 860-928-5946 / http://www.villagernewspapers.com Phone: 203-846-3281 / Fax: 203-840-1802 / http://www.thehour.com Stephanie Jarvis [email protected] James S. Walker, City Editor [email protected] Nanette Morges, Features Editor [email protected] Litchfield County Times 65 Bank Street, New Milford, CT 06776 Norwich Bulletin Phone: 860-355-4121 / Fax: 860-210-2150 / http://www.countytimes.com 66 Franklin St., Norwich, CT 06360-5805 Lori Dolce, Press Releases [email protected] Phone: 860-887-9211 / Fax: 860-887-9666 / http://www.norwichbulletin.com Newsroom [email protected] Manchester Journal Inquirer Marc Cook, News Editor [email protected] 306 Progress Dr., P.O. Box 510, Manchester, CT 06045 Phone: 860-646-0500 / Fax: 860-646-9867 / http://www.journalinquirer.com Register Citizen Ralph Williams, Editor [email protected] 190 Water Street, P.O. Box 58, Torrington, CT 06790 Doreen Guarino (Town News) [email protected] Phone: 860-489-3121 / Fax: 860-489-6790 / http://www.registercitizen.com Julie Sprengelmeyer, State Editor [email protected] Jordan Fenster, Editor [email protected] News Submissions [email protected] Meriden Record Journal Michelle Namey, Calendar submissions [email protected] 11 Crown Street, Meriden, CT 06450 Phone: 203-235-1661 / Fax: 203-639-0210 / http://myrecordjournal.com Reminder Community News Ralph Tomaselli, Executive Editor [email protected] 130 Old Town Road, P.O. Box 27, Vernon, CT 06066 Debbie Leoni, Front Porch News Editor [email protected] Phone: 860-774-8877 / Fax: 860-779-2689 / http://www.remindernews.com General Submissions [email protected] Middlefield Town Times 488 Main Street, Middlefield, CT 06455 Shoreline Times Phone: 860-349-8000 / Fax: 860-349-8027 / http://www.ctcitizens.com 40 Sargent Dr., New Haven, CT 06511 Sue VanDerzee, Editor [email protected] Phone: 203-789-5200 / http://www.shorelinetimes.com Susan Braden, Editor [email protected] Middletown Press 386 Main St., 4th Fl., Middletown, CT 06457 Waterbury Republican-American Phone: 860-347-3331 / Fax: 860-347-4425 / http://www.middletownpress.com/ P.O. Box 2090, 389 Meadow St., Waterbury, CT 06722 Viktoria Sundqvist [email protected] Phone: 800-992-3232 & 203-574-3636 / Fax: 203-596-9277 / http://www.rep-am.com Sean Connor [email protected] General Submissions / Calendar Events [email protected] Community News [email protected] New Britain Herald Anne Karolyi, Litchfield County Editor [email protected] 1 Herald Square, New Britain, CT 06051 Lin Maxwell, News Editor [email protected] Phone: 860-225-4601 / Fax: 860-225-2611 / http://www.newbritainherald.com James Smith, Executive Editor [email protected] Weston Forum Mark Batterson, Managing Editor [email protected] 16 Bailey Avenue, Ridgefield, CT 06877 Phone: 203-894-3332 / Fax: 203-438-3395 New Haven Register http://www.acorn-online.com/joomla15/thewestonforum/news.html 40 Sargent Dr., New Haven, CT 06511 Kimberly Donnelly [email protected] Phone: 203-789-5200 / Fax: 203-865-7894 / http://www.nhregister.com News Desk [email protected] Willimantic Chronicle Community Events [email protected] 1 Chronicle Rd, P.O. Box 148, Willimantic, CT 06226-1909 Rick Sandella, Features Editor [email protected] Phone: 860-423-8466 / Fax: 860-423-7641 / http://www.thechronicle.com Helen Bennett Harvey, State/City Editor [email protected] General Submissions [email protected] Jack Kramer, Editor [email protected] Calendar Event Submissions [email protected]

New London Day Wilton Villager PO Box 1231, 47 Eugene O’Neill Drive, New London, CT 06320-1231 346 Main Avenue, Norwalk, CT 06851 Phone: 860-442-2200 / Fax: 860-442-5599 / http://www.theday.com Phone: 203-846-3281 / Fax: 203-840-1802 / http://www.wiltonvillager.com Marisa Nadolny, Community Editor [email protected] Jeremy Soulliere, Editor [email protected] Tim Cotter, Managing Editor [email protected] Winsted Journal New York Times 452 Main Street, P.O. Box 835, Winsted, CT 06098 620 Eighth Avenue, New York, NY 10018-1405 Phone: 860-738-4418 / Fax: 860-738-3709 / http://www.winstedjournal.com http://www.nytimes.com Michael Marciano [email protected] Connecticut Calendar [email protected] Woodstock Villager Newtown Bee 283 Rte. 169, P.O. Box 196, Woodstock, CT 06281 PO Box 5503, 5 Church Hill Road, Newtown, CT 06470 Phone: 860-928-1818 / Fax: 860-928-5946 / http://www.villagernewspapers.com Phone: 203-426-3141 / Fax: 203-426-5169 / http://www.newtownbee.com Stephanie Jarvis [email protected] Curtiss Clark [email protected]

Grange Public Relations Tool Kit: 2011-2012 31 Partial Connecticut Media List

TELEVISION / RADIO:

WTNH-TV (ABC 8) / WCTX (MyTV 9) WTIC-AM News/Talk 1080 8 Elm Street, New Haven, CT 06510 10 Executive Drive, Farmington, CT 06032 Phone: 203-784-8888 / Fax: 203-789-2010 / http://www.wtnh.com Phone: 860-677-6700 / http://www.wtic.com General Submissions [email protected] Dana Whalen, News Director [email protected] Kirk Varner, Vice President/News [email protected] News Releases [email protected]

WVIT-TV (NBC 4) WCBS NewsRadio 880 1422 New Britain Ave., West Hartford, CT 06110 524 West 57th Street, New York, NY 10019-2924 Phone: 860-313-6300 / http://www.nbcconnecticut.com Phone: 877-987-9227 or 212-975-2127 / http://www.wcbs880.com News Director: Mike St. Peter [email protected] Fran Schneidau, CT Bureau Chief Email via contact form only

WFSB-TV (CBS 3) WDRC FM 102.9 333 Capital Boulevard, Rocky Hill, CT 06067 869 Blue Hills Avenue, Bloomfield, CT 06002 Phone: 860-728-3333 / Fax: 860-247-8940 / http://www.wfsb.com Phone: 860-243-1115 / Fax: 860-286-8257 / http://www.wdrc.com News Desk [email protected] Grahame Winters, Program Director [email protected] Al Terzi [email protected] Better Connecticut (Scot Haney/Kara Sundlun) [email protected] WDRC AM 1360 / WSNG AM 610 / WMMW AM 1740 / WWCO AM 1240 869 Blue Hills Avenue, Bloomfield, CT 06002 WEDH-TV (CPTV) / WNPR Phone: 860-243-1115 / Fax: 860-286-8257 / http://www.talkofconnecticut.com 1049 Asylum Avenue, Hartford, CT 06105 Eric Fahnoe, VP / General Manager [email protected] Phone: 860-278-5310 / http://www.cpbn.org Submissions [email protected] NPR Submissions [email protected] WZBG FM 97.3 Radio WTIC-TV (Fox 61) 49 Commons Drive, Box 1497, Litchfield, CT 06057 285 Broad St., Hartford, CT 06115 Phone: 860-567-3697 / Fax: 860-567-3292 / http://www.wzbg.com Phone: 860-727-0082 / Fax: 860-293-0178 Jeff Zeiner, News [email protected] http://www.fox61.com and http://www.ctnow.com Press Releases [email protected]

NEWS WEBSITES:

ConnecticutPlus.com Litchfield.bz 1177 High Ridge Road, Stamford, CT 06905 BZ Media, LLC, Box 1720, Litchfield, CT 06759 Phone: 203-653-4661 / http://www.connecticutplus.com Phone: 860-459-8373 / http://www.litchfield.bz General Submissions [email protected] General Submissions [email protected]

StamfordPlus.com NewHartfordPlus.com 1177 High Ridge Road, Stamford, CT 06905 PO Box 667, New Hartford, CT 06057 Phone: 203-653-4661 / http://www.stamfordplus.com Phone: 860-309-7526 / http://newhartfordplus.com General Submissions [email protected] General Submissions / Maria Moore [email protected]

NorwalkPlus.com LymeLine.com 1177 High Ridge Road, Stamford, CT, 06905 http://www.LymeLine.com Phone: 203-653-4661 / http://www.norwalkplus.com Olwen Logan, Editor [email protected] General Submissions [email protected] This Is Connecticut Zip06.com http://www.thisisct.net Phone: 203-245-1877 / http://www.zip06.com Linzi - [email protected] [email protected] P.O. Box 1010, Madison, CT 06443 Must have an account to submit online.

32 Grange Public Relations Tool Kit: 2011-2012 Press Release vs. Article

THE PRESS RELEASE THE ARTICLE

A public relations announcement issued to A document generally 500 - 1500 words in the media for the purpose of letting the public length that is often related to a particular topic know of new developments, events, community or theme, such as what your Grange has to functions, etc. Press Releases are usually less offer or historical relevance, or is a follow-up to than 400 words in length. an event, development, or community function.

• A one-time promotion • A long-time or not date-specific reach • Could be considered an advertisement vs. • Allows writer to use more creative language The Format: The Format:

Headline Title / Headline Dateline Summary / Description Introduction Body Body Close Boilerplate Author’s Paragraph (optional) Close

Formula for a Well-Written Article

First paragraph

In your first one or two sentences tell who, what, when, where, and why. Try to hook the reader by beginning with a funny, clever, or surprising statement. Go for variety: try beginning your article with a question or a pro- vocative statement.

Second/Third/Fourth paragraphs

Give the reader the details. Include one or two quotes from people you interviewed. Write in the third person (he, she, it, they). Be objective -- never state your opinion. Use quotes to express others’ opinions.

• Use active words (verbs that show what’s really happening). • Take notes when you interview. Write down quotes. • Tell the really interesting information first. Last paragraph

Wrap it up and don’t leave the reader hanging. Please don’t say... “In conclusion” or “To finish...” Try ending with a quote or a catchy phrase.

Grange Public Relations Tool Kit: 2011-2012 33 Importance of Internet Presence

The Internet has become one of the most effective communications tools ever created. With the web so visible to us in our daily lives - from writing, advertisements, and casual conversation to news, research, gaming, shopping, and social media - having an internet presence is crucial to the future growth of the Grange.

How can Granges best utilize the internet?

The Internet has created a whole new world of opportunity for Granges, with far greater reach than ever imagined. Any Grange can be on the Internet - inexpensively. Having a Grange website sends a positive message - “Hey! We are an organization that is relevant and in tune with the 21st Century!” Not having a website sends an even stronger message to prospective members - “We are an out-of-date organization that does not value technology.”

Benefits of having a Grange website

The Internet allows Granges to interactively communicate with anyone on the Web: Anywhere - Any Day - Any Time.

For Granges that have a website, visitors can easily view or print the Grange’s website content, right from their homes / offices - whenever they want. It can provide visitors with a printed version of your upcoming programs and events, news and more, on-demand, so they won’t forget you.

The Internet allows people to view only the Grange information they want - at a time convenient to them - unlike scheduled-media (TV and Radio).

A Grange with an up-to-date website gives visitors what they need, when they need it - without feeling hurried or pressured by a face-to-face visit. This also allows visitors to pursue more in-depth information - whenever they want and as much as they want.

The Connecticut Grange Website Program (see page 11)

The Connecticut State Grange has created a new affordable website program for Connecticut Granges. Packages include the domain name (for example, www.yourgrange.org), your choice of a number of different website designs, website hosting and five e-mail addresses, such as [email protected] or [email protected].

Granges will have the ability to update their own content. The website will be connected to the State Grange website, so that each individual Grange website can receive articles, calendar events, photos, etc. from the State Grange website, and the State Grange can receive items from the Grange websites as well.

Granges will also have the ability to maintain member lists, track members’ addresses and e-mails, and send out mass mailings such as newsletters, event notices, and much more.

Having an Internet presence provides the most efficient, cost-effective way for Granges to showcase their activities and accomplishments to their local communities and beyond.

34 Grange Public Relations Tool Kit: 2011-2012 Protecting Your Privacy

The Connecticut State Grange and its website(s) support the organization’s outreach as an open, accessible and interactive communications and marketing medium. The goal of the Connecticut State Grange is to encourage Granges, departments, members and officers to make broad use of the website services offered, and other online services, as tools for accessing information, learning, communication and research.

The Connecticut State Grange website(s) is intended for informational purposes only. Every effort is made to keep the information accurate and up-to-date; however, it is possible that such information may contain errors, and the Connecticut State Grange does not claim complete accuracy for the site.

Notwithstanding any language to the contrary, nothing contained in the website(s) constitutes nor is intended to be an offer, inducement, promise and/or a contract of any kind. Links from the website are provided as a courtesy and do not represent any endorsement on the Connecticut State Grange’s behalf.

The Connecticut State Grange provides these websites and its other services for informational and educational purposes only, and use of the website(s) or other services for personal gain is prohibited.

If individuals choose to share personal contact information with the Connecticut State Grange, such as by becoming a Connecticut State Grange officer, staff or committee member, or by becoming a representative of a Subordinate, Pomona or Junior Grange, a Contact Information Waiver Form must be completed and on file. This form authorizes the Connecticut State Grange and its authorized affiliated organizations to use an individual’s name, address, phone number, e-mail address, and photograph(s) as information for the purpose of Grange contact within it’s media entities where information is disseminated to the public.

Any personal information provided to The Connecticut State Grange, may be used for purpose of publication on The Connecticut State Grange website, within the Connecticut Granger, as well as in it’s print and public relations media where information is disseminated to the public. The website containing the provided personal information may be used in perpetuity and published, in whole or in part, in any and all media.

Other methods of providing information to the Connecticut State Grange includes but is not limited to sending an e-mail message, logging into the website(s), or filling out an electronic form with personal information. Some of the information may be saved for a designated period of time for use in natural business activities, or to comply with archiving and back- up policies and procedures, but we will not disclose the information to other third parties or government agencies, unless required to do so by state or federal law.

The Connecticut State Grange respects the privacy of all Grange members, and users of our web site, to the extent permitted by law and consistent with our network operations. The complete Internet Privacy Policy is available on the Connecticut State Grange website.

Grange Public Relations Tool Kit: 2011-2012 35 Introduction to Social Media

Twitter. Facebook. You Tube. LinkedIn. The list goes on and keeps growing. Today’s communities are connected and social like never before. Social media is here to stay. The Internet has turned into a giant cocktail party, and your Grange needs to be well dressed, visible, and a great conversationalist. But this is all easier said than done. Leveraging social media to build your Grange is not easy. It’s a whole new way of connecting with the public, and many of the biggest and “smartest” companies have fallen on their face trying to do it.

But for those who do it right, social media can generate tremendous returns, attract new members, help you stay connected with existing members, head-off debacles and potential PR disasters, and build raving fans... the type of fans who tell all their online friends how great your Grange is. If you want to leverage social media for your Grange the right way and maximize the viral building potential of the social internet, then the Connecticut State Grange Public Relations Committee can help.

What is Social Media?

Social Media is an arena where people use tools (like blogs and video) and websites (like Facebook and Twitter) to share content and have conversations online.

Why take the time to use social media like Twitter and Facebook? Because in today’s media landscape, it’s vitally important to be where our communities are. The Grange has always embraced a community philosophy, and today that includes being active in social media.

The exciting thing about social media is it offers the opportunity to engage in two-way conversations. What better way to know how to best serve your community than to hear directly from them? Social media has enabled new ways to initiate conversations, respond to feedback and maintain an active dialogue.

We strongly believe that if your Grange is involved in social media, it will grow your brand, strengthen the connection between you, your members, and your community and keep you grounded and aware of what people really think about your organization. It’s well worth the time invested.

36 Grange Public Relations Tool Kit: 2011-2012 Social Media By The Numbers

According to a study by Anderson Analytics that involved social media users:

FACEBOOK:

Facebook claims that 50% of active users log into the site each day. This would mean at least 250 million users every 24 hours. More than 65 million Facebook users update their status each day. The Facebook average user has approximately 130 friends. More than 700,000 local businesses and organizations have active Pages on Facebook.

TWITTER:

Twitter has over 106 million user accounts, but only around 25 million are active users on a regular basis. The average number of tweets per day is over 50 million. Twitter users are more likely to live in higher income households. Twitter users are three times more likely to follow brands on Twitter than on other social networking sites.

LINKED IN:

LinkedIn has over 80 million members. On average 50 million people visit LinkedIn every month. Roughly 1% of the LinkedIn addicts are responsible for a staggering 34% of all visits! 62% are passers-by and responsible for 18% of visits.

YOU TUBE: YouTube has 100 Million visitors per month, which watch an average of 17 videos each per month. 77% of users coming to YouTube come intending to watch 1 video but end up watching several. Nearly 3.5 million people visiting the site daily.

Social networks are not just the domain of the young. According to a May 2010 Pew Internet & American Life Project survey, 47% of 50-to-64-year-old internet users and 26% of seniors ages 65 and up indicate that they now use social networking sites.

So why are older Internet users flocking to social sites like Facebook? ellW the Pew Study offered three reasons for social networking’s appeal to older adults:

• They want to reconnect with people from their past.

• As a gathering place for multiple generations, social networks are useful to parents for learning about the lives of their children and grandchildren.

• People with chronic diseases are more likely to reach out to others online, and older people are more likely to have a chronic disease.

Grange Public Relations Tool Kit: 2011-2012 37 Facebook

Having a Facebook profile is an essential part of an effective social media strategy. If your Grange has contests, photos and videos, events, and more, Facebook provides an easy way for you to upload and post various types of information to your page and connect with your fans. It is also integrated with Twitter, blogs, Flickr and other networks. It helps Granges collaborate, connect easily, and increase their network of members, volunteers and supporters.

Facebook Fan/Like Pages

The first thing we recommend is setting up a Facebook Fan (Like) Page for your Grange, and NOT a basic Facebook “Friend” or Profile account. These Facebook Pages were designed to inspire more action and participation from fans - and the readers and viewers do not have to have a personal Facebook account to see the content. They resemble a traditional user’s profile, but are more customizable and allow for several administrators to add content. Another exciting feature is Facebook Insights. Facebook Insights is a proprietary tracking system that allows you to view your user interaction over time. You can see what is generating discussion, what people are clicking on, and other useful data that will help you assess what your Facebook community really wants.

To start your Facebook Page, follow the easy steps (make sure that you choose “non-profit” under the “Brand or Product” option). You must have a personal Facebook account in order to set-up a Facebook Fan/Like Page. Once you have activated your Page profile, it is time to set it up for maximum user interaction, by adding photos and content.

Easy Facebook Set-Up

1. Login. Login into your existing personal Facebook Account or create an account if you do not have one. Once you have logged in go to this link: http://www.facebook.com/page

2. Select a Category and Name. Pick the “Non-Profit” category option. Enter your name of your Grange as you want it to appear to Facebook users (i.e. Your Grange Name No. 000). Like the category, your name is one of the few things you won’t be able to easily change at a later time.

3. Upload Profile Picture. You’re now looking at your unpublished Page — time to customize it. First, upload a profile picture by clicking “change picture” on the question mark to the left of your Page. Upload the graphic or picture that best represents your Grange (must be a .jpg or .png and less than 4 MB). We recommend a photo of your hall with the Grange seal in the corner, or just the Grange seal. The optimal size for this image is 200 pixels wide by 600 pixels high. You can change this image at any time just like on your personal profile.

38 Grange Public Relations Tool Kit: 2011-2012 4. Edit Information. Click the Information Tab and then click ‘Edit Information’ and enter as much basic and detailed information as you can. The more details you can add about your Grange and what you are all about, the more successful your Page will be. Also, be sure to add a short blurb to the ‘About Box’ under your profile picture. Think of this box as a long term status update that you can change easily, such as current activities. Don’t forget to mention your Grange website if applicable.

5. Publish Page. Now you can publish your Page by clicking on the link directly above your Page name or by clicking the ‘Edit Page’ link under your profile picture and then clicking the “Publish this Page” link. By publishing your Page you are sharing it with everyone on Facebook and any user can now view it. You are in control of how you let the people connected to you interact with your Page.

More Tips:

• The more content you add to your Page, the more users can interact with it and spread News Feed stories to their friends. To get started update your status.

• Use the publisher to add content including photos, videos, notes / blogs, events and more. You can post a new photo album or an individual photo and add video clips.

• Sharing quality, engaging content is more important than ever on Facebook. Be sure to create events for your upcoming meetings, special events and fairs. Keep a blog about your Grange activities with Notes. Post Links to cool and interesting content anywhere on the web.

• Non-Fans can now Like and Comment on your Status Updates on your Page’s Wall. It all comes down to posting quality content. If you want to get potential new Fans to Like your Grange’s Facebook Page so that your updates show up in their News Feeds, then make sure that your Page is up-to date, interesting and informational.

• The new Facebook Ticker gives your Grange added exposure. The most controversial of Facebook’s upgrades, the new Facebook Ticker is a chronological display of all the activities and actions made by your Friends and Pages on Facebook. The new functional definitely helps your Page get more exposure on Facebook. It’s also worth noting that Likes, Comments, and Facebook’s algorithm have no effect whatsoever on which Pages get displayed in the Ticker, or not. It is simply a real-time display of activities and actions.

• Make use of your Facebook Page Insights. People Talking About This – This is the number of people that engage with your Page and includes users liking your Page, liked, commenting on or sharing a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page. Friends of Fans – This is the total number of friends all your fans have. Reach – The number of people who have seen content content associated with your Page. Virality – The percent of people who saw a story from your Page and “talked about it”.

Grange Public Relations Tool Kit: 2011-2012 39 Twitter

Twitter is a free social networking and micro-blogging service, that allows its users to send and read other users’ updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

The biggest mistake people often make when using Twitter is to view it as an avenue to “push” their message out. Due to the nature of Twitter, this will not generate results and it will just make you look spammy. This isn’t to say that pushing a message is wrong, but it is useless if nobody is there to hear it. That is why you need to first build loyal followers who believe you are authentic.

Twitter is a portal to starting two-way conversations. Search for people or organizations interested in and associated with Grange and follow them. Oftentimes they will follow you back in-turn. Once you are following each other, these conversations become possible (plus you can only send direct messages to people who also follow you).

Listen to what people and organizations are saying and respond if you think it is appropriate. People follow you because they want good content from your organization on subjects relevant to your Grange and its activities. Compliment other organizations, share/forward their stories (called a re-tweet), and answer their questions. This engagement will earn you more followers, as these followers will most likely return the favor in helping spread your message through re-tweets. Once you have interested followers, then you can spread your messages effectively.

Setting Up Your Twitter Account

Step 1: Go to http://www.twitter.com. Click Join the Conversation to set up an account. Upon clicking the button you will be brought to the Create a Free Twitter Account page.

Step 2: Create a Username. This should be your Grange Name. The length is limited to 15 characters, so be aware if you have a long name. Make sure the word Grange (or PofH) is in your username. Select a password and provide an e-mail address. (Use your Grange e-mail address for the contact e-mail.) Read the terms of service and click “I accept Create my account.”

Step 3: Start connecting! Add friends or skip it until you become more familiar with Twitter. The first screen you’ll see when you successfully sign up for an account will ask you to add friends. Since you’re brand new, it’s best to get a little familiar with the service before adding friends. If you don’t want to add friends at this time, click “skip.” You can always add friends later.

Step 4: Your new Twitter account is all set up and ready to go. Time to personalize it. On the top menu bar, under your username, go to settings. Here you will be able to add a profile photo, such as the Grange seal or a photo of your Hall, and choose a template for your background (or add a customized background). If you don’t like the way it looks, you can change the appearance, change your icon and add your website and location at any time. The amount of customization is up to you.

Step5: Tweet your first message. Remember you have 140 character limit. Now you’re an official Twitter user! Your Twitter address to share will be http://www.Twitter.com/Username

40 Grange Public Relations Tool Kit: 2011-2012 YouTube

YouTube is a video-sharing website on which users can upload, share, and view videos. Before the launch of YouTube in 2005, there were few easy methods available for ordinary computer users who wanted to post videos online. With its simple interface, YouTube made it possible for anyone with an Internet connection to post a video that a worldwide audience could watch within a few minutes.

One of the key features of YouTube is the ability of users to view its videos on web pages outside the site. Each YouTube video is accompanied by a piece of code which can be used to embed it on a page outside the YouTube website. This functionality is often used to embed YouTube videos in social networking pages and blogs.

YouTube offers certified non-profit organizations the opportunity to gain increased exposure through their Non-Profit Program. If you are accepted into the network (which is very simple if you are qualified) you will receive the special benefits, such as an increased uploading capacity, and a listing on the Nonprofit channels and the Nonprofit videos pages.

A Glance at the Best of the Rest

Because social media is such a broad term, it covers a large range of websites. But the one common link between these websites is that you are able to interact with the website and interact with other visitors.

Here are some of the most popular social media websites:

LinkedIn: LinkedIn is a business-oriented social networking site that launched in May 2003. With over 80 million members and growing rapidly, LinkedIn connects people with trusted contacts and helps in the exchange of knowledge, ideas, and opportunities with a broader network of professionals. The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in a business or organizational setting.

MySpace: MySpace is a free online community composed of personal profiles aimed mostly at a younger membership. A MySpace profile typically includes a photo and in-depth information about personal interests. Members routinely send each other messages and “network” or socialize within the MySpace community.

Flickr: Flickr is an image and video hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media.

FourSquare: Foursquare is a location-based social networking website and software for mobile devices. Users “check-in” at venues using a mobile website, text messaging or a device-specific application. They are then awarded points for checking in, and sometimes “badges.”

Grange Public Relations Tool Kit: 2011-2012 41 Developing a Social Media Strategy

A good social media strategy must include three important components. And keep in mind, these aren’t just components for social media exclusively, but for a successful public relations strategy off-line as well. The three keys to are:

• Have a compelling story to tell or mission to support, and be passionate about it. • Find an emotional connection to the audience. • Establish a specific goal to reach. • Make it astonishingly easy to join, contact, donate or give.

Efficiency Reputation Differentiation Brand Association Member Retention Long Term Support Opportunity Creation Perception Shifting Immediate Support Member Education ™ PR and Exposure Network Growth Building Trust Innovation

Don’t Expect Overnight Success

Sure there are Twitters with thousands of followers and Facebook pages that get a lot of fans. But what comes after those efforts? Patience and perseverance.

Granges need to look at the long-term. Once you have created the community, listen to it. Listening and responding to what friends, fans and followers are saying about the Grange in social media can supply good information and give the Grange a chance to interact with the community. It also builds trust and loyalty.

Social media strategies will vary for each Grange. However, one thing is clear: social media needs to have “all hands on deck” in order to be successfully integrated into your Grange’s goals and objectives.

42 Grange Public Relations Tool Kit: 2011-2012 Social Media Tips for Granges

1. Know what you are talking about. If you are going to work with social media, be involved in social media. Start your own personal Twitter account, Facebook page, read blogs and get engaged. That is the best way to understand the culture, tone, best practices, and protocol.

2. Always be transparent. When you are communicating for your Grange in social media say who you are and who you work for. Don’t try to be sneaky and plant comments, don’t force others to say nice things and stay away from ghost writing. Be genuine and be real.

3. Be yourself and develop a voice, yet be professional. Be passionate about what you do and let that show through your personality. Let people see your Grange as personable, not a mouthpiece for you personally.

4. Post frequently. It’s a lot of work but don’t post to your Grange Twitter or Facebook Page then leave it for two weeks. Readers won’t have a reason to follow you on Twitter or check your Facebook Page if they can’t expect new content regularly.

5. Add value. Share tips, tricks, and insights. People’s time is precious and they need to get something out of the time they spend with you. Make listening to you worth their time.

6. Respond. Answer questions, thank people even if it’s just a few words. Make it a two way conversation.

7. Listen to what others have to say. Appreciate suggestions and feedback, it will make what you do even better.

8. Learn from your mistakes. Don’t be afraid to say you were wrong and be quick to make changes when you are.

9. Be external. You don’t have to be 100% internally focused. Link to other blogs, videos, and news articles. Re-tweet what others have to say.

10. Have fun. If you don’t like what you are doing, others will notice it and won’t enjoy interacting with you.

One-on-one style communication. Successful online community is all about honest communication. People that connect via social media want to have real one-on-one conversations regarding relevant and current information. When communicating through social media it is important that Granges have set aside the time to actually have conversations and respond to people.

Speak with a single voice. If you have one person who is committed to running social media at your Grange, and you give them time to do their job, you will be much more successful.

Talk about real issues. People want honest conversations about real questions. If you are creating content just to create content or solely for self-promotion people will know. Your network and your communities grow because they want to interact with the issues, interesting and relevant information, and programs.

Greet your community members. Make an attempt to say a quick hello to those that join your Grange networks or thank those that you connect with. Even if it is wishing someone a happy birthday on Facebook it is better than saying nothing at all. And make a point to respond to those who took the time to speak to you.

Grange Public Relations Tool Kit: 2011-2012 43 Connecticut State Grange Social Media Policies and Procedures

Follow these procedures to comply with our one-voice Social Media policy, and to protect your Grange, and your own, privacy and resources. The Connecticut State Grange has been growing its participation in social media to strengthen our Grange brand and our connection with our communities and key influencers.

1. Always express ideas and opinions in a respectful manner. Make sure your communications are in good taste. Be sensitive about linking to content. Redirecting to another site may imply an endorsement of its content. Do not denigrate or insult others, including other Granges or Grange Members.

2. Be yourself – but be professional. Keep distinct lines between your personal and Grange life in the online world.

3. Protect confidential information and relationships. Online postings and conversations are not private. Realize that what you post will be around for a long time, and could be shared by others. Given that, never discuss proprietary Grange information, including financial data and plans, and anything considered “confidential.”

4. Speak the truth. If you are in a discussion that relates to the Grange or its departments, officers, committees, members and activities, don’t make unsubstantiated claims. If you need to respond or make a comment on something specific, verify details through official Grange information (such as the CT State Grange website - www.CTStateGrange.org). Also, because situations change, make sure references or sources of information are current.

5. Keep your cool. One of the aims of social media is to create dialogue, and people won’t always agree on an issue. When confronted with a difference of opinion, stay cool. Express your points in a clear, logical way. Don’t pick fights, and correct mistakes when needed. Sometimes, it’s best to ignore a comment and not give it credibility by acknowledging it with a response.

6. Stay timely. Part of the appeal in social media is that the conversation occurs almost in real time. So, if you are going to participate in an active way, make sure you are willing to take the time to refresh content, respond to questions and update information regularly, and correct information when appropriate.

7. Be careful with personal information. This may seem odd, since many sites are created to help promote sharing of personal information. Still, astute criminals can piece together information you provide on different sites and then use it to impersonate you or someone you know – or even re-set your passwords. So, be careful when sharing information about yourself or others.

CT State Grange Social Media The Connecticut State Grange has created a rich and functional internet presence through our popular website (www.CTStateGrange.org) and through our social media interactions utilizing Facebook, Twitter, MySpace, LinkedIn, YouTube, and more. For a complete list of Connecticut State Grange Social Media Entities, as well as those of Officers, Committees, Community Granges and Pomona Granges, please visit the Social Media Links page at: www.CTStateGrange.org.

www.Facebook.com/CTStateGrange www.Twitter.com/CTStateGrange www.YouTube.com/CTStateGrange

44 Grange Public Relations Tool Kit: 2011-2012 Digital Photography Tips and Tricks

If you’re like most people, you already have a digital camera. Or maybe you are just starting out with digital photography, which can be quite overwhelming if you have no idea where to begin. Fortunately, with the recent advancements in digital cameras, taking great pictures isn’t just for pros anymore. Here are a few simple tips to help you take your photography to a whole new level.

• Know your camera. One of the biggest mistakes you can make is not taking time to learn about the features of your camera. Read your instruction manual.

• When shooting sunny outdoor shots, try adjusting your white balance setting from auto to cloudy. The auto setting will make your shots appear too cold. When you change it to cloudy, it will increase the warmth of your pictures.

• If you are looking for superior image quality, the ability to use a variety of lenses and print large high quality photos, then considering a Digital SLR Camera.

• Use your flash outdoors. Sometimes, even on a sunny day outdoors, there is still a need for a flash. If the sun is directly over head or behind your subject, this can cause dark shadows to appear on the face. The flash will help lighten the subjects face.

• Sometimes simply turning your camera and taking vertical shots can make a world of difference. Experiment more with vertical picture taking.

• Do not put your subjects directly in the center of your shot. Move your subject off center to inject more life into your photos.

• Learn how to hold your digital camera. One of the most common problems beginners face is the shaking of the camera because they are not holding it properly. Of course, the best way to avoid shaking the camera is to use a tripod. If you don’t have a tripod, then you should be holding your camera with two hands. Put one hand on the right hand side of your camera where you actually snap the photo and the other hand will support the weight of your camera. Depending on the camera, your left hand will either be positioned on the bottom or around your lens.

• Invest in a tripod or a unipod. Some of us have very shaky hands. If you can’t stop the shakes, then get a tripod or a unipod. It will make a world of difference.

• Look at other photographers work. Just spending time studying the work of other photographers can provide loads of inspiration.

• Do not leave your batteries in your camera if you don’t plan on using your camera for long periods of time. Some batteries run the risk of leaking and this can damage your camera.

• Make sure you have a note pad handy. This way when you find a nice shot, you can write down any important information, like names, place, date, etc.

Grange Public Relations Tool Kit: 2011-2012 45 Digital Photography Tips and Tricks

Here is a list of the most common photo mistakes people make.

• Blurry photos - Blurry Photos are generally caused by three main problems: movement, fooling the auto- focus, dirt/condensation/smudges on the lens.

• Bad composition - Remember to use vertical and horizontal composition, look for natural lines to follow or natural frames, create depth, and fill the frame with your subject. Bad composition is often caused by lack of perspective and off-balance subjects.

• Choosing a bad photo background - Learn how to look through your camera’s view finder and observe the background in addition to just framing in your subject properly. Then, it’s simply making an adjustment of your subject or your camera.

• Red eye reflections - Red eye is caused by the reflection of light off the back surface of the eyeball. When it’s dark, our pupils are dilated. This allows more light to enter the eye and reflect back out of the eye. This is a problem when the light is provided by the camera’s flash. It reflects directly back to the camera at the same angle and appears red.

• Using the wrong camera setting - This mistake is made when you don’t understand what each camera setting does. Many people take the easiest route and choose Auto or Program. If you want to take better digital photos, then learn what the camera settings do.

• Pixelation - Pixelation occurs when you try to print a big picture from a small file. In my opinion, you should never, ever use anything but the highest quality setting on your camera. You can always reduce the size of a photo when you are doing your editing. If you use a reduced quality setting on your camera, you are ruining what may be a great photo for enlarging later.

• Bad photo exposure - Exposure is the total amount of light allowed to hit you digital camera’s sensor. The most common photo mistake involving exposure is usually underexposed photographs.

Example: Good Clear Photo Example: Blurry Photo Example: Underexposed Photo

Example: Good Composition Example: Pixelated Photo Example: Overexposed Photo

46 Grange Public Relations Tool Kit: 2011-2012 Sample Photo Release Form

There are times when you may need to use a photograph of a person for your printed or promotional material. To safeguard yourself, have the person(s) sign written photo releases. When do you need a release and when don’t you? There are no absolute rules, but here are the important things to know. If you’re going to sell an image of a person for commercial use, then you definitely need a release. You don’t need a release for a news story. You do need a release if the picture is used in any type of printed promotional material, or advertising.

CONNECTICUT STATE GRANGE PHOTO RELEASE FORM ™

I hereby grant the Connecticut State Grange permission to use my likeness in a photograph or graphic representation, in any and all of its publications, including website entries, without payment or any other consideration.

I understand and agree that these materials will become the property of the Connecticut State Grange and will not be returned.

I hereby irrevocably authorize the Connecticut State Grange to edit, alter, copy, exhibit, publish or distribute photos for purposes of publicizing the Connecticut State Grange programs or for any other promotional or marketing purpose. In addition, I waive the right to inspect or approve the finished product, including written or electronic copy, wherein my likeness appears. Additionally, I waive any right to royalties or other compensation arising or related to the use of the photograph.

I hereby hold harmless and release and forever discharge the Connecticut State Grange from all claims, demands, and causes of action which I, my heirs, representatives, executors, administrators, or any other persons acting on my behalf or on behalf of my estate have or may have by reason of this authorization.

I am 18 years of age or older, and am competent to contract in my own name. I have read this release before signing below and I fully understand the contents, meaning, and impact of this release.

______(Signature) (Date)

______(Printed Name) (Date)

Grange Public Relations Tool Kit: 2011-2012 47 Digital Videography Tips and Tricks

You just never know where the next interesting movie or film clip is going to come from. Granges often have programs and activities that are perfect to record on video. And with websites such as YouTube, sharing video is easier than ever before.

Technology has come a long way in terms of making digital cameras available to professional and budding filmmakers alike. The arrival of digital technology in videography has enabled practically everyone to produce their own movies. Anyone, regardless of ability or budget, now has the capability to take their cinematic ideas and execute them cheaper and faster than ever before. The tools available to today’s digital moviemaker is not only impressive but also increasingly easy to learn.

Today’s personal computers are fully equipped with software that makes this entire process pain free and fun. For example on any Apple Computer using iMovie, or on a PC Computer using Windows Movie Maker, you can go from digital camera to digital video in a matter of minutes, complete with postproduction work.

Here are a few tips to aid in capturing those great Grange moments on video. So, lights, camera, and action!

• Limit Your Light Sources. Your eyes and brain can quickly adapt to mixed lighting situations -- such as daylight and fluorescent -- but your camcorder has a much more difficult time.

• Shade Your Lens. Nothing will deteriorate image quality faster than sunlight shining directly on to the front of your lens.

• Beware of Backlighting. One of the most common mistakes in amateur videomaking is capturing footage of a backlit subject. Often this happens while panning, when a brightly lit background enters the frame. Everything in the foreground suddenly turns dark as the camcorder’s metering system measures the bright sky or light streaming in through an open window.

• Limit Your Dependency on the Built-in Mic. Whenever possible, use an external microphone, either wireless or with a cord, to capture the audio during taping. Resist the urge to go the easy route and use your onboard mic. Not only is it of less quality than a good external microphone, it will also pick up noise from the camcorder’s drive mechanism.

• Use a monopod or tripod. Why do so many home movies make viewers queasy? It because the camera man is moving along with the subject. Using a tripod or monopod is an excellent way to help properly steady your shots.

• Go to the Movies and Watch Television. The cheapest videography course you can take is to watch movies and television and observe how the big guys shoot a scene. Once you start to analyze the work of others, you’ll see that good movie making is often quite fundamental -- strong lighting, clear audio, and simple cuts between scenes.

48 Grange Public Relations Tool Kit: 2011-2012 What is the Grange?

PURPOSE: To build a program of fellowship service and member activities within a framework of fraternalism embracing all members through: Business Meetings - Legislative Activities - Agricultural Initiatives - Charitable Services - Deaf Awareness - Youth Projects - Women’s Activities - Community Service and Junior Grange.

AMERICA’S FIRST: Conceived in 1867 as an organization of agricultural people, the Grange has evolved into an organization concerned with the needs of all people, rural, suburban and urban.

A FAMILY ORGANIZATION: Father, mother, young adults and children meet on a common level of understanding to participate in educational and recreational programs.

A LEGISLATIVE VOICE: Provides each member with a voice - an opportunity, starting in the local unit, to express his/her beliefs, knowing that his/her ideas may reach the highest levels of the Grange and the government. Although non-partisan, the Grange stresses participation in activities related to public issues.

A FRATERNAL ORGANIZATION: The local (Subordinate) Grange confers the first four degrees, symbolic of the seasons of the year, upon the new member when he or she joins the Grange. The county (Pomona) Grange confers the Fifth Degree, the State Grange the Sixth Degree and the National Grange the Seventh Degree.

A COMMUNITY ORGANIZATION: The Subordinate Grange, built around the community, elects its own officers and runs its own program. Although Grange business is conducted in meetings open to members, educational and informational programs are open to the public. Each member has one vote. The Community Granges meet once or twice a month. Yearly dues, which vary with Granges, are used to support Subordinate, State and National Granges.

MEMBERSHIP REQUIREMENTS: Persons 14 years of age and older may join a Subordinate Grange. Children under the age of 14 are eligible to join one of Connecticut’s three Junior Granges. There are over 60 Community (local) Granges in the state which are organized into 10 regional Pomonas. i

Founded in 1867 to help both southern and northern farmers recover from the ravages of the Civil War, the Grange as a national organization has evolved to incorporate the interests of non-farm families and communities. Health care, education, communications access, agricultural interests, and community service are just a few of the Grange’s current areas of involvement.

The organization has approximately 240,000 members in nearly 3000 local and state chapters across forty states, with over 60 local Grange chapters in Connecticut. Local Granges are committed to bettering their communities through service projects and family-orientated activities. Grange membership is non-exclusive. Members are not limited by age, gender, culture, race or faith. In the ever changing community, the Granges across the State of Connecticut provide diverse services.

It is important to note that the Grange’s interest in legislative action is what sets it apart from other organizations. Since its inception, the Grange has been involved with the legislative aspects of our society -- from a strictly non- partisan position -- as one of its distinctive characteristics. All policies which the Grange advocates on the local, state and national levels are initially voted on by its membership.

Grange Public Relations Tool Kit: 2011-2012 49 Mission & Vision Statements

Mission Statement of the Connecticut State Grange Public Relations Committee -

The Mission of the Connecticut State Grange Public Relations Committee is: to promote the Grange as an identifiable service-oriented organization, staying true to its agricultural and historical roots while increasing relevancy in today’s communities; to serve the Connecticut State Grange as its informational conduit to Subordinate (local) Granges and to the public on general or specific items which are of informational or promotional topics; to work in connection with the Membership Committee to promote and advertise the benefits of The Grange; to assist other Connecticut State Grange committees with their specific promotions; to promote contests and events which encourage participation of Grange members; and to create new and unique ways of promoting the Grange in the communities across Connecticut.

Mission Statement of the Connecticut State Grange -

The mission of the Connecticut State Grange, a fraternal organization with roots in rural and agricultural history and the Grange ritual, is to serve as the unifying and supportive organization of community and district Granges in programs of community service, family activities, legislation, and other activities relevant to local communities.

Mission Statement of the National Grange -

The Grange provides opportunities for individuals and families to develop to their highest potential in order to build stronger communities and states, as well as a stronger nation. The Grange will accomplish this mission through:

FELLOWSHIP • We give our members the opportunity to meet with and get to know their neighbors in a safe, family-friendly atmosphere • We provide a place where children, youth, and adults can grow, develop their talents and social skills, and learn leadership techniques

SERVICE • We provide our members with the opportunity to discover and solve community needs • We give assistance to individuals in crisis • We provide a great place for community networking

LEGISLATION • We have a grassroots approach to local, state and federal legislative change • We give our members a voice in state and federal government forums

50 Grange Public Relations Tool Kit: 2011-2012 Mission & Vision Statements

Vision Statement of the National State Grange -

The Grange in the 21st Century will be a preeminent organization. It will commit to the development of the potential in families, youth and adults of all ages through dynamic programs and experiences that educate, engage and enrich lives.

The Grange will be noted for its commitment to the membership through its enabled leadership, its financial and organizational strength, and its ability to make a difference in the lives of children, youth, families and individuals.

The Grange will be a relevant, caring and involved part of the community in which its members are located. It will be well known and understood and considered a viable, involved and distinctive organization.

A person who becomes a member can expect to find in the organization a clear and impressive pathway to membership, outstanding fellowship with leaders and respected citizens of the community, the encouragement to meet and make new friends and the opportunity to lead and be well led.

At the state and national level, the Grange will be flexible, well governed, proactive partner in support of issues that are relevant to members and the communities in which they live. It will be accountable to and supportive of the leadership and membership at the local Grange. The Grange will be responsive to the member’s time, committed to membership growth, and designed for relevance and national preeminence.

Strategic Goals as Defined by the National Grange Advisory Committee

• Creating a relevant organization • Developing effective leaders • Building a stronger local, state and national organizational and financial structure • Reducing the resistance to change • Stemming the loss of new and recent Grangers

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Grange Public Relations Tool Kit: 2011-2012 51 The Grange in Connecticut

The story of the Connecticut State Grange is really the story of two State Granges.

The First Connecticut State Grange -

The first state Grange in Connecticut was organized at a meeting held at the OldTaylor Opera House in Danbury on April 15 and 16, 1875. Connecticut became the 33rd State Grange organized under the National Grange of the Order of Patrons of Husbandry with twenty (20) Subordinate (local) Granges comprising the fabric of this fledgling organization.

The first 20 Granges included: Stafford No. 1, Windsor No. 2, Lanesville (New Milford) No. 3, Hawleyville (Newtown) No. 4, Granby No. 5, Danbury No. 6, Roxbury No. 7, Sherman (New Milford) No. 8, Hartland No. 9, West Suffield No. 10, Washington No. 11, E. Granby No. 12, Tunxis (Bloomfield) No. 13, Bloomfield No. 14, Redding No. 15, Colebrook No. 16, Kent No. 17, Simsbury No. 18, Housatonic No. 19 and Hope (Torrington) No. 20.

The Second Connecticut State Grange -

The second attempt at organizing a State Grange in Connecticut met with much more success when representatives from 16 Subordinate Granges met in convention at the Academy Building in South Glastonbury, CT on June 24, 1885. Several Granges organized during the first State Grange were still represented along with many new Granges.They included: Granby, Tunxis, and Hope of the first State Grange along with Lebanon, Advance, Cheshire, Berlin, Union, Glastonbury, Suffield, South Windsor, Meriden, Wapping, Manchester, North Cornwall and Wallingford.

New members joining the State Grange during 1885 and 1886 received what is known today as the Fifth Degree or Pomona (County) Grange degree. Then in 1887, the Connecticut State Grange conferred the first Degree of Flora (Sixth Degree) upon candidates in December of that year.

First Grange Hall Dedicated -

Lebanon Grange No. 21 holds the honor of having dedicated the first hall in Connecticut built specifically for the purpose of housing a Grange chapter. In August of 1884, Lebanon Grange authorized the construction of a hall and store for the cost of $1,725.00. The hall was finally ready for dedication on November 12, 1885.

National Grange Sessions in Connecticut -

The Connecticut State Grange has had the honor of hosting the National Grange Convention on four separate occasions.

The first session in Connecticut (all held in Hartford) was in November of 1907.A class of 2,490 candidates received the Seventh (National) Degree at that session.

Connecticut hosted the 68th Annual Session in November of 1934. Crowds at this session literally stopped traffic in downtown Hartford, especially on the day of the Seventh Degree at Bushnell Memorial Hall across from the State Capitol. Nearly 13,000 Patrons received the Degree of Ceres that day!

The third visit of the National Grange was in November of 1972 at the Hartford Hilton Hotel which overlooked scenic Bushnell Park and the State Capitol building.

Connecticut hosted the 2008 National Grange Session as part of the Northeast Region of States, with it’s home base the Crowne Plaza Hotel in Cromwell. The 7th Degree was again held at the historic Bushnell Memorial Hall in Hartford.

52 Grange Public Relations Tool Kit: 2011-2012 List of Connecticut Granges

The Subordinate Grange is the “Local” Grange. This unit of the organization is built around the community. Men, women and youth are admitted on equal terms. Those who are a minimum of 14 years of age are eligible for full membership. Each member has one vote. The local Grange elects its own officers and controls its own affairs in community matters.

Alphabetical Index of Subordinate Granges with their Numbers

90 Ashford 29 Meriden 118 Beacon (Litchfield) 146 Norfield (Weston) 103 Beacon Valley (Naugatuck) 35 North Haven 121 Bethlehem 138 North Stonington 153 Bridgewater 172 Norwich 43 Brooklyn 162 Old Lyme 152 Cannon (Wilton) 194 Oxford 34 Cawasa (Canton) 96 Pachaug (Griswold) 210 Cherry Brook 110 Preston City 23 Cheshire 144 Prospect 78 Colchester 97 Putnam 75 Coventry 15 Redding 180 Echo (Mansfield) 169 Riverton 89 Ekonk (Sterling) 40 Senexet (Woodstock) 151 Enfield 197 Simsbury 62 Eureka (New Hartford) 25 Southington 26 Glastonbury 1 Stafford 5 Granby 168 Stonington 133 Greenfield Hill (Fairfield) 100 Taghhannuck (Sharon) 92 Harmony (Monroe) 51 Tolland 182 Hemlock (Portland) 13 Tunxis (Bloomfield) 124 Higganum 52 Vernon 87 Hillstown (E. Hartford) 33 Wallingford 112 Killingly 122 Watertown 21 Lebanon 48 Whigville 107 Litchfield 74 Winchester 147 Lyme 173 Wolcott 31 Manchester 61 Wolf Den (Pomfret)

Grange Public Relations Tool Kit: 2011-2012 53 Who’s Who in the Grange

All levels of the Grange have an officer line-up consisting of the following: Master (President), Overseer (Vice President), Lecturer (Program Director), Steward, Assistant Steward, Lady Assistant Steward, Chaplain, Treasurer, Secretary, Gatekeeper, Ceres, Pomona, Flora, a three-member Executive Committee, and in some cases an appointed Pianist.

Jody Cameron, Master/President, Connecticut State Grange

Jody Cameron of Moosup, Connecticut can trace his Grange history back to his roots. His parents were active members who joined the Grange when he was a child, which sparked his interest growing up in the organization. Cameron has held most every major position through the years, including Northeast Region Convention Planner for the National Grange Convention when it was in Connecticut in 2008, and has worked his way up the ladder to become Connecticut State Grange President in October 2010. He has undeniable passion for the Grange, and stresses the strengthening of the future of the organization. “The key is service, the key is community.”

Cameron met his wife Jodi Ann through the Grange, and they are the proud parents of two children: J Allen and Jaimie.

Edward L. Luttrell, Master/President, National Grange

Edward L. Luttrell of Sandy, Oregon was elected in November 2009 to his second two-year term as National Grange President. He is a past president of the Oregon State Grange and has served on the boards of the Oregon Lands Coalition, Grange Mutual Insurance Company, and Timberland States Insurance Company. His priorities as National Grange President have included support of the passage of progressive legislation that will benefit U.S. agriculture, rural America, and the nation in general.

Luttrell grew up on a small farm outside of Portland and has worked in agriculture, automotive services, and publishing. He and Celia, his wife of 27 years, have three grown children: Ben, Jacob, and Charlotte.

54 Grange Public Relations Tool Kit: 2011-2012 Connecticut State Grange Contact Information

More information on the Connecticut State Grange as well as the Granges across Connecticut can be found on our website: www.CTStateGrange.org

General Contact Information:

Central Office Mailing Address: Connecticut State Grange P.O. Box 1393, Glastonbury, CT 06033

Central Office Physical Address: Connecticut State Grange, c/o Good Will Grange Hall 43 Naubuc Avenue , Glastonbury, CT 06033

Central Office Telephone: (860) 633-7550

For general inquiries / information: [email protected]

Connecticut State Grange President: Jody Cameron [email protected]

Connecticut State Grange Secretary: Edith Schoell [email protected]

Connecticut State Grange Lecturer / Program Coordinator: Margaret Bernhardt [email protected]

Connecticut State Grange Legislative Director: Alma Graham [email protected]

Connecticut State Grange Agriculture Director: Jonathan Russell [email protected]

Connecticut State Grange Community Service Directors: Jeff and Debbie Barnes [email protected]

Connecticut State Grange Public Relations Co-Director: Terri Fassio (714-600-6342) [email protected]

Connecticut State Grange Public Relations Co-Director: Robert Charbonneau (203-237-4617) [email protected]

Grange Public Relations Tool Kit: 2011-2012 55 Connecticut State Grange Public Relations Committee October 2011 l Tool Kit Version 2.0

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