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Public Relations Officer's Pro zLog Public Relations Officer’s Log 2019 United States Power Squadrons® Public Relations Officer’s Log i United States Power Squadrons® America’s Boating Club® PRO • LOG PUBLIC RELATIONS OFFICER’S LOG 2019 ii United States Power Squadrons® Public Relations Officer’s Log 2019 United States Power Squadrons® Public Relations Officer’s Log iii PREFACE This version of the Public Relations Officer’s Log supersedes all previous editions. It contains detailed guidelines and information for all Public Relations Officers and PR Committees of USPS. The Public Relations Officer’s Log is available on the USPS web site and may be downloaded to a disk and either printed or viewed on-screen. Topics of interest may be found by using either the Table of Contents or the Adobe Acrobat Reader “search” function. OPERATIONS MANUAL COMMITTEE R/C Anna Morris, SN Stf/C Paula Stewart, AP V/C Harry Hebb, SN P/R/C Micky McNelis, P D/Lt/C Kent Simpson, AP D/C Tracy Simpson, AP Stf/C David Stewart, AP PUBLIC AFFAIRS COMMITTEE R/C Pete TenBrink, SN-IN GRAPHICS ILLUSTRATOR Bil Canfield Any word denoting gender used in this manual applies equally to any gender as the context may require. As appropriate, references to manual contents are indicated as [Refer to page 2-1] or references to that effect. National department heads and committee chairs are encouraged to forward updated information to the PRCom chairman. Changes relating to policy or procedure must be approved by a department head or committee chairs. Comments on perceived errors or omissions and recommendations for future editions are solicited from all members. 2019 iv United States Power Squadrons® Public Relations Officer’s Log 2019 United States Power Squadrons® Public Relations Officer’s Log v TABLE OF CONTENTS Preface ..........................................................................................................................................................iii Table of Contents........................................................................................................................................... v Table of URLs...............................................................................................................................................vi CHAPTERS 1) The Squadron Public Relations Officer.............................................................................................1-1 2) Public Relations Planning..................................................................................................................2-1 3) Organizing The Educational Campaign ............................................................................................3-1 4) Press Releases....................................................................................................................................4-1 5) National Competitions and Awards...................................................................................................5-1 6) Sink, Swim or Twitter........................................................................................................................6-1 7) Social Media: A Brief Description....................................................................................................7-1 8) Speakers’ Bureaus.............................................................................................................................8-1 9) Logos and Artwork............................................................................................................................9-1 10) A PR Strategic Action Plan .............................................................................................................10-1 11) Forming a Boaters’ Alliance ...........................................................................................................11-1 12) Squadron SWOT Analysis..............................................................................................................12-1 13) Photography and The Law...............................................................................................................13-1 14) Producing Squadron Videos ............................................................................................................14-1 15) When Plans Go Awry ......................................................................................................................15-1 16) Boating Safety Resources................................................................................................................16-1 17) Boat Shows......................................................................................................................................17-1 18) Brunswick Dealer Calling Guide.....................................................................................................18-1 19) The Chief Commander’s 10 Steps to Fill a Classroom ...................................................................19-1 2019 vi United States Power Squadrons® Public Relations Officer’s Log TABLE OF URLS The following Uniform Resource Locators (URL), also known as website addresses, can be used to locate information concerning various departments and committees within the United States Power Squadrons and other organizations outside USPS as referenced in the body of this manual. Uniform Resource Locator For information on ... www.usps.org USPS www.usps.org/national/om Operations Manual www.weather.gov/om/marine/voluntary.htm Recreational Boating Safety and NWS http://www.usps.org/national/safety USPS Safety Committee www.usps.org/national/comnom Committee on Nominations www.safeboatingcouncil.org National Safe Boating Council www.usps.org/national/eddept National Education Department www.usps.org/national/membership/memcom_state_courses.htm Membership Committee Approved Courses www.usps.org/national/govprcom Government and Partner Relations www.usps.org/national/rules/squadron_bylaws_model.html Squadron Bylaws Model www.shopusps.org Ship’s Store www.usps.org/db2000/db2000.htm DB2000 Software and Support www.usps.org/x/x.pl/x/x.cgi?../newpublic2/meritmarks.html Electronic Merit Marks Support www.usps.org/national/membership Membership www.usps.org/x/x.pl/x/x.cgi?natsec/officers.html Squadron Officers’ Guide www.sailangle.com Sail Angle www.usps.org/national/pr Marketing and Public Relations www.usps.org/national/hq/documents/USPS_Bylaws.pdf USPS Gold Bylaws 2019 United States Power Squadrons® Public Relations Officer’s Log vii Uniform Resource Locator For information on ... www.usps.org/national/om/pdfs/jewish_holidays.pdf Schedule of Jewish Holidays www.usps.org/national/rules Committee on Rules www.usps.org/national/admin_dept/membenefits.htm Member Benefits www.usps.org/national/pr/committeepage.html Public Relations Committee www.usps.org/national/membership/memcom/awards_index.html Membership Committee http://usps.org/national/pr/committeepage.html Chapman Scrapbook page 2019 viii United States Power Squadrons® Public Relations Officer’s Log 2019 United States Power Squadrons® Public Relations Officer’s Log Page 1-1 Chapter 1 THE SQUADRON PUBLIC RELATIONS OFFICER What does the title PRO mean and what does directors, insurance agents, marina managers, boat- it involve? ing store managers and boat dealerships. You will be surprised how cooperative these people want to be. You can bring them customers, viewers and readers in exchange for their support in helping your squadron to provide important community services. As an example of how you can help local out- door / boating editors, email them when the US Coast Guard releases its annual recreational boat- ing statistics. The editor will appreciate this ges- ture. Many of you have been grappling with these questions since having been asked to become the public relations officer (PRO) of your squadron. Your decision was very important because a good public relations officer is vital to the success of a squadron’s mission. On the National level, the Pub- lic Relations Committee (PRCom) hopes that this manual will be of help to you as you accept this exciting opportunity to support your fellow mem- bers and your community. A quick scan through the index pages will reveal the volume of informa- The Public Relations Officer has two basic tion that we have provided to make your job easier. missions: first, to educate the community that the courses and seminars of the United States Power ® The PRO does not need to be a great orator or Squadrons are the best way to increase boating salesperson, but “friendly” is good and you must and water sports enjoyment; and second, to inform be willing to put in the time. To quote Peter the community about the important role that its Drucker, the management consultant credited with local squadron plays in promoting safe boating inventing the concept of management by objec- skills, saving lives and fostering friendships tives, “Plans are only good intentions unless they between people who share a common love of boat- immediately degenerate into hard work.” ing. Make it your mission to develop relationships When planning your public relations (PR) pro- with news editors, local television and cable chan- gram, you must consider the size of your squadron, nel producers, radio station personalities, program its organization and the number of active members. 2019 Page 1-2 United States Power Squadrons® Public Relations Officer’s Log Then, list the public relations resources available: daily and weekly newspapers, local radio and tele- vision stations, et cetera. In your
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