The Importance of PR

A Quick Guide to Fraternity Public Relations

Developed by Jason Swackhamer QB 97

What is PR
The promotion of connection and goodwill between an organization and its special publics or the community at large. The planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communication. Communication to help an organization and its publics adapt to each other. The art of reputation management.

Public Relations Includes

Counseling members on communications activities Measuring public opinion, trends and issues Developing PR strategies Planning and organizing campaigns Helping shape attitudes Media relations Risk management Publications Special events and promotions Audio-visual materials Printed literature Internet communications Contributions and philanthropy Community relations

Why Do Public Relations

Build relationships with your publics
The Chapter Potential members Other Greek organizations The School community (students and staff) Local community National Headquarters Parents Alumni

Why Do Public Relations

Enhance reputation
Understand what your reputation currently is with your publics Analyze the perceptions about the fraternity, identifying the opportunities for improvement and how to expand on the positives Enhance or add to your current PR activities to address these perceptions

Why Do Public Relations

Build your brand
A brand is a promise to your publicsa promise about the kind of experience they can expect with you and the value you will bring to them Brand includes your name and image, graphic identity, advertising themes and slogans, overall appearance and image

Why Do Public Relations

Boost your bottom line
Increase membership Retain membership Raise funds, increase donations Ensure the future

Why Do Public Relations

Generate Positive Publicity Promote a cause or event Dramatize an issue Raise funds Mark a milestone Recognizing members, thank contributors

What Does This Mean To Me

You engage in public relations everyday
How you act in public How you interact with others How you carry yourself Your appearance Your off-campus activities What you do now, has a direct effect on the Sigma Pi of tomorrow

 Take each public and define the specific things you want to accomplish From those goals begin to form a plan of action
Research Objective Obstacles Strategy Results

Begin to Design a PR Program

Set a time table for your program and then work backwards to set a timeline for deadlines Make sure the program carries through the fraternities established themes, taglines, logos, etc

The 3 Hs To Keep In Mind

Head
Think out every possible scenario Is this in best interest of the group What would Mom think Does this make sense Test is out on a dummy Dont talk trash to outsiders

The 3 Hs
Heart
Do you believe in this project Will others share the same passion Step outside the situation
Look at it as you were an independent

Trust your gut

The 3 Hs
Humor
Dont make it look like work Be pleasant Generally something we are very good at, but need to be cautious to not Animal House things either

The Different Publics

Chapter Potential Members Other Organizations The School Community Local Community National Headquarters Parents Alumni

Workshop It
Potential Members
Goals Research Obstacles Objectives Strategy Results

Take one objective and work through some of the steps

Some More Ideas for Different Publics

Chapter
Relationships Knowledge
Website Email Written communications
Calendar of Events

Risk Management Lead By Example

Potential Members
Visibility
Wear letters Get involved with orientation Representation in all events and activities Sponsor Events Giveaways Printed Materials
Brochures Website

Potential Members
Relationships
Attend all activities Get involved with orientation Attend house meetings Ask to put flyers in rooms Ask to include brochures in welcome materials Get included in Admissions mailers

Potential Members
Reputation
This will take care of itself if you do things well in other PR areas

Lead By Example

School Community
Visibility
Be everywhere, do everything Utilize the School papers more, submitting releases

Best Face Forward

Sponsor more on-campus awareness events
Alcohol awareness Sex Week Black History Month Academic clinics

Lead By Example Risk Management

Other Organizations
Visibility Relationships
Build a good working relationship with other groups, group efforts often times far outshine individual

Lead By Example Knowledge

Keep them informed of everything you do
Through newsletter or emails

 Visibility

Local Community

Have to do some news worthy events to be in the news! Invite the press to major events such as Welcome Weekend, sponsored awareness programs, philanthropy events Perhaps engage in more hands-on community activities rather than just giving

Relationships
Utilize your resources Its who you know, not what you know

National Headquarters
Relationships
Establish good contact with National Headquarters and on a regular basis

Respond quickly
Respond to any and all inquiries even if cant offer anything or doesnt apply

Keep Informed
Send copies of everything you do. The winners of the Grand Sages Award dont win because the National Headquarters just stumbles across their honors.

Parents
Relationships
Invite up for Family Fest weekend and do a picnic or even a banquet

Keep informed
Perhaps begin a semi-annual newsletter announcing activities, goals and past events. This could boost some donations.

Alumni
Relationships
Host at least one event
Post Homecoming picnic Tailgate party for first game

Establish good working relationship with corresponding officers or committees

Keep informed
Continue newsletter Website, do an online version of newsletter on Alumni or Brothers Only site

Conclusion
Everything you do in the fraternity can be considered a form of PR PR takes a lot of planning, but is basic in natureits pretty much common sense Remember the 3 HsHead, Heart and Humor Always be aware of your publics and that each requires different strategies and programs Define your goals, do some research, identify any possible obstacles or challenges, plot some strategies, define your timelines, record your results Document everything, keep a hard copy along with electronic copies on disk

Quotes
I dont know the secret to success, but one sure way to failure is to try and please everyone FraternityIt only takes a fraction to destroy, but 100% to build and maintain Luck is what happens when preparation meets opportunity Fraternity is understanding, it is recognition, it is a joining with men in common enterprises, it is a willingness to share and participate, it is discipline. It is selflessness. It is these things and many more. It is above all an attitude.

Above All
Its more than a nameits a state of mind!