Develop a Public Relation Plan

Public Relations can serve as a catalyst to help chapter programs succeed both on the campus and in the community. It is important to have a plan in place of how your chapter is going to inform the public on your campus and in your community about events the chapter is doing.

Chapters who are effective at PR often elect a Public Relations officer to focus solely on the topic. This officer can work directly with the college’s Public Relations Department to develop a PR strategy that reflects the policies of the college.

Questions like, “Does the Public Relations Officer for the chapter need to work through the college PR department?” and “Can the chapter contact the media directly?” should be the first two questions that your PR officer should ask before implementing a PR program.

Make the Media Connection

If your college allows the chapter to independently approach the media, the next step is for your Public Relations Officer to introduce himself/herself to the local editor or reporter of the local newspaper and offer himself/herself as a resource for chapter activities. Reporters often look for people to help them develop and provide background information for articles.

Next, compile a media mailing list of your personal contacts at all of the local newspapers, radio and television stations, and other outlet that may be interested in Phi Theta Kappa. In large cities, public relations associations or phone companies often publish a local media guide you can purchase for a small fee. It is important to update this list often, as the media is a very transient business and people tend to come and go often.

Identify Newsworthy Events

Once you have made your contacts and compiled a list, decide with your chapter which activities you find especially important and newsworthy. You do not want to inundate the media every time the chapter sponsors a bake sale; rather, you want to heavily promote specific, unique events to give your contacts a “hook.”

Write your news release and send it to your contacts via email or fax – whichever they prefer – approximately one week prior to the event. One day prior to the event, call and ask if they have any questions.

Finally, during the event, be prepared to not only discuss the event with a reporter, but also have supplementary information regarding the event with you, i.e. background information, the Phi Theta Kappa mission statement, etc., to give the reporter should they ask.

Who is Your Contact?

• Television Station: Assignment Editor
• Radio Station: News Editor
• Newspaper: Features and/or Education Editor

News Release Tips

• Develop a masthead with your chapter and college information, your chapter contact’s name, address, email address, phone number and date.
• Begin with a short, attention-grabbing headline.
• Answer the basic questions of who, what, where, when, why, and how.
• Make the release concise and objective.
• Include a quote from a chapter advisor or member.
• Explain the event or project as accurately as possible.
• Limit releases to one to two pages.
• Provide high quality photographs with clear captions.
• Distribute the release one week prior to the event.
• Keep a copy for your files.

Public Relations Tips

• Keep up-to-date media lists.
• Personalize your material.
• Contact the media only with newsworthy story ideas.
• Call reporters during times other than deadline – mornings are usually best.
• When speaking to reporters, be brief and stick to the point.
• Remember to always include your contact information, and a subject to emails that you send.
• Return phone calls within a 24-hour period; don’t make reporters wait for you.