The Journey
A newsletter for chapter advisors, chapter officers, and regional officers.

Use The Media to Your Advantage:
How to Gain Recognition for Your Chapter
By Annie Schott

Effective use of public relations can boost your chapter and college into the community spotlight. Getting noticed by local newspapers, television and radio stations can also help spread the word about Phi Theta Kappa and garner interest from potential members and supporters.

"A problem often plaguing Phi Theta Kappa chapters is the continual decrease in member involvement; however, the use of public relations can be the cure," said 2001-02 Southern Vice President Jackie McEuen. "After induction and throughout the academic year, it is important to get the attention of members and keep them excited. Receiving recognition with your local media outlets can spark the interest of your members," added McEuen.

The first step to effective public relations is to assign one chapter member to direct the effort. Many chapters elect a Public Relations Officer for this position. It is important that this individual understands his or her college's position on PR -- does the college prefer to approach the media regarding Phi Theta Kappa events, or can the chapter approach the media? Often the Public Relations Officer can work with the college's Public Relations office to not only promote the Society, but also the college within the community.

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 yourself 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 outlets 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.

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.

Then, it's time to wait and see if your hard efforts paid off! If a television crew or radio reporter come to the event, be sure to have someone tape the broadcast. If a newspaper reporter was in attendance, watch the paper and save the clipping. Finally, don't forget to share not only your event, but also your public relations success story with International Headquarters! We are always looking for ways to promote Phi Theta Kappa internationally. Send your news release and clippings to Publications Coordinator Annie Schott, or call 601.984.3513.

Writing an Effective News Release

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This page last modified -- Friday, 14-Nov-2003 11:00:21 CST (cwe)