1

Publicizing The OCBSA

Your Presenters:

Chris Perez & Daniel RhodesIdea Hall

Today’s Agenda

1. Why Publicity?

2. Who is “the media”?

3. Finding Your Stories– Exercise #1

4. The Tools of the Trade– Exercise #2

5. Resources

2

Publicity vs. Advertising

• Advertising (related to Marketing)– Sales driven– Media space is PURCHASED– Includes ads, commercials, billboards, direct mail

• Publicity (related to Public Relations)– Story driven– Media space is EARNED– Includes articles, calendar listings, photos, news broadcasts– Today also includes Social Media!

3

Why Publicity?

4

Publicizing Your Unit

Our goal is to help each unit develop a basic, yet effective, PR program.

– Keep it simple … sometimes “Less Is More”– Focus on community newspapers and online media (more on this later)– Find a volunteer who will take responsibility for unit publicity

5

Why Publicize Your Unit?

Scouting should not be a well-kept secret– Your local community wants to know what you’re doing!

– Community papers want your news and photos

Directly impacts membership recruiting– Shows what Scouting is all about

– Your news will encourage others to consider Scouting

6

Why Publicize Your Unit?

Everyone appreciates RECOGNITION– Provides public recognition of Success

Increases retention– “Refrigerator Door” bragging rights!

– Tells parents “We made the right choice”

Increases fundraising– By demonstrating the value of Scouting

7

Who Is “The Media”?

8

Traditional News Media

1. Newspapers– Dailies: OC Register, LA Times, Daily Pilot, Nguoi Viet Daily

News– Weeklies: Newport Beach Independent, Huntington Beach

Independent, OCExcelsior (Spanish-language)– Many weeklies owned/operated by OC Register

2. Magazines– Parenting OC, OC Family, Orange Coast

3. Broadcast– Real Orange (KOCE-TV); LA TV Stations

9

Online Media and Bloggers

1. Online Media– Online editions of OC Register, community papers– TheFullertonian.com, DanaPointTimes.com

2. Bloggers– OCmomactivities.com; OCmomblog.com– Orangecountydad.blogspot.com– Blog.scoutingmagazine.org– Many more and constantly growing!

10

Self Publishing

1. OCBSA Social Media– Like our Facebook; follow our Twitter (@occbsa)– Post, share, tweet and repeat!

2. Your Personal Social Media– Pack and Troop Leaders pages – Link to each other– Post, share, tweet and repeat!

3. Online Event Listing Services– Events.ocregister.com– Yelp.com/events/oc– Zvents.com

11

Finding Your Story

12

Determining What Is Newsworthy

1. Why should your neighbors, local businesses, other groups and organizations be interested?

2. What is the “hook” that distinguishes your news?

3. Some common elements:– Unique visuals– Significant recognitions/awards/milestones– Extraordinary efforts– Involves city leaders or “celebrities”– Large numbers– Service projects

13

Important Considerations

• Manage your expectations• Photos tell a better story• Mining your unit for news …

– Unique experiences at OEC/Sea Base– Bridging ceremonies– Eagle Scout recognition/Court of Honors– Fun Camporee photos– Exploring and Venturing offer unique opportunities

14

“Determine Your Story” exercise

• Group up with others of your unit (if it makes sense)• Make a rough calendar for 2013 of potential news

you might like to publicize• Prepare to share list with the group

15

Tools of the Trade

16

The Media List:Determining Your Media Targets

1. Make a list and check it twice

2. Check-in with Idea Hall– OCBSA@IdeaHall.com

3. Do your own local research– Check with Chamber of Commerce/City Hall– School districts/places of worship

4. Reach out and meet someone!– Best publicity comes through RELATIONSHIPS– Contact and build rapport with journalists– Email communications is usually preferred

17

The Press Release

The most common of all publicity tools• Communicates key information• Provides the who, what, when, where, why, and how of

your event or news• Should include photos• Include contact information for journalist to follow-up• MANY online resources for tips and samples, including

national BSA guidelines:http://www.scouting.org/sitecore/content/Home/Marketing/Current%20Initiatives/UnitPR/NewsRelease.aspx

18

Press Release Template

(Microsoft Word Document)

• Download from national website

• Complete with your news/event information

http://www.scouting.org/sitecore/content/Home/Marketing/Current%20Initiatives/UnitPR/NewsRelease.aspx

19

Other Media Tools

• Email “pitch letter”• Fact sheet• Calendar listing• Letter to the Editor/Op-Ed Article

20

OCBSA Boilerplate

Use this at the end of your releases and fact sheets

21

About The Orange County Council, Boy Scouts of America:

The Orange County Council is one of the largest youth-serving agencies in the county serving

more than 30,000 youth with educational programs that instill values, develop social and

leadership skills, and promotes physical fitness and environmental awareness. The mission of

the Boy Scouts of America is to prepare young people to make ethical and moral choices over

their lifetimes by instilling in them the values of the Scout Oath and Scout Law.

Permission

Talent Release Form

(Microsoft Word Document)

• Have on file for each Scout before using their individual information or picture in publicity

http://www.scouting.org/scoutsource/Marketing/Tell%20Your%20Story/TalentReleaseForm.aspx

22

Social Media

• Your opportunity to SELF PUBLISH• Put out everything and anything you think your

social web community might appreciate• Encourage scouts, parents and volunteers to SHARE

and RETWEET• Be creative with your own personal favorite social

media platforms (Pinterest? Instagram? YouTube?)• Share your news on Council social media platforms

23

Social Media Etiquette

• There is no such thing as a “personal page” when you are a leader

• Be Scout-like in all communication• Be open and transparent• Use TAGS – not only pics, but posts as well• Be prepared for negative comments• Post controversial comments at your own risk

24

“Press release writing” exercise

• In same groups as before• Write a HEADLINE and LEAD PARAGRAPH• Prepare to share with the group

25

Keeping It Simple – 4 Easy Steps

1. Recruit a PR volunteer

2. Decide which media is important to you– Start with our list, but do your own research– Don’t forget online media and bloggers– Find out who you should be dealing with and their contact info

3. ID which events/news you want to publicize– Best if you make an annual calendar

4. Get to know your target media− Introduce yourself and explain what you are trying to do− ALWAYS self-publish through Social Media

26

Questions?

Email us at OCBSA@ideahall.com

27

Thanks and Good Luck!

28