Impact_V2.gif

IMPACT OFFICER GUIDE - MARKETING & PUBLIC RELATIONS



The media bombards us at every turn. Radio, television, the Internet, newspapers and magazines are commonplace. It seems students spend more time chatting online and texting their friends than speaking face-to-face. Listening to music while watching TV and studying isn't unusual and students will turn to the Web before turning to the front page to get their news. We rely on messages from advertisers to help us decide what detergent to buy, what the latest fashion trends are, and what the latest political candidates are proposing.

With all of these messages, the role of marketing and public relations, is more vital than ever before. While essential to its success, publicity is not the primary reason for marketing and public relations. The basic goals are increasing the recognition and understanding of Alpha Phi Omega so its members and chapters can serve their communities.

Campus and community recognition of APO benefits your chapter in a variety of ways. In the community, it helps introduce potential supporters to the organization and makes it easier to solicit public assistance for APO’s service work. On campus, it helps recruit new members and builds pride in existing membership that leads to better meeting attendance, greater participation by members in fundraising and service projects, and stronger retention.

CONTENT

NATIONAL DOCUMENTS

  • National Bylaws Spring 2011- Under Chapter Improvement- must be logged into Website
  • Membership Policy- Under Officers
  • Chapter Assessment and Planning Session- Under CAPS Resources
  • National Pledging Standards- Under Officers
  • Pledge Manual March 2011- Under Chapter Improvement
  • Risk Management Policy- Under Managing Risk
  • APO Style Guide- Under Communications

CONCLUSION

The best way to conclude the content part of this manual is to provide a few tips that have yet to be covered. Please keep these in mind while performing your public relations duties, as they will prove very beneficial at one point or another.

  • Never exaggerate. That doesn’t mean you have to announce unpleasantries, but if a reporter asks you point blank about something, tell him about it (Be sure not to volunteer more than necessary). The lasting damage you’ll cause by lying to your sources far outweighs any temporary damage from what you may say. If they can’t get information out of you when they want a story, why should they give you space when you want a story?
  • Neatness counts!
  • Remember use please and thank you. The media doesn't owe you space and time. A thank you note at the end of your term is a good idea. The editor of your school paper may like to attend your closing banquets, perhaps as your guest.
  • If you are holding an event where admission will be charged, a pair of complimentary tickets for those editors or reporters who have been especially helpful is a nice idea.
  • Be careful what you say about the Fraternity, even when talking casually to members of the media. There is no such thing as “off the record”.
  • Don’t take sides in your press releases.
  • Either you or the chapter historian should keep a copy of every story that is published and every release sent out.
  • It is a good idea when you first become PR chair to stop by and visit the editors and writers with whom you will be working. Don’t push a story at this time, or expect a promise of future coverage. Introduce yourself, ask what and how they want information, and give them a face to go with the name; they’ll remember you better. A one-page historical background of Alpha Phi Omega and your chapter would be nice to give them for their files.
  • Also, visit whatever department handles your college publicity and introduce yourself. They may be able to help you. But don’t depend on or allow them to handle your publicity; you’ll get lost in the shuffle. No one cares about Alpha Phi Omega like you do.
  • When doing project with other organizations, communicate with their public relations officers and staff. Make sure they get a chance to review anything you put together, as a matter of courtesy (they should also extend the same to you for anything they write).

You will find that we have not attempted to provide you with an answer to every question, problem, or crisis that may arise during your tenure. Instead, we hope the guidance provided will enable you to make proactive decisions that will provide positive experiences and support for your chapter's alumni program. Remember, one of the best supports any officer can have is interaction with the previous officer and transference of information. If you feel that you have learned something in your position which could help many other officers in the Fraternity, please send your suggestions to leadership.director@apo.org so this manual can remain fresh and relevant.


ACKNOWLEDGEMENTS

APO IMPACT Chapter Training Program was developed under the 2006-2008 National Leadership Development Committee, Ed Richter; Program Director. Many thanks to all who helped in writing, reviewing and developing this dynamic tool.