How - to even start?

Publicity – and defining a PR strategy – for a Club, Area or Division can be daunting. There are so many choices – and it is simply not possible to be in all channels, at all times, for all audiences.

What to do? Focus!

First, define your goals. Answering questions based on the journalism framework – who-what-when-where-why – will help guide you. For example, decide on your primary audience: is it employees of a corporation or industry? Are you focusing on communities in a specific city or neighborhood, or people with specific common interests, such as sports, dance, or crafts? What types of media do this audience read – e-mail, newspapers, Facebook, or flyers posted within a community?

To reach your goals, you will need to employ a mix of active, passive, and social public relations.

Active PR - is the promotion of the Toastmasters organization and its clubs and events, by pushing news out to constituents, both internally to existing members, and externally to prospective members. Examples are as simple as word-of-mouth and direct e-mail, classic outbound PR such as newsletters, press releases, flyers and brochures, and high-visibility activities including publishing articles into magazines and newspapers, television and radio interviews and public service announcements.

Passive PR – is creating awareness of the Toastmasters brand, without a specific agenda or event, through subtle references to the organization and members’ accomplishments to encourage inquiries. Examples include creating personal curiosity by wearing your Toastmasters pin and displaying trophies and certificates at work, and extending that reach by creating an e-mail address using “Toastmasters” in the address, and using Toastmasters business cards for yourself or your club, complete with meeting logistics.

Social PR – means using new social media beyond e-mails, to seek a two-way dialog and to encourage collaboration between individuals. Social media does not replace existing PR, or even existing Web sites, it complements them and provides an outlet for continuous dialog. A Web site is now practically a “traditional” medium, but many sites now include links or embedded dialog capabilities. Other ways to share and engage in a dialog include a Facebook fan page, LinkedIn group, YouTube channel, Twitter, blogs with comments, photo sharing, and countless other social sites from Meetup to craigslist.

For a preview of these examples, check out the PR for TM brochure. I will explore examples of these communication channels in detail in subsequent blog posts, and share tips and tricks!

Why - should I care?

It’s all about me. Really.

Because that’s the way your target audience thinks. It really is all about them. To get their attention, you need to answer a very simple question from their viewpoint: “What’s in it for me?”

If you want to buy a sweater, would you respond to an advertisement about how profitable the designer or manufacturer is? Of course you wouldn’t. You care about whether the sweater fits, has the right color to match your eyes or hair or pants, and how much it costs.

It is the fundamental difference between the goal of the seller and the goal of the customer. The seller, in our scenario, is the Toastmasters organization, which provides a forum for improving communication and leadership skills. The customer is the member who wants to get these benefits from Toastmasters.

Taking this a step further, the members care about improving their skills – by demonstrating these skills in their job, at events, and within their clubs. They may also care about getting the letters to their employers, which evidence their progression through the program. Many members may – and I emphasize may – also care about club goals, such as becoming a “distinguished” club.

If, then, a message is sent out about District goals – three levels above the club – members may no longer feel that their individual success is the most important thing to the organization.

Does that mean that club or District goals are not important? No. But it does mean that any communication to members needs to emphasize what those members have to gain, not that a District can gain recognition by becoming distinguished.

Consider your message in these examples:

• Why attend a conference? Not because the District has paid for the venue already, or needs a quorum for the business meeting, but instead because members will learn from keynote speakers and workshops, can cheer on club members in the speech contests, and renew connections – and make new ones – with other Toastmasters.
• Why get that extra educational award? Not because the District will become distinguished, but instead so that the member can gain proficiency and confidence more quickly.

It is all about each member, your customer. It is only by helping individual members improve that the organization as a whole is successful. And by focusing on the members – each member becomes a reference customer for Toastmasters!