Putting the "Public" back in "Public Relations"

I started out this blog by saying, “If we build it, they will come – but only if they know where to find it!”

Not only do you want to make your club stand out – if you hide your PR efforts, how will members and potential members find out about you and what’s new in your club, Area, Division and District?

Case in point: the other day, I saw the hard copy of a club newsletter being passed out to members and guests. While I had provided input into that newsletter, it was never published – at least, not to my knowledge! When I inquired, I was told, “It’s on our website, there’s a “newsletters” link.”

So I checked. On the club’s home page, there was a link to a 2-year-old newsletter. Unfortunately, that sends the wrong message – I know this club to be a very active one, but given the outdated newsletter, potential guests would probably not have that impression. On the side, the standard navigation provided by FreeToastHost for Toastmasters club websites, there was a link for, “Available Downloads” – and bingo, the newsletter was there. After logging on, of course.

Had I not been on the committee and on the lookout for the newsletter, how would I have known that a newsletter had been published? How do I know when to check for a newsletter, especially if it is multiple clicks away?

Do I need to develop ESP?

Public relations is about getting the word out, not hiding it.

If you have published a news item – a newsletter, article, press release, video, you name it, part of public relations is to let everyone know it’s out there.

• Let the members know when a news item comes out. Send out an e-mail – with an attachment, or with a link!
• Having archives of old newsletters that are protected is good for privacy and for club history. Having the current issue on the Home page of the Web is good for PR.
• If you have a social media presence – tell everyone the news item is available! You need to publicize that presence to be able to use it for PR.

PR should never be the best-kept secret of a club’s activities. Make your message easy to find – not the result of a lengthy scavenger hunt!