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1. Public Relations
How To
“Spread The Word”
Fred Rogers – [email protected] - 972-977-9342

2. What are our Objectives?
•What is Public Relations?
•How do we reach our audience?
•What is the role of the Post Public
Relations Officer?
•What resources are available?
•What have we learned?

3. What is Public Relations?
•It is about IMAGE.
•In the corporate world it is commonly
known as “Branding”
–What is the image of The American Legion in
your community?
–How are you branded to your own members?

4. We Must Understand Our
Audience
•Internal: Our current and recently
lapsed members
–Why include our recently lapsed
members?
•External: Everyone else
–Is targeting everyone else reasonable?

5. How do we reach our targets?
Effective Internal Communications
•Post meetings, Newsletters, mailings,
phone calls, personal visits, emails,
websites, social media, marquee/signage
•This is where you can affect your brand to
your members.
•What is it now? How can you know?
•How can you determine what your Post’s
brand will be?

6. How do we reach our targets?
Effective External Communication:
•Community Relations: Civic functions or
meetings, community celebrations and
festivals, youth sports opening/closing days
•Never underestimate the impact of just
being visible in your American Legion gear to
your community
•Protect your brand!

7. How do we reach our targets ?
Effective External Communication:
–Media Relations: Establishing and
maintaining a close working relationship
with the media
–What are some of the challenges facing
Posts in small communities? In large
cities?

8. What Is The Role of the Post
Public Relations Officer?
•Counsel – What impact will Post decisions
have on the community and the members
•Research - Identify and communicate
information that will help the Post image
•Communications – Both internal & external
•Promotion - Create positive branding

9. What resources are available?
•Ad slicks, clip art, message points,
suggested speeches and letters to the
editor are all available at: www.legion.org
•Public Relations Tool Kit – [email protected]
•The Internet
•Texas American Legion Press Association
•Your Members – “Ask the people who
know”

10. Review
•Public Relations is about Branding.
•Each member communicates our image in
the community… Positive or Negative
•Effective Public Relations can greatly help
positively Brand your Post in your
community
•The role of a Public Relations Officer
•Available Resources