“THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”
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Transcript of “THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”
“THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”
WELCOME TO
ZC DOUG HARRIS, PRESENTER
‘HOW TO’ DEVELOP A CLUB NEWSLETTER
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
IN JUST THE PAST FEW YEARS, DIGITAL SOCIAL MEDIA HAS MOVED INTO THE MAINSTREAM OF EVERYDAY LIFE.
AVAILABLE AT YOUR FINGERTIPS IS YOUR DIGITAL SMARTPHONE WHERE YOU NOT ONLY HAVE LIVE CONVERSATIONS WITH FRIENDS AND FAMILY, BUT CAN INTERFACE ON-THE-GO WITH NEWS, SPORTS, APPS, INTERNET, GAMES, EMAIL, BANK ACCOUNTS, MAPS, PHOTOS (THE
LIST CAN GO ON AND ON).
YOUR CLUB MAY HAVE A WEBSITE, FACEBOOK PAGE OR TWITTER ACCOUNT. SO, WHY BOTHER RECAPPING YOUR CLUB’S COMMUNITY ACTIVITIES IN A CLUB NEWSLETTER THAT TAKES
FOREVER TO ASSEMBLE AND PUBLISH? FURTHERMORE, WHEN YOU DO HAVE A WEBPAGE, YOU SIMPLY ADD A LINK TO THAT NEWSLETTER THAT TOOK YOU HOURS TO PRODUCE AND
ARE NOT GUARANTEED THAT THE INTENTED READER EVER ACTUALLY VIEWS WHAT YOU DILIGENTLY AND TIRELESSLY CREATED .
VYING FOR YOUR ATTENTION ARE OVER 400 SOCIAL MEDIA WEBSITES LIKE FACEBOOK, TWITTER, FLICKR, LINKEDIN, MYSPACE AND TUMBLR. W.W.W. HAS OVER 1.96 BILLION
WEB PAGES COVERED BY 645 MILLION WEBSITES. (SOME STAGGERING NUMBERS)
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
EVER HEARD OF MCDONALD’S HAMBURGERS? OF COURSE YOU HAVE! MCDONALD’S WAS FOUNDED IN 1940 TODAY SERVING HAMBURGERS TO 68 MILLION CUSTOMERS IN 119
COUNTRIES, YET THEIR ANNUAL ADVERTISING (PR) BUDGET IS OVER ONE BILLION DOLLARS!
YOU MAY THINK THAT SINCE YOUR LOCAL LIONS CLUB HAS BEEN CHARTERED FOR 5, 10, 20, 30, or 70 PLUS YEARS, YOUR COMMUNITY KNOWS EXACTLY WHO YOU ARE AND
WHAT YOU DO! THE TRUTH IS THAT THEY ALL DON’T!
MORE SHOCKING DOLLARS SPENT KEEPING A BRAND NAME AND INFORMATION IN THE FOREFRONT OF THE GENERAL PUBLIC:
WAL-MART - $2.9 BILLION* ANNUALLY(*SPENT ON BOTH SOCIAL MEDIA AND PRINT MEDIA)
KMART - $500 MILLION ANNUALLYOLD NAVY - $200+ MILLION ANNUALLY
SINCE THE AFOREMENTIONED BUSINESSES ARE SO WELL KNOWN, THEN WHY WOULD THEY SPEND A FORTUNE TO ALLOW THE PUBLIC TO SEE THEIR NAME IN PRINT?
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
WHAT CAN HAPPEN SHOULD D21C CLUBS REMAIN COMPLACENT?
LET’S COMPARE THE STATE OF KANSAS WITH THE STATE OF ARIZONA:
KANSAS (MD17): 2013 POPULATION: 2,888,905 BEING 33RD LARGEST USA STATE WITH 5 DISTRICTS HAVING 257 LIONS CLUBS
ARIZONA (MD21): 2013 POPULATION: 6,553,255 BEING 15TH LARGEST USA STATE WITH 3 DISTRICTS HAVING 120 LIONS CLUBS (43 IN D21C)
EFFECTIVE JULY 8, 2014 KANSAS (MD17) WILL BE REDUCED TO ONLY 3 DISTRICTS!
THE MORAL OF THIS EXAMPLE IS: IF ANY LIONS DISTRICT IN ANY STATE DOES NOT GROW AND MAINTAIN VIABLE LIONS CLUBS, IT CAN BE EASILY ABSORBED INTO ANOTHER DISTRICT
REGARDLESS OF CLUB COUNT.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
CLUB NEWSLETTERS CAN TAKE ON ANY FORM THE EDITOR WISHES
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
CLUB NEWSLETTERS CAN BE SIMPLE OR ‘OVER-THE-TOP’
(TOTAL 12 PAGES)
NEWSLETTERS MAY BE PUBLISHED MONTHLY OR QUARTERLY
1,000’S OF NEWSLETTER
TEMPLATES ARE AVAILABLE FREE ON
THE INTERNET.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
‘HOW TO’ WRITE AN EFFECTIVELY INTERESTING, VALUABLE AND INFORMATIVE
NEWSLETTER
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGNWRITING STYLES
• SELECT A CATEGORY OR TOPIC FOR THE ARTICLE i.e. “Call of Action”, “Tips”, “Benefits”, “Resources” or “Information Only”
• IF AT ALL POSSIBLE, THE ARTICLE OPENING STATEMENT SHOULD HAVE THE 5 “W’S” AND THE 1 “H”
• ADD CREDIBILITY TO YOUR ARTICLES WITH QUOTES, FACTS AND STATISTICS
• GIVE CREDIT WHERE CREDIT IS DUE; ALSO OBTAIN PERMISSION WHEN QUOTING OR USING PHOTOS YOU DON’T OWN
• REMEMBER! YOU ARE NOT WRITING A NOVEL. JUST A FEW LINES TO INFORM THE READER PLUS GRAB THEIR ATTENTION AND KEEP THEM COMING BACK
• KEEP THE CATEGORIES OR ‘FOOTPRINT’ OF YOUR NEWSLETTER THE SAME IN EVERY ISSUE TO KEEP YOUR READERS COMING BACK
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
ALL CLUB NEWSLETTER ARTICLES SHOULD FOLLOW SIMPLE RULES OF GOOD JOURNALISM SUCH AS:
- REMEMBER THE BASIC WHO, WHAT, WHEN, WHERE, WHY AND HOW OF THE STORY
- KEEP THE ARTICLES INTERESTING FOR THE CASUAL READER
- SUMMARIZE ANNUAL EVENTS WHEN POSSIBLE (PHOTOS TELL A GOOD STORY)
- KEEP SENTENCES SHORT AND TO-THE-POINT
- GIVE SUFFICIENT DETAILS, HOWEVER, SINCE NOT ALL READERS MAY KNOW THE TOPIC OR EVENT
- A MONTHLY OR QUARTERLY NEWSLETTER IS JUST THAT…..A NEWSLETTER AND SHOULD NOT
BE A HISTORICAL DOCUMENT OF ALL YOUR CLUB’S AND LCI ACTIVITIESPAST, PRESENT AND FUTURE
- IF YOUR CLUB’S MONTHLY NEWSLETTER STARTS TO HAVE MORE THAN 10 PAGES,PERHAPS YOU MAY WANT TO HAVE TWO NEWSLETTERS PER MONTH RATHER
THAN JUST ONE
- ABOVE ALL, INSURE THE ACCURACY OF DETAILS AND SPELLING OF NAMES
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
WHO SHOULD RECEIVE YOUR INFORMATIVE NEWSLETTER?
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
SO YOUR CLUB CURRENTLY HAS AN EXCELLENT INFORMATIVE MONTHLY NEWSLETTER. THE NEXT OBVIOUS QUESTION WOULD BE: HOW IS YOUR MONTHLY NEWSLETTER DISSEMINATED?
YOU MAY HAVE AN ESTABLISHED LENGTHY EMAIL ADDRESS LIST INSURING THAT ALL CLUB MEMBERS AND PAST INTERESTED PARTIES, FRIENDS AND NEIGHBORS VIEW THE NEWSLETTER. SO YOU SEND OUT THE NEWSLETTER AND START ASSEMBLING INFORMATION FOR THE NEXT MONTH’S
ISSUE.
YOU WILL GET FAR MORE ‘BANG-FOR-THE BUCK’ SHOULD YOU GO TO THE NEXT STEP AND GET YOUR INFORMATIVE NEWSLETTER IN THE HANDS OF LOCAL BUSINESSES LIKE DOCTOR’S OFFICES,
DENTIST OFFICES, CIRCLE K, CHAMBER OF COMMERCE LOBBY, REAL ESTATE OFFICES, GROCERY STORES, BARBER SHOPS,
(ANYWHERE WHERE THE GENERAL PUBLIC IS REQUIRED TO WAIT FOR SERVICES, ETC.)
W-R-O-N-G!
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
DO YOU BELIEVE THAT ALL INTERESTED PARTIES HAVE ACCESS TO YOUR
NEWSLETTER?
D21C ENJOYS A VAST MIXTURE OF RURAL AND
METRO AREAS.
YOU MAY THINK YOU HAVE EXHAUSTED MEMBER AND
READER PROSPECTS SINCE YOUR CLUB HAS BEEN IN
PLACE FOR DECADES.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
THERE ARE 21 FEDERALLY RECOGNIZED NATIVE
AMERICAN TRIBES IN THE STATE OF ARIZONA.
ONE-THIRD OR 7 OF THOSE NATIVE AMERICAN TRIBES
FALL WITHIN THE BOUNDRIES OF D21C.
A POTENTIALLY UNTAPPED SOURCE OF NEW CLUBS OR NEW MEMBERS CAN
BE FOUND ON THE NATIVE AMERICAN RESERVATIONS
NEAR YOUR CLUB REACHABLE VIA YOUR
NEWSLETTER.
A LIST OF THE 21 ARIZONA NATIVE AMERICAN TRIBES
PLUS THEIR CONTACT INFORMATION IS AVAILABLE
UPON EMAIL REQUEST.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
(FEEDBACK FROM ATTENDEES ON THEIR OPINION AND EXPERIENCES WITH CLUB NEWSLETTERS)
IN THIS AGE OF IDENTITY THEFT, HOW MUCH INFO IS ‘TOO MUCH’ REGARDING THE FULL NAMES, PHOTOS OF ALL CLUB MEMBERS, ADDRESSES AND AGES OF YOUR CLUB
MEMBERS IN PRINT FOR THE WORLD TO SEE?
EDITORS, ASK YOURSELF THIS QUESTION BEFORE REVEALING YOUR ENTIRE CLUB MEMBERSHIP ROLL INFORMATION WITH FULL FACIAL RECOGNITION VIA SOCIAL MEDIA OR CLUB WEBSITES: WILL THE ENTIRE WORLD, COMMUNITY OR CLUB MEMBERS BENEFIT BY REVEALING ALL THIS
PERSONAL INFORMATION?
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
YOUR MONTHLY OR QUARTERLY NEWSLETTER DEFINITELY IS ONE
MAJOR CLUB PRINT MEDIA VEHICLE IN MAINTAINING AN ACTIVE PUBLIC
RELATIONS CAMPAIGN!
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
IN THE PUBLIC RELATIONS ARENA, THE GOAL OF ANY ADVERTISING AGENT IS
TO GET AS MANY ‘IMPRESSIONS’ IN FRONT OF THE TARGETED GENERAL
PUBLIC AS POSSIBLE WITH THE LEAST EXPENSE.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
YES, THERE IS A PLETHERA OF PUBLIC RELATIONS DIGITAL SOCIAL MEDIA
AVAILABLE, BUT THE PRINTED MEDIA (NEWSLETTER) IS BY FAR THE BEST LOWEST COST CHOICE TO TARGET
YOUR DESIRED COMMUNITY AUDIENCE.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
WHEN YOU UTILIZE ONLY WEBSITES, FACEBOOK OR TWITTER-TYPE
VEHICLES TO ‘GET THE WORD OUT’, YOU REALLY DON’T KNOW IF YOUR DESIRED AUDIENCE EVEN STOPPED
LONG ENOUGH TO GET YOUR DESIRED CLUB MESSAGE ACROSS.
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
YOUR MONTHLY NEWSLETTER DEFINITELY IS A MAJOR NECESSARY
PRINT MEDIA VEHICLE IN MAINTAINING AN ACTIVE CLUB PUBLIC RELATIONS
CAMPAIGN!
(REPEATING)
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
HOW MANY ‘IMPRESSIONS’ DOES YOUR CLUB OFFER YOUR COMMUNITY MONTHLY,
QUARTERLY OR YEARLY?
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
REMEMBER: YOUR CLUB’S SUCCESS IS NOT MEASURED BY WHERE YOU SIT; RATHER IN WHAT
DIRECTION YOU ARE GOING!
“IF YOU WANT TO SUCCEED, YOU SHOULD STRIKE OUT ON NEW PATHS, RATHER THAN TRAVEL THE
WORN PATHS OF ACCEPTED SUCCESS.”(Author: John D. Rockefeller)
THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN
THANK YOU!