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Public Relations ManualTable of ContentsUsing your mouse,select an item in theTable of Contents toget more informationabout a topic.Intro.Section 1:“Every organizationthat is right andproper in its nature,will be what the menwho constitute it are.”-Robert MorrisonWhat is Public Relations . 3How does PR affect my chapter? . 3Who is responsible for the PR role? . 3Duties and Responsibilities . 4Techniques for the PR Officer . 5Identifying Target Publics1.1 Members . 61.2 Alumni . 71.3 Parents . 71.4 Non-Greek and Prospective Members . 81.5 Media . 81.6 University Administration/Faculty . 91.7 GHQ and other Phi Delta Theta Chapters . 9-101.8 Greek Community . 101.9 Local Community . 11Section 2:Promotions and Publicity2.1 News Release . 122.2 Public Service Announcements . 132.3 Flyers . 13Section 3:Newsletters . 14Section 4:Basic PR Tactics to Reach All Targets4.1 Watch what you do, not only what you say! . 154.2 Clean that house! . 154.3 Social Programming: a perfect blend of fun and responsibility . 15-164.4 Appearance matters! . 16Section 5:Crisis Management5.15.2Media . 17-18Death or Serious Injury . 18Section 6:Final Thoughts . 19Section 7:AppendicesTen Commandments of Press Releases . 20Sample Strategies and Tactics . 21Top 25 Overused Ideas in PR . 22Women’s Fraternity Flowers and Founding Dates . 232PHI DELTA THETA PUBLIC RELATIONS MANUAL
IntroductionPublic Relations OfficerNegative images surround the Greek system; and unfortunately society is ready and willing toaccept the stereotype of beer chugging, lazy, disrespectful, frat boy image as their only impression of Greek life. Media has done its best to portray them as such, and the few Greeks thatpersonify that image ruin it for all the rest. In reality, much of Greek life is spent serving thecommunity, working on scholarly projects and acquiring leadership skills. However, good actsare quickly forgotten, therefore it is critical to consistently use public relations tactics to ensurethat your chapter keeps a positive image to the public.Phi Delta ThetaTheStandard.Φ ΘWhat is Public Relations?Simply stated, public relations is the use of two-way communication to form relationshipsbetween an organization and its target publics. Keeping all publics fully informed of activitiesand events that occur within your chapter requires a highly proactive strategy, one that takesefforts both internally and externally. These relationships do require promotional and publicityskills, however 90 percent of your chapter’s public relations will be perceived throughbehavior. The most important thing to remember about public relations is that it does not matterhow you think you are perceived by your publics, but rather how you are perceived. Youractions will speak louder than words, so be sure that your actions reflect the words you say.“Anything anyonesees you do is publicrelations.”-College FraternityEditors AssociationHow does PR affect my chapter?Having a positive public image can do much more for your chapter than you may realize. Yourrecruitment will be bigger, fund-raisers will be more effective, social events will be more highlyattended and interactions with Administrators and Headquarters will be easier. Every aspect ofyour chapter can function more smoothly when the people you deal with on a regular basis holdyou in a positive regard.Who is responsible for the Public Relations role?There are several ways in which the public relations role can be filled within your chapter.There is no specified Public Relations Officer designated in the Phi Delta Theta bylaws, but it isstrongly recommended that one person be held responsibile for overseeing the public relationstactics of the chapter. Another option would be to have a public relations committee toproactively campaign on behalf of your chapter. However, if you feel it is not necessary tospecify the public relations role, it is ultimately the responsibility of each committee and executive member to make sure their actions and the actions of the Fraternity are publicized. (Forexample, the philanthropy chair is responsible for the publicity of any events or fund-raisers).Use the Internet tofind out more.PHI DELTA THETA PUBLIC RELATIONS MANUAL3
IntroductionDuties and ResponsibilitiesAn organization'spublic imageconsists of theessential qualitiesattributed to it by itspublics.-Otis W. Baskin1. Be sure you are always up-to-date withevents and activities of the chapter. It isyour responsibility to know everythingthat is going on. This requiresattendance at all meetings, andcommunicating regularly with thedecision-makers in the fraternityparticularly the President.2. Serve as the chairman of the publicrelations committee, should yourchapter choose to form a committee.3. Develop and facilitate a year-roundcampaign. Practicing good publicrelations should not be done only attimes of crisis.4. Find creative and innovative methods ofpromoting your chapter's activities.5. Help educate the chapter memberson the methods of effective publicrelations.6. Contribute regularly to the chapternewsletter and/or website.7. Oversee all promotion of theFraternity. Approve all flyers,recruitment events, posters, schedules,brochures, mailings, T-shirts, etc.8. Encourage and request participationof all chapter members in promotingthe positive image of the chapter as wellas the Fraternity.19. Maintain current knowledge of allchapter and Fraternity operations,policies, and benefits. Be aware ofsimilar information from otherfraternities in the Greek community.Educate members in these areas, sothey can communicate properly with allpublics if necessary.10. Hold workshops to inform and discusswith all chapter members issues andprocedures involved with maintaining apositive public image.11. Establish clearly defined objectivesand goals for the chapter promotions.12. Maintain a current and up-to-datelisting of all members includingimportant information such as age, year,address, phone number, and interests.13. Keep a current and up-to-date list ofmedia contacts for promotionalpurposes.Be sure to periodically check Phi Delta Theta’s web site forhelpful information. As the homepage is updated often, checkfor new and useful information for you, as public relationsofficer, and your other officers. The address iswww.phideltatheta.org4PHI DELTA THETA PUBLIC RELATIONS MANUAL
IntroductionTechniques for the PR Officer1. Prepare a calendar listing all“promotional” activities of the chapterthroughout the entire year.3. Use your service, philanthropic, andinformal functions as promotionalopportunities.4. Vary your promotional events.Doing the same thing every semestershows a lack of creativity. Plus it loseseffectiveness. Strive to break the mold!5. Have a “Public Relations tip of theweek.”6. On a monthly basis award members forparticipation. This helps build internalmorale, which will reflect externally.7. Get to know people in the local media.8. Encourage members to participatein other student organizations. Thisis a great way to inform publics aboutthe chapter.9. Prepare a “PR packet” for everybrother. Include all needed informationon public relations (i.e. calendar ofevents, tips on how to deal with media,basic PR tactics, etc.).10. Meet with the Greek advisor. Thisperson will know, more than anyoneelse, what the Greek community is upto. It is important that this individual isfamiliar with your chapter prior to anyunfortunate incidents that may occur.11. Invite prospects, friends, andgirlfriends to the chapter house towatch TV. Have an informal dinnerbeforehand. Just hang out. This is agreat way to familiarize your publicswith the Fraternity.Here are just a fewsuggestions to helpyou and the chapterget the job done.Remember-Phikeiaare members too!12. Encourage and reward with verbalpraise individuals who do a good jobrepresenting the positive image of theFraternity.13. Encourage brothers to have theirstudy group at the chapter house.Most people are surprised at how nicefraternity houses really are. It can givethe chapter a positive image.14. Establish good relations with faculty,staff, and the administration.15. Be a good role model. It is mucheasier to follow a good example than abad one.16. Delegate, delegate, delegate. Ifsomeone else can do it, delegate it. Justbecause someone may not have superpeople skills doesn't mean he can't helpout. Everyone should contribute.“The final test of aleader is that heleaves behind him inother men theconviction and thewill to carry on.”-Walter Lippman“Enthusiasm iscontagious, so islaziness; Which isprevalent in yourchapter?”-UnknownPHI DELTA THETA PUBLIC RELATIONS MANUAL5
Section 1Identifying Target PublicsThe first step in any successful promotion is identifying who you will be addressing- in otherwords, establishing your target markets. Target publics are segments of the population allaround you. Everyone with whom you interact can probably be categorized into one of yourpublics, but the important (and somewhat tricky) part is identifying the key publics and targetingyour public relations tactics toward them. Your publics will vary in size and type, but generallyfor your chapter they will remain small and easy to reach.Who are the target publics for Phi Delta Theta?MembersAlumniParentsNon-Greek StudentsMediaUniversity Administration/Faculty/StaffHeadquarters/Other ChaptersThe Greek CommunityLocal CommunityGeneral PublicMembersChapter members should be your primary target at all times. They are the individuals who serveas walking promotions for your chapter as well as for the Fraternity. It is imperative that they befully informed of all Phi Delta Theta events and happenings, so that they can help promote andexplain them whenever possible.6How to improve relations with membersHow to reach members: Keep morale high - be positive, it iscontagious! Memorize and rehearse rituals; do themwell, it will be much more impressive tomembers. Keep a clean and well-maintained house;being organized helps everyone andreduces stress. Take phone calls courteously andpromptly. Have fun! (Schedule guest speakers,host Fraternity retreats, plan socialevents, etc.) Chapter newsletter - if you do not haveone, try to get one together. Post signs throughout the chapter house. Create a bulletin board and keep it updateddaily. Mail, text, or email members with importantinformation. Keep your chapter website updated withcurrent events and news. Set up a phone chain and listserv - it is thequickest way to reach all members. Encourage attendance at all meetings andpost minutes in highly visible areas.PHI DELTA THETA PUBLIC RELATIONS MANUAL
AlumniAlumni are a very important public to keep in mind. They want to feel informed, and they wantto be involved. Be sure to remain attentive to this most generous group. No one better understands the importance of your chapter than the alumni, and therefore no one will be more willingto help support you, financially or otherwise. Alumni are a very important public to keep inmind. As long as they feel informed, they will want to be involved.ParentsParents of your chapter provide you with a great amount of support, financially and otherwise.Keeping this group informed and happy will ultimately help benefit your chapter. While it isimportant to have a positive image with all parents, the parents of pledges are particularlyimportant. This group may need to be reassured that joining a Greek organization such as PhiDelta Theta will benefit their son. Focusing on parents can help to give you a good image and itmay even improve your pledge retention.How to improve image for parents andfriends: Keep the house clean. The house is areflection on the chapter, the better it looks,the better you look! Keep them informed. Send them newsletters to update them on recent events. Write letters to parents. Send a congratulatory letter once their son is inducted into PhiDelta Theta that includes information aboutthe Fraternity. Sponsor Parents Weekends to help parentsget to know members of the Fraternity andlearn more about Phi Delta Theta. Be sure to always emphasize Phi DeltaTheta’s focus on academics. This includespublicizing scholarship awards. Also, informthem of tutor availability, required studyhours, computer facilities, etc. Send news releases to hometown publications concerning scholarship recipients,newly elected officers, newly initiatedmembers, or any other major event.Suggested Activities for Parents:Celebrate Parents DayHost a day where parents of thechapter come to visit the chapter house.Make it a day of entertainment andinformation for the parents, not themembers. Include functions such asspeeches, games, tours, prepared mealsand getting-to-know-you activities.Create a Parents NewsletterDeveloping a separate newsletter forparents is an excellent method tokeeping this critical public informed. Itshould contain chapter accomplishments, university events, individualachievement, and any upcoming eventsfor them to attend. It also can serve asa reminder for due dates for rent anddues.3 Key ways to keepalumni happy:1) Keep theminformed.2) Keep theminvolved.3) Be very attentivewhen they arevisiting.Suggestion:Hanging bannersin support ofathletic eventshelps to make youvisible to yourpublic in a verypositive light.Above all, when dealingwith the media, behonest. or be quiet!Get to know your localmedia contacts BEFOREyou need to use them! Send home holiday cards, including birthday.PHI DELTA THETA PUBLIC RELATIONS MANUAL7
Non-Greek and Prospective MembersThe non-Greek public is the most ignorant about your chapter and its potential for good. Thisgroup relies entirely on what they see of the chapter and how they interact with its members todecide how they view the Fraternity. This public is usually one of the larger publics and can bedivided into three sub-groups: the pro-Greek, the anti-Greek and the undecided. The proGreek group does not need as much public relations because they are already aware of thebenefits. Spending time trying to convince anti-Greek individuals to view your chapter morepositively is hardly worth the effort. Therefore, it is toward the undecided public that you shouldconcentrate your most effort.How do I make them aware of Phi Delta Theta? Get the letters and logo out in the public(make calendars, maps, book marks,directories, tee-shirts, etc.). Use campus press to advertise for chapterevents. Host open house events and invite nonGreeks to attend (pep rallies, guest speakers, etc.). Always be on your best behavior, particularly in situations where you are beingassociated with the Fraternity. Use fliers, posters, banners, table tents, etc.to promote your chapter. Promote the website. Make sure that you are a registered studentorganization on campus.MediaLike it or not, the media will always be willing to cover the story that will elicit the most response. On a college campus, this often includes the Greek events. Getting to know the mediarepresentatives on campus will likely aid you in getting your events covered in the local paper. Itcould also help to reduce some negative coverage should an unfortunate incident occur.Tips on getting media coverage: Get to know members of the media staffbefore you need them! Establishing a goodrelationship early will help to get you morepositive coverage and perhaps less negativecoverage. Co-sponsor philanthropy events with themedia (You can usually gain extra mediaexposure this way).8PHI DELTA THETA PUBLIC RELATIONS MANUAL Write and send press releases and publicservice announcements to all local mediasources. Keep them informed on recent events, butdo not overburden them with uselessinformation. Use campus radio and television stations topublicize events; it is cheap and effective.
University Administration/FacultySuggestion:The university administration and faculty must hold you in their good favor. Making themunhappy with you will only make things harder on both groups. Faculty members should beviewed as potential advisors. They are highly knowledgeable in their respective fields and couldhelp your chapter in areas such as finance, marketing, public relations and more. Showinginterest in working with them reflects positively on your commitment to the chapter as well asyour respect for them. Administrators are a bit different. They must be shown that your involvement in the Fraternity is more than social.One way to keep uprelations with otherchapters is to carpooltogether to regionalactivities. You willget to know membersof other chapters, aswell as save moneyand conserve energy!Improving image for administration/faculty: Meet with Greek Advisors on a regularbasis- not just when something bad happens Invite Greek Advisors to “Guest Night.”This will help the chapter get to know them,and they will meet the chapter. Invite other administrators or faculty to“Guest Night” to speak on current events,politics, scholarship, or any other topic thatwould interest the chapter. Create a faculty appreciation award ofsome sort. This could be a dinner, an awardceremony or some other creative type ofrecognition. This is an excellent way tocombine Phi Delta Theta’s emphasis onacademics with a “thank you” to the faculty. Watch your behavior in the classroom. Attend class regularly, be prompt, remainattentive and do not disrupt the class.Neglecting to do any of the prior will leavea negative impression of the Fraternity withthe instructor. Watch your behavior at events on campus.Faculty and administration often attendathletic events, homecoming festivities andother special events on campus. Try to besupportive and spirited without resorting topranks and heckling. This will leave a goodimpression on all in attendance.What the administrators should know about Phi Delta Theta:1. Community service2. Scholarship3. Campus involvement4. Events and activities5. Men doing the right thingRemember:Administration andfaculty members can be awonderful resource oftenoverlooked by studentsand chapters seekingadvice.Suggestion:Send flowers or sing to asorority on theirfounding date. For a listof sorority flowers andfounding dates, seeAppendix D, pag
Simply stated, public relations is the use of two-way communication to form relationships between an organization and its target publics. Keeping all publics fully informed of activities and events that occur within your cha
