You’ve got news: Good Turn for America

National Annual Meeting Elective

May 25, 2006

Goals of the elective

• To help you:– Generate Good Turn for America

(GTFA) media coverage for your Council’s efforts

– Raise awareness of your Council’s efforts to assist in recruitment efforts; share the positive impact of Scouting

– Learn from real examples of PR campaigns

What we’ll cover

• The purpose of PR

• GTFA key messages and sample story angles

• Preparing your PR campaign

• GTFA examples

The purpose of PR

The purpose of PR

• To increase awareness of BSA nationally and in local markets across the country in a positive manner

The purpose of PR

• Generate media coverage • Provide credibility

• Enhance your image

GTFA key messages and sample story angles

GTFA key messages• Celebrating its 100th anniversary in 2010, BSA is the oldest youth program of

character development in the United States, providing young Americans the tools and skills they need to face the demands and challenges of a changing society

• The BSA represents where tradition meets tomorrow….it has a nearly 100-year strong foundation and continues to evolve to be relevant to today’s youth and the communities it serves, and to prepare the leaders of the next millennium

• BSA has honored its mission and tradition of preparing young people to make ethical and moral choices over their lifetimes by instilling the values of the Scout Oath and Law

• Since its inception in 1910, the BSA has helped develop tens of millions of American youth into successful citizens and community leaders

• BSA is a forward-thinking organization concerned with making wise and long-lasting contributions to society

• Although society’s views on what is right and wrong change over time, moral standards do not

GTFA sample story angles • Habitat for Humanity projects• First aid, clothing and canned food drives• Volunteer work at local non-profits • Service projects created by members that

impact the community• Helping the community following a natural

disaster • Collaborative initiatives (Department of

Homeland Security, New Jersey Police)

Preparing your PR campaign

Preparing your PR campaign

• Building relationships with reporters– Study your media by reading and watching your

local news • Daily newspapers (including online editions)• Weekly and community papers• TV and radio

– Be proactive • Contact reporters with story ideas• Leverage trends and tie in your initiatives • Note his/her recent articles

– Be a resource by sharing ongoing local and national Council activities

Preparing your PR campaign

• Know your five “Ws” and the “H” – Who? Your Council and any partners

affiliated with the initiative – What? Components of the initiative and its

importance– When? Disclose the timing of the initiative or

event – Where? The community at large or a specific

locale– Why? The purpose and rationale– How? The logistics of the initiative or event

Preparing your PR campaign

• Keep media materials clear and concise• Convey the main point in the first few

sentences of your news release and pitch

• Give a call-to-action• Provide information in a timely manner

and follow up

Preparing your PR campaign

• Example of a newsworthy pitch: National Meeting/Rick Cronk

– The BSA leadership will be in Washington, D.C. from May 22 – 25 for its National Annual Meeting. I want to suggest a feature story on the Scouts and how they are evolving to meet the challenges facing today’s youth.  

– Today, our youth are growing up in a very different world than 20 years ago.  Children are facing problems of obesity, substance abuse, education, family and mixed messages from the media/entertainment.  

– One thing is certain – America’s youth are not receiving adequate support to foster character development.  More than ever the BSA, and programs like it, are vital to create a safe environment for American youth. 

– While in Washington D.C., the BSA will announce the appointment of a new National President, Rick Cronk.  Mr. Cronk is the (retired) president of Dreyer’s Grand Ice Cream and a lifelong Scout. 

– We envision the interview would provide the basis for a feature story on Scouting – with a focus on American youth and how this 96-year-old organization is evolving to meeting the critical needs of today’s youth. 

GTFA PR campaign example

Kim Hansen, Scout Executive

Grand Teton Council 

GTFA PR Campaign Example Profile

– 1997 child abuse incident in camp New lawsuits filed; old lawsuits opened to

the public – Local newspaper sensationalizes

Hidden agenda; BSA constitutional and local issues

– 5 consecutive days; full front-page attack runs at start of FOS Campaign

– Front-page coverage and editorials continue to current time; 15 months later

GTFA PR Campaign Example

Objectives – Internal publics – leaders, parents,

donors, chartered organizations, board members and Scouts

• Communicate with our leaders, parents and donors

• Communicate our strong youth protection plans and efforts

• Make an official “response statement” – External publics – the general public

Aggressively pursue efforts for positive Scouting news in all media

Make an official “response statement”

GTFA PR Campaign Example

• Strategies– Internal publics

• Tell youth protection program to parents, leaders, chartered organization leadership

• Make official “response statement”• Communicate with FOS workers

– External Publics Tell youth protection program to general

public Aggressive placement of positive Scouting

stories in all media

GTFA PR Campaign Example• Execution

– Internal publics April youth protection month

DVD to all Chartered Organizations Parents newsletter Council newsletters Report strong record for year Communication with FOS workers Public relations committee

– External publics Youth protection DVD to general public Train all district committee members on placing positive media

stories GTFA -Scouting for Food & Scouting for

Water-Ways Lewis and Clark bicentennial activities

GTFA PR Campaign Example

Results– Base-internal publics remained

committed– Friends remained our friends– Detractors remained the same– 2005 best year ever for FOS– Membership and camp attendance– Local business defends

Scouting with full-page ads – Newspaper has not stopped

pushing the story

GTFA PR Campaign Example

• Key learnings– Existing strong public relations is critical to dealing

with negative media– Shore up internal publics with your message– Strong public relations committee is vital– Use national resources – Edelman for consulting and

advice– Don’t overreact to every charge or claim– You can’t buy enough ink to win – use the doors open

to you, that are in your control

You’ve got news:Good Turn for America

National Annual Meeting Elective

May 25, 2006