The Chapter Public Relations Director

Guide
The Chapter Public Relations Director

Public Relations can be defined as "the business of gaining and maintaining public understanding and support." The chapter Public Relations Officer must remember that this refers to external public relations.

There is also an internal public relations responsibility which we will discuss below. In its simplest form, Public Relations is an exercise to establish and maintain a good image and an efficient communications network. Do those two things well and you have the beginnings of a very sound public relations program.

RESPONSIBILITIES

1. Like charity, public relations begins at home. Your most important task is to supervise the quality of the chapter performance. If you are to succeed in obtaining public support, you must be firm about the standards set in the chapter.

2. Without delay establish a chapter Marketing and Public Relations Commission. This team should include the chapter editor; a photographer; a special events coordinator who will be directly responsible for planning public relations activities, and a secretary to keep minutes of meetings, files, records, clippings, etc.

3. Because the responsibilities allocated to the chapter Public Relations Officer are quite extensive and important, it would be useful to make contact with local public relations practitioners early in the year for advice.

4. You are directly responsible to the chapter president who is in fact the chief public relations figure and spokesman in the chapter.

5. Identify your various "publics." Determine certain groups within society, each of which will require a slightly different message from the chapter, e.g., business leaders (sponsorship and recruitment), kindred organizations (support), young people (recruitment), community leaders (project endorsement and support), etc.

6. Some of your responsibilities are to:

· assist the chapter editor;
· preserve good media relationships;
· establish and maintain a current notice board in your chapter headquarters;
· advise project directors about their public relations requirements;
· assist with the chapter recruitment plan;
· produce a chapter questionnaire;
· supervise the orderly maintenance and improvement of important chapter files;
· assemble the annual chapter scrapbook;
· direct major chapter public relations projects such as Junior Chamber Week, The Outstanding Young Person's (TOYP), and Chapter Anniversary night;
· present an outline of chapter public relations requirements for the year;
· take responsibility for chapter protocol;
· oversee the preparation of the chapter annual report;
· ensure that the quality of meetings is high;
· check that members wear pins and badges at all appropriate times;
· supervise the assistance and entertainment to all visitors to the chapter.

7. Since every chapter member is an integral part of the overall public relations image, make sure that good public relations becomes an attitude of mind for each member.

8. It is the little things that count the most.

Do you have an attractive chapter letterhead?
Do members use good telephone manners?
Is there decorum at chapter meetings?
Do members understand meeting procedures?
Does the Junior Chamber Creed hang on the wall at your meetings?

RECOMMENDATIONS

1. Internal Public Relations. Your members want to belong to an organization that is well-ordered, has a high standard of performance and employs an effective communications system. Your contribution is to see that:

the chapter magazine is an effective medium;
a notice board is set up in your headquarters;
there is an updated membership list;
spouses are informed of all chapter activities;
publications from other chapters, the National Organization and JCI are available to members;
new members are properly introduced and cultivated by experienced members;
minutes are accurate and available for member inspection;
seminars are organized for members on various Junior Chamber topics;
orientation sessions are held for new members;
activities are scheduled that will help internal public relations.

2. External Public Relations. Be sure that you understand the various "publics" to which you must direct communications:

keep effective communications open with your national officers and, where necessary, Junior Chamber International officers and the World Headquarters;
have a system of announcing new projects (press release, press kit, press conference, special dinners, parades, announcements, etc.);
contact the news media and establish a good relationship;
arrange an official visit by the chapter president to the city Mayor at the start of the term of office and provide brief notes about the chapter; have available Junior Chamber brochures and other appropriate literature for nonmembers;
and maintain good relationships with other volunteer organizations.

3. Read carefully the mission and philosophy of Junior Chamber, and especially the objectives and aspirations of your chapter. Be familiar with every aspect of the chapter program so you can discuss it authoritatively with the media.

4. Read publications about the role of public relations. Once you become more confident, prepare brief checklists for members of your Marketing and Public Relations Commission.

5. Make a list of all factors you think may detract from the good image and effective communications of your chapter—eliminate those problems. Remember that apart from a good image or a bad image, there is that unfortunate situation where your chapter has no image at all. We trust that these few notes and your reference to professional help will assist you tremendously in your endeavors.

SUMMARY

Public relations work requires good judgment, strong organizational abilities, ample writing and speaking skills, an active imagination, an inquisitive mind, flexibility, a sense of humor and, above all, the ability to work under pressure.