Publicizing Your Unit
Use local public relations to ensure Scouting continues to grow in your community. This brochure will guide you in developing a simple, effective strategy to help tell your Scouting story to the communities you serve. Keep it simple.
The goal is to help your unit develop a basic, yet effective, public relations program. Keep it focused and manageable—less is more. Concentrate on community newspapers, which need and want your articles. Resist the urge to do more unless and until you have the time and experience to do so.
Why Publicize Your Unit?
To continue to be successful and keep growing, your unit must be visible in the community. Community newspapers want and need submissions. Most do not have large staff, so a submitted article is a welcome assist. Scouting should not be a well-kept secret. Scouts in action should appear next to articles about athletic teams and other youth activities. Articles posted on refrigerator doors across the country help keep Scouting at the center of family activities.
The Value of Refrigerator Door Marketing
This kind of marketing raises awareness and directly impacts membership recruiting. Kids want to have fun in ways that are recognized by the community. Being recognized and accepted makes parents feel good about being involved. It also increases retention by confirming to parents that they made the right choice. It provides public recognition of success, and finally, it increases fundraising potential by demonstrating the value of Scouting to parents, chartered organizations, and communities.
It Really Works!
Units have experienced phenomenal growth when they follow these guidelines. Retention and recruiting improve membership! Try it!
Getting Started—Keep it Simple
- Recruit a unit public relations chair who will report to the unit committee chair and/or Scoutmaster. If there is a PR Scout (e.g. troop historian), the unit PR chair should coach the PR Scout. Also engage Scouts working on the Journalism merit badge.
- In troops and crews, recruit a PR Scout or Venturer to take and/or collect photos at events, courts of honor, summer camps, and outings– fun and recognition are key. The PR Scout can draft articles for the community newspaper under the guidance of the unit PR chair. The PR Scout can also create and maintain unit binders to archive the unit’s history. These can be used to market a unit at recruiting nights. The binders may also be used at chartered organization events as a thank-you, and to market the unit alongside the chartered organization.
- Develop an annual plan.
Look for events or activities to share in your community (see supplemental page for ideas). Set realistic, achievable goals—one submission per month, every other month, or quarterly. - Decide on which media outlets to use.
Community newspapers are at the top of the list, but consider a number of other different outsets including:- Community Calendars
- Community Social Media (Facebook, Twitter, etc.)
- Community or Church Newsletters
- Online-Only publications (such as Patch)
- Winnebago Scouter e-newsletter (Council newsletter)
- Local Radio Stations
- Local Television Stations
- Local Magazines
- Call your local community newspaper.
Get a contact name and the rules for submissions (see supplemental spreadsheet). Introduce yourself and explain what you would like to do. A good rapport with the media increases the chances your material will be used. Know submission deadlines and the format required. Follow their rules religiously…make their life easier, and they will use your material. - Use a press release.
The most common of all public relations tools is a press release submitted to local media, like community newspapers. A press release should communicate key information by including the who, what, when, where, why, and how of the story you are trying to tell. Be sure to include photos with your release. Supply your contact information along with the press release. A sample release is included with this kit.
Thought Starter
Looking for a way to get started? Provide support for each new Eagle Scout and his family by publicly recognizing his achievement. Publicize the service project and include pictures of the court of honor for each new Eagle Scout in your troop. Include PR forms and instructions in each Eagle package. See supplemental page “Ideas for Press Releases and Other Promotions” for more ways to get your brain working.
Media Contact Sheet
Name of Newspaper/Magazine/Radio/etc. _________________________________________
Mailing Address ______________________________________________________________
______________________________________________________________
Delivery Address ______________________________________________________________
______________________________________________________________
Contacts:
Editor ______________________________________________________________________
Reporter/Journalist ___________________________________________________________
Reporter/Journalist ____________________________________________________________
Reporter/Journalist ____________________________________________________________
Telephone Numbers:
News Desk ___________________________________ Fax ___________________________
E-mail _______________________________________ Other _________________________
Publication day _______________________________ Deadlines _______________________
Preferred Method of Contact: ____________________________________________________
Notes:
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Helpful Hints
- Alert media before and after the event. Beforehand is great promotion and will help facilitate a good turnout. Afterwards will show the community how much fun you had!
- TAKE PICTURES! Hint: Newspapers prefer photos of no more than three subjects- the fewer the people, the better the photo. Individuals in the photo should be doing something, not just looking at the camera.
- Proofread a draft in entirety before sending. A fresh pair of eyes is even better than your own.
- Remember to capitalize every word of the title except for “or”, “it”, “a”, “an”, or “from”.
- Always type a news release. Releases should always be double-spaced and type on one side of an 8 ½” by 11” paper.
- Brevity is the key. Try to limit releases to one or two pages; it should not exceed 500 words. Use short, clearly written paragraphs.
- Never split a paragraph at the end of a page.
- Type “—more—“ at the bottom of a page when the release is more than one page in length.
- If a release is longer than one page in length, put an abbreviated headline and page number at the top of each page following page one.
- Type “###” to signify the end of a release.
- Clarity, accuracy, grammar, and neatness are vital; don’t make the reporter do more work than necessary.
- Avoid Scouting abbreviations (i.e. BSA (Boy Scouts of America), OA (Order of the Arrow), FOS (Friends of Scouting), BALOO- Basic Adult Leader Outdoor Orientation, etc.)
- Avoid clichés, jargon, or fancy phrases.
- Don’t use flowing tributes, flowery descriptions, or glowing adjectives when writing your news release. The news release should be more informative than subjective. Be impartial and objective; try to write the release as the reporter might.
- If an editor must choose between two otherwise equal releases, he or she is more likely to pick the release that has an accompanying photograph. If including a photograph with your release, make sure it will capture the interest of the reader. Every photograph should include a complete and correct caption that identifies each person and the action in the photograph.
- Include quotes from Scouts, volunteers, parents, or other individuals who might be involved.
- Ask for overrun copies to send to the Council office.
- Invite media to upcoming events; especially if there will be good visual activities.
- If you’re really stuck in a rut, check local community calendars etc. for events that tie into Scouting (i.e. a literacy event à Scouting helps fight illiteracy).
- Don’t forget to thank or compliment reporters on a well written story. Think about sending them a holiday message, have your Scouts send a note, or even give them an award for their coverage.
Ideas for Press Releases and Other Promotions
- Regular meetings (showcase an activity a den does or show the community that the Scouts actually run their own meetings)
- Fundraisers (fall or spring product sales, pancake breakfasts, etc.)
- Community Service Projects
- Court of Honor
- Camporees
- Unit Campouts
- Service Area Functions (merit badge colleges, camporees, etc.)
- Council Functions
- Pinewood Derbys
- Winter Camping
- Eagle Projects and Ceremonies
- Success Stories (using skills learned in Scouting to take on a tough situation)
- Recruitment Nights and General Recruitment Information
- High Adventure
- Cross Overs (Arrow of Light, etc.)
- Order of the Arrow Events
- Special Awards
- Merit Badges Earned
- Parades
General Press Release Format
FOR IMMEDIATE RELEASE
Contact:
Telephone Number:
Email Address:
Website: www.HoosierTrailsBSA.org
Title
Headline- One sentence. Be creative. Use proper title case, capitalizing every word except for “of”, “it”, “the”, “a”, “an”, and “from”.
Grab their attention with a strong introductory paragraph that includes who, what, when, where, why, and how.
Put the body of your press release here. Expound on the information in your first paragraph.
Include quotes from volunteers, parents, and youth.
For additional information, contact ______________.
Use three “#” symbols to indicate the end of the release.
###
General PSA- :30
By the time she’s 15….
…she’ll visit her congressional representative…
…work in a soup kitchen…
…start a neighborhood clean-up program…
…and become an Eagle Scout.
Just imagine what she’ll do by the time she’s 30.
Scouting. Strong values- Strong leaders.
Call (phone number) for more information about the Boy Scouts of America.
General PSA- :30
By the time he’s 15…
…he’ll know all about camping…hiking…canoeing…and an endless number of other activities he’ll learn in Scouting. He’ll also learn values…character..self-confidence…teamwork…and leadership.
Imagine how far your son can go…
…with Scouting.
Call (phone number) for more information about Scouting.
General PSA- :30
This message is for the youth of (community name).
If you enjoy camping, hiking, canoeing, model building, mountain climbing, and other activities like these…
…ask your parents if you can join the Boy Scouts of America.
Scouting teaches values, leadership, character, citizenship, and personal fitness.
Parents like that. You’ll like the fun! Call (phone number) for more information about Scouting.
School Night for Scouting- :45
Boy Scouts have traveled to the moon, served in the White House, competed in the Olympics, and won Academy Awards; some have been five-start generals, renowned doctors, and successful business people.
While we can’t promise your son will do all these things, we can help him reach his goals, earn awards, help others, build self-esteem, and participate in experiences that can lead to a lifetime of success.
Your child can join millions of young people who think Scouting is out of this world.
Help your child be prepared for life. Attend School Night for Scouting at a school near you. .
School Night for Scouting- :45
Son: Hey, kids! Do you want something to do—something fun, adventurous, and exciting? Something like white-water rafting or rock climbing?
Mom: Hey, parents! Do you want your kids to have good role models, learn leadership skills, become prepared for life, and build character?
Both: Well, we have something for both of you. Come to School Night for Scouting to learn more about the adventures of Scouting.
Announcer: For more information, contact…
School Night for Scouting- :30
Join other youth in your neighborhood at School Night for Scouting. School Night will paint a picture of the exciting opportunities available through the Boy Scouts of America. For more information on Scout Night for Scouting, contact ( put in your contact information).
School Night for Scouting- :30
(Scout’s Voice): Scouts don’t just read about exciting adventures or watch them on television. They actually participate in them. And along the way, they develop great new friendships built on teamwork and leadership, while learning together and having fun.
School Night for Scouting is an opportunity for youth and their parents to learn about the benefits of Scouting.
For more information on School Night for Scouting, contact (put in your contact information).
School Night for Scouting is coming soon to (details).
School Night for Scouting- :30
Scouting can take you places you’ve never been before. Whether it’s taking on a new leadership role, climbing a mountain, camping in the woods, or collecting food for the hungry, you’ll do new things and meet new people.
School Night for Scouting is an opportunity for youth and their parents to learn about the benefits of Scouting. Let Scouting take you on a new adventure. For more information on School Night for Scouting, contact your school (put in your contact information).
Print PSAs
Public service announcements are not limited to television and radio. Print PSAs can be used in a variety of ways in your community. Here are a few ideas:
- Newspaper and magazine inserts
- Billboards
- Community Calendars
- Community directories, such as chambers of commerce, real estate, new neighborhoods, churches, schools, civic adult and youth organizations, athletic leagues, etc.
- Door hangers and table tents
- Posters, brochures, and leaflets
- Postcards
- Grocery sacks and tray liners
- Utility bill enclosures
- Major corporate in-house publications or ads
- Luncheon and dinner programs
- Social media including Facebook, Twitter, YouTube, etc.
- Marquees
Be Your Own Walking Billboard
- Get Pack or Troop T-Shirts (See next page for an example from Troop 44)
- Design a brochure or handout with your meeting schedule and contact information to hand out to others who may be interested in joining. (See last page for example from Troop 44)
- Design Troop or Pack business cards to hand out to friends with meeting and contact information listed.
