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.PRO LINE THE ART OF PUBLIC RELATIONS (PART 2) Convincing Tllie public In the last newsletter, I discussed the art of inspiring our members. In this column, I will address the art of convincing the public they should get involved with our organiza» tion. News Releases The most commonly thought of public re- lations tools with which to reach the public are news releases. Some possibilities that are forgotten are columns advertising upcoming events and public service announcements on radio and television. All of these methods must answer the questions who. what, where. when and why to be of interest. If well pre- sented, they are an effective method of publicizing the work of the organization. Brochures Pamphlets and brochures are Very useful for promoting an organization. Colourful and weli»written. they may attract enough attenâ€" tion to induce a stranger to come to a meeting uninvited. On the downside, these can also be easily dismissed by anyone who is disâ€" tracted, in a hurry, or too busy to pay attention. Displays Other tools are displays. jingles and paid advertisements in the media. Sometimes, these are overlooked by Women’s Institute members because they take longer to prepare and may cost more. Creators of display boards plan a message that will take about thirty seconds to read, because that is the average amount of time a passer-by will spend looking at it. The dis- play has to be eye-catching, informative and to the point to be effective. Radio Sound Images Radio sound images. commonly known as jingles, also need to grab the attention of the listener quickly and present a concise mes- sage. They are most effective when they are repeated over and Over, so that the message stays in one's mind. Infectious music and a simple message are the key. The new Women's Institute jingle has eight "Public relations is the art of inspiring our members to feel great about the organization to which they belong and the an of convincing the public that our organization is a good one with which to be involved, " short lines, two of which are repeated. The image presented is that of a vital, modern organization. a group that has varied inter» ests. a group that provides leadership. “It’s your life; it's your day The Women's Institute leading the way. We’re about the future. and about the part Making a drferencz And we 're growing fast. It's your life: it's your day The Women ’5 Institute leading the way â€" for Home and Country." Wouldn't you like to be part of this great organization? All these tools of public relations â€" news releases, pamphlets, displays, advertise- ments - project an image of an organization. The image projected is the first impression a person has of the group that is being repre- sented. That image is what will either encourage membership or bring about the downfall of the organization. Attitude The most common answer to the question "Why did you come to a meeting of the WI?" is “A neighbour asked me." A personal inviâ€" tation is an extremely effective way of marketing our organization to the public. The first impression can make a world of differ- ence in what a person thinks of Women’s Institute. That is why enthusiasm and a posi- tive approach are so important. What happened at your meeting the last time your Branch had a guest? Did she feel a part of the group? If she was introduced to two or three people with whom she had some common interests, she probably felt at ease. Was she given some information about the Women’s Institute to help her understand what was being discussed during the busi- ness â€" a presentation folder. a Handbook, a fact sheet? Was she ignored, or was she treated as you would like to be treated? The answers to these questions give a good indi- cation of whether that guest would like to come to another meeting or even join the Branch. Positive personal contact is probably the most effective public relations tool available to any organization. It is also the least expen- sive. Combined with enthusiasm, some attractive promotional material and interest- ing programs to involve people, a complete public relations program can inspire the membership and convince the public of the worth of the Women‘s Institute. Mary Jane: is the Public Relations Ojj'it'erfar the Federaled Women 's Imlilules nfOnran'o. She can be reached a! 6868 Egremnnr Rd, RR 8. Walford' 0N NDM 250, (519)786-5511. ' What‘s lmp orient to You? o‘Th'e‘ most important words: "I am proud of you." [Helga inasl'irnpnrlnnt words: "Whtl’l‘ j _'isgriur‘upinian" ‘ pristimpnrlunt words: Home & Country. Spring 1997 5