Here are some tips and tools that can help you market your unit’s activities to the local community.
Unit Public Relations Guide: This brochure will guide you in developing a simple, effective strategy to help tell your Scouting story to the communities you serve. Unit PR Guide
News Release Guidelines: The following guidelines have been developed to help improve your success in writing and placing information about your unit to local media outlets. News Release Guidelines
Sample News Releases:
GEC Media Contact List: This list provides a number of local media outlets you can use to promote events and highlight the achievements of your Scouts to the local community. GEC Media Contact List
Talent Release Form: Use this form to obtain permission to use photographs or audio/video recordings of people (permission must be obtained from a parent or guardian for individuals under the age of 18). http://www.scouting.org/scoutsource/Marketing/Tell%20Your%20Story/TalentReleaseForm.aspx
Social Media: New communication vehicles now enable current and past Scouts and Scouters, as well those who are interested in participating or are just interested in Scouting in general, to communicate directly with each other about Scouting. Online social media tools such as Facebook, Twitter, and YouTube have made it possible for virtually anyone with an Internet connection to create and be part of online communities where people can discuss Scouting and share stories, photos, videos, and other types of media.
Boy Scouts of America Social Media Guidelines http://www.scouting.org/scoutsource/Marketing/Resources/SocialMedia.aspx
Suggestions on how to use social media:
- As a new media channel, social media can be used in many ways, from recruiting volunteers and starting units to supporting fund-raising campaigns. The following are just a few suggestions for using social media as part of a council’s overall communication strategy. As you work with these channels, you will develop more ways to integrate social media into your communications.
- Make social media part of your overall marketing efforts. Along with traditional media, utilize social networks to build community and support within specific target audiences. Example: Keep your network informed about progress in fund-raising campaigns, recruiting efforts, etc.
- Use social media to tell your story. New improvements at a camp? New campaign? Fund-raising kickoff? Positive results from an effort? Major gifts? Share this information through social media. Tell your story to the people who care about Scouting most and let them share it with others.
- Give your positive PR extended life. Don’t just put those news clippings in a binder or post the link to a news story on a Web page. Post it on your social media page and share it with your friends and supporters.
- Use social media sites to generate traffic for your Web site. Alumni? Events? Fund-raising? Updates? Post them on your social media site with links back to your Web site for more information.