104 / 132
104
Revised 8/2016
community. The source of the publicity is the type of
media that you are using to spread your message.
Using the Media to Share Your Message
Mass media, such as radio, television, and
newspapers are what comes to mind when you
think of outside publicity sources. Sources outside
your club lend their own credibility and reputation to
your club’s activities. The general public, which has
never been involved with Ruritan, will respect the
newscaster’s or the reporter’s message as much or
more than your own.
Which medium is best for your club? There is no
easy answer to this question, but when deciding
how to publicize club events, consider the following
points:
1) Size of your community. Many communities
do not have a local television or radio station,
but most have a daily or weekly newspaper.
2) How many people are you trying to reach?
How many people do you want to see your
message?
3) Which media does your community rely on
for its local news and announcements?
4) What is your club’s budget for publicity?
Always remember that 10 volunteers pass
ing out flyers may be more effective than a
$500 advertisement on your regional television
station.
5) How much time do you have to plan public
ity before an event?
Typically, media are rated by how many people
they reach. The following media list, in order from
least powerful to most powerful, may help you
decide which media to use. Also note that these are
also ranked from least expensive to most expensive,
whether the expense is mostly money or time that
your club needs to commit.
Flyers
Flyers can be posted at local stores and on road
signs around your community. One volunteer can
accomplish this, if given enough time to canvass the
area. Don’t rule out a door-to-door campaign around
your community. It’s a great way to meet new people
and create support for Ruritan within the community.
Location is the key to getting your flyer read by
people. Good places for posting flyers include busy
intersections and local convenience stores (ask
permission first). Anywhere there is a lot of foot
traffic or automobile traffic is usually a good place for
your message.
Newspapers
Newspaper advertisements or features may work.
These are more expensive, but most newspapers
will design the advertisement or announcement for
you. Be sure to give the newspaper’s graphic arts
department a clean copy of the Ruritan emblem to
use in anything they may design for you. Also tell
them to keep the image on file for future use.
Radio
Radio is more expensive because of the potential
audience. Like newspapers, radio stations have a
sales department that will write and produce your
club’s advertisement or announcement. You should
always request to hear the announcement before
the broadcast. When working with the radio sales
department, try to work in “America’s Leading
Community Service Organization” or “Serving
America (or your community) since 1928 (or the year
your club was chartered).”
Television
Television is the most powerful mass media your
club can purchase with money. Television can reach
hundreds of thousands of people for pennies per
person,
but imagine how much money that may cost
your club!
If you’re planning a television commercial,
talk with the sales department about what you’d
like to see. At this level, you are only limited by
your imagination and how much money you want to
spend on the project.
Word of Mouth
Word of mouth is truly the most powerful piece in
your public relations tool kit. People, as a class,
tend to trust what their friends, relatives, and co-
workers say. There is no better way to build a lasting
public relations program than with word of mouth.
This public relations tool is listed last, because
word of mouth is the most expensive medium to
master if you consider the time involved. To be really
successful, each member of your Ruritan club should
introduce one person to the ideals of Ruritan each
day. How long would it take your club to tell every
person in the community about Ruritan? How many
of these people would consider joining your club?
PR