Public Relations Guide

Theta Phi Alphaf r a t e r n i t y

From hazing to exclusive cliques, let’s face it: Greek Associations are portrayed to the general public in a negative way. Stereotypes run rampant, thanks to mainstream media, the news and Hollywood. But, there are many who know the truth; many who know about all the good that comes out of Greek Life. The friendships, the fun, the charitable work.

It’s up to you to find creative ways to spread the positive news about Theta Phi Alpha and Greek Life. With a solid public relations plan, you will find ways share your organizations stories and quell the negative stereotypes. This PR Guide is a means of helping you do just that.

In order to realize the full value of Theta Phi Alpha, we must express ourselves uniformly across all information channels. Verbal and written communications offer a special opportu-nity to extend our presence in the community. The PR Guide should assist all chapters in ensuring that we represent Theta Phi Alpha as ONE sisterhood with a unique culture and history.

Introduction

Good PR Can Be Your Strength

1. Increase credibilityThink about a sports team. Your favorite designer. Several names pop into your head, thanks to a marketing tool termed “branding.” The more exposure an organization gets through various media outlets, the more likely it is to become synonymous with an idea, word or “brand.” Logos, trademarks and tag lines each play an important role in creating a brand.

Therefore, if Theta Phi Alpha constantly shows up in the campus newspaper for participating in events (like Greek Week) or doing good deeds (like donating money to a homeless shelter), people will begin to associate terms related to these events (such as school-spirited and philanthropic) with Theta Phi Alpha. The more QFA is advertised, the easier it becomes to recognize the name. And all of this leads to credibility.

2. Help attract “quality” sistersWith credibility comes the desire to be a part of an organization that stands for something. Therefore, having credibility helps you to recruit potential members who place importance on the same values we share. We want sisters who WANT to be part of Theta Phi Alpha because they believe in our mission.

3. Make QFA a “major player”If you have credibility and quality, this makes you a force to be reckoned with. And even if your chapter is smaller than others, the more exposure you get, the bigger your chapter’s impact.

4. Stretch your marketing budgetPublicity through various media outlets is free if you use your resources wisely. There are several marketing ventures that will help you spend less money getting your name out into the public and more money for additional expenses.

5. Be the best way to market Theta Phi AlphaAside from being free, PR is the best way to market Theta Phi Alpha because it allows you to reach a large number of people in a limited amount of time or space, depending on the medium.

Sharing PR within your chapter is also important. A sister newsletter is a great way to share information about other sisters, their accomplishments, and your chapter’s news. Think about adding a monthly newsletter to your sisterhood.

Source: e-Agency, a California-based consulting firm, http://pr.e-agency.com/pdf/elementsofaPRplan.pdf

Why PR is Important

Bad PR Can Be Your Downfall

1. Decrease credibilityWhen it comes to PR, negative actions and behaviors can be most damaging to an organization because they are easier to remember and long-lasting. This in turn, decreases credibility. Remember, you can do 100 wonderful things, but it only takes one single action or statement to cast you in a negative light. Lesson here – actions speak louder than words. Don’t let your chapter’s action reflect poorly on the sisterhood.

2. Make it difficult to attract “quality sisters”Rectifying a negative situation is much harder once your organization becomes synonymous with a negative action. Consider this: when you went through recruitment, are each sorority you visited had its own brand (i.e., “the pretty ones,” “the smart ones,” “the party goers,” etc). Attracting quality pledge sisters is impossible with a negative reputation. Until that reputation is turned around through heavy-hitting positive PR, the future of QFA suffers. You want Theta Phi Alpha to be “The One”.

3. Put the organization in a negative lightWith a negative reputation, it becomes more difficult for an organization to be taken

seriously. This greatly hampers your abilities to make change and influence decisions made by the greater Greek system. Others in the

campus community will associate your actions with everything you do.

4. Potentially force you to spend more moneyCombating an existing negative reputation takes a

significantly more extensive effort than does highlighting a good one. Your audience

must be constantly bombarded with good information in order to contest the current perception, and then turn it around. This requires a significant financial investment, but could save the future of your organization.

5. Be the worst way to market Theta Phi Alpha See all of the above!

In the song Theta Phi Sisters True, there’s a line that says, “I look at Theta Phi and I see you.” Likewise, when people look at you, they see Theta Phi. What do your daily actions tell people about Theta Phi Alpha?

Each individual sister and how she presents herself are the best form of PR we have. Therefore, it’s crucial to follow the golden rule of Public Relations: “do what you say you will do” and “be what you say you will be.”

If you want the faculty to have a positive impression of Theta Phi Alpha, you and your sisters should be encouraging scholarship and good academic study habits, as well as co-curricular activities, undergraduate research, and tutoring. If you make the claim that your chapter is all about academics, and then you encourage sisters to cut class or keep a chapter file with class papers and tests in it, then no amount of positive PR will change the impression you’ve created. The key is to truly be what you are about. As stated previously, “be the best way to market Theta Phi Alpha.”

Your actions can reflect negatively or positively on yourself and QFA. The following are some behaviors that act as good and bad PR.

Behaviors to Avoid:1. break confidences of chapter business or sisters’ personal issues2. show up late or skip classes or work 3. behave rudely, loudly, or speak badly of others4. act disrespectfully towards faculty, staff, student workers, or sisters5. cheat in classes, by plagiarizing or copying6. break laws, such as underage drinking or reckless driving7. vandalize or take property belonging to others8. exhibit vulgar or otherwise inappropriate behavior9. dress inappropriately

Behaviors to Nourish:10. have integrity in your actions – do what you say you will do11. be punctual, professional, and come prepared to classes, meetings, or work 12. be respectful of others, including your peers13. dress and act appropriately for the occasion14. speak respectfully15. respect others’ points of view16. attend class consistently and contribute to discussions17. be honest in all of your academic work; always do your own work18. study and support the scholarship of your sisters19. be true to who you are

19 Ways Your Actions Reflect QFA

As Steve Bolerjack, public relations consultant in New York, explains, “Public relations is sim-ply accurate, consistent and timely communications that convey the right message to the right audience.” Therefore, it’s imperative to know the basic elements needed for an effective public relations campaign.

Your plan doesn’t need to be complex. It starts with a bit of planning and objective-setting, an understanding of your audience, and a clear and consistent message.

Set Your Objectives

PR starts with determining your objectives.• Who do you want to target? • Why?• What do you want to achieve? • How do you want to be perceived by your audience?• What is your key message?

To help you get started, here are some possible objectives to consider:• Establish and/or improve the image of your chapter• Enhance the image of all Greek organizations on your campus• Increase awareness of events, achievements, milestones, etc.• Increase knowledge of the positive impact fraternities and sororities have on the

community

Assess your current public relations program. Determine what you are doing well and what you could do differently. Also, outline what PR you need when at the beginning of your year. If you know that you have 2 recruitment events, 3 charity events, 1 Greek event, 2 Alumnae events, and so forth at the beginning of the year, you can create a Communications Plan that targets the needs for each month.

Know Your Audience

Now that you have objectives in place, the next question becomes, who are you speaking to? PR recognizes the importance of communicating with various “publics,” or audiences. Some of your audiences will be internal to Theta Phi Alpha, and others will be external audiences. Because the type of message you send differs from one audience to the next, it’s imperative you determine your target audience from the start.

Public Relations 101

Here is a list of some relevant target audiences you may be speaking to:

19 Audiences (“Publics”) to Target

1. The sisters in your chapter 2. The pledge sisters of your chapter 3. Potential pledge sisters 4. Parents of sisters and pledge sisters 5. Your Chapter Advisor and your Fraternity/Sorority Advisor 6. Your Chapter Advisory Board members 7. Alumnae from your chapter and your area alumnae association 8. National alumnae 9. Theta Phi Alpha National Office and national officers 10. Other Theta Phi Alpha chapters 11. The campus Panhellenic Council, InterFraternity Sorority Council, or other Greek governing body 12. Campus Faculty, Staff and Administrators 13. Other student organizations 14. All students on campus 15. Prospective students 16. Local community and civic organizations 17. Residents in your community 18. News media 19. Other campuses where QFA has no presence

Present a Clear Message

What is your message and the message of Theta Phi Alpha? National Theta Phi Alpha and sisters through the years have done some of this work for you. Our creed, motto, mission statement, symbols and new tagline Ever Loyal, Ever Lasting should be able to help you effectively communicate what QFA (and your event) is all about. The Communication Style Guide can assist you with designing the publications and print materials. Even though Ever Loyal, Ever Lasting may not be appropriate for every PR opportunity, try to incorporate it. For fliers, maybe place in on the bottom right, similar to letterhead.

1. Know your audience 2. Give complete and accurate information 3. Check your spelling

4. Research the best media outlets and campus locations 5. Make sure all sisters are in the know—they should be able to answer questions about everything you are advertising 6. Get creative—no one wants to read just another boring flyer 7. Be timely—remember all students are busy with class and other organizations 8. Make sure each communication piece can be identified as belonging to Theta Phi Alpha 9. Electronic media is the fastest way to spread the message. Get a chapter website—and keep it updated 10. Keep in touch with other campus organizations—you can get them to help spread the message and vice versa

In order for messages to meet your purpose and reach your audience, they must be CLEAR. Consider the information on these two flyers:

Theta Phi Alpha Recruitment Night on Sept. 2nd!Pizza in the XYZ Student Lounge at 7 pm

See you there!

Theta Phi Alpha Invites You to Join New Study Buddy Program!Informational Meeting on Oct. 7th at 8 pm in Hamilton Hall

Now consider how a bit of additional information not only clarifies these events, but generates enthusiasm too.

Get to know the sisters of Theta Phi Alpha!Join us for pizza, fun, and recruitment info

on Sept. 2nd at 7 pm in the XYZ Student Lounge.We look forward to meeting you!

Questions? Ask a Theta Phi!Or visit our website at…See you Tuesday night!

Theta Phi Alpha is proud to launcha Study Buddy Program!

Junior and senior members of the sororitywill be paired with freshmen and sophomore students.

Has a certain class got you down?Interested in free tutoring?

Attend the kick-off meeting on Oct. 7th at 8 pm in Hamilton HallOr visit our website at…

Theta Phi Alpha Study Buddies available all semester!

In addition to adding details to your communications, you can enhance them further by using National Theta Phi Alpha messages. In other words, sisters throughout the years have already done some PR work for you! Remember that the following are always available to help you effectively communicate what QFA is all about:

• Our creed• motto• mission statement• symbols and• new tagline Ever Loyal, Ever Lasting

Another important resource is the Communication Style Guide. It can assist you with designing publications and print materials. Or, trying searching for ideas on the Internet.

• The slogans or maxims that National QFA has developed can be enormously helpful, but remember to pick the national QFA quote that works best for the message and purpose of your communication.

• Always keep your audience and the form of your communication in mind. Are you targeting young schoolchildren where your text must be short and form colorful? Are you speaking to professors who might appreciate a more sophisticated language?

• Regardless of your audience, be as brief as possible and clear in your message. Avoid excessive wordiness. Ask, “Is this essential to the message?” Studies show the longer a sentence the less retention the reader has.

• Review your text, have someone proof it, than review again. Have you left anything out? Is the date and time there, but no place or phone number? How clear is the message?

• Review your tone. Does the tone of your message match the content? Conflicting tone and content can help to create an unclear, mixed, or incongruent message.

It can’t be stressed enough – PR involves not only written and oral communication, but also the image of your chapter and the actions of its members. Therefore, the tools you use in your PR efforts need to be all-encompassing as well. Just as a business develops and maintains an integrated marketing communications approach, so too must Theta Phi Alpha use a wide variety of integrated communication tools.

Positive Public Relations does not necessarily require that your chapter start something new, just that you communicate what your chapter is doing more effectively.

Traditional means of PR, such as flyers or articles in campus/local newspapers are of great value, but it’s vital to be creative, to stretch your PR efforts in all possible

directions. The following list offers you a myriad of tools to do just that. Use this list – and add to it!

Spirit• Make sure every sister in your chapter is involved in at least one other campus

organization.• Encourage sisters to take leadership positions in such organizations. • Participate in student organization fairs and other informational events. • Post information about sister or chapter accomplishments in on-campus publications. • Display creative flyers, buttons, window decals, bumper stickers, doorknob hangers, etc.• Create a banner and hang it in a popular location on campus.• Keep all printed messages appropriate and positive.• Have all chapter sisters wear their letters on the same day of the week.• Volunteer for move-in day in the residence halls and other campus events.

Scholarship • Attend your classes. Be an active participant. Make use of faculty office hours.• Get involved in undergraduate research or department projects.• Host a fireside chat, afternoon tea, or reception for your chapter’s current semester

faculty.• Ensure that faculty and administrators know what Theta Phi Alpha stands for.• Contact faculty and administrators regularly, seeking their input for your chapter

activities. • Tap into faculty as speakers/resources to help with BASICS & all educational

programming. • Keep in regular, consistent contact with your Fraternity/Sorority Advisor.

Public Relations Tools

Relations & Events• Attend other organizations’ meetings to publicize your events & discuss mutual projects.• Send other fraternities and sororities cards and/or flowers on their Founders’ Day.• Celebrate the accomplishments of Greek organizations and other student organizations,

too. • Partner with other student organizations when planning events, to increase audience &

fun.• Sponsor speakers on skills (organizational, study, etc.) or hobbies (travel, cooking, etc.).• Have your chapter present a workshop on campus (perhaps on integrated public

relations!).• Host a dinner or “mocktail” hour. • Organize and host a campus wide service project or event.• Invite Alumnae back for exciting recruitment events.• Other possible events: Big/Little Sister Picnic or Reunion, Get involved with

Walkathons, Bowlathons, etc., Bake/deliver cookies to your chapter’s favorite professors, Host a tutoring night the weekend before exams…

Philanthropy and Community • Set up a tutoring program at a local school.• Commit to one or two community service projects, such as Habitat for Humanity.• Set up a project schedule rotating sisters and times, such as a nursing home volunteer

chart.• Ask your campus or local newspaper to do a story on your latest philanthropic project.• Get involved in local community groups, civic organizations, and service projects.• Demonstrate to area residents that QFA sisters are active contributors within the

community.• Invite local business and/or political leaders as speakers or guests for special events.• Work with a local organization on a community interest event, such as an alcohol

awareness program.

Living the Creed• Hold your sisters accountable for their actions. • Keep your recruitment promises. We are a non-hazing Fraternity. Don’t haze.• Live our ritual. Sisters and outside groups will notice.• Do what you say you will do!

Sisterhood• Obtain buy-in for PR plans within your chapter. Good PR is every sister’s responsibility.• Celebrate individual sister’s achievements and meeting/exceeding chapter goals.• Keep track of your alumnae and what they are up to. Invite them to your events. • Send alumnae regular news about your chapter’s activities and accomplishments.• Set up collegian/alumna pen pal e-mail correspondence

• Publicize your accomplishments internally within National Theta Phi Alpha, with regular submissions to The Compass and postings to the Guest Book on the QFA Website

• Send in your Publicity Report to the QFA National Office each year.• Invite another QFA chapter to some of your events. • Create a website, online photo albums and online newsletters for both sisters and

alumnae. A great resource is Constant Contact—if too pricey, just make one in MS Word and PDF it.

Parents & Family• Send a letter to new members’ homes, introducing Theta Phi Alpha to their families.• Send letters to members’ parents about sister and chapter achievements.• Invite parents to a chapter event in their honor or to celebrate a sister’s

accomplishment.

Communications• Distribute press releases about your events (including Founders’ Day) to your campus

Office of Public Relations and to local media organizations.• Write a press release about any accomplishment or event for the chapter or for

individual members.• Write an annual report and send it to chapter alumnae, your Greek advisor, and other

interested audiences that illustrates everything your chapter accomplished. Don’t forget pictures!

• Publish newsletters – for your chapter members, alumnae, parents, and/or faculty. Ask recipients to contribute to the newsletters.

• Ensure your website is professional, well-maintained, and regularly updated with events and information.

Important Tips for External Communications• Keep current on all your chapter’s events and activities.• Keep your constituents informed year round.• Be consistent. If you start an annual alumnae newsletter, ensure that it is sent out

every year.• Know your sisters and celebrate their individual accomplishments in a public way.

PR and Publicity Public relations is 24/7/365. Everything you do, say, and write is public rela-tions. Publicity is the generation of news about a person, product, or service that appears in broadcast or print media. In other words, publicity is the “here and now,” “right this minute” part of public rela-tions. Your audiences won’t know what you’re doing unless you tell them. So make sure you tell them!

• Press releases should include all the details, a quote, photos if possible

• Be respectful of deadlines—find out when your paper’s deadline is and remember to get your story in on time

19 Newsworthy Stories to Share

When we think about publicizing, we often think about events. However, there is so much more you and your chapter can publicize! Here are some ideas to get you started:

Milestones…1. New initiates2. New officers3. Your chapter is celebrating an anniversary Awards…4. Your chapter won an award on campus5. Your chapter won an award at Convention6. Individual awards for your sisters – Greek, campus, local, state, nationalScholarship… 7. Everyone in your chapter earned 3.0 or better 8. Your chapter had the highest GPA9. Some of your sisters earned Dean’s List

Publicity

Philanthropy… 10. Promote your Rock-a-Thon and its RESULTS 11. Publicize the variety of things you have done to serve your local women’s shelter 12. One or more of your sisters worked as a counselor at Glenmary’s Camp FriendshipChapter Events/Activities… 13. Your chapter hosted an alcohol awareness event14. Your chapter won Greek Week 15. A service project or fund raiser you worked on with another organization16. An accomplishment or result that is newsworthy and impressive, such as raising $5,000

for a particular cause. Individual Accomplishments…17. One of your sisters did a cool thing, e.g. internship 18. Alumnae accomplishments 19. Profiles of sisters

What other things are worth announcing to your target audiences? Be creative and have fun!

Nuts and Bolts of PublicityBuild a relationship with the editor of the paper. Ask him or her to lunch one day. Discuss deadlines, best practices. Exchange emails. Remember to follow-up throughout the year to keep the relationship personal.

The best way to get published is to be respectful. Respect deadlines that are set by the paper. Respect anyone that contacts you from the paper—remember they are working under a dead-line and you choosing to not call them till tomorrow could cost you some free publicity.

If the paper publishes something—say thanks! Let them know their work is appreciated.

Some Key Things to Remember• Stay away from hype-bloated phrases like “breakthrough”, “unique”, “state-of-the-art”,

etc.• Always write it from a journalist’s perspective. Never use “I” or “we” unless it’s in a

quote.• Read lots of good newspaper writing, such as the New York Times or the Washington

Post to get a feel for the style.• Shorter is better. If you can say it in two pages, great. If you can say it in one page,

better.

There are plenty of resources on campus, in your community, and on the Internet. Use everything that’s available.

• Talk to a public relations, communications, or marketing professor for assistance. Ask the professor to hold an educational session with your chapter to help you identify audiences, messages and how to communicate effectively.

• Work with sisters majoring in public relations.• Tap into your Public Relations Student Society of America (PRSSA) or American

Marketing Association (AMA) chapter on campus. Work with other students to help the chapter.

• Determine if there’s a local alumna who works in public relations to help the chapter create a PR campaign.

• Locate a local public relations firm to find someone to volunteer to help with your chapter. There may be a Greek member willing to help out.

• Find out if any sister’s parents work in the public relations field and have them schedule a visit to give the chapter some pointers.

• Conduct an Internet search. There are plenty of resources on the Web.

ContributorsKaren Rubican, AS, National Vice President - Programming Donna Lindsay, BG, National Public Relations ChairmanRenée Gravois Lee, BE, Director of PublicationJennifer S. Lee, K, Writing and Editing TeamChristine O’Brien, K, Writing and Editing TeamJennifer Klosterman-Lando, AE, Writing and Editing TeamChristine Misch Rhein, AN, Writing and Editing TeamBeth Aceves Tomlinson, BE, Writing and Editing Team

The Grand Council of Theta Phi Alpha, 2006–2008Mari Ann Callais, Ph.D., AB, National PresidentJennifer Kreiman, AN, National Vice President - CollegiansCathy Billoni, BN, National Vice President - AlumnaeAllison Bolin, BE, National Vice President - ExtensionKaren Rubican, AS, National Vice President - ProgrammingDiane Stallmann, AG, National Executive SecretaryKathy Gaver, AP, National Treasurer

Resources

Theta Phi Alphaf r a t e r n i t y