NARFE

Chapter and Federation

Public Relations

“Making it work”

NARFE

Chapter and Federation

Public Relations

“Making it work”

                   

Where Do We Fit? (From NARFE Chapter & Federations Officers

Manual)

Where Do We Fit? (From NARFE Chapter & Federations Officers

Manual)

• Public Relations Officer (Another Officer position)

• Public Relations Committee

• Communications – Chapter Newsletter

• All relate to the entire organization

• Public Relations Officer (Another Officer position)

• Public Relations Committee

• Communications – Chapter Newsletter

• All relate to the entire organization

                    

Developing PR Plans Developing PR Plans

• Context

• Audience

• Media

• Messages

• PR Tools

• Coordinated Planning

• Context

• Audience

• Media

• Messages

• PR Tools

• Coordinated Planning

Developing PR Plans CONTEXT

Developing PR Plans CONTEXT

• What are the organization mission and objectives, long and short term?

• What is the organization potential, in terms of volunteers, interest and funding?

• What are the demographics?

• What federal facilities are in or near the area?

• What and where is the retiree population?

• How many current members do we have and where are they located? What is their age?

Developing PR Plans AUDIENCE

Developing PR Plans AUDIENCE

• Who do we want to reach with the overall PR plan or specific event?

• 1. Chapter members• 2. Spouses of members• 3. Non-member federal retirees• 4. Current Federal employees• 5. Members of local community• 6. Members of other agencies and organizations

in the community• 7. Local members of other coalition organizations• 8. Other

Developing PR Plans

MEDIADeveloping PR Plans

MEDIAWhat media are likely to reach the intended audience(s)

• Chapter newsletter • Daily Newspapers, Specific sections • Weekly newspapers • Senior newspapers or publications • Local radio stations – Depending on format • Local public access television stations (Programs

and bulletin boards) • Bulletin Boards for NARFE posters and flyers • Federal agency publications (newsletters,

newspapers)

Developing PR Plans MEDIA (2)

Developing PR Plans MEDIA (2)

• Community web sites, often hosted by newspapers, radio and TV stations

• Special publications listing non-for-profits • NARFE Magazine • Phone directories (listing of service agencies or

not-for-profits, if this can be done without cost) • Federal agency bulletin boards, distro racks • Pre-Retirement Seminars – NARFE Booth & Talks • Health Fairs – NARFE Booth • Other

Developing PR Plans MESSAGES

Developing PR Plans MESSAGES

• Regular meeting times and locations• Meeting announcements (Including speaker info)• Special Events conducted by chapter• Support of Pre-Retirement Seminars and Health

Fairs• Participation in public events• Service capabilities• NARFE support of both member and non-member

retirees• Information on benefit issues (such as GPO/WEP,

Premium Conversion, etc.)

Developing PR Plans

MESSAGES (2)Developing PR Plans

MESSAGES (2)• General statements of NARFE mission – include in

most releases• Member attendance at state and national functions• Member participation in or with other organizations

with related goals• Chapter or chapter member participation in

community support programs, like Habitat for Humanity, Make a Difference Day, “Walks for …”, etc.

• Other

Developing PR Plans PR Tools

Developing PR Plans PR Tools

• Releases• Fact Sheets / Press Kits / Fact Book/Protect America’s

Heartbeat campaign materials• Story Ideas• NARFE Posters & Flyers• NARFE Magazine• Chapter Speakers• NARFE and Chapter Web Sites• Display Units • Chapter Newsletter• Advertising• “Specialty Items”• PR Matching Funds

Developing PR Plans PR Matching Funds

Developing PR Plans PR Matching Funds

• Purchase of units and inserts for NARFE display units• Shipping of NARFE display units to and from chapters• Booth space rental for NARFE display• Room rental for special recruiting or awareness events• Food or snacks for prospective, not current NARFE members

at recruiting events.• Limited WSFC purchase of NARFE related presentation

goods, i.e., pens for AFE• Expenses for WSFC and chapter speakers at conventions of

related organizations• Reproduction, stationery & postage associated with external

PR activities.• Limited advertising in media with high possibility of reaching

AFE and retirees.

Developing PR Plans National PR Support &

Resources

Developing PR Plans National PR Support &

Resources• NARFE Magazine• PR Handbook (FH-9)• Duties & Responsibilities – Public Relations Officer

(F-57)• Recruiting and Retention Journal• NARFE Web Site – Various Sections• NARFE Handouts and Publications

Washington Federation• Federation Reporter• NARFEWA.NET

Developing PR Plans Coordinated Planning

Developing PR Plans Coordinated Planning

• Plan at least quarterly• Consider, and write down:

• Context and Objectives• Scheduled events/activities• Audiences, Messages, Media and PR Tools

• Determine required resources ($, display, recruiting materials, etc)

• Set action deadlines• Designate individuals responsible for actions• Follow-up and assist where required• Review results prior to next planning session

Planned Public Relations The Results

Planned Public Relations The Results

• Aware, informed audiences• Familiarity with NARFE and its issues• Enhanced recruiting• Increased participation in community• Improved attendance• Public understanding of NARFE