“THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”

“THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”

WELCOME TO

ZC DOUG HARRIS, PRESENTER

‘HOW TO’ DEVELOP A CLUB NEWSLETTER

THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN

IN JUST THE PAST FEW YEARS, DIGITAL SOCIAL MEDIA HAS MOVED INTO THE MAINSTREAM OF EVERYDAY LIFE.

AVAILABLE AT YOUR FINGERTIPS IS YOUR DIGITAL SMARTPHONE WHERE YOU NOT ONLY HAVE LIVE CONVERSATIONS WITH FRIENDS AND FAMILY, BUT CAN INTERFACE ON-THE-GO WITH NEWS, SPORTS, APPS, INTERNET, GAMES, EMAIL, BANK ACCOUNTS, MAPS, PHOTOS (THE

LIST CAN GO ON AND ON).

YOUR CLUB MAY HAVE A WEBSITE, FACEBOOK PAGE OR TWITTER ACCOUNT. SO, WHY BOTHER RECAPPING YOUR CLUB’S COMMUNITY ACTIVITIES IN A CLUB NEWSLETTER THAT TAKES

FOREVER TO ASSEMBLE AND PUBLISH? FURTHERMORE, WHEN YOU DO HAVE A WEBPAGE, YOU SIMPLY ADD A LINK TO THAT NEWSLETTER THAT TOOK YOU HOURS TO PRODUCE AND

ARE NOT GUARANTEED THAT THE INTENTED READER EVER ACTUALLY VIEWS WHAT YOU DILIGENTLY AND TIRELESSLY CREATED .

VYING FOR YOUR ATTENTION ARE OVER 400 SOCIAL MEDIA WEBSITES LIKE FACEBOOK, TWITTER, FLICKR, LINKEDIN, MYSPACE AND TUMBLR. W.W.W. HAS OVER 1.96 BILLION

WEB PAGES COVERED BY 645 MILLION WEBSITES. (SOME STAGGERING NUMBERS)


EVER HEARD OF MCDONALD’S HAMBURGERS? OF COURSE YOU HAVE! MCDONALD’S WAS FOUNDED IN 1940 TODAY SERVING HAMBURGERS TO 68 MILLION CUSTOMERS IN 119

COUNTRIES, YET THEIR ANNUAL ADVERTISING (PR) BUDGET IS OVER ONE BILLION DOLLARS!

YOU MAY THINK THAT SINCE YOUR LOCAL LIONS CLUB HAS BEEN CHARTERED FOR 5, 10, 20, 30, or 70 PLUS YEARS, YOUR COMMUNITY KNOWS EXACTLY WHO YOU ARE AND

WHAT YOU DO! THE TRUTH IS THAT THEY ALL DON’T!

MORE SHOCKING DOLLARS SPENT KEEPING A BRAND NAME AND INFORMATION IN THE FOREFRONT OF THE GENERAL PUBLIC:

WAL-MART - $2.9 BILLION* ANNUALLY(*SPENT ON BOTH SOCIAL MEDIA AND PRINT MEDIA)

KMART - $500 MILLION ANNUALLYOLD NAVY - $200+ MILLION ANNUALLY

SINCE THE AFOREMENTIONED BUSINESSES ARE SO WELL KNOWN, THEN WHY WOULD THEY SPEND A FORTUNE TO ALLOW THE PUBLIC TO SEE THEIR NAME IN PRINT?


WHAT CAN HAPPEN SHOULD D21C CLUBS REMAIN COMPLACENT?

LET’S COMPARE THE STATE OF KANSAS WITH THE STATE OF ARIZONA:

KANSAS (MD17): 2013 POPULATION: 2,888,905 BEING 33RD LARGEST USA STATE WITH 5 DISTRICTS HAVING 257 LIONS CLUBS

ARIZONA (MD21): 2013 POPULATION: 6,553,255 BEING 15TH LARGEST USA STATE WITH 3 DISTRICTS HAVING 120 LIONS CLUBS (43 IN D21C)

EFFECTIVE JULY 8, 2014 KANSAS (MD17) WILL BE REDUCED TO ONLY 3 DISTRICTS!

THE MORAL OF THIS EXAMPLE IS: IF ANY LIONS DISTRICT IN ANY STATE DOES NOT GROW AND MAINTAIN VIABLE LIONS CLUBS, IT CAN BE EASILY ABSORBED INTO ANOTHER DISTRICT

REGARDLESS OF CLUB COUNT.


CLUB NEWSLETTERS CAN TAKE ON ANY FORM THE EDITOR WISHES


CLUB NEWSLETTERS CAN BE SIMPLE OR ‘OVER-THE-TOP’

(TOTAL 12 PAGES)

NEWSLETTERS MAY BE PUBLISHED MONTHLY OR QUARTERLY

1,000’S OF NEWSLETTER

TEMPLATES ARE AVAILABLE FREE ON

THE INTERNET.


‘HOW TO’ WRITE AN EFFECTIVELY INTERESTING, VALUABLE AND INFORMATIVE

NEWSLETTER

THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGNWRITING STYLES

• SELECT A CATEGORY OR TOPIC FOR THE ARTICLE i.e. “Call of Action”, “Tips”, “Benefits”, “Resources” or “Information Only”

• IF AT ALL POSSIBLE, THE ARTICLE OPENING STATEMENT SHOULD HAVE THE 5 “W’S” AND THE 1 “H”

• ADD CREDIBILITY TO YOUR ARTICLES WITH QUOTES, FACTS AND STATISTICS

• GIVE CREDIT WHERE CREDIT IS DUE; ALSO OBTAIN PERMISSION WHEN QUOTING OR USING PHOTOS YOU DON’T OWN

• REMEMBER! YOU ARE NOT WRITING A NOVEL. JUST A FEW LINES TO INFORM THE READER PLUS GRAB THEIR ATTENTION AND KEEP THEM COMING BACK

• KEEP THE CATEGORIES OR ‘FOOTPRINT’ OF YOUR NEWSLETTER THE SAME IN EVERY ISSUE TO KEEP YOUR READERS COMING BACK


ALL CLUB NEWSLETTER ARTICLES SHOULD FOLLOW SIMPLE RULES OF GOOD JOURNALISM SUCH AS:

- REMEMBER THE BASIC WHO, WHAT, WHEN, WHERE, WHY AND HOW OF THE STORY

- KEEP THE ARTICLES INTERESTING FOR THE CASUAL READER

- SUMMARIZE ANNUAL EVENTS WHEN POSSIBLE (PHOTOS TELL A GOOD STORY)

- KEEP SENTENCES SHORT AND TO-THE-POINT

- GIVE SUFFICIENT DETAILS, HOWEVER, SINCE NOT ALL READERS MAY KNOW THE TOPIC OR EVENT

- A MONTHLY OR QUARTERLY NEWSLETTER IS JUST THAT…..A NEWSLETTER AND SHOULD NOT

BE A HISTORICAL DOCUMENT OF ALL YOUR CLUB’S AND LCI ACTIVITIESPAST, PRESENT AND FUTURE

- IF YOUR CLUB’S MONTHLY NEWSLETTER STARTS TO HAVE MORE THAN 10 PAGES,PERHAPS YOU MAY WANT TO HAVE TWO NEWSLETTERS PER MONTH RATHER

THAN JUST ONE

- ABOVE ALL, INSURE THE ACCURACY OF DETAILS AND SPELLING OF NAMES


WHO SHOULD RECEIVE YOUR INFORMATIVE NEWSLETTER?


SO YOUR CLUB CURRENTLY HAS AN EXCELLENT INFORMATIVE MONTHLY NEWSLETTER. THE NEXT OBVIOUS QUESTION WOULD BE: HOW IS YOUR MONTHLY NEWSLETTER DISSEMINATED?

YOU MAY HAVE AN ESTABLISHED LENGTHY EMAIL ADDRESS LIST INSURING THAT ALL CLUB MEMBERS AND PAST INTERESTED PARTIES, FRIENDS AND NEIGHBORS VIEW THE NEWSLETTER. SO YOU SEND OUT THE NEWSLETTER AND START ASSEMBLING INFORMATION FOR THE NEXT MONTH’S

ISSUE.

YOU WILL GET FAR MORE ‘BANG-FOR-THE BUCK’ SHOULD YOU GO TO THE NEXT STEP AND GET YOUR INFORMATIVE NEWSLETTER IN THE HANDS OF LOCAL BUSINESSES LIKE DOCTOR’S OFFICES,

DENTIST OFFICES, CIRCLE K, CHAMBER OF COMMERCE LOBBY, REAL ESTATE OFFICES, GROCERY STORES, BARBER SHOPS,

(ANYWHERE WHERE THE GENERAL PUBLIC IS REQUIRED TO WAIT FOR SERVICES, ETC.)

W-R-O-N-G!


DO YOU BELIEVE THAT ALL INTERESTED PARTIES HAVE ACCESS TO YOUR

NEWSLETTER?

D21C ENJOYS A VAST MIXTURE OF RURAL AND

METRO AREAS.

YOU MAY THINK YOU HAVE EXHAUSTED MEMBER AND

READER PROSPECTS SINCE YOUR CLUB HAS BEEN IN

PLACE FOR DECADES.


THERE ARE 21 FEDERALLY RECOGNIZED NATIVE

AMERICAN TRIBES IN THE STATE OF ARIZONA.

ONE-THIRD OR 7 OF THOSE NATIVE AMERICAN TRIBES

FALL WITHIN THE BOUNDRIES OF D21C.

A POTENTIALLY UNTAPPED SOURCE OF NEW CLUBS OR NEW MEMBERS CAN

BE FOUND ON THE NATIVE AMERICAN RESERVATIONS

NEAR YOUR CLUB REACHABLE VIA YOUR

NEWSLETTER.

A LIST OF THE 21 ARIZONA NATIVE AMERICAN TRIBES

PLUS THEIR CONTACT INFORMATION IS AVAILABLE

UPON EMAIL REQUEST.


(FEEDBACK FROM ATTENDEES ON THEIR OPINION AND EXPERIENCES WITH CLUB NEWSLETTERS)

IN THIS AGE OF IDENTITY THEFT, HOW MUCH INFO IS ‘TOO MUCH’ REGARDING THE FULL NAMES, PHOTOS OF ALL CLUB MEMBERS, ADDRESSES AND AGES OF YOUR CLUB

MEMBERS IN PRINT FOR THE WORLD TO SEE?

EDITORS, ASK YOURSELF THIS QUESTION BEFORE REVEALING YOUR ENTIRE CLUB MEMBERSHIP ROLL INFORMATION WITH FULL FACIAL RECOGNITION VIA SOCIAL MEDIA OR CLUB WEBSITES: WILL THE ENTIRE WORLD, COMMUNITY OR CLUB MEMBERS BENEFIT BY REVEALING ALL THIS

PERSONAL INFORMATION?


YOUR MONTHLY OR QUARTERLY NEWSLETTER DEFINITELY IS ONE

MAJOR CLUB PRINT MEDIA VEHICLE IN MAINTAINING AN ACTIVE PUBLIC

RELATIONS CAMPAIGN!


IN THE PUBLIC RELATIONS ARENA, THE GOAL OF ANY ADVERTISING AGENT IS

TO GET AS MANY ‘IMPRESSIONS’ IN FRONT OF THE TARGETED GENERAL

PUBLIC AS POSSIBLE WITH THE LEAST EXPENSE.


YES, THERE IS A PLETHERA OF PUBLIC RELATIONS DIGITAL SOCIAL MEDIA

AVAILABLE, BUT THE PRINTED MEDIA (NEWSLETTER) IS BY FAR THE BEST LOWEST COST CHOICE TO TARGET

YOUR DESIRED COMMUNITY AUDIENCE.


WHEN YOU UTILIZE ONLY WEBSITES, FACEBOOK OR TWITTER-TYPE

VEHICLES TO ‘GET THE WORD OUT’, YOU REALLY DON’T KNOW IF YOUR DESIRED AUDIENCE EVEN STOPPED

LONG ENOUGH TO GET YOUR DESIRED CLUB MESSAGE ACROSS.


YOUR MONTHLY NEWSLETTER DEFINITELY IS A MAJOR NECESSARY

PRINT MEDIA VEHICLE IN MAINTAINING AN ACTIVE CLUB PUBLIC RELATIONS

CAMPAIGN!

(REPEATING)


HOW MANY ‘IMPRESSIONS’ DOES YOUR CLUB OFFER YOUR COMMUNITY MONTHLY,

QUARTERLY OR YEARLY?


REMEMBER: YOUR CLUB’S SUCCESS IS NOT MEASURED BY WHERE YOU SIT; RATHER IN WHAT

DIRECTION YOU ARE GOING!

“IF YOU WANT TO SUCCEED, YOU SHOULD STRIKE OUT ON NEW PATHS, RATHER THAN TRAVEL THE

WORN PATHS OF ACCEPTED SUCCESS.”(Author: John D. Rockefeller)


THANK YOU!

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“THE NEED FOR A CLUB NEWSLETTER IN AN ACTIVE PR CAMPAIGN”

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