2012Eagle Scout Centennial Playbook

A Field Guide to Making the Eagle Scout Centennial a Local Story

OVERVIEW

Building upon the success of the Boy Scouts of America centennial celebration, the Eagle Scout centennial year offers another opportunity to highlight the BSA and the positive impact the organization makes on our nation. For 100 years, Boy Scouts have strived to attain the highest level of Scouting by becoming Eagle Scouts. The Eagle Scout rank is reached by less than 4 percent of all Scouts, yet this elite group has contributed more than 400 million hours of service over the course of its 100-year history.

THE OPPORTUNITY

The Eagle Scout centennial year presents a significant opportunity for local councils, districts, and even units to tell your story to your communities, media, current and potential donors, council board members, schools, and other Scouting advocates. The story of Eagle Scoutsand how they have benefited your community, as well as the nation at large, should be communicated inyour local community.

As we celebrate the centennial of Eagle Scouts, new research by Baylor University has just been completed that details the long-term value of being an Eagle Scout. The results of that study will be wrapped into messaging about the Eagle Scout centennial and will help increase interest in Scouting as a whole.

On April 10, 2012, the National Council will distribute a national news release. Immediately following that, and throughout the rest of the year, this playbook will serve as your field guide to making the story of the Eagle Scout centennial yeara local one—to promote the good works of Eagle Scoutsnationallywhile highlighting the many contributions Scouting makes in your community to the media, local organizations, board members, and other advocates and friends.

(NOTE: All information in this playbook, including the news release, is under EMBARGO until the national news release is distributed on April 10, 2012.)

STEP ONE: MAKE THESTORY YOURS

No doubt your council has a long and storied history of Eagle Scouts. Because2012 marks the centennial year for all Eagle Scouts across the nation, it is an excellent time to highlight your past and present local Eagle Scouts and how they have made a difference in your community and others. Look for or organize such events as Eagle Scout reunions, and compile a list of several notable Eagle Scout projects from within your council. They can be a mix of past and recent projects. In fact, you may want to identify a compelling and highly visual project “in progress” and invite reporters to talk to the Scout about the Eagle journey while showcasing—or even participating in—the service project. Contact prominent local Eagle Scouts to see if they would be willing to serve as spokespeople in interviews regarding the Eagle Scout centennial and the impact of Eagle Scouts on your community.

STEP TWO: SHARE THE NEWS OF THE EAGLE SCOUT CENTENNIAL WITH THE MEDIA

PREPARE A LOCAL PRESS KIT TO SHARE THE NEWS WITH MEDIA.At the end of this playbook, you will find various documents that can be personalized to put press kits together for the media. These documents will serve to provide the media with relevant information that will aid in forming a solid story.Press kits can be shared with the reporter in electronic format or hard copy. If materials are shared via hard copy, it is recommended that all press kit materials be housed together in a BSA-branded folder.

Materials to include, many of which can be found in the Resources section of this playbook, are:

  • Local news release. Be sure to personalize the news release with local information and quotes and add contact information so reporters can followup with questions and interview requests.
  • Details of the Baylor University Eagle Scout research study. Use statistics and information from the study to help add background, detail, and a national perspective to your own local stories of Eagle Scouts.
  • Eagle Scouts fact sheet.This year marks the 100th anniversary of the Eagle Scout rank. Use this fact sheet now and throughout the year any time you’re highlighting Eagle Scouts.
  • Graphic assets. This includes an information graph which illustrates theimpact of Eagle Scouts nationally.

MAKE A MEDIA CONTACT LIST.You may already have an existing media list from which you work on a regular basis. If not, with a little research, you can create one to aid you in pursuing media outreach across your market. Your media list should include all major daily and community newspapers in the area, along with local broadcast news affiliates (ABC, NBC, CBS, Fox, etc.). Include reporters and editors with whom you have an existing relationship and also round out the list to include:

  • Community/metro reporters
  • Youth reporters
  • News assignment editors

REACH OUT TO REPORTERS WITH A COMPELLING PITCH.When sending your press kit to the media, you should use the opportunity to grab the reporter’s or editor’s attention with a brief but compelling pitch. Why does this matter to the reporter? Why should they care? What does this have to do with the local community?This is your opportunity to make the case for yourstory and why it should be considered.

We’ve included sample language in the Resources section of this playbook for your reference. You should feel free to personalize the pitch to your tone and voice as much as possible. This language is simply a starting point. But remember, be brief and keep it relevant.

PREPARE POTENTIAL INTERVIEWEES.It will be important to identify Eagle Scouts, unit leaders, council staff, and key volunteers that can be available for interviews should the reporter request it (they usually do). Having a list at the ready also adds meat to your pitch, promising a better, more localized, and more humanized story.

In advance of any interviews, make sure the spokespersons are familiar with the topic of the Eagle Scout centennial and can speak about it from a personal standpoint. To help you, there are key messages included for your review in the Resources section. But, adding personal tone and flavor to these messages will be important. Perhaps you offer the reporter an interview with an Eagle Scout who has recently completed his service project, a local civic/business leader who is an Eagle Scout, and/or a community group that has benefited directly from an Eagle Scout project.

MAKE A PERSONAL CONNECTION WITH THE REPORTER.After your pitch and press kit have been sent to reporters, followup via phone to make a personal connection and gauge any interest they may have in the story. At this time, you can reinforce the assets you’re making available, such as an invitation to interview an EagleScout.

STEP THREE: TALK ABOUT THE EAGLE SCOUT CENTENNIALTO YOUR COMMUNITY

The Eagle Scout centennial presents an ideal opportunity to share the story of Scouting with your local community at large. It can also help to get Scouts interestedin staying in the program and reaching the Eagle Scout rank. Certain activities will be more appropriate for older Scouts than younger Scouts. We’ve included some thought starters below:

DISCUSSION TOPICS DURING UNIT MEETINGS

  • Why are Eagle Scouts important to the BSA/our unit?
  • Share the story of a local Eagle Scout who has gone on to success in business/government, and discuss why it is important to tell others about how Eagle Scouts and Scouts in general benefit the community.
  • Encourage Scouts to talk about Eagle service projects and to share information about the most interesting ones they’ve heard about. The National Eagle Scout Association website ( can be a good resource for Scouts to learn about some of the top recognized Eagle projects in the nation each year.

ENGAGING OTHERS VIA SOCIAL MEDIA

  • Share links to the Eagle Scout centennial news coverage with followers on the council, district, and/or unit’s social media channels.
  • Use your social media channels to highlight local notable Eagle Scouts and current local Eagle Scout projects.
  • Use the hashtag #EagleScout on Twitter when sharing tweets about the Eagle Scout centennial.
  • For Eagle Scouts that have active social media accounts like Facebook and Twitter, encourage them to use social media to share their stories of why being an Eagle Scout is important. (NOTE: Adhere to terms of service guidelines for age requirements on social media sites.)
  • Engage individuals/Scouts in discussion about Eagle Scouts through the unit, district, or council social media channels. Invite fans/followers to talk about the impact of Eagle Scouts on their lives, and identify Eagle Scouts (age 13 and over) to weigh in.
  • Post a blog or story about Eagle Scouts on council websites.

RESOURCES

On the following pages, you will find key documents and templates that will aid you in localizing the Eagle Scout centennial and sharing it with key audiences. These documents include:

  • Key messages
  • Eagle Scout centennial news release template
  • Sample media pitch language
  • Sample op-ed to give to local media
  • Eagle Scout fact sheet
  • Information from the Baylor University study on Eagle Scouts
  • Information graph

KEY MESSAGES

  • The road to becoming an Eagle Scout is one filled with service, challenges, and real-life experiences that create exceptional young men and leaders who are committed to their communities.
  • The hard-earned rankof Eagle Scout is widely recognized as a mark of distinction.
  • The accomplishments Eagle Scouts have achieved and the service they have provided since 1912 underscore the importance of Scouting to the prosperity of our nation and ourcommunities.
  • A 2012 independent research study conducted by Baylor University found that Eagle Scouts are more likely to be involved in their community, hold leadership positions, and have closer relationships with family and friends than men who have never been in Scouting.
  • Over the past century, the contributions of Eagle Scouts have made a significant impact on our community and nation.
  • Since the first Eagle Scout Award was earned in 1912, more than 2 million young men have gone on to achieve the Boy Scouts of America’s highest rank, contributing more than 400 million service hours to our country.

EAGLE SCOUT CENTENNIAL NEWS RELEASE TEMPLATE

PRESS RELEASE

Media Contact:

[Name]

[Phone]

[Cellphone]

[Email address]

NEW RESEARCH ILLUSTRATES TREMENDOUS IMPACT OF EAGLE SCOUTS ON COMMUNITIES LIKE [insert local community name], NATION

2012 marks 100 years of Boy Scouts’ highest rank, Eagle Scout

[Use dateline where local council is.] CITY, State(April 10, 2012)—One hundred years after Arthur Eldred of New York earned this nation’s first Eagle Scout Award, new, independent research demonstrates the significant, positive impact Eagle Scouts have on society every day. Since it was first awarded in 1912, more than 2 million young men have achieved the Boy Scouts of America’s highest rank. [Include total number of local Eagle Scouts since the origin of your council.] of those young men earned their Eagle Scout rank here in [LOCAL COUNCIL]. The study conducted by Baylor University, Merit Beyond the Badge, found that Eagle Scouts are more likely than men who have never been in Scouting to:

  • Have higher levels of planning and preparation skills, be goal-oriented, and network with others
  • Be in a leadership position at their place of employment or local community
  • Report having closer relationships with family and friends
  • Volunteer for religious and nonreligious organizations
  • Donate money to charitable groups
  • Work with others to improve their neighborhoods

“Eagle Scouts have made their marks throughout history—from walking on the moon and working behind the desk in the Oval Office to running the bases in the major leagues. And while we’re proud to claim some truly great men in American history among our ranks, we’re even more proud that everyday Eagle Scouts become wonderful husbands, fathers, and citizens,” said Bob Mazzuca, Chief Scout Executive of the Boy Scouts of America. “This research validates for the world something we’ve known about Eagle Scouts for years. They lead. They vote. They donate. They volunteer. They work hard and achieve their goals. In short, Eagle Scouts are exceptional men.”

[Include quote from local Scout executive or key volunteer.]

Baylor University’s Program for Prosocial Behavior received a grant from the John Templeton Foundation to measure the lifelong effects of being in the Scouting program, and more specifically, of attaining the rank of Eagle Scout.

“Our study measured if achieving the rank of Eagle provides an advantage and benefits throughout a Scout’s life,” said Dr. Byron Johnson, lead researcher, Baylor University. “We found that the effort and commitment required to earn this rank produces positive attributes that benefit not only these men in their personal and professional lives, but also benefits their communities and the country through the service and leadership they provide.”

The Eagle Scout badge has become widely recognized as a mark of distinction both within and outside of Scouting. Once earned, it is worn for life. About 4 percent of Boy Scouts earn the Eagle Scout rank. To do so, Scouts must demonstrate their understanding of leadership, service, character, personal fitness, and outdoor skills at multiple levels.

In addition to the 21 life skills merit badges required to earn the Eagle Scout rank, each Scout must complete an extensive self-directed service project. The Scout must plan, organize, lead, and manage the entire service effort prior to his 18th birthday. The average number of hours spent on Eagle Scout projects is 130. In 2011, more than 51,000 young men earned the Eagle Scout Award nationally, which means that Eagle Scout service projects alone represented almost 6.7 million hours of community service. Locally in 2011, more than [Include the number of local new Eagle Scouts in 2011.] earned the Eagle Scout Award and completed [Include the total number of local service hours, which is the number of local new Eagle Scouts x 130 hours.] hours of service.

Among the 21 required merit badges to earn the Eagle Scout rank are First Aid, Citizenship in the Community, Citizenship in the Nation, Citizenship in the World, Communication, Environmental Science, Personal Fitness, Personal Management, Camping, and Family Life.

Some of the more notable Eagle Scouts arePresident Gerald Ford; Wal-Mart founder Sam Walton; explorer Steve Fossett; Bill & Melinda Gates Foundation co-chair Bill Gates Sr.; MLB all-star Shane Victorino; and actor Jon Heder, who starred in the independent film Napoleon Dynamite. Local Eagle Scouts of note include [Name any well-known local Eagle Scout business/community leaders, sports stars, actors, musicians, etc.].

While not a household name, a clear example of what Baylor University found in its research is [Include the story and quote of a recent local Eagle Scout project such as the following example: 16-year-old Eagle Scout Nicholas Kulick. He led an effort to design and install a small computer network at the Enkijape Primary School in Maasailand, Kenya. Kulick worked with fellow students and teachers from Highland School in Warrenton, Virginia, and members of the Maasailand Preservation Trust in Africa to install equipment and train students and teachers on iPads and laptops. Because the impoverished east African village didn’t have electricity, everything was connected wirelessly to a cellular Internet router that was powered by solar panels. Kulick worked with corporate and government organizations in the U.S. and Kenya to ensure the equipment would bring the school desperately needed reading material—and a new window to the world.

“Completing my Eagle Scout service project had to be one of the most challenging and most rewarding experiences of my life,” Kulick said. “I designed the project myself, so I was able to choose something that I believe is really important. And I built it myself, so I had to work through all of the issues that came up. Of course, that also means I got to be there to see what an incredible difference it made on the lives of others.”]

About the Boy Scouts of America

The Boy Scouts of America provides the nation's foremost youth program of character development and values-based leadership training, which helps young people be “Prepared. For Life.™” The Scouting organization is composed of 2.7 million youth members between the ages of 7 and 21 and more than a million volunteers in local councils throughout the United States and its territories. For more information on the Boy Scouts of America, please visit