PUBLICITY AND PUBLIC RELATIONS
GUIDE FOR AOSA CHAPTERS
MATERIALS AVAILABLE FROM AOSA
1. Brochures: See PUBLICITY BROCHURES file in the AOSA/NBT folder
2. Mailing Labels: See ELECTRONIC MAIL LIST FOR CHAPTER USE in the CHAPTER DEVELOPMENT folder
3. Develop a database for e-mail correspondence.
4. Directory: Reach out to others by using the AOSA Membership Online Directory to connect with national members in your region/area.
NEWSLETTERS
An effective newsletter is ESSENTIAL for the well being of your chapter. This should be sent out several times during the year in order to provide your membership with relevant information, as well as to remind the educational community that your organization exists. More and more chapters are turning to electronic newsletters or e-mail “blasts”—posting up to date information on chapter websites. Regardless of medium, a well-written, visually appealing newsletter will greatly assist your chapter in promoting your local activities.
You may wish to include:
1. A Title: Keep it short and do not use a “play” on Carl Orff’s name.
2. Your Chapter Logo
3. Date (Month/Year or Season/Year)
4. Volume and Number (For example, Vol. 6, No. 4 would mean that your publication is currently in its sixth year and is the fourth newsletter of that year.)
5. President’s Message: This is often an opportunity for the president to share relevant information about local issues and other timely topics.
6. Mission Statement (from your chapter’s constitution).
7. Chapter Schedule
8. Schedules of other AOSA chapters (and other arts-related organizations) within driving distance.
9. News from National
10. Your current membership application.
11. Consider including pictures and “movie clips” from workshops on websites (keeping in mind copyright and privacy issues).
Additional information you may wish to include:
1. Description and photos of a recent workshop, summer teacher training course or AOSA National Conference
2. Guest Educator Interview: interview a chapter officer or member in each issue of your newsletter
3. Thank You: Make a conscious effort to thank those who have assisted your chapter
Where to send newsletters (in addition to chapter members):
1. School Administrators
2. Local college/university music departments, schools of education and continuing education personnel
3. Chapter News Editor of Reverberations: Charles Palella, 34 Fenton Rd, Rochester, NY 14624 ()
FLYERS and E-mail “Blasts!”
Flyers and e-mails provide important information regarding upcoming activities. They should contain:
1. Name of Chapter along with sponsoring organizations.
2. Name of Activity: Keep it short and simple, yet “catchy”
3. Clinician’s Name and a Brief Biography
4. Topic to be Covered
5. Date, Time, Location and Cost
6. College Credit Information
7. Who to contact (including phone and email) for further information
COOPERATION WITH OTHER ORGANIZATIONS
Make connections with other educational organizations to build support and recognition for your chapter. Such as:
1. Co-sponsor a workshop – this may or may not include financial assistance
2. Free publicity in their publications
3. Free use of facilities for workshops and other activities
EFFECTIVE USE OF POSTAL SERVICE AND/OR E-MAIL
(Also see BULK MAIL in MEMBERSHIP folder)
Consider using non-profit bulk mail chapter communications. Although you must have a minimum of 200 identical pieces for each mailing, the bulk rates may reduce expenses to 1/3 or less of a first class mailing. If you do not have 200 names on our mailing list, consider adding the following to meet the minimum required:
1. District or county curriculum coordinators
2. Appropriate local university/college personnel
3. Private schools, including preschools and daycare centers
4. “Generic” mailings to the “music specialist” at each school site
Before you say “no” to using bulk mail, check with your local postmaster for current rates and determine if it would be cost effective (including printing) for you to send MORE pieces of mail using bulk rates. AOSA and with many chapters are moving away from “snail mail” to email and posting information on their websites. These cost cutting measures should be fully considered, giving current economic challenges.
NEWS MEDIA
Include traditional news media sources in all of your mailings. Frequently, local newspapers, radio stations and cable television companies have calendar sections or free announcement services for non-profit organizations. Naturally, you should contact these sources whenever your chapter (or chapter members) has done something exemplary or is presenting a special program. Don’t get discouraged if you don’t receive immediate attention for every piece of information submitted. The important thing to remember is that persistence will eventually pay off. In addition to traditional media, chapters should be creative and explore social media, such as Facebook.
VISIBILITY:
The successful chapter is one that communicates regularly with the community. In addition to traditional forms of publicity, such as chapter mailings, consider some of the following:
1. Local Workshops: Offer workshops to school districts and other organizations in your area, such as preschool organizations.
2. Call or e-mail intermittent members or those who have stopped attending workshops.
October 2010