PUBLIC RELATIONS

PURPOSEThe purpose of this guide is to share insights on communication and its best practices.Ultimately, the goal is to build a brand that can sustain itself and maintain a positiveimage of the local, state, and national chapter of FBLA-PBL. Strong writers and creativepeople are the best suited for this role and can use this skill set beyond the association.

PAGE NUMBERSCommunication .................................. 1Phone Correspondence ....................1Email Correspondence ..................... 2News Release .................................... 5Website Maintenance .......................5Social Media Guidelines ................... 6

Platform Descriptions ........................7Promo Items (Chapter Swag) .......... 8Surveys.................................................9Online Resources .............................. 9Notes for Success ........................... 10Appendix: Social Media Survey .....11

SUGGESTIONS?Please email activities@missourifbla.org to suggest an edit to this document or to addan item for the next version. Please include the name of the specific guide and/or sub-section in the email heading and body. Missouri FBLA-PBL appreciates the input!

Disclaimer: Missouri FBLA-PBL is not responsible for the content nor maintenance ofthe external URLs provided. The links are meant to lead to more information and to aidchapters in developing their own projects and connections. Missouri FBLA-PBL is notreceiving any benefit from providing the names of businesses nor associations to you.

COMPILERSOriginal Author: Taylor N. Libbert (2016-Present Activities Coordinator)Copy Editor: Chris Dzurick (2014-Present State Adviser)Content Developers: Foundation Board Adviser Development CommitteePublication History: 2019/09/03

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COMMUNICATIONCommunication is “the imparting or interchange of thoughts, opinions, or information byspeech, writing, or signs” according to Dictionary.com. How people communicate variesbased on factors such as setting, vocabulary, purpose, audience, method oftransmission, etc. Chapters can communicate to new members, parents, schooladministration, members, teachers, alumni, local businesses, sponsors, state officers,and national officers. People communication in a variety of ways: calls, texts, fax, email,social media, podcasts, tutorials, etc. Keeping track of it all may be overwhelming; thus,many chapters have a dedicated VP of Communication. (Public Relations Chair andSocial Media Chair are other names given to the role.)

Communication Resources Dictionary.com & Thesaurus.com & Etymonline.com (word origin) www.grammarcheck.net/editor owl.english.purdue.edu/owl/section/1/5 www.ef.com/english-resources/english-

grammar www.grammarly.com/blog/10-best-grammar-resources-for-professionals www.writingforward.com/writing-resources/10-good-grammar-resources www.course.sdu.edu.cn/G2S/eWebEditor/uploadfile/20140306165625006.pdf https://satvocabulary.us/ https://img.sparknotes.com/content/testprep/pdf/sat.vocab.pdf https://www.majortests.com/gre/wordlist.php www.managementstudyguide.com/seven-cs-of-effective-communication.htm

Public Relation Resources https://www.prsa.org/ethics/resources https://www.marketingprofs.com/resources/topic/176/public-relations http://www.ala.org/pla/resources/tools/public-relations-marketing/pr-resources http://aboutpublicrelations.net/basics.htm https://www.publicrelationstoday.com/2019/trends

PHONE CORRESPONDANCECalls are better than text messages to discuss nuanced details. Work numbers arebetter than cell phones for the initial conversation. It ties back to legitimacy of bothpeople. When talking, make sure to use proper English, to not use profanity, and to usefull sentences. You can practice what to say and even write a script before the call tomake it be the utmost professional and to anticipate needs. The person on the otherend will not know if you have a pen and paper to take notes and to guide the discussion.It helps to ensure no point was forgotten. While talking on the phone, speak with a smilein order to calm nerves and to exude confidence. Be sure to speak clearly and slowly.

When receiving a call, answer by the second ring and make sure to grab a pen andpaper to take notes. Use a pleasant tone. Many people claim to have a “voice”specifically for answering calls. If you do not know an answer, be honest and state if,

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how, and/or when you will know an answer. Be cognizant that people don’t enjoy beingtransferred around. On the other hand, when making a call, know the details of whichyou need to address and practice the call aloud before your actually make it.

Preferred business practice is to respond to voicemails in less than 24 hours. It is alsobeneficial to check the content of your voicemail every 3-12 months. If your extension,last name, or hours changed, that information should be updated sooner rather thanlater. Do not include phrases like “It’s better to get a hold of me by text or email” oranything else that implies little interest in the missed call.

When leaving a voicemail, establish credibility by providing your title, name, and contact.Address the 6 “W”s (Who, What, When, Where, Why, and How) concisely. No onewants a long-winded message with key information buried at the end. Try to organizeinformation chronologically or from most important to least pressing. As deemedappropriate, repeat your name and contact information to close. Wish the person(s) agood day and/or quick response to conclude the voicemail. Lastly, imagine you arewriting your number while you say it so you don’t speak so quickly that the receiver ofthe call cannot get the number down. Another practice is to repeat your name andnumber twice.

During the conversation, take notes. It improves memory and to write a follow-up email.If appropriate, send a carbon copy (cc) to other individual(s). Lastly, if something wasnot addressed during the conversation, make a comment noting such in the follow-upcommunication and to invite further discussion and interest.

EMAIL CORRESPONDANCEUnless a professional network has already been already established, most of the timethis would be a cold email. Cold emails, contact without prior correspondence noracquaintance, sometimes go straight to spam They are named that because it can beviewed as cold to ask a stranger for a favor. These emails take longer to get a responsebecause the possible guest speaker(s) does not know what to expect nor knows theperson or organization. Therefore, it is better to initiate conversation with a phone call.If you already know the person that you are contacting, be sure to state how you knoweach other early in the email so as to log his or her memory. On a different note, somebusinesses use read-receipts to know when someone opened an email versus whenthat person responds. Another business feature that may be available is the ability toretract a sent email.

Also, think about what the presenter(s) might need. This will add credibility and interestin partaking in the meeting or professional event. If the meeting occurs in the evening,recommend restaurants for him/her at which to eat beforehand. Furthermore, attach amap of the campus and/or parking spots (both if different) in the reminder email so thathe or she does not get lost. If sending out more than several emails for the same event,consider using a mail merge feature.

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In addition, spelling and grammar are crucial to putting one’s best foot forward. It isbeneficial to have another person (adviser, officer, English teacher, or grammarenthusiast) review the email before it is sent. Again, it lends itself to credibility and todeveloping a clear understanding of the request which in turn improves efficiency andproductivity. Use appropriate word choice as well. It subtly reveals the level of familiarityto the company, industry, level of education, and/or field of study. For technical answersto grammatical questions, check these websites for additional insight.

Below are some sample emails. As members mature and are willing to take on moreresponsibilities, assigning one to do the professional event facilitation would allow forthe student(s) to grow their network and knowledge. Different schools have policiesregarding students’ contact with outside entities, in particular if the school provided theemail address. In any case, voice concerns if you have reservations about studentsusing personal email addresses to contact speakers or if it would violate other securitymeasures. Once in college, it is more appropriate -- even encouraged -- for students tobe the one’s reaching out to speakers. It builds networks and confidence.

INITIAL CONTACT (COLD EMAIL)Dear __________,

My name is Jay Zhang, and I am the Vice President of Professionalism for Phi BetaLambda (PBL), a professional business organization at [University]. As the school yearis coming closer, I am starting to come up with a tentative schedule for the speakersthat our organization would like to have at our weekly Monday meetings at 7:30pm. Ourmembers would love to hear about your job as the store manager at JCPenney’s as wellas how you got to where you are today.

It would be great if you could come speak at one of our meetings, preferably September24 or October 1. However, if those dates do not work, we can work around yourschedule and come up with a more suitable time. It may seem early, but we need toplan our agenda months in advance to make sure all our speakers are accommodatedfor. You can expect to speak for around 30 minutes.

If this sounds like something you're interested in, please email me back within the nextweek and we can further discuss the details. I look forward to hearing from you!

Thanks,Jay Zhang, VP of Operations[University] Phi Beta LambdaWeb * Facebook * Instagram * LinkedIn

REPLY EMAILDear ___________,

Thank you for taking time out of your day to get in contact with me. I truly appreciate it.The dates below are the days that would be best to send a speaker over to one of our

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Monday chapter meetings: November 8 or November 15. If none of the above work, justlet me know.

Our meetings start at 7p.m. The presentation should last about 25 minutes with 10minutes for Q&A afterwards. I would tailor the presentation toward business andaccounting majors. It would be great if the speaker could touch on some of the following:

___________'s business model Internship opportunities with ___________ Careers at ___________ post-graduation Firsthand experiences with ___________ or from the business world in general Anything else the speaker wants to add

We have a computer with Microsoft PowerPoint and a projector in our meeting room ifthe speaker wants to use them. Overall, we look forward to being able to host arepresentative of ___________ at one of our meetings. Please let me know if you requireany more information. Once again, thank you for this opportunity!

Sincerely,Morgan Recklein[Institution] FBLA-PBL AdviserWork: 1-xxx-xxx-xxxx || Cell: 1-xxx-xxx-xxxx

One may be a tad less formal in reply and reminder (subsequent) emails so long asthey are still courteous. Usually, the tone of the speaker’s email indicates the level offormality.

REMINDER EMAILHi _____________,

I am emailing you as a friendly reminder that you confirmed to speak at our FBLA(Future Business Leaders of America) meeting on _________ about ________.Attached is a map of to help you park. Our meetings take place in ________, and I willgreet you at the door. There is also a computer and projector if you need it. You canexpect to speak for 30-40 minutes and have 30-35 members as your audience.

After you are finished speaking, you are welcome to stay and listen to the rest of ourmeeting. Our members usually like to meet with our speakers at the end of the meetingand ask any other questions they might have. Please though do not feel obligated tostay if you unable to stay. If you have any final questions, please feel free to email me.We look forward to meeting you!

Thanks,Angelica Hunter[School] FBLA VP of Meetings

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NEWS RELEASEConstant contact is how people stay informed. News releases are primarily used toreport on how event(s) occurred. Sometimes news releases are used to spreadawareness for an upcoming event (like fundraisers and service projects) which is bestfor the local level. Some local newspapers even dedicate an issue to studentinvolvement in the high school. Be sure to answer the 6 W’s (who, what, when, where,how, and why) in a chronological format to improve readability.

Publishing a Chapter Newsletter Write it once or twice a semester depending on how many activities were done. The LCABR (competitive event) may be a substitute easily for a newsletter. Only email the PDF version to recipients (members, alumni, parents, etc.). Use the same email address to send out the newsletter again and again. This is

best from a chapter email account or the adviser. Be sure to have an option to unsubscribe and a form linked for that. Put that

information at the bottom of the email (standard in e-marketing industry). The newsletter can also be posted or shared on the chapter website, school

website, or social media (as a jpeg). If using the newsletter or LCABR as a “year in review,” be sure to name as many

people as possible. Noting individual members, grade level, majors, roles,committees, or tags in photo will allow people to remember what happened andincreases the chance of networking years later.

Publishing to Missouri FBLA-PBL The State Office tries to change the articles submitted every month or two. Be

patient though around conference season become competitive events may takepriority.

A picture plus a short description should be sent to news@missourifbla.org andwill be published on the News tab: http://missourifbla.org/category/news.

If the chapter would like Missouri FBLA-PBL to use our pictures in posts or on thewebsite, please attach them (with a descriptions if necessary) topictures@missourifbla.org. This also counts for Chapter of the Year (COTY).

Publishing to FBLA-PBL Submit articles via http://www.fbla-pbl.org/forms/chapter-news which routes to

another webpage: https://www.fbla-pbl.org/about/communications/chapter-news. Deadlines for seasonal publications vary.

WEBSITE MAINTENANCEIf the school allows organization to have a webpage or website, that is a great way toconnect older audiences like parents and business owners with what the local chapterdoes. Information can include the following: adviser(s), officers, upcoming events, howto become a member, contact, and social media. Update the webpage at least once ayear so that the most relevant information is obtainable. If the website is hosted through

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the school server, chapters may not need to pay for computer security software either.Below is an example webpage from a Missouri chapter.

SOCIAL MEDIA GUIDELINESSocial media platforms have permitted users to inform friends of accomplishments, toengage in humorous polls, and to build professional and charitable entities. The bestuse of social media is to bring out the best in human connection.

General Tips Try to have the same profile image across accounts. It makes us easier to find. Same description of the chapter as well. Post consistently -- whether that is once every two weeks or three times per

week. Content may include the following: event reminders, event recaps, useful(verifiable) articles, questionnaires, and sponsorship requirement(s).

Plan posts to ensure professional, warm, and helpful image.

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Use hashtags (#MOFBLAPBL) to connect audience to an event or topic. Write with a smile or with enthusiasm. It is received better by the audience. Mention people in comments or invite them to like/follow different outlet(s). Use personal account(s) to get people interested or aware of the chapter. Create Facebook events 1-2.5 weeks in advance to gain interest. Invite people

personally. One can guarantee notification that way instead of sharing it to theirwall. Also, use the poster as the event cover photo if one was made.

________________________________________________________________ ________________________________________________________________

Netiquette Resources https://www.fbla-pbl.org/about/communications/social-networking-guidelines https://uncw.edu/oel/documents/pdfs/netiquette.pdf http://www.albion.com/netiquette/corerules.html

PLATFORM DESCRIPTIONSEach social media platform (also called “outlet”) has its function and its personality.There are many options available to chapters, but the audience (members primarily) willdecide which option and how to use it.

Other less common social media options are the following: GroupMe, Voxer, WhatsApp,Tumblr, Repost Regarm, Vine, Pinterest, Bitmoji, MySpace (predates Facebook),LinkedIn, Viadeo, Vimeo, YouTube, Google+ (Google’s attempt at Facebook), Hangouts,Zoom, Anchor (podcasts), Yelp, Trip Advisor, and HootSuite.

FacebookIt’s the most developed platform withoptions to generate posts, albums, polls,events, and reviews. Older audiencesprefer this option. This company alsoowns Instagram and WhatsApp.

TwitterIt has the most personality of theplatforms. Users have 280 characters(increased from 140) to express an idea.Photos can be shared here as well. It isreally easy to share (retweet) other posts.

InstagramPictures are required - no questions aboutthat. Younger audiences are turning herefor visual storytelling. Users can have upto 10 images per post and can use filterswithin the app to edit images.

SnapchatThis platform allows users to sendmessages that do not save automatically.For a chapter, the story feature wouldallow videos to be viewed 24 hours laterand to save them to Memories.

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PROMO ITEMS (CHAPTER SWAG)The purpose is to increase chapter funds, to provide members clothing, to make usefulitems, and to promote pride in membership. There are official FBLA-PBL items in ourNational MarketPlace. Best practice is to group order to save money on shipping. Thebudget is determined by the chapter. It is important to gauge if the membership isinterested in the item and if they are willing to pay the most expensive price. In otherwords, ask them what they want. From experience, the best products are creative, storeeasily, and date well.

Blanket Car decals Drawstring bags Hoodie Mugs

Portable chargers(power banks)

Shirts Socks

Stickers (for bottles,laptops, folders, etc.)

Sweatpants Tervis Water bottle

THANK-YOU GIFTSThese are usually presented to someone who contributed substantially to the chapter asa member.

Homemade scrapbook to make bounded book as alumni present T-shirt quilt with our old t-shirts Mug that every member signs ShutterFly can customize almost anything using a favorite image(s)

LOGOSA simple chapter logo can used for our promotional andrecruitment items: car decals, tervis, posters, etc. It is one way tobrand the chapter.

All official and themed logos on the National Website canbe used for posters, shirts, recruitment, etc.

The Missouri FBLA-PBL logo can be used on posters forrecruitment and promotion.

The National and State logos - even if outdated - cannot be used to sell outsidethe organization. For example, if selling as these entities (and not as a subsidiaryorganization), don’t put a logo on a car decal that will be sold to non-members.

Catchy Phrases If it doesn’t make money, then it doesn’t make cents. We have the $kills to pay the bill$. I got the skills to pay the bills. Get the skills to pay the bills. The only thing missing is U (with crossword puzzle). Rooted in Greatness (with a picture of a tree). Packed for success (with a suitcase graphic). We mean business. Bank on U$. Aspire higher. Connect with us.

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Our BIGGEST opportunities often disguise themselves as the smallest [ones]. My work is my life, and my life will be my work of art. Spreading the enthusiasm. Knock. Knock. Who’s there? Opportunity. INTERrelated, INTERwoven, INTERacted, INTER-grate, INTERdependent =

ENTER a world of success.” “INclude, INvision, INterested, INgaged, INformed =PBL’s what’s in.”

PBL -- It’s what everyone is talking about. ________________________________________________________________ ________________________________________________________________

SURVEYSSurveys are used to get to know a target market better. Surveys most often includedemographic information like residency, industry, and age range (grade). Data fromsurveys should be used to improve a member’s experience, recruitment process, socialmedia engagement, event interest, and much more. Be sure to lend confidence to theparticipant that their data will not be compromised and that it will not be shared withexternal parties. Some entities entice people to take a survey by randomly selectingsomeone to win a raffle prize. The final step before publishing the survey is to ensurethat the questions being asked are appropriate (with school administration). A samplesurvey is in the appendix.

ONLINE RESOURCESThe digital age also requires that the use of the internet. In its nooks and crannies,innovative people build ideas and businesses to those who stumble upon their website.Below are some tools that your chapter, classrooms, or local entrepreneurs can use.

Calls (Video Conference) https://grasshopper.com https://www.whatsapp.com https://zoom.us

Campaign https://electionrunner.com https://www.vote411.org

Design https://www.canva.com http://www.fotoflexer.com https://piktochart.com https://www.shutterfly.com

Events https://www.eventbrite.com

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https://www.gobluepanda.com https://www.opentable.com https://www.networknite.com

Finance PeachTree (Sage 50) QuickBooks

Photos all-free-photos.com/en/main-en.php https://classroomclipart.com https://www.istockphoto.com https://pixels.com https://stock.adobe.com

Scheduling (Project Management) https://basecamp.com https://freedcamp.com

https://slack.com http://optim8.com http://whentowork.com

Shirts https://www.cafepress.com http://www.casualtees-stl.com https://www.customink.com https://www.freshprints.com

Survey https://www.signupgenius.com https://www.surveymonkey.com https://www.wufoo.com

+ Miscellaneous https://www.discountmugs.com https://www.personalcreations.com

NOTES FOR SUCCESSHere is some space just for you to write in your tips for success. Feel free to share thisadvice with Missouri FBLA-PBL for future additions of this guide.

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APPENDIX: SOCIAL MEDIA SURVEY

Social Media Survey Name _________________________

Which social media outlets do you have? (Check all that apply)__Facebook __Twitter __Instagram __Snapchat __GroupMe __Tumblr

Any others? ____________________________________________________________

Would you like to provide your username(s) for the above accounts? (Not required.)____________________________________________________________________________________________________________________________________________

Would you want us to post of picture of you? __Yes __ No or __ Maybe/Permission

How much do you like seeing a picture of yourself on social media outlets?(not at all) 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10 (absolutely)

How much do you like reading about yourself on social media outlets?(not at all) 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10 (absolutely)

How much do you use hashtags?(not at all) 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10 (all the time)

What content would you like to see on our social media outlets?____________________________________________________________________________________________________________________________________________

How can we improve our presence and engagement on social media outlets?____________________________________________________________________________________________________________________________________________

How many times a week should we post per social media outlet?Facebook (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)Twitter (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)Instagram (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)Snapchat (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)GroupMe (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)Tumblr (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)YouTube (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)Anchor (none) 1 - 2 - 3 - 4 - 5 - 6 - 7 (all the time)