How to Get Publicity for Your Campus Organization Presented by Butch OxendineExecutive Director American Student Government Association
YouWILLGet Good PublicityIf You: • Understand and control perceptions about your organization • Develop a brand • Understand public opinion • Practice good media relations • Create smart & strategic advertising
Rate Your SG’s “Brand Perception” on Campus: • “SG is a superpower. Without them, the campus would not be half of what it is.” • “SG is well-regarded and does many great things.” • “SG is a group of mostly smart and driven people who do several good things for the campus.” • “SG has some good and some worthless members, and every now and then they’ll get something done.” • “SG is okay. It’s better to have them than not.” • “I think SG is OK, but I really don’t know what they do or who’s a member.” • “SG… what’s that?” • “SG doesn’t get anything done. They don’t matter.” • “SG wastes student money and impeaches each other.” • “SG people are corrupt and evil. Their actions hurt this campus.”
How Do YouWANTTo Be Seen? • SERIOUS: SG doesn’t mess around. Meetings aren’t playtime, and business gets done. • DOWN TO EARTH: SG people are real people, like me. They’re students too, and represent what they think I want. • FUNLOVING: SG meetings are entertaining and enjoyable. There’s a good amount of laughter, too. • OMNIPOTENT: SG is everywhere; its members are everywhere. • DIVERSE AND PARTISAN: SG has all types of students involved, representing lots of different opinions and interests. • UNIFIED: SG is a solid front. Decisions are institutional and supported by all members.
How Do YouWANTTo Be Seen? • STRONG & POWERFUL: SG commands a lots of influence across campus, and various constituencies constantly vie for your support. • ELITE: SG is made up of the best of the best. • FEARED: Other students and even some administrators watch what they say and do in your presence. • WISE AND RIGHTEOUS: SG makes smart decisions in the best interest of the campus. • SWIFT AND THOROUGH: Legislation and executive orders come quickly and stimulate change immediately. • LARGE: SG has many officers, senators, committee members, and divisions. It is an institution/bureaucracy.
What’s the NUMBER ONEway toget more publicityfor your group?
Word of mouth and personal contact have the most impact—BYFAR—on getting goodPR for your group
Personal Contact Is #1 • Speak to other groups • Speak to students in classes • Talk about SG with your friends • Arrange meetings with administrators, faculty, and staff
Posters WorkBecause: • They’re cheap • They’re easy to change and update • They’re free! • Can be put up by you or anyone in your group • Can be put up quickly
Six facts you should know about the “media”: • You really, really need them. • They’re people, believe it or not. • They’re super skeptical. • They’ll totally sell you out, if you give them the opportunity. • They have a rulebook that you need to master. • They love drama.
How to Get AlongWith The Press: • Provide press releases and press-packets • Ask for a “beat” reporter • Have lunch with the editor-in-chief monthly • Don’t ever let them “find out” something before you tell them • Learn about their “product” • Keep them close and far
Smart Advertising includes Four Key things: 1. A thought-through target 2. ONE key communication point • An insight • Creative execution
What Are the BestWays to Get Publicity:1. Word of mouth2. Well-designed flyersposted strategicallyEVERYTHING elsewill be less effective
Call me toll-free at 1-877 ASK ASGA (1-877-275-2742) E-mail me at firstname.lastname@example.org I promise to answer all calls and e-mails! How to Contact Butch: