Sigma Kappa Sorority Public Relations Chairman Handbook . page 2 Sigma Kappa Sorority Public Relations Chairman Handbook . page 3 Sigma Kappa Sorority Public Relations Chairman Handbook . page 4 Sigma Kappa Sorority Public Relations Chairman Handbook . page 5 Sigma Kappa Sorority Public Relations Chairman Handbook . page 6 FOREWORD Sigma Kappa Sorority Public Relations Chairman Handbook . page 7 FOREWORD "The purpose of Sigma Kappa Sorority is to provide women lifelong opportunities and support for social, intellectual, and spiritual development by bringing women together to positively impact our communities." Article II, Section 1 Sigma Kappa Sorority Bylaws This purpose builds on the values of our organization: friendship, loyalty, service and personal growth, all bound by a promise. National council affirms that Sigma Kappa collectively can only grow through the prosperity of each individual chapter. Such prosperity must begin with sound and lasting leadership. Each chapter officer is provided a handbook designed to give her the information needed to perform the duties of her office and assist the chapter in achieving the Sigma Kappa Standards of Excellence. Serving as a collegiate chapter officer exemplifies Sigma Kappa's purpose and values. © 2017 Sigma Kappa Sorority TABLE OF CONTENTS The Public Relations Chairman 4 Resources 4 Advisor to the Collegiate Public Relations Chairman 5 Public Relations Committee 5 What is Public Relations? 7 Sigma Kappa's Publics 7 Sigma Kappa's Image 7 Advertising 8 Publicity 8 What is Promotion? 8 Creating a Public Relations Plan 10 Research 10 Planning and Executing 10 Evaluating 11 Promoting Chapter Events/Accomplishments 12 What to Promote 12 Spotlight on Recruitment 13 Public Relations Strategies 14 Developing New Public Relations Initiatives 15 Additional Public Relations Ideas and Initiatives 16 Sigma Kappa Sorority . Public Relations Chairman Handbook page 9 THE PUBLIC RELATIONS CHAIRMAN The public relations (PR) chairman is elected or appointed by the chapter and is responsible for developing and implementing a public relations plan for the chapter. This includes promotion of the chapter externally, including the management of chapter social media and marketing initiatives. The PR chairman reports to the vice president of communications (VPC). In light of these responsibilities, the PR chairman must do the following: Read, comprehend and follow the Sigma Kappa Brand Style Guide. Read, comprehend and follow the Handbook for the Public Relations Chairman, the National Policy Handbook and the chapter's Code of Conduct. Access and watch all training modules associated with the PR chairman role located in SKILLab: Sigma Kappa's Interactive Learning Lab. Analyze the chapter's current public relations program to continually move the program forward and make improvements. Work closely with the public relations committee in developing and implementing the public relations program and submit the Public Relations Program Report by the due date shown on the form. Plan and execute a public relations event for campus faculty, administration and/or institution. Work with the Panhellenic delegate to host or sponsor a public relations event or activity for Panhellenic. Monitor chapter social media and create engaging posts to promote chapter events, activities and members. Work with the VPP to host a workshop to educate the chapter on what is and is not appropriate to post on personal social media accounts. Work closely with the chapter's webmaster to leverage the website in the chapter's public relations activities (i.e., include the chapter website link on flyers, press releases, advertisements, etc.) Also help ensure the chapter website is up to date with information and photos. Assist the Sigma Kappa Triangle correspondent with compiling member accomplishments to be highlighted in articles for the magazine and national website. Complete the Public Relations Chairman Report/Outstanding Public Relations Programming Award Application. Sigma Kappa Sorority Public Relations Chairman Handbook page 10 Resources The PR chairman must have certain resources and materials to properly do the job. They are as follows. Many of these can be found on the members only side of the Sigma Kappa website: 1. Sigma Kappa Brand Style Guide and Style Sheet 2. Handbook for the Public Relations Chairman 3. National Policy Handbook 4. Public Relations Program Report 5. Public Relations Chairman Report/Outstanding Public Relations Programming Award Application 6. A list of goals for the office 7. Recommendations and past promotional materials from the predecessor 8. Sigma Kappa budget for the office 9. Community resources, including contact information for printing companies, newspapers, magazines, radio and television stations, etc. 10. College/University calendar 11. Panhellenic calendar of events 12. Names and contact information for: a. Advisor to the PR chairman or advisory board supervisor (ABS) b. Collegiate public relations coordinator C. Other fraternities and sororities on campus d. University officials and pertinent faculty and staff members, such as the campus activities or student involvement office Advisor to the Collegiate Public Relations Chairman The advisor to the collegiate PR chairman provides continuity in a chapter's public relations program. She is a member of the advisory board. Review the module in SKILLab: Sigma Kappa's Interactive Learning Lab to learn more about developing a relationship with your advisor. What If You Do Not Have an Advisor? If you do not have an advisor, there are several other resources to look to for assistance: Advisory board supervisor Collegiate public relations coordinator Collegiate coordinator Contact information for these volunteers is located on the Sigma Kappa website. Public Relations Committee Effective public relations includes the use of a committee to work closely in executing the public relations plan. Chapter sizes and needs determine the size and responsibilities Sigma Kappa Sorority Public Relations Chairman Handbook page 11 of the committee. Committee members are selected or appointed by the VPP or executive council. The purpose of the public relations committee is to work with the PR chairman in: Promoting Sigma Kappa to the public and developing relationships within the community. Promoting chapter events and accomplishments. Collaborating with the webmaster to utilize the chapter website and social media when promoting chapter events. Planning and executing a public relations activity for faculty, administration and/or institution. Hosting or sponsoring a public relations event or activity for Panhellenic. Assisting members and new members in connecting with other student organizations and encouraging leadership in those organizations. Evaluating the chapter public relations plan each term. Meetings are chaired by the PR chairman, and should be held bi-weekly. Meetings are open to any member of the chapter, and should include all committee members and the PR advisor. Delegation of Responsibilities Each committee member or pairs of members should take responsibility for a different aspect of the public relations program. For example, the following areas may be delegated: Working with the vice president of philanthropic service (VPPS) to promote philanthropy and service events, including the Ultra Violet campaign, the Week of Giving, and other service projects. Working with the vice president of membership (VPM) to promote Sigma Kappa before and during recruitment. Working with the vice president of scholarship (VPS) to promote members' academic and professional achievements. Updating social media outlets daily. Updating the chapter website weekly. Planning a public relations event for faculty, administration and/or campus community. Working with the Panhellenic delegate to host or sponsor a public relations event or activity for Panhellenic. Sigma Kappa Sorority Public Relations Chairman Handbook page 12 WHAT IS PUBLIC RELATIONS? Public relations is the function that maintains an organization's relationship with society in a way that most effectively achieves the organization's goals. It is a concept that encompasses an organization's publics, image, publicity, advertising and promotion. Sigma Kappa's Publics Sigma Kappa's publics are the people, organizations and entities which are associated with the sorority in some way. Developing a relationship with our publics is a major component of a public relations program. Our publics include: Alumnae Collegians New members Family members Parents Advisors/Corporation Board Members National officers Campus faculty/staff Campus administration The fraternity/sorority advisor Sigma Kappa Sorority Public Relations Chairman Handbook page 13 Panhellenic, IFC, NPHC, MGC, NAPA, NALFO and other chapters and councils on campus or in the community Other student organizations Unaffiliated students Neighbors The community at large Media Local businesses Area high schools Social and philanthropic organizations Sigma Kappa's Image Image is the sum total of all the things that are said by and about an organization combined with all the impressions it creates by its own actions. Visually, the Sigma Kappa image must be consistent from chapter to chapter. The Sigma Kappa Brand Style Guide gives clear direction on the reproduction of our logo, tagline and coat-of-arms. These standards unify us as a national organization. For more guidance on how to use the Sigma Kappa brand, review the brand guidelines module in SKILLab. A Sigma Kappa chapter might create a positive image by: Complying with the Sigma Kappa brand standards Producing only quality publicity items Making a positive presentation, both individually and collectively, before the public Exhibiting Sigma Kappa's values while interacting with others Actively participating in activities outside of Sigma Kappa Speaking well of the chapter, the university, the community and other organizations Supporting all chapter programs, activities and events Advertising Advertising is purchased media coverage of programs, events, etc. Advertising alone is not public relations. Examples of advertising might include but are not limited to: Newspaper and magazine advertisements Social media advertisements Paid radio and television spots Publicity Publicity is non-purchased media coverage of programs and informational materials Sigma Kappa Sorority Public Relations Chairman Handbook page 14 distributed by chapters. Publicity alone is not public relations. Examples of publicity might include but are not limited to: Press releases Social media posts and website announcements Word of mouth Sigma Kappa Triangle articles and photographs Banners, signs, flyers, doorknob signs, etc. Buttons or stickers Table tents Announcements to campus/community organizations T-shirts Paper footprints or arrows leading people toward the events Free tickets Calendars Sidewalk chalk Sandwich boards Display cases Window painting Bookmarks Bus marquee panels What is Promotion? Promotion is an overall plan for communicating information about a program and generating audience interest. The public relations committee, in consultation with respective chapter officers and chairmen, develops the promotion of an event or the organization. Promotion can be a combination of advertising, publicity and developing relationships with specific publics. See below for an example of Ultra Violet Campaign promotions for a collegiate chapter: Advertising One 5x7 advertisement in the campus newspaper one week before the campaign One 5x7 advertisement in the campus newspaper during the week of the campaign One radio spot every day during the week of the campaign Publicity Table tents on cafeteria tables Chalk sidewalks every day during the campaign Post flyers during the week of the campaign Social media posts linking to the chapter website once per week in the month leading up to the event Sigma Kappa Sorority Public Relations Chairman Handbook page 15 Public Relations Address Panhellenic and other governing councils during one of their meetings regarding details of the campaign two weeks before it starts Meet with the president of the local Alzheimer's Association to explain the benefits of the campaign Write a letter to members' parents and chapter alumnae informing them about how they can get involved CREATING A PUBLIC RELATIONS PLAN Developing a comprehensive public relations program requires time, creativity and energy. Follow the steps below to create and execute a successful public relations plan. Research Get to know your audience and the publics you serve by doing the following: Consider how you are going to communicate to your audience. What do they read, watch and listen to? Utilize surveys and one-on-one conversations to collect data. Identify the past successes for your group and determine what would catch your audience's interest. Identify the diversity of your chapter and capitalize on the talents of all members. Ask for ideas from other chapters, national headquarters (NHQ) staff, your fraternity/sorority advisor and national volunteers. Identify the ideal image that you are working towards. Consider working with the VPP and/or VPM and turning this activity into a chapter workshop. Utilize the Chapter Image Evaluation Sheet in the PR chairman supplies on the members only side of the Sigma Kappa website. Planning and Executing It is important to determine your objectives and goals as a public relations team using the following list: Review current chapter promotions, materials and events. Identify "holes" in the chapter's public relations plan. Which publics need more attention? Consider all publics/stakeholders, including parents, other campus and community organizations, faculty and staff, alumnae, etc. Plan additional events and initiatives to target those publics. Identify a list of existing chapter or member accomplishments to promote. Create a timeline, working with the committees planning events, if applicable. Identify important dates of the events to promote and their corresponding deadlines. Sigma Kappa Sorority Public Relations Chairman Handbook page 16 Utilize your research to create a promotions plan for each event and accomplishment. Include all forms of advertisement, publicity and public relations you plan to utilize, with any deadlines, costs and details, such as number of copies to print, for each task. Identify committee members who will work on each segment of the campaign. Present the committee's plan to the chapter for approval. Get the entire chapter involved and excited about the campaign. Often, the best promotion comes from word of mouth. Consider chapter members as one of your publics as well. What do they think about the event? How can you get them excited? As your campaign begins, keep the lines of communication open among all members. Keep them informed of significant accomplishments. Let them know when efforts need to be increased. This helps them to feel that they are all involved and part of the chapter's success. Evaluation What worked? What did not? Why? Which parts of the campaign can be repeated throughout the year? What can you do differently next year? Determine a way to measure your success. This could include: number of event tickets sold, number of attendees, number of donations received, number of "likes" or "shares" on social media, etc. You could also utilize a survey to ask your publics about their awareness and perception of the event or accomplishment. Consider collecting names and email addresses from attendees so that you can follow up with them easily after the event concludes. Compare these results to those of previous years to get a picture of the effectiveness of the promotion, realizing that there are many other factors that also affect an event's success. Revisit the Chapter Image Evaluation Sheet by having members complete the evaluation and comparing the results to the initial evaluation. PROMOTING CHAPTER EVENTS AND ACCOMPLISHMENTS If your chapter is already doing activities and earning accomplishments that are note- worthy to your stakeholders, ensure each event, project and honor is effectively promoted by utilizing the tips that follow. Work with the respective officers or chairmen for each area (if applicable) to make sure their public relations goals are being met. What to Promote There are many events and initiatives collegiate chapters should promote to their publics, including: Sigma Kappa Sorority Public Relations Chairman Handbook page 17 Chapter events Collaborations with other student and community organizations, such as community projects, educational programs and non-alcoholic social events Philanthropy and service activities, including information about the cause benefited Other significant chapter activities such as Founders' Day, convention, Regional Leadership Conference (RLC), scholarship banquets, etc. Welcoming new members and members who have returned from studying abroad Congratulating graduating seniors Significant chapter accomplishments: Academic National awards and Standards of Excellence (SOE) awards Fraternity/sorority community or Panhellenic honors the chapter has won Significant member accomplishments: Officers in other campus/local organizations Academic/professional honors Athletic achievements Significant community recognition Significant involvement/leadership initiatives in other organizations on campus Campus and community participation Homecoming Athletic team support, including support of women's sports and "minor" local sports Other fraternity/sorority events the chapter has attended Community-wide events Assign a committee member or group of members to develop a plan for each event or accomplishment. They should consider the following: Budget: How much can be spent for the project? Is the figure realistic? How can the chapter use this amount most effectively? Audience: Who do you want to reach and what is the best manner to do this? Information: What information needs to be included on the promotional material? Answer the who, what, when and where questions. Resources: What resources are available? List people, talents, materials, etc. Location: Where will the materials have the most visibility on campus and in the community? Choose heavily traveled areas and give thought to placing information in different or unusual places. Schedule: How much time is available? What is the timeline? The optimum time to begin promoting an event is at least two or three weeks in advance of the scheduled activity. Develop a calendar with deadlines and monitor closely to keep Sigma Kappa Sorority Public Relations Chairman Handbook page 18 on track. The member(s) working on the plan should present it to the entire public relations committee. They should discuss and approve or make changes to the final plan before the member(s) begin to execute it. Spotlight on Recruitment Achieve greater recruitment success and be a visible presence on campus and in the community by: Wearing badges/letters on designated days. Attending campus/community activities together wearing letters. Designing and holding/hanging spirit posters at athletic events. Displaying a positive image of sorority life on social media, both on chapter pages and individual members' pages. Ensuring the chapter website and other social media outlets are up-to-date and positively reflect the chapter's intended image, realizing that many potential new members (PNMs) and parents view chapter websites and social media before recruitment. Wearing buttons on totes and backpacks, stickers on laptops and water bottles, displaying license plate holders, window decals on cars, etc. Hanging flyers welcoming students back to campus after breaks, wishing good luck on finals, wishing athletic teams good luck in upcoming games, etc. Research the campus and Panhellenic rules for posting flyers before printing. Download and familiarize yourself with the Brand Style Guide, available on the members only side of the website under Toolbox > Printed and Digital Media, to ensure your flyers are consistent with Sigma Kappa visual standards. After posting, check the flyers often. Replace any that are damaged or missing. At least one PR committee member should attend recruitment committee meetings to discuss PR strategies. Public Relations Strategies As outlined previously, promotions can take a number of different forms. Combine multiple forms for maximum impact. Consider some of the following promotions: Using banners, flyers and table tents for publicity Banners can be made for the following events: Week of Giving/Founders' Day Congratulatory banners or signs wishing other chapters good luck on their philanthropies, finals, recruitment, etc. Sigma Kappa Sorority Public Relations Chairman Handbook page 19 Greek Week Individual member honors Welcoming visiting national officers Thanking advisory/corporation board members Supporting the college/university sports teams Chapter awards and honors Welcoming new members Congratulating graduating seniors To use banners/flyers and other printed materials effectively, make sure Sigma Kappa is prominently displayed, using brand standards at all times. Be aware that Sigma Kappa updated its brand in summer 2016 - make sure you are using the most up-to-date version of Sigma Kappa's brand by downloading the new logos and Brand Style Guide from the members only side of the website under Toolbox > Printed and Digital Media. Ensure all items look professional and are able to withstand weather/handling. Posters/banners/flyer/table tents should be changed at least once a week to avoid being boring. The message should be kept current and timely. Choose locations wisely, including high traffic areas. Target the location to the message you are sending. For example, if you are honoring a science professor as the Sigma Kappa professor of the month, target the science building. Consider locations off-campus as well, including bulletin boards in coffee shops, grocery stores and apartment buildings. Ensure that you check and follow all posting guidelines for campus and community buildings before posting! When using photos in flyers and other items, use a professionally taken photo that shows Sigma Kappa at our best and shows the diversity of the chapter. Include a caption describing the event or occasion when the picture was taken. Always include the chapter website and a contact name and phone number or email address on the flyer. Advertising in Campus/Community Newspapers The same guidelines for flyers and banners apply to newspaper advertisements, with some additional considerations: Make sure you are aware of advertising deadlines. Ask the paper's editor which day of the week is "most read" and place your ad on a day when circulation is high. Most newspapers have an advertising "account representative" who can create an advertisement using text that you provide. This will help you achieve a more professional look and layout. Reference the Brand Style Guide prior to submitting any advertisement for publication. Sigma Kappa Sorority Public Relations Chairman Handbook page 20 Social Media Posts Social media posts are a powerful medium for sharing information and gaining the attention of your publics. Create and utilize your chapter's Facebook, Twitter, Instagram and/or Tumblr accounts to effectively promote your chapter's events, sisterhood, special recognitions and announcements Some ideas for positive social media posts include, but are not limited to: "Sister of the Week" shout-outs: posting a picture of the week's winner. Event announcements, with increasing frequency as the date approaches. Utilizing unique hashtags, such as #SigmaKappaSaturday, that chapter members can follow weekly to post positive images and/or "taglines" of sisterhood. Group photos at a special chapter event such as sisterhood retreat or scholarship banquet. Highlight alumnae that are excelling in their careers or achieve personal accomplishments. Chapter members' participation in campus and/or fraternity/sorority community events such as Greek Week, Panhellenic badge days or campus homecoming events. Publicizing the academic and professional achievements of members. Though this is often the fastest, easiest method of promotion, special care and attention should be considered when posting on social media. Be sure not to post anything that may compromise the integrity or image of the chapter, its members or the organization as a whole, in addition to those of other organizations and individuals. Only positive images and language should be used. Be sure to limit access to any chapter-wide accounts to only the necessary officers and advisors. Change the login information and password(s) each term to protect the privacy of these accounts. You should work with the VPP to host a workshop to educate the chapter on what is and is not appropriate to post. Don't be afraid to get creative! A great tool you can use when explaining social media to your chapter members is the "Should I Post This on Social Media?" flowchart, which can be found in your annual supplies. Photos Had a chapter photoshoot for recruitment, graduation or a philanthropy event? Love taking photos with sisters just for fun? Put your camera to use and share photos with NHQ. We are always looking for new, high-quality images to include on Sigma Kappa's social media, website, marketing materials and branded items. Send full-size high resolution photos to photos@sigmakappa.org. If the photos are too large to include in an email, you can share a Google Drive or Dropbox folder as well. Press Releases Sigma Kappa Sorority Public Relations Chairman Handbook page 21 Send a press release and/or photos to your campus/community paper on all philanthropy projects, Walk to End Alzheimer's participation and chapter events that invite the participation of other organizations or campus/community members. Access your annual supplies on the members only side of the Sigma Kappa website for helpful press release templates. While press releases are extremely beneficial for gaining publicity for chapter events, do not release information related to risk management issues. Though you may be asked for information in such a scenario, it is crucial to remember that no chapter members should communicate with the media or press regarding risk management violations. Developing New Public Relations Initiatives After researching and analyzing your chapter's current public relations program, identify any missing areas. Are there any stakeholder groups that your chapter is not currently communicating with? With your committee and any other applicable chapter committees or officers, plan new events and initiatives to reach these groups. Read the following section for additional ideas. ADDITIONAL PUBLIC RELATIONS IDEAS AND INITIATIVES Effective public relations encompasses more than just promoting individual chapter events. See below for additional ideas to show your ideal chapter image to your publics: 1. Establish a weekly Sigma Kappa letter and/or badge day. Designate a particular day of the week in which members will wear Sigma Kappa letters and another day in which members will wear their badges. 2. Encourage each member to place a Sigma Kappa sticker or decal on her vehicle and/or a Sigma Kappa button on her back pack or tote. If the budget allows, the PR chairman could distribute decals/stickers at one of the first meetings of the year to all chapter members. Another idea is for the PR chairman to spotlight sisters who do positive things to promote the sorority. During chapter meeting, these sisters could be announced and given decals as an award. 3. Congratulate, welcome or recognize another organization on campus and/or its members. Deliver snacks or candy before other chapters' recruitments, for the holidays, for finals, etc. Send notes to other sororities and fraternities on their Founders' Day. 4. Sponsor a movie night and invite another sorority to the chapter to view the movie. 5. Host a fraternity/sorority new member event (barbeques, potlucks, movie night, etc.) Sigma Kappa Sorority Public Relations Chairman Handbook page 22 6. Support other chapters' philanthropies. 7. Deliver snacks or candy to residence hall lobbies, cafeterias and at sporting events, with notes that say "Welcome back!" "Happy Thanksgiving" "Good luck on exams" or "Go [sports team]!" Each tag should also include Sigma Kappa's logo or "from the sisters of Sigma Kappa" so others can recognize who sponsored the treat. 8. Have members who live in residence halls hang Sigma Kappa signs on their doors. 9. Give each member Sigma Kappa pens for them to give away when someone asks for a pen in class. 10. Target professors with a dinner (each member invites a professor), Sigma Kappa professor of the month or other award or recognition for faculty/staff. Send congratulatory notes to administrators and professors for promotions, publications, grants and awards. Have each member give their professors a snack or candy with a gift tag from Sigma Kappa. 11. Sponsor a dessert reception to introduce the Panhellenic advisor and executive council to members. Send holiday cards to the Panhellenic advisor and other administrators who work closely with students. Provide refreshments at a Panhellenic or other governing council meeting. 12. Plan an ice cream social where each member invites someone from another organization on campus. 13. Hold a house director brunch in honor of all sorority house directors. 14. Hang signs and banners welcoming alumnae for Homecoming, parents for Parents' Weekend, etc. Sigma Kappa Sorority Public Relations Chairman Handbook page 23 SIGMA KAPPA Live with Heart 695 Pro-Med Lane, Ste 300 Carmel, IN 46032-5323 317-872-3275 f: 317-872-0716 e: info@sigmakappa.org www.sigmakappa.org Sigma Kappa Sorority Public Relations Chairman Handbook . page 24