INDEX

Job Description for Federation Public Relations Chairman
Functions of Federation PR Chairman

DOCUMENTATION

Proposed Public Relations Definition
Who Does What - a listing of PR functions
Job Description for Club Publicity Couple
Functions of Club Publicity Couple
Job Description for local Association PR Chairman
Functions of local Association PR Chairman
Job Description for National Society PR Chairman
Functions of National Society PR Chairman
Proposed content for 'Publicity Handbook' for Club Publicity Couples
Proposed content for 'PR Handbook' for local Association PR Chairmen
 

PUBLIC RELATIONS - A PROBLEM WITH WORDS

Whenever two or more people get together, there are two or more definitions of Public Relations. This is compounded by the fact that the use of the word 'Communications' has been becoming increasingly popular. Recently the IN word has been 'Marketing'.

'A rose by any other name smells as sweet'. This may not be 100% correct as a quote but it is correct in terms of our telling the Square and Round Dance story to people - both dancers and non-dancers. Public Relations is a good word as long as we agree on what it means to us.

In any language, we can only communicate if we use common definitions. To eliminate many problems when we talk about Public Relations, we need to accept a common definition. Here is a proposed definition for Public Relations for use in Square and Round Dancing.
 

PUBLIC RELATIONS

Public Relations is a key management function which evaluates public attitudes, identifies Square and Round Dancing with the public interest and executes a planned program of communication designed to earn public understanding and support.
 

KEY MANAGEMENT FUNCTION

There are several levels of organization in Square and Round Dancing in Canada. It is a non-profit organization and, like any such organization, it must use sound management functions if it is to meet, the needs of people in Canadian communities.

Records, finance, programs, training - these are important functions. However, everything we do requires some degree of public understanding and support. To help get this support, Public Relations should be a key management function and Public Relations personnel should sit on our executive committees.
 

EVALUATES PUBLIC ATTITUDES

There are many publics in Square and Round dancing - the national Society, provincial Federations, local Associations, Clubs, dancers, callers and cuers, non-dancers, governments, school boards, churches, recreation centres, young adults, teens, senior citizens - the list
can be expanded.

Dancers will only support any level if they feel that it is serving them in a useful way. They have to be told or shown how any aspect benefits them.

Governments can be supportive of our operations or they can become roadblocks - it depends on how they see us.

Specific age groups may, or may not, join dancing - it depends on their image off us. Seniors may feel that clogging (Tommy Hunter show) is too strenuous for them and not join because that is their image of our dancing. Teens may relate our dancing to what they took in school - not always a good experience.

To recruit new members or to initiate a new program, we need to find out how we are seen by those who may be involved. To increase the odds of recruitment, we should focus on the group that has the greatest potential for us. The biggest bulge (numbers) in the population of Canada is around age 40 - the post-war baby boomers! If we could find out how they see us, we could direct a program to them that should result in a significant increase in members.
 

IDENTIFIES SQUARE AND ROUND DANCING WITH THE PUBLIC INTEREST

Today there is a big emphasis on personal fitness - one has only to look at the number of people involved in jogging or in other fitness programs. Look at the numbers of stores now selling sports clothing and exercise clothing.  Once you simply bought tennis shoes or sneakers. Today there are dozens of special shoes on the shelves.

It may be that we need to stress the fitness benefits of dancing so that we are seen as meeting the needs of people in our communities.
 

PLANNED PROGRAM OF COMMUNICATION

It is much easier if a Public Relations program is planned. Otherwise, one can be so busy checking into opportunities that little actually gets done. This is not to reject opportunity when it knocks. But experience shows that we can do better if we create our own opportunities.
 

PUBLIC UNDERSTANDING AND SUPPORT

Clubs cannot continue to operate unless there is a steady influx of new dancers. This will only happen when people understand what Square and Round Dancing are, see them as relating to their needs and feel positive enough about them to want to try one out.

We will get support from governments and other bodies when they know that our activity is helping to keep people fit - both mentally and physically.
 

This is a partial listing. It is intended as a guideline. For instance, a Club in a small town may be part of an Association and still have to contact a radio station in that town.

1.  CONCEPT

The public relations chairman is responsible to the president of the Ontario Square and Round Dance Federation as the principal adviser on public relations and advertising matters. He/she is responsible for providing policy guidance, counselling, planning, public relations training in the Federation.

The PR chairman is not responsible for activities and events unless they are organized and planned as communication or community relations ventures.
 

2.  QUALIFICATIONS

The Federation public relations chairman should be a qualified public relations practitioner with a strong background in Square and/or Round dancing. He/she must have the ability to recruit high calibre associates. A background in advertising, marketing, public relations or sales promotion is desirable.
 

3.  PRINCIPAL RESPONSIBILITIES OF CHAIRMAN

.  Organizes the public relations committee to best serve the needs of the Federation, recruiting qualified personnel to fill committee spots.

.  Develops a system to review the Federations public relations profile or plan, and provides advice and counsel to the Federation.

.  Coordinates public relations activities in the province and stimulates and encourages the formation of local Association public relations committees.

.  Supervises the preparation of the Federations master public relations plan, ensuring that the plan is tied to the Federation's yearly program.

.  Analyses, studies and initiates two-way communication with public relations personnel at the Association and National Society levels.

.  Coordinates and assists with province-wide promotions.
 

Relationships

Provincial PR personnel should:

.  maintain contact with association public relations personnel
.  work closely with national Society PR personnel
.  work closely with the provincial Federation's Executive Committee
.  develop and maintain good relations with media
.  develop and maintain good relations with other provincial bodies, government and other groups who may help promote dancing in the province.
 

Responsibilities

The Federation Public Relations Chairman should:

1.  Prepare releases for media re Federation events and activities - e.g. Trillium Awards.

2.  Prepare appropriate Fact Sheets on the Federation, the Trillium Award, and other relevant subjects. These would be distributed to Association Public Relations personnel and editors of Association magazines.

3.  Have bios and photos of federation officers foe use by media.

4.  Submit Federation reports to the Canadian Dancers News magazine.

5.  Encourage Associations to help clubs plan and run open houses or fun nights to encourage new members.

6.  Provide simple pamphlets/flyers on subjects such as the Federation and Trillium Award.

7.  Conduct PR workshops for Association PR Chairmen.

8.  Research provincial programs where funding or promotion may be obtained for Square and Round Dancing - e.g. use of dancing to promote fitness among older population.
 

1.  CONCEPT

The club publicity couple are responsible to the president/caller for publicity and advertising.
 

2.  QUALIFICATIONS

The club publicity couple should be knowledgeable about publicity and promotion, with a strong background in Square and/or Round dancing. He/she must have the ability to produce articles, flyers, posters and displays - as required.
 

3.  PRINCIPAL RESPONSIBILITIES OF PUBLICITY COUPLE

.  Advises the club executive, caller or leader on the promotion of club events, activities and projects.

.  Keep people in the community informed about the activities and projects of the club.

.  Encourages participation in demonstrations or other promotional events organized by the local Association.

.  Submits items on club events to appropriate people.
 
 

RELATIONSHIPS

To be effective in their job, the Publicity couple will find the following relationships both necessary and useful.

.  contact with Club Caller or Leaders
.  contact with the Club executive
.  contact with the next level PR couple
.  contact with the editors of weekly newspapers in the community served by the Club
.  contact with the editor of the Association newsletter
.  contact with local stores re window displays/notices on bulletin boards.
 

RESPONSIBILITIES

The Club Publicity couple should:

1.  Advise the Club executive, Caller or Leader on the promotion of Club events, activities and projects.

2.  Advise and assist in the design of flyers and bulletins to promote Club activities and events.

3.  Encourage the Club, if appropriate, to hold open nights - inviting people in the community to join in an evening of dancing and fun. (Consider use of coupon)

4.  Encourage members of the Club to participate in demonstrations at shopping malls or other events organized by the Association.

5.  Submit material on Club activities, projects and events to the Editor of the Associations newsletter or bulletin.

6.  Submit items to the Association PR couple for potential use in media - radio, TV and daily papers.

7.  Submit articles on Club activities, projects and events to weekly papers in the community.

8.  Work with Association PR couple in promoting participation in Association activities, displays, projects and events.

9.  Use local store windows and bulletin boards to promote Club activities.

10.  Keep an album or scrapbook of Club activities.
 

1.  CONCEPT

The public relations chairman is responsible to the president of the local Square and Round Dance Association as the principal adviser on public relations and advertising matters. He/she is responsible for providing policy guidance, counselling, planning, public relations training in the Association.

The PR chairman is not responsible for activities and events unless they are organized and planned as communication or community relations ventures.
 

2.  QUALIFICATIONS

The Association public relations chairman should be a qualified public relations practitioner with a strong background in Square and/or Round dancing. He/she must have the ability to recruit high calibre associates. A background in advertising, marketing, public relations or sales promotion is desirable.
 

3.  PRINCIPAL RESPONSIBILITIES OF CHAIRMAN

.  Organizes the public relations committee to best serve the needs of the Association, recruiting qualified personnel to fill committee spots.

.  Develops a system to review the Association's public relations profile or plan, and provides advice and counsel to the Association.

.  Coordinates public relations activities in the community served by the Association and stimulates and encourages the role of club publicity couples.

.  Supervises the preparation of the Association's master public relations plan, ensuring that the plan is tied to the Association's yearly program.

.  Analyses, studies and initiates two-way communication with public relations personnel at the Federation level.

.  Coordinates and assists with community-wide promotions.

1.  CONCEPT

The public relations chairman is responsible to the president of the Canadian Square and Round Dance Society as the principal adviser on public relations and advertising matters. He/she is responsible for providing policy guidance, counselling, planning, public relations training in the Society.

The PR chairman is not responsible for activities and events unless they are organized and planned as communication or community relations ventures.
 

2.  QUALIFICATIONS

The Society public relations chairman should be a qualified public relations practitioner with a strong background in Square and/or Round dancing. He/she must have the ability to recruit high calibre associates. A background in advertising, marketing, public relations or sales promotion is desirable.
 

3.  PRINCIPAL RESPONSIBILITIES OF CHAIRMAN

.  Organizes the public relations committee to best serve the needs of the Society, recruiting qualified personnel to fill committee spots.

.  Develops a system to review the Society's public relations profile or plan, and provides advice and counsel to the Society.

.  Coordinates public relations activities in Canada and stimulates and encourages the formation of provincial Federation public relations committees.

.  Supervises the preparation of the Society's master public relations plan, ensuring that the plan is tied to the Society's yearly program.

.  Analyses, studies and initiates two-way communication with public relations personnel at the Federation level.

.  Coordinates and assists with nation-wide promotions.
 

National PR personnel should:

.  maintain contact with Provincial public relations personnel.
.  work closely with the National Society's Executive Committee
.  develop and maintain good relations with national media.
.  develop and maintain good relations with other
.  federal groups, government agencies and those who
.  may help promote dancing in Canada.
 

Responsibilities

The Society PR Chairman should:

1.  Maintain liaison with the Editor of Canadian Dancers News providing advice as required and perhaps addressing articles to Federation and Association PR Chairmen.

2.  Put out press releases on items of national importance.

3.  Produce fact sheets on the society and its operations.

4.  Maintain liaison with bodies such as 'Fitness and Amateur Sport' re use of dancers in ad campaigns.

5.  Produce updated line art and repros for use in bulletins and flyers.

6.  See about placing articles in house organs of national associations - e.g. En Route of Air Canada.

7.  Support PR operation at national conventions.

8.  Try to place articles in national magazines.

9.  Develop national posters.

10.  Work with Association PR chairmen re development of training courses.