Indianhead Council
2004 Hmong Scout troops have proved their merit
Council Classification: 400
Contact: Kent York
The Twin Cities of St. Paul and Minneapolis have the second highest Hmong population in the nation. The objective of this public relations effort was twofold: to help support outreach efforts to the Hmong community and to share the success being experienced in such outreach efforts with the greater community.
The common stereotype is that Scouting is a white, middle-class organization. Through sharing the story of Hmong Scouting, our intent was to help break down that perception.
The story came out of the first Hmong Scouting reunion plans by the Indianhead and Viking councils. This reunion, held at St. Paul's Como Park on October 2, was a way to reconnect with Hmong men and families who had been involved in Scouting over the years and to encourage their assistance and involvement as leaders for the Hmong youth of today.
Xia Yang, the field director for the Indianhead Council's Scoutreach Division, assembled a joint planning committee with his counterparts at the Viking Council in Minneapolis. The committee planned a full day of Scouting activities for current Hmong Scouts as well as recognition and information that would appeal to former members. They built the program around a traditional Hmong shared luncheon and invited top Hmong community leaders to participate. Patrols competed in Scouting skills that would showcase teamwork and camping skills.
The public relations efforts were in two parts. The first was to generate publicity about the event ahead of time to help locate alumni as well as create excitement for current members. The public was invited to watch and participate, so it was a story of interest to the community.
Appearances were made on local Hmong-language radio programs, and articles appeared in the Hmong Times and Asian Pages newspapers. A pre-reunion story and photograph appeared in the Saint Paul Pioneer Press as well.
To reach the widest audience, coverage of the event itself was pitched to the Star Tribune. Xia Yang used his networking talents to have his idea heard by an editor, who liked the idea enough to assign the story to columnist Doug Growe and photographer Duane Braley. Xia coordinated the interviews and contacts as well as providing any support needed on the day of the reunion.
The article and full-color picture appeared on the front of the Metro Section of the Star Tribune on Sunday, October 3. It is the largest paper in the Twin Cities, with the circulation of the Sunday edition over 675,000 with a readership of more than 1.5 million. Further, the Star Tribune is known as a very liberal paper, and getting any positive Scouting coverage has been challenging.
Timing was also excellent because it coincided with the continuing fall new member recruitment campaigns as well as in the middle of the United Way campaign, providing both membership and financial support. Both councils received phone calls after the story appeared by parents who wanted their children signed up for Scouting, as well as from former members who wanted to become involved.
The article was reproduced and sent to funders of our outreach program s to help recognize the results of their contributions as well as to encourage continued support. These programs utilize part-time paid outreach staff to run consistent, quality meetings in communities where finding stable volunteer leadership is extremely difficult. Nearly $85,000 annually is contributed in support of these specific efforts, and renewing these grants to continue these programs is crucial. Further, reaching a diverse population is important to many foundations, so they were also sent copies, and their annual contribution totaled over $700,000.
Finally, the article helped to reinforce volunteer efforts of our Silver Maple District leadership and strengthen our Scoutreach committee, who have been expanding their influence throughout the Twin Cities Hmong community. The reunion was so successful that it will be held again in 2005 as part of the fall camporee at a council camp.
The power of networking cannot be overestimated. If the right person helps carry an idea forward and that idea is newsworthy, it will get a chance to be heard. Continuing to build and cultivate relationships with media contacts is a difficult task, but one that is necessary in today's media environment.
Newspaper articles provide credibility and can also be effective tools in fostering relationships with key donors and other stakeholders.
The Merits of Marketing (marketing.scouting.org) is a resource for local
councils, developed by the Marketing &
Communications Division of the National Council, Boy Scouts of
America.