In Scouting, public relations is best defined as the process of establishing and cultivating relationships with audiences in order to create and maintain favorable public opinion and achieve the Boy Scouts of America's mission of successful youth development. Positive publicity is an integral goal of public relations. It highlights the good things that happen daily in councils, districts, and units. Positive publicity also helps establish credibility, an essential ingredient in attracting youth members, volunteers, and potential donors.
Public relations is important because the more people who know about the Boy Scouts of America and the benefits of Scouting, the more people there will be to support local projects and programs. Consider your target audiences, those groups of people you want to influence, including the media, members, chartered organizations, potential members and chartered organizations, donors, potential donors, and the general public.
Media. Media coverage plays a key role in influencing the community's perceptions of Scouting, but the number of positive stories in the media, alone, does not measure success. The quality and span of your communication efforts are also an important measure of any positive publicity campaign.
Members. Members are a council's most important public, but they are often overlooked in public relations campaigns. How much time do district and unit leaders spend communicating to youth members and other volunteers? Plan well-organized communications; the members will appreciate knowing what is happening in the council. Well-written and informative articles in your newsletter or on your Web site are great ways to communicate to volunteers. Informed volunteers are empowered volunteers.
Chartered Organizations. Keep chartered organizations informed of events and program changes using the newsletter and Web site. Recognize chartered organization volunteers, and remind them how important their contributions are in developing happy, healthy young people.
Potential Members and Chartered Organizations. Attracting additional members and chartered organizations requires personal and mass communications. Media efforts can create awareness and build credibility. Involvement in community and chartered organization events will enhance relationships, improve visibility in the community, and improve your ability to offer an excellent Scouting program to youth.
Donors. Sharing the benefits of Scouting programs and the outcomes of Scouting makes an impact on Scouting donors. They want to know that their contributions to Scouting are making a difference in the lives of young people. National studies conducted for the Boy Scouts of America provide proof that Scouting programs are beneficial to healthy youth development.
General Public. Create awareness and build support for Scouting by using proactive tactics to keep Scouting's story in the public mind.
Every district and unit in the council must share the responsibility of promoting Scouting every day in local communities. They should help tell Scouting's story as often as possible.
Articles and photographs carry a strong, positive message about the presence and vitality of the Boy Scouts of America and its impact in local communities.
Districts and units can help get the word out by providing local media with information that communicates the fun and values of Scouting.
People in any community are eager to hear positive stories. They want to read about their neighbor earning his Eagle Scout Award or the Cub Scout pack collecting cans of food for the hungry. They also want to see photographs of Troop 272 setting up a neighborhood watch program in their effort to earn the Crime Prevention merit badge. The community newspaper is interested in reporting Scouting news about the local pack, troop, team, or crew, and if there is a good story, it will be reported.
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.