Ruritan Club and District Officers' Handbook

These are more expensive, but most newspapers will design the advertisement or announcement for you. Be sure to give the newspaper’s graphic arts department a clean copy of the Ruritan emblem to use in anything they may design for you. Also tell them to keep the image on file for future use. Radio Radio is more expensive because of the potential audience. Like newspapers, radio stations have a sales department that will write and produce your club’s advertisement or announcement. You should always request to hear the announcement before the broadcast. When working with the radio sales department, try to work in “America’s Leading Community Service Organization” or “Serving America (or your community) since 1928 (or the year your club was chartered).” Television Television is the most powerful mass media your club can purchase with money. Television can reach hundreds of thousands of people for pennies per person, but imagine how much money that may cost your club! If you’re planning a television commercial, talk with the sales department about what you’d like to see. At this level, you are only limited by your imagination and how much money you want to spend on the project. Word of Mouth Word of mouth is truly the most powerful piece in your public relations tool kit. People, as a class, tend to trust what their friends, relatives, and co workers say. There is no better way to build a lasting public relations program than with word of mouth. This public relations tool is listed last, because word of mouth is the most expensive medium to master if you consider the time involved. To be really successful, each member of your Ruritan club should introduce one person to the ideals of Ruritan each day. How long would it take your club to tell every person in the community about Ruritan? How many of these people would consider joining your club?

Using the Media to Share Your Message Mass media, such as radio, television, and newspapers are what comes to mind when you think of outside publicity sources. Sources outside your club lend their own credibility and reputation to your club’s activities. The general public, which has never been involved with Ruritan, will respect the newscaster’s or the reporter’s message as much or more than your own. Which medium is best for your club? There is no easy answer to this question, but when deciding how to publicize club events, consider the following points: 1) Size of your community. Many communities do not have a local television or radio station, but most have a daily or weekly newspaper. 2) How many people are you trying to reach? How many people do you want to see your message? 3) Which media does your community rely on for its local news and announcements? 4) What is your club’s budget for publicity? Always remember that 10 volunteers pass ing out flyers may be more effective than a $500 advertisement on your regional television station. 5) How much time do you have to plan public ity before an event? Typically, media are rated by how many people they reach. The following media list, in order from least powerful to most powerful, may help you decide which media to use. Also note that these are also ranked from least expensive to most expensive, whether the expense is mostly money or time that your club needs to commit. Flyers Flyers can be posted at local stores and on road signs around your community. One volunteer can accomplish this, if given enough time to canvass the area. Don’t rule out a door-to-door campaign around your community. It’s a great way to meet new people and create support for Ruritan within the community. Location is the key to getting your flyer read by people. Good places for posting flyers include busy intersections and local convenience stores (ask permission first). Anywhere there is a lot of foot traffic or automobile traffic is usually a good place for your message. Newspapers Newspaper advertisements or features may work.

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Revised 8/2024