Local Aerie & Auxiliary Media Outreach

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1 Local Aerie & Auxiliary Media Outreach

2 Local Aerie & Auxiliary Media Relations Benefits Provides positive awareness, attendance, donations and increased membership Creates earned-media value Generates tremendous awareness in local market place Provides excellent content for the In the News section of FOE.com and in Eagle Magazine Demonstrates Eagles commitment to community Strengthens Grand Aerie commitment

3 Types of Events Local Media Relations Program Supports Charity events and fundraisers Donations Community sponsorships and events Social events & charity dinners Aerie & auxiliary anniversaries State and regional conferences GMP/GWP visits Holiday shopping sprees Holiday events Community blood drives *Events must be open to the general public

4 Local Aerie Requests: Contact Method Contact method is beginning to skew toward online now that the Web site link is available. Word of Mouth (8%) (9%) Web (44%) Mail (38%) Mail Phone Web Word of Mouth Phone (1%)

5 Contact Person at Aerie or Auxiliary Listed in order, from most common contact to least: Aerie/Auxiliary Secretary Local President Aerie Trustee State Membership Chair Member Others (Aerie VP, treasurer, J.O.E., etc.)

6 Program Results To Date Approximately three out of four releases sent on behalf of an aerie or auxiliary are picked up by their local media. In many instances, the releases are picked up by multiple outlets in the market. Estimated media impressions to date: +/- 1.5 million As the number of requests has increased, Fahlgren has been able to sustain the increased media placements. The program has generated tremendous positive feedback from members nationwide.

7 Example Cover Story

8 Other Aerie and Auxiliary News Headlines Vincennes, IN: Vincennes Sun-Commercial DeLisle named national Junior Eagles leader Calgary, ON: Calgary Herald This Eagle s always in flight Battle Creek, MI: Battle Creek Enquirer B.C. Fraternal Order of Eagles to host blood drive San Pablo, CA: Contra Costa Times Benefit to raise money for fallen firefighters families Birmingham, Alabama: The Birmingham News Eagles Donation Alliance, Nebraska: Alliance Times-Herald Nebraska Boys Ranch Receives $30,000 From FOE Columbia, Missouri: Columbia Daily Tribune Giving, The Fraternal Order of Eagles Bar Harbor, Maine: The Bar Harbor Times Eagles Fund Donates $30,000 to Jax Lab Seattle, Washington: The Seattle Times Fraternal Order of Eagles Presents $636,000 in Grants during International Convention Los Angeles, California: Fraternal Order of Eagles Presents $636,000 in Grants during International Convention Kingsport, TN: Kingsport Times Mount Carmel Resident to become Madam President of Eagle Auxiliary

9 Aerie & Auxiliary Media Relations Testimonials Believe me, I really appreciate everything you have done for me and my son with this. If it was not for you, the word would not have gotten out. - Ray Measel, Aerie #3912, Bellevue, NE The release is excellent Thank you for your help. We cleared about $200 for the Memorial Fund. I will be sure and utilize this means of getting our projects out in the future. -Shirley Brester, Auxiliary #200, Fremont, NE Beautiful job! I think it should stand as written...awesome and deepest thanks for your assistance! -David A. Hurlbrink, Aerie #2672, Henderson, NV

10 Aerie & Auxiliary Media Relations Testimonials We had a great turnout the PR was successful. We had radio coverage and print in the Williston paper. In total, we raised over $3,000 and we are getting some new members, which is always a plus. Thanks so much for your help! -Charles Sperrazza, Aerie #4385, Gainesville, FL Thank you for all of your efforts. -Bob Yager, New York State Aerie Thank you so much! It looks great. The secretary of the Aerie read it over my shoulder and gave the thumbs up, so let's go for it! I greatly appreciate all of your help. -Brenda Pipo, Aerie #3586, Poulsbo, WA

11 Aerie & Auxiliary Media Relations Testimonials Thought I would send you the results of the Battle Creek Blood Drive. We had a huge number of first-time donors. We usually would see this many at a high school or college, not in a community drive. This is wonderful, and I think the promos were a big help thanks again! -Roy L. Grenier, Aerie #299, Battle Creek, MI We did see the article in our local paper. You guys do such an awesome job! Bill has opened so many doors for Mas, and we will be forever grateful. Thanks for your kind words! -Shelly DeLisle (Mother of J.O.E. President, Mason), Vincennes, IN Thanks for all the help, I saw Vince at the Race on Saturday and let him know how much help you have been on this. Thanks again - great job! -Kevin Kissel, Jr. Past Michigan State President

12 Public Speaking & Media Interviews

13 Consider adding a touch of humor remember you are not a comedian Effective Public Speaking Begin with something to get the audience s attention Be energetic in your delivery Structure your speech with two three main points and a preview Tie your points together with transitions

14 Effective Public Speaking Share your own story somewhere in the presentation Include a visual aid but remember you are the main attraction If you re trying to be persuasive, include expert testimony Look at the audience as you speak Include a WOW factor

15 Using Your Voice Effectively Speak loud enough for the audience to hear you, but don t shout, especially if you have a microphone Avoid speaking in monotone Change your delivery pace Slow down for important points Use a pause Before you begin, drink a glass of water

16 Media Interviews It s about answers And verbal skill Questions (killer, the ones you want & off-thewall) Answers (objectives, power words and positives) Control (you own the information)

17 Conquering the Questions Killer and Questions You Want to Answer List them Answer them Say them Edit them Repeat Off-the-Wall Load up on local news Look for opportunity or killer questions within the questions Make note and add to your preparation for next time

18 Mastering Answers Set your objectives Credibility Empathy Memorable Bridging language No color words No negative words Packaged and bundled Power words Simple language Story-like construction

19 Reminders 1. Bridge to the second question 3. Focus on your goal 5. Bridge to the set objective 7. Power your way forward

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