Public Relations

What is Public Relations?


Public relations is considered by many as one of the youngest fields within the marketing profession. Below are some of the more common definitions to help you understand in what facet and why you need to be practicing public relations.

Definition of Public Relations


Public relations includes ongoing activities to ensure the company/organization has a strong public image. Public relations activities include helping the public to understand the company/organization and its goals or mission. Often, public relations is conducted through the media (newspapers, television, magazines, etc.).
Additional Public Relations Definitions
  1. Public relations executes a program of action to promote public understanding and acceptance.
  2. Activities and information that engage community support or knowledge about a particular program or event. Also includes the development and maintenance of attitudes and understanding toward the objectives of an organization.
  3. The business of generating goodwill toward an individual, cause, company or product.
  4. Communications in the form of news distributed in a non-personal fashion, which may include newspaper, magazine, radio, television, internet or other form of media for which the sponsoring organization does not pay a fee.
  5. A planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target publics.
  6. The act of communicating what you are to the public. This is not to be confused with publicity, which is just one of the methods used in communicating the image.

Public Relations Tactics


While there are many different public relations tactics, you will only be asked to focus on basic press releases/cutlines, more specifically post-event press releases. The local media is always looking for interesting press releases and photos related to kids and non-profit causes.

Please note that NOT every press release will result in coverage for your Scout Unit. Regular contact with the media will build recognition for your group among reporters and will result in ongoing payoff down the road.

What is a Press Release?


A press release, or news release as it is also called, is a condensed story that is written like a news article. A press release is not an advertisement. The purpose of the news release is to highlight a benefit to the community, service from your troop, or activities in which your Scout Unit has participated.

The benefits to sending out press releases include:

  • Increased visibility for your unit and Scouts in general
  • Added credibility for your unit and Scouts
  • Recruiting new members
  • Reminding donors and potential donors of Scout activities
  • Free publicity

Write Your Press Release


Included in Writing a Press Release you will find information on content, style and format.

On My Honor
"You look at the Eagle Scouts that are in business that are well-known people; that’s the image of Scouting that we want to show to America because this investment that is made is the greatest enduring gift any youth movement can make to this nation, to turn out more and more and more young people with the values of Scouting."
John Gottschalk, president, Boy Scouts of America, and chairman and chief executive officer, Omaha World-Herald Company