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SNA Chapters Publicity/Media Engagement Guidance The purpose of this guidance is to highlight various ways to increase publicity of a specific event, your chapter, and SNA in general.
If possible (i.e., if this is
a SNA event as opposed to one SNA is supporting), get SNA in the official title. This can be shortened to “The SNA 5k by the Bay” for brevity in some ads. It might sound clunky, but there’s a reason corporations pay to sponsor events and stadiums.
Navy media is always looking for positive stories about professional development, community involvement, and active participation. Navy.mil: http://www.navy.mil/ (Navy News Service) The official U.S. Navy website is a clearinghouse for all Navy related stories. To post articles to the site you must make contact with a local public affairs officer (PAO) who has the ability to submit stories. The best PAO to contact would be on the staff most directly involved with the activity, usually on the base command staff. Navy News Service stories are published in accordance with the Navy Style Guide (located on the website) and A.P. style. Surface Warfare Magazine: http://surfwarmag.ahf.nmci.navy.mil/ The official Navy magazine of the Surface Warfare community. SNA has a good working relationship with SW magazine. This quarterly submission-based publication is unable to focus on most individual events, but can highlight awards given to Sailors in its “Notice-to-Mariners” section. Also consider submitting an article on a broader issue with SNA worked into it. Base Publications: Base publications are a great way to get local publicity both before and after an event. -Local commissaries, NEXs, and other base facilities are good places to look for publications. -Fleet and Family Support Centers sometimes have publications of their own. These may provide a venue for getting out the word about other activities performed by SNA (scholarships, for example). -Some bases no longer have printed base newsletters or papers, but continue in electronic form. If you are uncertain, contact someone on the base’s command staff, preferably the PAO, but others will also be able to point you in the right direction. -Tip: Even if there is no base publication, the base PAO or command staff should be able to assist in coming up with other ways of getting out the word on base about upcoming events. Make sure you have a good contact with this office. Stationary media: Stationary media (Think bulletin boards) has been around a long time, and still provides an excellent way to provide a lasting visual impact. The aforementioned facilities (ex: commissaries, NEXs, restaurants, bars, and Fleet and Family Support Centers) often have bulletin boards which can be used to post info about upcoming events. -Tip: The key with stationary media is to make it visually engaging. Photos and headlines grab attention. What sets your flyer or notice out from everyone else’s? -Permanent and semi-permanent displays, such as those describing last year’s activities, upcoming opportunities, or a historical memorial, can also serve multiple functions. Facility managers and base command staff are key to making this happen. -Another form of stationary media that SNA chapters have started to use is electronic stationary media (think electronic billboard displays). Some of these already exist on base and can be used with permission from the base command’s staff. In other cases, opportunities may exist to fund (with the help of SNA national) and install them in base facilities, creating a permanent presence. Remember, location is key. -The CNIC website allows you to find local facilities and their contact information.
Local newspapers: Get in touch with local and college newspapers and ask if they have a free information section where you can post information about an upcoming event. -Invite them to cover the event. -Some papers also take submissions if you would like to write your own coverage. Local television: Local television crews are another good source of publicity and often like running local stories with a service and military angle. Develop a good contact and ask them what sorts of activities they’d like to be aware of. Ask if they can display “how to join” or the chapter’s facebook page/website on the screen when running coverage. Local Radio: If you have local radio news teams, ask them what sorts of activities they’d like to be aware of, get good contact info, and remember to invite them.
National Media For bigger events or events with a national significance (ex: historical remembrances), don’t shy away from contacting national media. It doesn’t costs anything to ask TV, newspapers, magazines, and news websites for either coverage or publicity.
Website: Nearly every chapter already has a website. The keys to making them useful are keeping them up to date, easy to navigate, and useful with at least a minimum level of functionality. Websites have decreased in importance in recent years with the prevalence and functionality of facebook and other social networking sites. -Tip: Providing a long-range calendar on the front page (even if you don’t have firm dates), allows members to get a sense of what events are likely to occur throughout the year with their chapter. So does a list (and photos) of last year’s “completed events.” A specific “suggest an event” link may also garner tailored feedback. -Consider adding sections on the chapter’s/SNA’s history, Surface Sitrep, newsletters, links, and photo galleries. Facebook: Creating a “group” on the website facebook is a good way that many chapters already use to communicate with members and provide them updates on upcoming activities. It also allows potential members to see the level of participation of current members -From any page, select ‘create group’ on the left hand side, and then customize the group’s information accordingly, including a link to your website. -Tip: Recommend setting the group’s as ‘open’ so that members of the public can join (just the facebook group, not SNA) and view information on past and upcoming events. -From your group page, you can create “events.” If you select all members who have joined the group as guests to that particular event, they have now been informed/invited of the upcoming event. Depending on how they have their facebook account set up they may now have been notified via facebook, email, and on their smart phone. Twitter: Twitter is a direct-to-phone way of communicating short messages about upcoming events. Works well as a way to send reminders and updates. Email Chain: For those who are not on Facebook or using Twitter, email remains the easiest way of keeping members informed. Keeping an up-to-date database is the key, and can be time consuming, but is worth it in the long run. If you receive member email updates, be sure to send to SNA National so that updates are made in database. Also, remember that National can send out Group Emails to your members upon request. Email text you want sent to dgarrynavysna@aol.com Blogs: Notice a good military, Navy, or Surface Warfare related blog? Ask the blogger if they’d be interested in covering your event, or if they could give the event a shout-out. They might say no, but they also might tell you they’d like to cover something in the future. SWONET: SWONET is an official Navy web site and networking site for SWOs. Accessible by CAC or password log-in, it also takes article submissions and can generate publicity for an upcoming event. Ships/Command Staff: Developing a professional relationship with influential points of contacts for ship and base life can pay dividends in spreading the word about the opportunities and events SNA offers. COs, XOs, CMCs, ombudsmen, and enthusiastic JOs, chiefs, and petty officers can all help to inform their shipmates about an upcoming event. Each may have better contact with a particular segment of your target audience, so it’s a good idea to try and get at least two contacts in each ship/base command. Navy Reserve: Contact your local Navy Reserve offices and keep them aware of upcoming events. Ask about using or creating stationary media and partnership opportunities. ROTC/JROTC: Whether Navy or another branch, there is likely a college ROTC or high school JROTC program in the area. Keep the instructors informed of upcoming events and you will likely find a new source of members. Offering to help with upcoming panel discussions, ship selection-type activities, and socials are other good ways to get the SNA name out. Inquire about leaving brochures or other stationary media at their offices. National has POC information for many NJROTC units from the annual Decatur award database. Recruiters: Recruiters of all branches of military are likely in your vicinity as well. These are another good source of potential members and interested participants, and another place to leave information. VFW/American Legion: Other organizations which carry on military related missions. These too are good potential partners for activities, members, and information. They may have their own newsletters and ways to spread the word.
Pamphlets: Many local chapters have pamphlets advertising the general information, membership benefits, how to join, and where to get more info (facebook, website, etc.). Banners: Emblazon banners, posters, flyers, and other visual signs with your chapter/national SNA logo. This is easier if you’ve worked “SNA” into the official title of an event. Shirts: The same holds true if you are using them for your event. If you’re helping to support someone else’s event, ask if you can have your logo on the shirt/flyer/banner. Greeter: Having someone welcome and chat with participants as they come in is a good way to answer initial questions and make sure everyone knows they’re welcome. Email sign-up list/computer: Be sure to come prepared for piqued interest at the event. To make sure you don’t lose out on someone’s contact information, place the sign up list in a prominent location and mention it during the course of the activities. -Tip: Bringing a laptop to events is a great way to make sure that new member or contact information is entered directly, and gives the impression of a competent, proactive organization.
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