As the VP of Public Relations, you can achieve Pathways credit for using this project to learn how to develop or improve the public relations strategy for your club's success plan. In addition, this project can be utilized to develop or improve any small business.
What is a Public Relations (PR) Strategy for a Toastmasters Club?
A PR strategy for a Toastmasters Club can be defined as a collection of methods a club uses to help it move from its current situation to meeting the end goals of the club's success plan. This could include gaining public awareness, increasing membership, and improving the club's reputation. The strategic PR plan includes a mix of social media, content marketing on the club website, and marketing the Toastmasters brand. The goal is to engage with your target audience and transition them from guests to members.
Who is your target audience?
A target audience is a group of people you have identified as potential guests; candidates who may be interested in learning more about networking, public speaking, communication, or leadership development.
Target audiences share similar traits such as:
Age
Location
Education
Work status
Additional traits and characteristics
"Think of your club as a business when marketing to your target audience and your guests as customers."
Public Relations in Corporate Clubs
When your club is a closed corporate club, your promotional opportunities will be restricted to the channels authorized by the company. Engaging with management and the human resources department in promoting the club is essential, as this needs to be part of your overall PR strategy.
According to James J. Simms, VPPR of Carrollwood Toastmasters in Tampa, Florida, obtaining the support of top leaders is essential for incorporating Toastmasters into corporate clubs. This can involve including Toastmasters in new employee packets, corporate websites, and other communication channels.
Obtaining approval can be simplified by utilizing terminology that resonates with the corporate environment. According to Pat Johnson, DTM, former Toastmasters International President, and author of A Handbook for Building and Sustaining Vibrant Toastmasters Programs in Corporations, the key is converting Toastmasters terminology into corporate language emphasizing transferable skills.
The "Abridged Brand Manual" from Toastmasters is a valuable tool for corporate clubs to use when communicating the Toastmasters communication program internally.
Toastmasters Brand Communication: The "Abridged Brand Manual"
The Toastmasters Brand strategy defines the key elements of when, where, why, and to whom our brand message will be conveyed. This guide is designed to assist you in communicating and applying the Toastmasters International brand.
Benefits of Using the Abridged Brand Manual
Benefits of Using the Toastmasters Brand
Understanding the Brand Platform
Toastmasters Mission Statements
Toastmasters Elevator Pitches ( 5-minutes; 3-minutes; and 1-minute)
Features vs. Direct Results
Corporate Audience Messaging (for corporations)
Audience Messaging (current members)
Audience Messaging (potential members)
The Toastmasters Communication Program sharpens you with:
Communicating better on TikTok,
Selling yourself in job interviews
Improving your ability to network and connect at business or social events
Creating or improving your online presence
Communicating better on YouTube
Creating awareness of your improved leadership or communication style through a speech
Becoming an influential public speaker
Improving your ability to speak off-the-cuff (saying something without having prepared or thought about your words first)
Providing and receiving effective feedback. (also how not to take it personally)
Communicating better on Podcasts
Blogs:
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Email: lindsey@lindseylwilliams.com
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