PR MANUAL - Phi Gam

PR MANUAL

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PHI GAMMA DELTABUILDING COURAGEOUS LEADERS


2 PHI GAMMA DELTA

PUBLIC RELATIONS MANUAL

Phi Gamma Delta International Headquarters1201 Red Mile Road, Lexington, KY 40504|859-255-1848|www.phigam.org | [email protected]

@PhiGamHQ PhiGamHeadquarters

@PhiGamHQ The Fraternity of Phi Gamma DeltaPhi Gamma Delta @PhiGamHQ



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TABLE OF CONTENTSIntroduction

What Is Public Relations? .........................................................................................5History of PR & Fraternities ......................................................................................5Purpose of a PR Program ..........................................................................................5Duties of the PR Committee ....................................................................................5

The Public Relations ProcessTargeting Your Audience ..........................................................................................8How to Build a Positive Image With Audiences ...................................................8

Public Relations ToolsPR Tools ..................................................................................................................... 13Social Media & Other Modern Tools .................................................................... 13What Makes a Newsworthy Story? ...................................................................... 13Negative Use of Public Relations Tools/Bad Image Maker ............................. 14Explaining PR Tools ................................................................................................ 14Explaining Social Media Tools .............................................................................. 16Organize a Proactive Public Relations Campaign ............................................ 18

Crisis CommunicationSix Pillars of Crisis Management .......................................................................... 21Initial Steps in the Event of a Crisis ..................................................................... 22How to Take Responsibility ................................................................................... 23Dealing With the Media ......................................................................................... 23

AppendixSample Scenarios ................................................................................................... 25Sample Documents ................................................................................................ 25Sample Press Release: Diabetic Children Get a Sweet Halloween Treat ...... 27Sample Letter to the editor .................................................................................. 28Sample Media Advisory ........................................................................................ 29Sorority Founders Days Presentation ................................................................. 30Resources ................................................................................................................. 32


PHI GAMMA DELTABUILDING COURAGEOUS LEADERSPHI GAMMA DELTA

BUILDING COURAGEOUS LEADERS

INTRODUCTIONWhat Is Public Relations? ............................................. 5

History of PR & Fraternities ......................................... 5

Purpose of a PR Program .............................................. 5

Duties of the PR Committee ........................................ 5



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What Is Public Relations?Public Relations is the art of managing communication between an organization and its key audience to build, manage and sustain a positive image. Public relations is the art of telling Phi Gamma Delta’s story.

History of PR & Fraternities• The actions of Greeks in previous decades have created a public relations challenge.• The average person associates the poor conduct of one fraternity with the image of

all Greek letter organizations.• Negative headlines and news reports• TV shows and movies

Purpose of a PR ProgramThis Public Relations Manual is designed to prepare chapters to consistently and effectively convey a positive image to its audiences. A positive image, the public’s perception of that image, and how members go about sharing their FIJI experience with others are three key considerations that can lead a chapter toward greatness or seal its fate. Keep in mind the 90/10 Rule: Ninety percent of a chapter’s PR will be determined by its behavior or actions; the other 10 percent of PR is related to any advertising (e.g. news releases, public service announcements, speeches, banners, fliers, etc.) the chapter puts forth.

Duties of the PR CommitteeThe PR chairman’s job is to work with each chapter officer and committee member in order to publicize events and maintain the chapter’s overall image to its audiences. • Always be up to date with and attend meetings, events and activities of the chapter.

It is your responsibility to know everything that is going on. • Develop and facilitate a PR Plan (Discussed later in this manual). Remember –

effective public relations should be a continual effort at all times – not just in times of crises.

• Clarify your chapter’s priorities• Develop messages that tell the Fraternity’s values - focus on the values• Identify and understand your key audiences• Train yourself to be an effective manager• Develop ways to reach out to key audiences



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• Establish those relationships now• Always plan for the worst – develop a crisis communications plan now

• Keep a current list of media contacts for promotional purposes, as well as University Faculty and Administration staff, and the social media information of fellow Greek organizations.

• Keep a PR file for your successor! Nothing can be worse for a new officer than to have to start from scratch every year because of careless record-keeping.


PHI GAMMA DELTABUILDING COURAGEOUS LEADERS PHI GAMMA DELTA


THE PUBLIC RELATIONS PROCESS

Targeting Your Audience ............................................. 8

How to Build a Positive Image With Audiences ...... 8



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Targeting Your Audience What Is an Audience?Your chapter’s audience encompasses the groups or persons with whom you come in contact. Each group or individual can be considered an audience, and recognizing those audiences who have the greatest impact on your chapter is important when identifying your “target” audience. Your goal should be to match your behavior to the audiences concerns.

Example of your chapter’s audiences:• Members• Pledges• Graduate brothers• IHQ and other PGD chapters• Broader Greek community• Campus administration/faculty• Local community• Parents• Non-Greek students/potential recruits• Chapter guests• Media

There are several questions which you should ask yourself or your committee when targeting an audience:• Who are you trying to influence?• Why are you trying to influence this audience?• How well do you know your audience?• What message are you trying to convey?• Will this message be effective?• What is the most appropriate tool or tools to convey your message to this audience?

How to Build a Positive Image With AudiencesGraduate Brothers:• Newsletters: Make a habit of sending a minimum of one newsletter each semester.

The newsletter should be composed of roughly 50% news about graduate brothers



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(such as a spotlight story on a graduate brother’s profession or accomplishment) and 50% about the current activities of the under graduate chapter.

• Website: Maintain a section of the Chapter’s website dedicated to graduate brothers. • Social Media: Utilize Facebook, Twitter, Instagram etc. to keep in contact with

graduate brothers.• Pig Dinner: Begin planning Pig Dinner at least six months in advance, and send

save the dates and invitations at the two month and one month marks, respectively.

IHQ:• Communicate in a timely manner. Keep in touch with the Director of Chapter

Services and the Director of Communications.• Read and submit chapter/brother news to The Friday Letter e-newsletter and The

Phi Gamma Delta magazine’s spring and fall issues each year.• Send at least three members to Fiji Academy and Ekklesia.• Make an effort to build a strong relationship with your Field Secretary. He is

visiting to help the chapter become a stronger organization.

Other Chapters:• Activities/events: invite other chapters for a social event, softball game or athletic

event where teams from both schools are playing.• Academy/Ekklesia: attend all events sponsored by FIJI Headquarters. • When visiting other chapter houses, treat the house and their members as you

would your own. It is not gentlemanly, nor is it becoming of a Fiji to “steal,” damage or vandalize other FIJI chapters’ property.

Other Fraternities & Sororities:• Never speak ill of, or show disrespect to other fraternities. Unfair criticism and

mudslinging show insecurity and weakness more than anything. Such attitudes promote unhealthy growth in your chapter and the Fraternity. First and foremost, Fijis are gentlemen at all times.

• Recruit cleanly, fairly and positively. Nothing can create more ill-will among fraternities than dirty, cut-throat recruiting.

• Sponsor functions with different fraternities and sororities.• Send different groups congratulatory cards, sympathy cards and “welcome back”

cards – this is always good communication.• Observe other fraternity/sorority Founders Days: send an anniversary card to other

fraternities and sororities on their Founders Day.



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Campus Administration & Faculty:• Utilize a faculty member as a “Scholarship Advisor.”• Invite a faculty member or administrator to speak to your chapter.• Have a “Faculty Appreciation” dinner. It’s good to combine this with the chapter

scholarship banquet, presenting an excellent opportunity for the faculty to see the emphasis FIJI place on academics.

• Organize events with faculty. A Faculty vs. Fiji’s softball game, for example, offers the chance to meet faculty in a casual setting. Another opportunity is to co-sponsor a event. These make excellent press.

• Use positive visibility at University events.• Attend regularly-scheduled meetings with the Greek Advisor (you should meet at

least once a month).

Community:• Notify neighbors of any late night events in advance, and be mindful of time.• Have a block party or picnic. This provides a good way to meet your neighbors on

an even basis. A personal acquaintance will help in case of any problems later.• Keep the chapter grounds clean and mowed.• Do community service regularly and let others know you’re doing it (Examples of

community service and Fundraising ideas in Appendix).• Attend city council meetings often, not just when problems occur.• Assist with voter registration in your area by manning booths.• Invite the chief of police or mayor to a chapter dinner.

Parents:• Parents Day: plan activities of interest to parents. This might include a meal, tour

of campus, attendance at an athletic event, etc.• Write letters to parents: every pledge should receive information explaining Phi

Gamma Delta/FIJI, the benefits and costs of membership, our history and other information to help support the decision of their son.

• Mothers/Fathers (or Parents) Club: many chapters have combined parents and graduates in their programming by inviting everyone to the Founders Day activities.

• Parents Newsletter: it is nice to have a separate publication specifically for parents, but if funds are short, you can always send parents your graduate newsletter.



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Non-Greek Students & Potential Recruits:• Utilize social media to promote the positive image of the Fraternity.• Sponsor scholarships for non-Greek students.• Participate in non-Greek students’ events.• Open your chapter house. Utilize a “guest night” for campus-wide presentations.

Invite residence hall students. Have an Open House or sponsor a pep rally. Offer your chapter house as a place for other organizations to use for a meeting.

• Positive visibility. Again, watch your actions. Participate in new student orientation, help students move into residence halls, be involved in campus activities and clubs.

Media:• Keep media contact lists up to date. Personalize materials as much as possible.• Contact the media only with newsworthy stories (see section on newsworthy stories).• Contact media one or two weeks in advance of the date the event occurs.• Call reporters during times other than deadline (mornings are usually best).• When speaking to reporters, be brief and stick to the point.• Avoid asking reporters if they received your release or if they intend to use it.• Send background materials immediately following contact (chapter & FIJI history,

etc.).• Always know and work within a reporter’s deadlines.• When sending out information to the media, make sure chapter members are

informed of the who, what, when and why.




PUBLIC RELATIONS TOOLSPR Tools .......................................................................... 13

Social Media & Other Modern Tools ......................... 13

What Makes a Newsworthy Story? ........................... 13

Negative Use of Public Relations Tools/Bad Image Maker .................................................................. 14

Explaining PR Tools ..................................................... 14

Explaining Social Media Tools .................................. 16

Organize a Proactive Public Relations Campaign ....................................................................... 18



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PR Tools• Audience targeting• Media advisory• Press release• Brief statement• Letter to the editor• Press conference• TV interview• Newsletters (“The Friday Letter”)• Internet + website• Email

Social Media & Other Modern Tools • Facebook• YouTube• Twitter• Instagram• LinkedIn• Others

What Makes a Newsworthy Story?News is the presentation of timely facts that are of interest and importance to readers. It must be factual, not the author's opinion. The use of concrete examples, details and figures will give the material credibility. (For example: Greek volunteers donated more than 250 hours providing safe escort services during the fall semester at University/College.)

Timeliness is crucial in news coverage. When a story is not published at the appropriate time, it loses impact. The facts of a news release should always be organized in an inverted order with the who, what, where, when, why, and how listed in order of importance. Use opening words that will catch the reader’s attention with the most important and interesting angle of the story.



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Because editors have limited time and space for stories, news writing should be concise. Choose strong verbs that energize copy; use adjectives and adverbs sparingly. Use short paragraphs written in the active voice. Quotations from speakers or participants in an event help tell the story and humanize the organization. Be sure to quote only informed, articulate representatives of the Greek community. Hometown newspapers will often print news of a member's pledging, initiation, election to chapter offices, selection for campus positions, etc. Do not neglect the hometown newspapers.

Examples of Newsworthy StoriesWhat types of chapter activities or projects interest reporters? What kinds of projects make great material for a news release? Experience shows the following Phi Gamma Delta stories are most effectively promoted:• Outstanding members & graduates (succeeding in leadership, academics, business)• The interaction of members & graduates and worthy causes (The Red Cross,

community advocacy)• Human-interest stories of individuals benefiting from Phi Gamma Delta chapter

service

Negative Use of Public Relations Tools• Inappropriate T-shirts• Improper conduct• Inappropriate parties • Destructive behavior• Poor taste in advertising• Public pranks• Hazing

Explaining PR ToolsThe Media Advisory• Informing media and key publics about an upcoming event, such as a press

conference or graduate event.• Communicating the 5 “Ws” & the “H”: Who? What? When? Why? Where? How?• Formatting is important:

• Header should be “For Immediate Release” or “For Planning Purposes”.• Always include the date of the event.



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• Always include a contact person and contact phone number.• Include an informational paragraph about the chapter.• Conclude with either “###” or “-30-”.

The Press Release• More formal and informative than the media advisory. • Communicating the 5 “Ws”: Who is participating?

• What is the news? • When is the event? • Why is this news important? • Where is the event?

• Formatting is important to ensuring your press release gets noticed: • Header should be “For Immediate Release” or “Embargoed”. • Always include the date of the event. • Always include a contact person and contact phone number. • Include an informational paragraph about the chapter. • Conclude with either “###” or “-30-”.

Brief Statement• Used primarily as a reactive tool, such as when a reporter contacts you or the

chapter asking for a comment to an incident or allegation.• Should be concise, conveying only what information you and the chapter want to

convey.• Use the same formatting as the press release described above.

• Header should be “For Immediate Release” or “Embargoed”.

Letter to the Editor• Used primarily as a tool to respond to a newspaper story or community news.• Can be used as a tool to inform the broader community of an upcoming event.• Should be less than 150 words to increase the likelihood of being printed.• Letters to the editor should be addressed to the editors.• Make sure to include your name and affiliation in the signature to increase the

likelihood of being printed.

The TV InterviewIt is important to note that you should only request interviews with media outlets for events such as anniversaries, fundraisers, community service projects, etc. For negative



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incidents, you may be contacted by reporters for a comment; DO NOT speak with them unless you have been advised by the International Headquarters to do so. You will likely be provided a statement from the Fraternity’s Public Relations Director.

For all other events/stories, consider the following:• What message are you trying to communicate?• Is a TV interview the most suitable tool?• If so, follow these steps to ensure a successful interview:

• Always be truthful; if you do not know the answer to a question…say so.• Do not try to spin a story. Reporters can see through such attempts.• Speak with confidence and authority.• Present yourself in a professional manner. Remember, you are representing yourself,

your chapter, your college/university and the Fraternity.

Newsletters• Used to reach a wider audience to communicate a variety of types of news and

information.• Great tool for communicating with a target audience, such as graduate brothers and

the university community.• Cost effective tool to highlight photos from events.• How many chapters have posted their newsletters online?

Explaining Social Media & Modern PR ToolsAs social media has become more accepted and utilized by a larger number of people, it provides your chapter with a unique opportunity to communicate with chapter graduates, the broader brotherhood of the international fraternity, and your local community. Social media—including Facebook, Twitter and Instagram—all too often are the cause of added grief due to its ability to spread negative perceptions about the Greek world. However, by creating and implementing a social media plan that accentuates the values of the Fraternity, you and your chapter can establish better connection with key audiences.

Below are several simple steps that your chapter can take to better harness social media to your advantage:

Building Email ListsChapters, similar to the International Headquarters, should maintain lists of email addresses for graduates and other parties interested in the chapter in order to share



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information. Lists should be broken down by key audiences. For example, graduate brothers should be on a separate list from campus administrators. Ultimately, you might send a note to both groups, but maintaining separate lists will allow you to better target the information you send out.

Although utilizing social media is an important practice, your chapter should also attempt to share information via email. Such information could include a lot of what you would share via social networking, but it allows you to share interesting chapter tidbits through another medium. Emails could be named “FIJI Update” or “Phi Gam Update” in order to alert the reader that you are sharing information about the chapter.

Facebook, Twitter & InstagramYour chapter should establish Facebook, Twitter and Instagram accounts that are unique and is easily identifiable to your chapter that can be sustained year to year (For example: the International Fraternity’s user name is “PhiGamHQ”). We recommend using the same handle across all of your social media accounts to make it easier for people to find you. Once your chapter has established these account, you should encourage undergraduate and graduate brothers, potential members and other chapters to "follow" the chapter's accounts. It is important to post regularly on all of your accounts to maintain interest.

As most of you know, others—such as Greek Advisors, local news organizations, etc.—may opt to follow the chapter as well. You can always create “closed” or "private" accounts, by which you approve people who wish to follow you, but you might want to consider keeping your public account open and close an internal brother list (for crisis communications purposes).

Some chapters also use their Facebook page as their official website.

YouTubeThe video-sharing site YouTube is a great way to share positive information about the chapter. You should establish a chapter page and update it to be unique to the chapter. You should share videos pertaining to intramurals, campus activities, awards brothers receive and others of a non-controversial nature.

What to PostThe biggest decision that you will have to make is to decide what type of information to share on Twitter and Facebook. Only a couple of brothers (you, Corresponding Secretary, PR Chairman, or Social Media Director) should post information. This ensures that the chapter maintains quality control.

Information to share in tweets and status updates should be non-controversial. As a



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note of caution: if you post controversial or negative information (such as a brother drinking from a beer bong), your chapter will become a “viral” sensation—but for all the wrong reasons.

Here are a few examples:• If a brother is honored with an award, tweet out the information. If you have a

photo of the brother with the award, post that as well.• If the chapter wins an award, post it and include a photo.• Tweet and post information about intramural sports. If you beat your rival, pass

along the information through a tweet or Facebook post.• Tweet info about Graduate Luncheons, including location, time and date.• Share information about the chapter’s grade point average.• Share information (including photos) of philanthropic events.• Record video of chapter events (singing competitions, philanthropies, etc.) and

post it on the chapter’s website, blog or YouTube. Tweet the link.

These are only a few examples of how you and your chapter can use social media to connect with graduates. To reiterate, the chapter must be respectful and share positive, non-controversial issues. Otherwise, your social media efforts will come back to haunt you.

Chapter Website/BlogThe chapter website and/or blog can easily be the backbone of your social media efforts. You can post information, videos, and photos about chapter activities and honors. This will allow you to use social media to direct people to your website. The same aforementioned cautionary notes apply here.

Organize a Proactive Public Relations Campaign Create a Public Relations PlanExactly what image does the Chapter want to develop with each audience?1. Organize a Public Relations Team/Committee

• Include members of several different audiences. Possible members include: Greek Advisor, Graduates, non-Greek faculty, a PR professional, etc.

2. Set Goals• Set at least 3 S.M.A.R.T. goals per year. (Specific, Measurable, Achievable,

Relevant, Time-based) • Possible goals could include:



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• Promote chapter philanthropy event on campus.• Develop better relations with other Greek organizations.• Develop better relations with the community.

3. Create an Agenda• A detailed written PR action plan for the year.• A realistic action plan that can be built onto year after year.• Focus on strategies that will have the greatest impact. Keep focus on goals.• Sample activities• Event for Faculty• Event for community• Event for non-Greek students on campus• Establish Who, What, When, Where and How for each goal.

4. Devise a Time Table• Establish widely known dates and deadlines for every aspect of the plan.• Publish these dates on a frequently viewed calendar.• Prepare a continuity report for next PR Committee or new cabinet.

5. Evaluate• Create a customized PR checklist for your chapter. See sample checklist in the

chart below.

Semester Monthly Weekly

Completed graduate and parent newsletter

Public recognition of members with high GPA’s

Submitted all appropriate news articles and press releases

Recognize Sorority founder days

Delivered appropriate cards and flyers, Pig Dinner invites, acknowledgments

Completed event summaries

Organized a faculty appreciation gesture

Delivered appropriate flyers and cards

Held PR committee meeting

Recognized sorority founder days

Present PR report at chapter meeting




CRISIS COMMUNICATION

Six Pillars of Crisis Management .............................. 21

Initial Steps in the Event of a Crisis .........................22

How to Take Responsibility ....................................... 23

Dealing With the Media .............................................. 23



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A crisis is any event that is, or is expected to lead to, an unstable and dangerous situation affecting an individual, group, community, or whole society. Crises are deemed to be negative changes in the security, economic, political, societal or environmental affairs, especially when they occur abruptly, with little or no warning. A crisis is often deemed an ‘emergency event.’

Six Pillars of Crisis Management1. Prepare Members for Times of Crisis

• The Health and safety of each member is the first priority of each member.• The President (or next cabinet member in line) should take charge in an emergency• Develop a phone email tree to communicate with brothers.

2. Determine the Type of Crisis• Is it a life threatening situation – or an incident demanding medical treatment?• Your chapter – or another fraternity on campus?• How long will it last – hour, two, days, weeks?• Involve an individual brother – or multiple brothers?

3. Own the Crisis• Advance planning is essential in order to successfully navigate the crisis.• Immediately alert graduate advisors, chapter brothers and International

Headquarters staff.• Keep in constant communication with these brothers throughout the crisis.

4. Tell the Truth• Always be accurate – and as transparent as the situation will allow.• Journalists and investigators can sniff out half-truths and evasiveness.• You’ll be on the defensive if you feed this drive.• Don’t use “secrecy” as your cover.

5. Demand Accountability• If an apology is necessary, offer one – and without hesitation.• If the situation allows, admit your mistakes before it appears that the university,

public pressure or others forced you.• Explain the concrete steps that the chapter is taking to make things right and

prevent similar incidents in the future.



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6. Speak Like a Human Being• Don’t spin.• Clear, concise acknowledgment of the pain you have caused helps mitigate ill

feelings.• Simplicity = authenticity in a crisis.• Avoid fraternity “jargon” that doesn’t convey well to the broader community.

Initial Steps in the Event of a Crisis• The President (or next cabinet member in line) takes charge.• Call emergency number(s) first, usually 9-1-1, so appropriate emergency personnel

(police, fire, ambulance) can respond. If the situation is life threatening, call IMMEDIATELY.

• Close the chapter house immediately. The President cannot give instructions and maintain control if members are leaving and strangers are entering.

• Only allow your members and appropriate officials to enter. Assign responsible members to calmly guard entrances to house.

• Do not remove any personal items from room where someone was injured, and keep the room locked if possible.

• Contact appropriate campus officials.• Notify your Purple Legionnaire and Board of Chapter Advisors (BCA).• Notify Phi Gamma Delta Headquarters and the Executive Director at: 859-255-

1848 REGARDLESS OF TIME OF DAY. A member of the Headquarters staff will contact you to assist with the situation.

• Assemble your chapters members in one place for a meeting (in case of fire, assemble outside, in front near the street). Explain there is an emergency, but that it is under control.

• Determine if brothers are in need of assistance from the counseling staff.• Remind members that only the Cabinet, Purple legionnaire or a member of the

BCA can speak for the Fraternity.• Do not discuss details, speculate on events or otherwise elaborate on the situation.

Often, litigation follows crisis. Statements made could later be used in court• Reporters should NEVER be allowed in the chapter house during an emergency

unless invited by the Chapter President, Purple Legionnaire or designated spokesman.• Do not be pressured into allowing reporters into the chapter house during an

emergency.



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• Do not be pressured into speaking with a reporter, especially if you’re unprepared to do so.

• Guerrilla-style interviews are rare.• Only the President or a designated graduate brother should speak to the media.

Formulate a careful statement with the help of the PL, Executive Director and the PR Director for Phi Gamma Delta.

• Stick with your statement.• Fully cooperate with appropriate authorities.

How to Take Responsibility• Start with a scenario that would lead a chapter from good to bad (see p. 25 of

Appendix for sample scenarios for some crisis situations that will help the chapter brainstorm).

• It does not matter how much good your chapter has done throughout the year if a poor decision is made by members of the chapter that leads to a shift in opinion of your Audience.

• When your chapter does something wrong, you need to take responsibility for your poor judgment and deal with the consequences in a responsible, mature, and timely manner.

Dealing With the Media• If contacted, only the President or Purple Legionnaire should speak for the chapter• Make a brief statement: Avoid “no comment” because it leads to speculation.• "We are aware that an incident occurred and are cooperating fully with the

appropriate authorities and university officials who are investigating the matter.”• If you are further pursued, continue repeating the above statement. Do not be

deceived because you are asked the same question several different ways.• Never release names or admit any fault or liability.

Serious Injury or Death of a Member• Do not notify the parents. Emergency officials will take care of this. • If death is in the house, do not remove personal items from the room. Keep room

locked. Only Emergency Personnel are permitted.• Arrange the assistance of campus counseling staff for brothers.




APPENDIXSample Scenarios ......................................................... 25

Sample Documents ...................................................... 25

Sample Press Release: Diabetic Children Get a Sweet Halloween Treat ................................................ 27

Sample Letter to the editor .........................................28

Sample Media Advisory ..............................................29

Sorority Founders Days Presentation .....................30

Resources ....................................................................... 32



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Sample ScenariosSample Scenario #1

Jack Nicklaus is on campus for an event unrelated to the chapter. However, he has agreed to help promote the chapter’s major annual philanthropic event while he is in town. What is the best tool to use to maximize the Chapter’s exposure? Are some tools better suited for this event than others?

Sample Scenario #2Your chapter has achieved the highest GPA in the Greek system for the eighth consecutive semester. Additionally, your chapter won the “Saban Sweater,” which is presented to the top fraternity in Intramurals. What is the best tool to use to maximize the chapter’s exposure? Are some tools better suited than others? What is your communications plan to publicize these accomplishments?

Sample Crisis Scenario #1During a chapter function where alcohol is consumed, a chapter brother and a non-member get into an altercation. The situation quickly devolves and punches are thrown. During the fight, the non-member falls down a flight of stairs and injures himself. He is unresponsive. How do you manage this situation?

Sample Crisis Scenario #2You get a call on Monday morning from the Dean of Students bearing bad news. It appears a young woman attended a party at the chapter house on Saturday night and claims she had too much to drink. She visited the student health center on Sunday night late and made the accusation that a Fiji raped her after the party. The Dean informs you that he/she is launching an immediate investigation into the accusation. How do you manage this situation?

Sample DocumentsNews Releases: Telling Your Chapter’s Positive StoryWriting news releases is the easiest and most effective way to send your message of a positive event or occurrence to the public at large. Many chapters do not take advantage of the opportunities for positive coverage of social service events and other service-related activities.

More than any other question I am asked at any Ekklesia or Academy is, “How do we get positive news stories placed with our local newspaper or TV?”



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One of the first questions to ask is, “Did you generate a news release or place any telephone calls to your media outlets?” The answer is generally, “No.” But this is a simple process that can generate local coverage and positive stories in the local press that certainly will help you and the Greek system in your area. Your chapter can make a tremendous impact on the perception of the Greek system and your chapter in your region, improving rush numbers, local and national image and goodwill.

How difficult is writing a news release? Easier than you may think!

A good news release answers the following questions: • WHO• WHAT• WHERE• WHEN• And most importantly – WHY

The editor who will be looking through your release will need these questions answered quickly as these professionals see literally thousands of news releases every week. You have to be able to capture their attention and peak their interest immediately in order to be able to gain coverage. Remember to make it easy for an editor to read and understand your release to increase your chance of gaining coverage.

Keep in mind that not every news release results in coverage from your television station or local newspaper. Sometimes there is too much news in a day to cover, and normally, a Fraternity service story is more than likely to be a “feel good” story that is left to the end of the newscast or on the “Lifestyles” section of your newspaper. In other words, don’t expect your chapter’s service story to end up on the front page or headline the newscast – unless something goes terribly wrong, and let’s not strive for that! Remember to keep trying to notify the media for other service events. Just because they didn’t show up to cover you last month doesn’t mean they won’t come to your next event. Understand their demands are tough, too.



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Sample Press

Release

Sample Press ReleaseFOR IMMEDIATE RELEASE

October 20, 2017

Contact: Joe Kelloff, Chapter President, Phi Gamma Delta, Colorado School of Mines (303) 555-5555

Nancy Wilson, Executive Director, Rocky Mountain Children’s Diabetic Foundation (303) 555-1234

Diabetic Children Get a Sweet Halloween Treat

GOLDEN, CO — Imagine a Halloween without candy or other sweet trick-or-treats! That’s what the diabetic children of Golden face every year when this children’s holiday of ghosts and goblins comes masquerading through the streets of our city in search of candy goodies from every household. With their diabetic condition, no candy or sweets are allowed which can make it a gloomy time of year for these kids.

But the members of the Colorado School of Mines Chapter of Phi Gamma Delta Fraternity hope to make this Halloween a special one for all of Golden’s diabetic children by hosting their annual “Hal-loween Haunted House” in conjunction with the Rocky Mountain Children’s Diabetic Foundation.

“We are thrilled that Phi Gamma Delta fraternity takes the time to make it a wonderful event for our diabetic children of Golden,” said Nancy Wilson, Executive Director of the Rocky Mountain Children’s Diabetic Foundation. “The kids look forward to this event every year and wouldn’t have any other ac-tivity associated with Halloween that they could participate in,” she said. “The members of Phi Gamma Delta create a Halloween spectacle for our kids and even provide sugar-free candy at the end of the day’s events. They really put a lot of energy into this to the delight of our children.”

The local chapter of Phi Gamma Delta spends three weeks and several hundred man-hours preparing the haunted house for the children and have been doing the community service project for the chil-dren for more than 15 years.

“We feel that by giving back to the community, we are enhancing our own lives through our service to others,” said Joe Kelloff, chapter president for Phi Gamma Delta. “We see the look on these kids faces of happiness at a time of the year when they might not get the chance to smile as much. We want to give these kids a Halloween Holiday that they will remember.”

More than 100 children are expected to attend the Haunted House event that will be held this Satur-day, October 30, 2017 at 1:00 PM in the Fowler Hall on the Colorado School of Mines campus, 1118 E. 18th in Golden. In addition to the Haunted House, there will also be games and other ghoulish delights for the children.

“This is such an anticipated event that we can’t get the kids to stop talking about the Haunted House before and after Halloween,” Wilson said.

Phi Gamma Delta is a leadership and social Fraternity founded in 1848 and has undergraduates and graduate chapters at more than 160 campuses and cities across North America. Founded on the values of friendship, knowledge, service, morality and excellence, the Fraternity has more than 120,000 un-dergraduate and graduate members.

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Sample Letter to

the Editor

Sample Letter to the Editor

Fraternity Apologizes for Racist Remarks, Not Living Up to Higher Standards

Dear students and faculty of [College/University] and members of the [local] community,

In the Nov. 2 edition of the [campus newspaper], serious claims of racism and insensitive conduct at the annual Homecoming parade were raised against the Phi Gamma Delta Fraternity (FIJI).

Indeed, after investigating the matter, we were saddened to discover that members of our chapter were responsible for the abhorrent conduct.

We would like to take this opportunity to apologize to the entire [College/University] community, as well as the greater [local] community. We also would like to apologize to our Homecoming partners and the other fraternities and sororities at [College/University] for casting a poor reflection on the Greek community.

The actions of these members are not in line with the values of Phi Gamma Delta and are unacceptable to us. We have been working closely with our graduate brothers and our national fraternity to see that appropriate action is taken against the members responsible, to educate our members about the harm this type of behavior causes and to ensure that these mistakes do not happen again in the future. We also would like to thank those people who stood up and brought this matter to our attention, so that w can use this as an opportunity to better ourselves and our chapter.

We at Phi Gamma Delta are sorry for failing to live up to the high standards we set for ourselves as members of the [College/University] and [local] communities. We would appreciate your continued support as we work to address these issues.

Sincerely,

The Brothers of Phi Gamma Delta



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Sample Media

Advisory

Brief Statement-Sample Media Advisory

FOR IMMEDIATE RELEASE CONTACT: (Chapter President)(OR FOR PLANNING PURPOSES) (Phone Number and/or E-mail Address)

January 5, 2017

Phi Gamma Delta Statement in Response to ABC Media Inquiry

ST. LOUIS, MISSOURI — (Chapter President or Spokesman Name), president of the (insert Greek chapter name) Chapter of the International Fraternity of Phi Gamma Delta, today released the follow-ing statement in response to a media inquiry about a recent incident at the chapter house:

“The members of Phi Gamma Delta take very seriously the fact that a friend and guest of ours may have been sexually assaulted. We have cooperated thus far with university staff and the police and will continue to do so, in an effort to see that the truth is discovered and that appropriate action is taken.”

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Phi Gamma Delta is a men’s social fraternity founded in 1848 and has undergraduate chapters at nearly 170 campuses across North America. Founded on the values of friendship, knowledge, service, morality and excellence, the Fraternity has a total living membership over 127,000.



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Sorority Founders Day PresentationIt is important to research the information of the specific sorority in order to fill in the blanks below. This will show the sorority that you care enough to take the time to learn about their organization. A list of the sorority founding dates as well as their official flowers is located in the next section.

“Good evening ladies. One hundred and _____years ago ____ (number of founders) women came together at the University of ______ (University founded at) in order to form the sorority you are a part of today. They formed this sorority on the principles of ________ and _________ (research the sororities founding principles).

We are certain that your founders would be very proud to see that you ladies are now a part of that wholesome tradition, and have done a wonderful job preserving their integrity. The men of Phi Gamma Delta are honored to have you on this campus, and we look forward to sharing many more memories with you. Happy Founders Day!”

Sorority Flowers & Founding DatesBelow is a list of sororities and their flowers and founding dates. You should consider reaching out to your campus’s chapters of these organizations on their Founders’ Days, and presenting them with their flower, if possible. Keep in mind that there may be chapters that are a part of another council on your campus, or local chapters. Check with your Greek Advisor for a complete list.

National Panhellenic Conference (NPC)Sorority Flower Founding Date Alpha Chi Omega Scarlet Carnation October 15, 1885Alpha Delta Pi Violet May 15, 1851Alpha Epsilon Phi Lily-of-the-Valley October 24, 1909Alpha Gamma Delta Red and Buff Roses May 30, 1904Alpha Omicron Pi Jaqueminot Rose January 2, 1897Alpha Phi Forget-me-Not October 10, 1872Alpha Sigma Alpha Narcissus & Aster November 15, 1901Alpha Sigma Tau Yellow Rose November 4, 1899Alpha Xi Delta Pink Rose April 17, 1893Chi Omega White Carnation April 5, 1895Delta Delta Delta Pansy Thanksgiving Eve, 1888Delta Gamma Cream Rose December, 1873



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Sorority Flower Founding Date Delta Phi Epsilon Iris March 17, 1917Delta Zeta Pink Rose October 24, 1902Gamma Phi Beta Pink Carnation November 11, 1874Kappa Alpha Theta Black & Gold Pansy January 27, 1870Kappa Delta White Rose October 23, 1897Kappa Kappa Gamma Fleur-de-Lis October 13, 1870Phi Mu Rose Carnation January 4, 1852Phi Sigma Sigma American Beauty Rose November 26, 1913Pi Beta Phi Wine Carnation April 28, 1898Sigma Delta Tau Tea Rose March 25, 1917Sigma Kappa Violet November 9, 1874Sigma Sigma Sigma Purple Violet April 20, 1898Theta Phi Alpha White Rose August 30, 1912Zeta Tau Alpha White Violet October 15, 1898

National Pan-Hellenic Council (NPHC)Alpha Kappa Alpha Tea Rose January 15, 1908Delta Sigma Theta Violet January 13, 1913Sigma Gamma Rho Tea Rose November 12, 1922Zeta Phi Beta White Rose January 16, 1920



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ResourcesBelow is a list of documents available on the Fraternity's website that may be of use to you as you work to create, improve and/or implement a public relations program in your chapter.

Crisis Response Wallet Card

Emergency Response Tips for the Undergraduate Chapter

Graduate Communication Services

Graduate Relations

Incident Management Tips for the Undergraduate Chapter

Pig Dinner Planner

Sample Graduate Newsletter

Sample White Star Scholarship

PUBLIC RELATIONS MANUAL

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PR MANUAL - Phi Gam

Documents

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