Sons In Retirement
Public Relations Program 

April 7, 2009

Don MacGregor
Editor, SIR Happenings

The Situation
•	Sons In Retirement has a low awareness amongst our target audience and the image we convey may not be as appealing as we would like it to be…particularly, to the new and growing group of new retirees.
•	Our current PR efforts can only be described as a conglomeration of uncoordinated activities, which are largely left in the hands of the Branches to do their own thing. As a result, we are not using our collective strengths to get our name out there to prospective members and increasing our awareness, as well as conveying the right image. 
•	A well-run – system wide – Public Relations program could be quite effective in improving our awareness and developing a good …marketable image, which could help to improve our serious membership situation.

Target Audience
•	Since our founding some fifty years ago, we have thought of our market as fully retired men. Conditions are changing and we should now put more emphasis on younger and semi-retired men.
•	We need to consider what the new crop of retirees is looking for in their retirement or semi-retirement years – which may not be included in the activities that our current members enjoy – and so we may need to make some changes in our product to satisfy what they are looking for. 
•	Is the public’s view of our organization what we want it to be or does the public even know us?
•	What are the most effective ways to reach potential new members and what message will have the greatest impact on potential members?

Communication
•	News items and meeting announcements in local newspapers can be very effective…even more so than paid advertising. Paid advertising increases name recognition, while news items increase credibility.
•	There are many other ways to reach potential new members and these need to be identified.
•	Everything we produce – that the public sees – should be well done and have a  consistent, professional look…this would include brochures, membership applications, news releases, etc.
•	Every Branch should have a good, easy to use website.
•	Internal communications are important for membership retention…for example, Branch Bulletins should be held to certain minimum standards. 

People Resources
•	Possibly a small committee would be the most effective way to manage the PR program utilizing such talents as: a smart, highly motivated leader – a good writer – a creative type person – and someone who would be good at communications with the Branches and media…the key to success lies with choosing a strong leader.
•	To be effective, this PR function must report directly to a high level in the organization and not be relegated to the bowels of the organizational chart. 
•	It would be a good idea to have a PR guy in every Branch who would serve as the Branch point man to carry out the State program.

Costs
•	If done right… the costs for a program like this should be relatively modest and very cost effective.

Some Initial Administrative Action Items 
•	Approval of the concept by the Board and a strong buy-in from the key players in the organization.
•	Appoint the Committee and where it reports.
•	Start the process of appointing a PR person in every Branch.
•	Do a good job of communicating the program to the troops.

Some Initial PR Action Items
after the committee is appointed 
•	Decide if more emphasis needs to be directed to marketing the younger retirees and the semi-retired.
•	Review our current product offering…does it need to be upgraded with new activities allowed to satisfy an expanded target market. 
•	Determine the most effective ways to reach our audience and what message and theme will have the greatest impact.
•	Come up with the kind of image we want to convey to the public.
•	Identify some of the effective PR programs that the Branches are currently using that could be incorporated in the overall State program.
•	Begin developing a rough estimate of costs.

A more detailed PR plan 
•	Should be written and all the programs fleshed out. 
•	This plan should be viewed as a “living document” – not a static one – and 
•	Continually modified along the way – as circumstances dictate. 

Conclusion 
•	If we have a clear vision of what we want to accomplish. 
•	A good plan that is well executed. 
•	Capable people involved. 
•	We can accomplish just about anything we want to!

Remember 

We
Can
Do it