VPPR Training Module

VICE PRESIDENT PUBLIC RELATIONS
L.A.C.E MAKEUP TRAINING
February 9, 2008
VPPR Training Module created by Deborah Thorwart, Marketing and Public Relations, Division B
Founder’s District, Toastmasters International. January 2008.
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Mogul Multimedia and Entertainment
Promote the Club to Local Media
1. Target your audience.
 A Target Audience = Group or segment of people you are looking to kindle interest in.
It’s the people you want to really listen to and respond to your message.
 Who determines the target audience? (You, the VPPR.)
 Good target audiences for TI = Groups of people who want to develop and practice
communication skills to promote self-confidence and personal growth.
 Does your club have a “narrowed focus?” Who are good targets for it?
2. Develop a media list.
 Create a media list based on your target audience(s).
 Based on your target audiences(s), where do you think you should focus your media
efforts?
 Newspapers
 Magazines
 Television
 Radio
 A good place to start developing a media list is from the Yellow Pages.
 If your successor has passed along this info, you need to update it.
 Introduce yourself and make your first contact with the media.
Find out the contact person and the correct spelling of his/her name.
Contact the person through snail-mail or e-mail and introduce yourself and TI
briefly to them. Be sure to mention that TI is a non-profit educational
organization, and that you are not soliciting donations.
Follow up with a telephone call.
 Find out their submission requirements.
Formal news release or fact sheet.
Via e-mail, snail-mail, or fax.
Deadlines for submission.
Find out how they want photos submitted.

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3. Send promotional materials to media members.
 Be helpful. Give them whatever they want; be accessible if they need you.
 Be beneficial. Prove to them that your message will benefit their audience, which will
benefit them.
 Be precise. Get the names right, make sure the information and format are correct,
adhere to deadlines.
 Be professional. The biggest turn-off to the media representative is an inconsistent,
unprofessional PR person. Don’t lose out on the opportunity for publicity because you
are unprepared or unreliable.
Publicity Materials
1. Develop a Press Kit.
 News releases concerning the club or event.
 Fact sheet about TI and your club.
 Audio and video public service announcements.
 Toastmasters International promotional literature/magazine.
 Biographical data on individuals mentioned in the release.
2. Send news release.
 Typed and doubled-spaced.
 Send printed originals or clean copies.
 Include your contact information in the upper left corner:
Name
Title
Telephone #
E-mail address
 Type date in upper right corner.
 Provide release instructions—For Immediate Release or delayed release on a specific
date.

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 Descriptive, brief headline.
 Write clearly and concisely.
Avoid jargon, “fluff” words, and opinions.
Target your audience.
“Hook” them with a one or two sentence lead-in that catches their attention.
Include 5Ws and H: Who, What, Where, When, Why, and How.
3. Give Interviews.
 Order “Let the World Know”—Publicity and Promotion Handbook.
 Maintain a Media List.
 Guidelines:
Promote your club and fellow members.
Know your facts about TI and your club.
Answer questions directly and briefly.
Use examples and illustrations in your answers to tell the TI and Club story.
Ask for clarification if you don’t understand the question.
If you don’t know an answer, admit it.
Maintain your poise and sense of humor.
Refer to TI Website and your Club website.
Three Reasons for a Club Newsletter/Website
1. Document and publicize current events.
 Your top priority is to keep your club members informed of club events. This is best
accomplished through a club newsletter and/or website.
2. Inform with educational material.
 Explanation of club officer roles.
 Speech making tips.
 Requirements for educational awards.

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 Advice on leadership and mentoring techniques.
 Brief reviews of Toastmaster programs.
3. Provide visitors with publicity/information.
 Remember, the quality and mission-focus of your newsletter’s content is your main goal.
 The following disclaimer must be included in any publication in which contact
information appears: “The information in this directory, newsletter or website is for the
sole use of Toastmasters members for Toastmasters business only. It is not to be used
for solicitation and distribution of non-Toastmasters material or information.”
Important Newsletter Features
1. Content.
 The newsletters primary focus is to educate, motivate, and inform its Toastmaster
readers.
 It sets the tone for the club’s mission of providing a “mutually supportive and positive
learning environment.”
 It should always include specific tips for helping members achieve their goals and
become better speakers and leaders.
 Articles should always be geared toward achieving the club mission.
2. Readability.
 Promote membership programs.
 Include educational material.
 Recognize members’ achievements.
 State administrative information including club’s progress in Distinguished Club Program.
 Provide schedule of events.
3. Visual Impact.

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 Incorporate graphics in and around the text, but don’t clutter the page.
 Achieve page balance where each page looks interesting and inviting to read.
 Leave white space between copy.
 Vary the elements on the page with boxes, borders, and art work.
 Use a masthead or permanent heading.
4. Nuts and Bolts of Newsletters.
 Frequency of publication = the number of times you will publish each year.
 Attract readers (remember your target audience).
 Gather newsletters from other clubs and study them.
 Design and Layout should be visually attractive and appealing.
 Edit by carefully proofreading.
 Circulate it to anyone who might find it interesting and beneficial.
 Determine production and publishing costs.
 Most newsletters can be produced through word processing software and a printer.
FreeToastHost.org
 A free Web-hosting service for clubs! Use it to create and maintain a professional-
looking Website. No Website design experience necessary.
 Each website comes with easy-to-use web-based software ideal for any Toastmasters
club.
 Reasons for a Website:
 Attract new members.
 Publicity in the community.
 Worldwide publicity.
 Update membership on club news.
Keep in Touch with Toastmasters Events

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1. Be aware of area and district events.
 Area/Division Council Meetings.
 Speech Contests.
 L.A.C.E. Training.
 Conferences.
 Special Events.
2. Attend whenever possible.
 Attending these events will give you a more well-rounded knowledge of Toastmasters
organization and the opportunity it offers; and this will help your PR efforts.
3. Promote the benefits of the organization.
 Improved communication skills.
 Overcome anxiety and fear of public speaking.
 Mutually supportive training environment that enhances teamwork and morale.
 Low cost and very economical program that welcomes everyone to benefit from it.
 Improved leadership skills.
 Teaches how to think fast and react quickly.
4. Keep in touch with non-Toastmasters Events.
 Community events.
 Fair booths.
 Increases the presence of TM.
Standards at the Club Meeting
1. Announce upcoming events/programs.

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