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MARKETING TOOL KIT 2

Table of Contents

⃞ Instruction Manual 3

⃞ Defining Your New Design 4

⃞ Laying the Foundation 5

⃞ Working with the Construction Crew 9

⃞ Framing Guidelines 11

⃞ Technology Tools 14

⃞ Diagrams 16

⃞ Blueprints 20


Welcome to the new Marketing Tool Kit! This kit was developed and designed to help you—the chapter or state builder—with your marketing needs.

Whether your association is large or small, urban or rural, in need of an extreme makeover or just a remodeling project, this Tool Kit will help you revitalize your marketing strategy.

Inside the Tool Kit are innovative and cutting edge marketing techniques that will be sure to open your eyes to fresh ideas on getting your association’s name in front of the legal community.

It’s easier to begin building your membership when you have the proper tools. The Tool Kit contains basic information, forms, solutions, and suggestions to help you build and market membership.

We start with designing – or developing – your marketing plan. Next, we show you how to lay your foundation. We talk about working with your construction crew. The framing guidelines are ready-made marketing projects your chapter could start using today.

This kit also offers equipment for you to use in building your marketing project, such as the Technology Tools chapter, a listing of Internet Web sites that will provide a plethora of media contacts for your chapter to utilize.

Another helpful piece of equipment that works hand-in-hand with the Technology Tools chapter is the Diagrams chapter. This chapter contains information on the ins-and-outs of press releases and building your chapter’s relationship with the media.

Finally, we include the Blueprints chapter for a myriad of guidelines and forms to help your chapter do almost anything it desires to build a successful association.

Members – Get ready to market and build your chapter to new heights!

INSTRUCTION MANUAL


As the architect for your chapter, it is your first responsibility to develop the marketing plan. Many decisions are to be made that include working with the construction crew (your chapter members), builders (vendors), inspectors (outside media), planning and permits (location for marketing events), and materials and supplies (signs, brochures, etc.) just to name a few.

The basic elements of creating a marketing plan are: (1) the instructions (mission and/or vision statement) (2) realistic goals, (3) assembling the plan, and (4) putting the plan into action. Just as an electrical wiring diagram works, so will the marketing plan once each of these elements comes together.

Reading the Instructions: If your chapter does not have a mission or a vision statement, why not? Such a statement sums up the essence of your chapter. It should be simple, but direct. If you do not know where to begin, reach out and contact other architects in our association. There are other chapters which would not mind sharing their mission statements with you. You can also use the Internet to research what other organizations use for their mission statements.

Setting Realistic Goals: This may sound easy, but sometimes you may have one of your construction crew who has so much enthusiasm and drive that a simple project can turn into a huge production. One thing that always needs to be considered first is the financial backing for the event. You should not design a mansion event when your budget will only allow you to design a cabin retreat event.

Assembling the Plan: The marketing plan will take the entire construction crew’s efforts. The brainstorming and ideas can become endless. Every crew member should be encouraged to offer their remodeling ideas, but, as the architect, you need to keep the planning session running smoothly.

Putting the Plan Into Action: Now comes the fun part! Making sure the crew has the right tools and they understand the blueprints, it is now time to make the plan work. Blood, sweat, and tears are sometimes involved, but in the end the finished product is worth everything your chapter invested.

Defining Your Design



Understanding the Principles of MarketingThe principles, tenets or laws of marketing set forth below have been distilled from five books: Selling the Invisible, The 22 Immutable Laws of Marketing, The 22 Immutable Laws of Branding, Differentiate or Die, and The Branding Gap.

PRINCIPLE / TENET/LAW EXPLANATIONAlways start at zero. Don’t take up where you left off last year.

Do not say, “How do we sell this [existing product/service]?”Ask, “Is this viable? Is this what our members want? Have we added skills or capabilities that suggest we should enlarge our scope or add new markets? Should we develop or acquire related skills and capabilities? Or should we narrow our scope and leverage these specialized skills and services we are developing to prospective members looking for those specialties?”

In planning your marketing, don’t just think of your business, think of your skills. Ask, “What are we good at?”

FedEx is not just good at overnight delivery or fast package delivery. They are awesome at logistics: procuring, distributing, and replacing materials.

Find out what the members are really buying. McDonald’s figured out people weren’t buying hamburgers, they were buying an experience.

If you are selling a service, you are selling a relationship. Most lawyers think their clients are buying expertise, but most clients can’t evaluate expertise. They do know when the relationship is good – their calls are returned and they feel valued.

Who are your competitors? How are they perceived? How should you adapt, change, or attempt to position your association given your competitor’s position?

Study each point of contact. Then improve each one significantly.

Did you get everything expected from those contacts? Did the prospective member feel respected, amazed, impressed, delighted?

It’s better to be first than it is to be better. Who was the second person to fly Atlantic solo? Bert Hinkler, who flew faster and consumed less fuel, but people remember Charles Lindbergh.

If you can’t be first in a category, set up a new category you can be first in.• When you are first in a category, promote the category.

Who was the third person to fly the Atlantic solo? Amelia Earhart, known not as the third person, but the first woman.

It’s better to be first in the mind than first in the market-place.

People don’t like to change their minds. Once they have categorized you, they will remember you that way.

Marketing is not a battle of products, it is a battle of perceptions.• Perception is reality; everything else is illusion.• Marketing is a manipulation of those perceptions

The most powerful concept in marketing is owning a word in the prospect’s mind.

What is your word?

Two companies cannot own the same word in the prospect’s mind.

The strategy to use depends on which rung you occupy on the ladder.

In the long run, every market becomes a two-horse race. NALS and [who in your area?]


PRINCIPLE / TENET/LAW EXPLANATIONWithout adequate funding, an idea won’t get off the ground.

Marketing needs more $$$$.

Forget looking like a superior choice. Make yourself an excellent choice. Then eliminate anything that might make you a bad choice.

People do not look for a superior choice, the look for good enough. Supreme Court justices are often picked not because they are the best, but because they are the least controversial and good enough to get confirmed.

Identify and polish your anchors. People are anchored to their initial perceptions.

Build quality into your service, but make it less risky. People choose not what they want, but what they fear least.

The best thing you can do for a prospective member is eliminate his or her fear. Offer a trial period or a test project.

Your prospect is afraid of the unknown. Even though he or she needs and could benefit from membership in the association, she is afraid to buy. It is less risky to do nothing.

The more alike two associations are, the more important each difference becomes. Accentuate the differences.

People need to justify their decisions so they look for the differences upon which to base their decisions.

Positioning (standing for one distinctive thing which will give you an advantage):• You must position yourself in your prospect’s mind.• You must have one simple message.• Your position must set you apart from your

competitors.• You must sacrifice. You cannot be all things to all

people.

Domino’s pizza, which promised delivery within 30 minutes or it was free.

To broaden your appeal, narrow your position. Skadden Arps Meagher & Flom narrowed its focus to M&A and became the world’s richest law firm.

Don’t start by positioning your service. Instead leverage the position you have.

Avis was already number two. They took their position and turned it into their advantage: “We’re number two. We try harder.”

The difference between position and positioning statement: Your position is how others see you. Your positioning statement is how you wish others to see you.

Positioning statement:• Who are you?• What business are you in?• What people do you serve?• What are the special needs of the people you serve?• With whom are you competing?• What makes you different from those competitors?• What’s the benefit? What unique benefit does a

member derive from your service?

Position and focus make your word-of-mouth more effective.

Your first competitor is indifference.

Meet your market’s need: Give it one good reason. The strongest argument for a single focused message is that your prospects have one basic question: What makes you so different that I should join you?

Don’t use adjectives. Use stories. Stories make marketing communications more effective. If you want editors to help you, give them a story.

If you want more publicity, do more advertising.

Keep your mission statement private.


PRINCIPLE / TENET/LAW EXPLANATIONA brand becomes stronger when you narrow your focus.

Follow a four-step process:• Make sense in the context

• Find the differentiating idea: that which sets your association apart from your competitors.

• Possess the credentials to support your differentiating idea in order to make it real and believable.

• Communicate your difference. You’ll get further with a mediocre idea and a million dollars than with a great idea alone.

Our message has to make sense with how we are perceived in the marketplace … what are our strengths and weaknesses as they exist in the minds of our target members.

Consider the horse. Quickly differentiated by type (race-horse, jumper, ranch, wild, etc.), but further differentiated by breeding, performance, stable, trainer, etc.

You must be able to support your argument with facts.

An idea without money is worthless. Allocate funds for advertising. Marketing is a game fought in the mind of the prospect. You need money to get into a mind. And you need money to stay in the mind once you get there.

The Power of Simplicity. Your message must be as simple and as visible as possible and delivered over and over again in all media.

Politicians try to stay “on message.” Marketers must stay “on differentiation.”

Differentiation takes place in the mind, a process called “positioning” or how you differentiate your product in the mind of your prospect.

The best way to enter minds that hate complexity and confusion is to oversimplify your message. Anything that your competitors could claim just as well, eliminate. Anything that requires complex analysis to prove, forget. Anything that doesn’t fit with your customers’ perceptions, avoid.

Being first is a Differentiating Idea. Being the original translates into more knowledge and more expertise.

Coke is the “real thing.”

Heritage is a Differentiating Idea. There is a natural psychological importance in having a long history, one that makes people secure in their choice.

Companies that have blended consumer-comforting tradition with the progressiveness that is crucial to continued success: Wells Fargo (Fast then. Fast now).

Marketing specialty is a Differentiating Idea Sometimes being a specialist is not enough; especially if you’re surrounded by other specialists.

Beware of line extension. The more things you try to become, the more you lose focus and the more difficult it is to differentiate your product.

McDonald’s built a widely successful business on inexpensive, high-speed hamburgers. By offering Mc-everything, it has become slower and much less successful.

Maintaining Your Difference:• Remember your difference.• Evolve your difference

Sears is under attack by WalMart, Target, Home Depot. What makes Sears different is that they are the only retailer to build major brands: Kenmore appliances, Craftsman tools, DieHard batteries, etc.

Damaging Your Difference:• Growing beyond your original identity can do long-

term damage.• If, by presenting yourself as something other than

what you are known for begins to erode your special difference, you begin to cloud your identity.

Being different in different places. Think globally, but act locally.

McDonald’s sells the Maharajah Mac in India (two all-mutton patties).


Motivate your crew to break out of the “always done that way” routine and look for ways to improve the marketing strategy of your chapter. Your crew needs to be inspired not just by your words, but also by your actions. Be inspired and sweat with the rest of your crew. Always focus on the excellent things around you. No matter how bad things are, you can be sure that they will improve. It is human nature to make things better.

Be clear and crisp when explaining the marketing goals. Do not be afraid to show your enthusiasm and conviction about what the marketing strategy should be and how it will improve your chapter. Show your determination and your willingness to take some risks. Constructive developments come from someone willing to take a risk and do something different in order to make things better for tomorrow.

There is always risk involved when you are trying to improve a less than stellar situation. You might not find people to help or you could fail. But, what do you really have to lose? Chances are you will improve the situation, even if it does not turn out exactly the way you would like.

One way to motivate your crew is to create incentives that make marketing your chapter exciting and fun. Focus incentives on specific accomplishments. Listed below are a few examples of incentives and possible awards:

Incentives1. Letters of commendation2. Certificates3. Recognizing a person or accomplishment in

front of a group

Awards category1. Outstanding achievement2. Special recognition3. Personal development4. Membership goal attainment5. Innovator award6. Bustin’ the Boundaries

Marketing can be overwhelming and intimidating to some. Begin your project by breaking it down into small pieces. Ask people who have done similar projects to help you create the time and resource estimates needed to accomplish your marketing goals.

Remember to listen to your crew and be willing to make yourself available when they need you. You should share your personal beliefs on what is necessary to achieve the goals. This will show that you are focused on the chapter’s success and encourages them to go that extra mile. A quote is always good to share with your crew to motivate them.

Working with the

Construction Crew


Some people see things as they are and say why.

I dream things that never were and say why not? - Robert F. Kennedy

Encourage creativity among your crew. Remember, you never can tell from where, or from whom, the best ideas will come. Be sure not to overlook new or very young crew members. Often they will have fresh outlooks on what is going on and can see things that others have stopped noticing. Remember – You, too, at one time were a new crew member.

There is no such thing as a bad suggestion. There are great suggestions, unusable suggestions, and off-the-wall suggestions, but consider every suggestion before deciding it will not work.

Let everyone know what is going on, who is doing it, and how it is being accomplished. It is a good idea to allow the crew to share the progress with everyone. This not only allows other crew members to know the techniques and mechanics of a project, but it encourages them to undertake their own projects.

Do not be content to sit back and accept the status quo; but try new things and explore ideas. If the project fails, do not dwell on the failure. Acknowledge it, move ahead, and figure a better way for the next time around. You and your crew are not failures. It just means that something that was tried did not work, and the crew will have to try another way.

Successfully marketing your chapter is not about being able to do everything or having all the answers or trying to reach 100% of the legal community in your area. Rather, it is about knowing what you can and cannot do, and about knowing where to find good help to do the things that you cannot.



1. Give the guests at a meeting a copy of your publication. If you have their mailing address, send them an additional two months of publications with a short note encouraging them to attend another meeting and/or join.

2. Send a “Thank You for Coming” note to nonmembers.

3. Prepare a flyer to promote your event: Design from right to left and top to bottom. This is the way our eyes are trained to view things. Use no more than two fonts to a page. Pictures should always face the bulk of the information. People read best in two and three column layouts. Most professional publications use justification. If you are using quotes, offset them and keep them the same font and bigger than the body font, but smaller than the headline font. Make sure you include space around your quote.

4. Ask a law firm administrator to be a guest speaker at one of your meetings or just invite them to attend a meeting as a guest of your chapter. If you have the funds to pay for their lunch/dinner, it would be a good idea to offer them a one-time only free lunch/dinner.

5. Establish a contact with a law firm administrator to potentially have a booth at one of their conferences.

6. Expose your chapter!! Saturate your local legal community with the educational seminars, luncheons, meetings, study groups, etc., that your chapter will be offering.

7. Contact your local colleges, court reporting schools, paralegal schools, etc. Reach out to the next generation of legal professionals.

8. Contact your local colleges about having a booth at a career day event.

9. Contact employment agencies as associate/corporate/vendor members. Ask if they will allow the chapter to have membership information at their office.

10. Contact a local courier service to find out if they will deliver promotional flyers for your chapter. Offer them a free ad to be included with the flyer.

11. When marketing to an employer, let them know that NALS, Inc., is recognized by the American Bar Association for their certification programs (add the link to the ABA’s Web site).

12. Contact a local college that offers a marketing degree. Contact the program chairman about a class project of the class “adopting” your chapter and developing a marketing plan.

13. Get your chapter involved in a local charity or community event. You could help a new charity every quarter. Wear your NALS, state or local chapter t-shirts.

14. Plan and host a “Legal Professionals Night Out.” See “Blueprint to Success: Let NALS.org Be Your Architect” in the Blueprints Chapter.

15. Contact a local paralegal association and offer to hold a joint legal education seminar. Other associations are not our competition because we are the ONLY association to educate ALL members of the legal services team.

16. Purchase a booth at your state bar association annual convention.

17. If your chapter has the necessary finances, why not offer a one-year free membership at your meeting? Of course, you have to make sure that ALL members are aware of that give-away so it is fair to members and nonmembers alike. An eye-catching notice in your chapter’s newsletter

Ready-Made Marketing Projects


or on its Web site will give you the opportunity to inform all of the members. If your chapter cannot offer a free one-year trilevel membership, another option would be to waive the local dues for one year.

18. Placing an ad in another legal publication can be costly for a budget-conscious chapter. Try offering a free ad for them in return for a free ad for you. If that is not doable, then ask for a link to their Web site. If that is not doable, then reach out to your sister chapters. Ask how much an ad would cost your chapter in their newsletter. You might even “swap” ads to help each other promote programs and educational conferences. Don’t forget your regional meetings either. Most regional meetings will have a written program for the meeting attendees. This may be a more affordable option for your chapter.

19. Another unique marketing opportunity is to place a “Members Wanted” ad in the classified ads of the local newspaper. In this ever-changing economy, there are those legal professionals who read the classified ads in search of a new job opportunity. You might even consider placing a classified ad in one of your local weekly newsletters as well.

20. Many members are lucky that their bosses pay for their dues. However, there are those members who pay it themselves. If there is a chance that an attorney might be willing to pay for the dues, invite them to attend a legal educational luncheon so they have a first-hand account of what our association truly offers. You could even offer to pay the attorney’s lunch to entice them! If you have advance notice that an attorney will be there, definitely mention the certification programs, the networking opportunities (if you know of a great networking story, share!), and the continuing legal education your chapter offers. By showing the attorney how a trilevel membership can enhance their

support staff and in turn enhance his practice, the attorney might make the commitment to pay the dues. You never know!

21. Several chapters have a local membership category for local legal support vendors. This membership option is beneficial to the chapter in several ways. One benefit is this could increase revenue by offering a higher rate for the local dues. Another benefit is a local legal vendor (such as a copying service) may be willing to sponsor local events, rather than a state or national event. There has been a legal vendor who printed (in color), bound, and delivered all of the educational conference handouts (100+) for three separate state board meetings!

How do you begin to market to them? Start by asking the companies that you use for firm business to join. Remember, it never hurts to ask! All they can do is to say no. One benefit to offer to these potential members is to invite them to a luncheon and they can purchase a table for $25 to market their company. If your chapter has 10 members, that is ten opportunities for that company to have one-on-one contact without them having to reach out to individuals themselves. You could advertise that the luncheon is FREE. You can use the $25/table contributions to buy deli sandwiches or trays from a local grocery story and bring in bags of chips and cold drinks. A free lunch will get people there, especially your own members! Another benefit you can offer to a company is a free ad in your local newsletter, if that is a viable option for your chapter. Yet another benefit is to include a link on your Web site to their Web site.

22. Go to www.nals.org and download the NALS.org manual; more specifically, Chapter 10 Marketing!



Technology today is simply superb in the area of marketing. There are software programs, reference books, Web sites, and many other avenues to increase your knowledge and provide you with marketing resources. The Web sites provided below will help each architect, whether a master or an apprentice, to gain valuable marketing information.

MarketingThere are too many Web sites related to marketing to list them all, but the following are a few sites that may get you started in the right direction.

1. www.yudkin.com - you can sign up to receive weekly marketing tips

2. http://marketing.about.com/od/nonprofitmarketing/3. http://marketing.about.com/cs/nonprofitmrktg/

a/8stepnonprofit.htm4. http://www.managementhelp.org/np_progs/mkt_

mod/market.htm5. www.nals.org

MediaAny one of these Web sites should provide you with the contact information you will need for your local area to market your chapter and/or your chapter’s program.

1. www.bizmove.com 2. www.abyznewslinks.com 3. http://newslink.org 4. www.newspaperlinks.com/voyager.cfm 5. www.usnpl.com6. www.mondotimes.com

You might also go to your favorite search engine (for example. www.google.com) and simply type “media contacts (city) and (state).”

Promotional ProductsIs your chapter looking for new logo items to sell as a fundraiser? The following Web sites are companies that offer a wide variety of products to choose from.

1. www.LogoExpressions.com2. www.positivepromotions.com3. www.promopeddler.com4. www.epromos.com5. www.ebagscorporate.com

Trade Show ExhibitsIf your chapter has made the decision to participate at a legal conference, such as the annual state bar meeting, there are many details that need to be considered so that your exhibitor’s space is not only eye-catching, but professional as well. Any one of these Web sites can provide basic information and ideas for you.

1. www.ShopForExhibits.com2. www.Pinnacledisplays.com3. www.showstopperexhibits.com4. www.ebay.com . . . there are some companies that sell

their overstocked items5. www.thetradeshowcoach.com . . .you can sign up to

receive weekly exhibitors’ tips

Web Site MarketingThinking about developing a Web site for your chapter? Do you want to know about marketing on the Internet before committing to a Web site? The list of Web sites below all relate to marketing on the Internet. They offer tips, articles, and services to those interested in joining the global market place that the Internet offers.

1. www.wilsonweb.com2. www.marketingtips.com3. www.webadvantage.net4. www.marketingsource.com5. www.marketingtoday.com

note: NALS does not endorse or make any guarantee as to the contents of the Web sites provided in the Tool Kit.



Publicity is the action of making your chapter well known and well thought of … this in turn becomes a form of marketing, one of the most cost effective forms you can develop.

All chapters can benefit from press and media attention. It does not matter if your chapter is small or large or whether you sell a product or a service.

Since the Internet has grown in popularity, the press has become more and more interested in small and mid-sized organizations.

Editors and the press are hungry for ideas and want to hear about new products and services. They depend upon receiving press releases from people like you, because they must fill their pages with news 365 days a year. The media needs your press releases just as much as you need the members that publicity will bring.

Press releases that are picked up by the media can bring your chapter to the attention of potential new members very quickly.

Publicity is often more believable and profitable than any advertising you can buy.

PRESS RELEASE IDEAS

The opportunities for free publicity are endless. How

many of the items below can you write about? For the

best media attention, you should distribute a press

release every week on one of the subjects below.

1. Do you offer an apprenticeship or internship?

2. Can you write about a member’s success story?

3. Is there something new or unique about your

organization?

4. Can you release a testimonial received from a

member, lawyer, or firm?

5. Can you publish results of a poll or survey?

6. Are you sponsoring a program or event?

7. Do you offer free career advice?

8. Are there any unusual products or services that

you offer?

9. Can you publish a summary of useful or new

facts?

10. Has one of your members received an award?

11. Have you been involved in legislation?

12. Do you have a unique projection or forecast?

13. Do you have a new trademark?

14. Are you launching a Web site?


15. Is there an issue you can protest?

16. Do you have a new publication?

17. Are you introducing a new product or service?

18. Are you making a major change to your products

or services?

19. Have you been mentioned in a book or article?

20. Are you making a change in pricing or offering

special deals (renew now and receive two free

months)?

21. Are you offering a new training program for

employees?

22. Are you starting a new chapter?

23. Are you involved with fundraising or other

events?

24. Are you speaking at a conference or seminar?

25. Are you celebrating an anniversary?

26. Do you know a way for people to save time or

money?

27. Can you write a letter to the editor?

28. Are you holding a seminar or lecture?

29. Have you completed a study or research project?

30. Is some kind of special event happening for your

chapter?

31. Are you attending or hosting a conference or

exhibition?

32. Have you had a visit by a celebrity?

33. Can you work with the media on a joint project?

34. Do you have a unique product or service?

35. Can you adapt a national survey or report to

explain your own association’s news?

36. Have you received significant recognition in your

field?

37. Have you discovered a new use for your product

or service?

38. Are you running for office?

39. Are you holding a competition or contest?

40. Do you have news that could affect people’s

health or make life easier?

41. Are you giving away free samples or demo

accounts, etc?

42. Can you write a tie-in with a current news event?

43. Are you involved with civic activities?

44. Have you spoken in front of a noteworthy

audience?

45. Are you offering a reprint of a speech or keynote

address?


46. Do you have a great testimonial to relate?

47. Have you published a report or any kind of useful

or new information?

48. Have you testified as an expert witness?

49. Is someone in your organization receiving a

promotion?

50. Do you have any community value that you can

tell about?

51. Have you had an interview or meeting with a

celebrity?

52. Can you hold an event to tie with a holiday or

special occasion?

53. Do you have a member that is retiring?

54. Have you won an award or contest or received a

special certification?

55. Is your chapter involved in any charitable or

community actions that has an upcoming event?

Don’t forget to check out the Blueprint Chapter for additional information on:

• Press releases • Media kits • PR calendars



Marketing Tool Kit:

BLUEPRINTS

Manufacturing a Marketing Plan................................................................................................ 22

Writing With Power ......................................................................................................................... 37

Preparing a Press Release ............................................................................................................. 39

Making a Media Kit ......................................................................................................................... 43

Wow ‘Em With a Web Site ............................................................................................................. 45

Creating a Public Relations Calendar ....................................................................................... 46

Presentation Pointers ..................................................................................................................... 47

Planning a Successful “Professionals Night Out” ................................................................. 52

How to Attract More Exhibitors/Sponsors/Vendors to Your Conferences .................. 53

Working With the Press ................................................................................................................ 56


There is often a great deal of misunderstanding about marketing. People often consider marketing to be the same as advertising. It is not. Advertising is only one part of marketing. Marketing is the wide range of activities involved in making sure that you are not only attracting new members, but also continuing to meet the needs of your current members and serving the legal profession as well. The activity of marketing an organization and its programs is critical to the success of the organization and its programs.

TerminologyIt’s easy to become confused about these terms: advertising, marketing, promotion, public relations, publicity, and sales. The terms are often used interchangeably. However, they refer to different, but similar, activities. Some basic definitions are provided below followed by examples that illustrate the definitions.

Advertising is bringing a product or service to the attention of potential and current members. Advertising is typically done with signs, brochures, commercials, direct mailings, e-mail messages, personal contact, etc.

Promotion keeps the product or service in the minds of the current or potential member and helps stimulate demand. Promotion involves ongoing advertising and publicity. The ongoing activities of advertising, sales, and public relations are often considered aspects of promotions.

Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your current and potential member as well as the legal community and getting value in return. These activities include market research to find out, for example, what groups of potential members exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), pricing your products and services, and promoting them through continued advertising, promotions, public relations, and sales.

Public relations includes ongoing activities to ensure the association has a strong public image. Public relations activities include helping the public to understand the association and its products and services. Often, public relations are conducted through the media; that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

Publicity is mention in the media. Organizations usually have little control over the message in the media; at least, not as

they do in advertising. Regarding publicity, reporters and writers decide what will be said.Sales involves most or many of the following activities: cultivating prospective members in a market segment; conveying the features, advantages, and benefits of a product or service to them; and confirming the sale (or obtaining their commitment to join or participate in your program or service).

The following example may help to make the above six concepts more clear. The story comes from the Reader’s Digest, a quote found in “Promoting Issues and Ideas” by M. Booth and Associates, Inc.

[I]f the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.

NOTE ABOUT USE OF TERM “SERVICES”: Marketing is in regard to organizations, and their products and services. Nonprofit organizations exist largely to provide services to the community. Services can be provided by providing services also by providing products (or tangible services) to members. In this document, products and services are referred to by use of the term “services.”

Competitive AnalysisIf your association is the only game in town for legal support professionals, then a competitive analysis is not necessarily needed. However, if you are competing with other legal support professional organizations for members and/or attendees at seminars/conferences, then you need to answer the following questions:

• Who are your competitors? • What member needs and preferences are you

competing to meet? • What are the similarities and differences between their

products or services and yours?• What are the strengths and weaknesses of each of

their products and services?• How are they doing overall?

Manufacturing a Marketing Plan


• How do you plan to compete? Offer better quality education? Lower prices? More support? Easier access to services?

• How are you uniquely suited to compete with them?

Market AnalysisMarket analysis includes finding out what groups of potential members (or markets) exist, what groups of legal professionals you prefer to serve (target markets), what their needs are, what products or services you might develop to meet their needs, how the prospective members might prefer to use the products and services, what your competitors are doing, what pricing you should use, and how you should distribute products and services to your target markets. Various methods of market research are used to find out information about markets, target markets and their needs, competitors, etc.

Remember that the overall goals of the organization very much determine whom you want to serve. For example, strategic goals might be to expand the number of members you have now, get new members or get more revenue from current members. You may want to develop new services in a current or new market, or expand services in a current or new market.

Understanding your program’s target markets makes it much easier for you to ensure that your program remains highly effective. In addition to helping focus the results and evaluation of your services, understanding your target markets helps you to focus on where to promote your services, including advertising, conducting public relations campaigns and selling your services. If you’ve done a good job so far of strategic planning, then identifying the primary target market should be fairly straightforward. However, it is very useful to determine several additional target markets. These additional markets are often where you should focus promotions, and may mean additional sources of assistance and revenue.

Major Methods of Advertising(Repeatedly Getting Message Out)

Brochures or flyers. Many desktop publishing and word processing software packages can produce highly attractive trifold (an 8.5 inch by 11-inch sheet folded in thirds) brochures. Brochures can contain a great deal of information if designed well and are becoming a common method of advertising.

Direct mail. Mail sent directly from you to your customers can be highly customized to suit their nature and needs. You may want to build a mailing list of your current and desired customers. Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc. Keep the list on-line and up-to-date. Mailing lists can quickly become out-of-date. Notice mailings that get

returned to you. This should be used carefully; not only can it incur substantial cost, you don’t want to inundate your stakeholders with information.

E-mail messages. These can be a wonderful means to getting the word out about your business. Design your e-mail software to include a “signature line” at the end of each of your e-mail messages.

Magazines. Magazines ads can get quite expensive. Consider writing a short article for the magazine. Contact a reporter to introduce yourself. Reporters are often on the look out for new stories and sources from which to collect quotes.

Newsletters. This can be a powerful means of conveying the nature of your organization and its services. Today’s desktop publishing tools can generate very interesting newsletters quite inexpensively.

Newspapers (major). Almost everyone reads a local, major newspaper. You can get your organization in the newspaper by placing ads, writing a letter to the editor, or working with a reporter to get a story written about your business.

Newspapers (neighborhood). Ironically, these are often forgotten in lieu of major newspapers, yet the neighborhood newspapers are often closest to the interests of the organization’s members.

Online discussion and chat groups. As with e-mail, you can gain frequent exposure to yourself and your business by participating in on-line discussion groups and chat groups. Note, however, that many groups have strong ground rules against blatant advertising. When you join a group, always check with the moderator to understand what is appropriate.

Posters and bulletin boards. Posters can be very powerful when placed where your potential members will notice them. But think of how often you’ve actually noticed posters and bulletin boards yourself. Your best bet is to place the posters on bulletin boards and other places which your prospective members frequent, and always refresh your posters with new and colorful posters that will appear new to passers by. Note that some businesses and municipalities have regulations about the number and size of posters that can be placed in their areas.

Radio announcements. A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio. Ads are usually sold as a package basis that consider the number of ads, the length of ads, and when they are put on the air. A major consideration with radio ads is to get them announced at the times your potential customers are listening to the radio.

Television. Many cable networks run Public Service Announcements (PSA) for nonprofit organizations. Ask what their requirements are.


Web pages. In today’s world, a Web presence is almost mandatory.

Other Promotional Activities and EventsAnnual reports. Provide your members with a written recap of your year’s activities, accomplishments, challenges, and financial status.

Collaboration or strategic restructuring. If your organization is undertaking these activities, celebrate it publicly.

Networking. Spread the word to peers, professional organizations, and those with whom you interact outside the organizations; e.g., educators, consultants, suppliers, and clients.

Novelties. It seems more common to find ads placed on pens and pencils, coffee cups, T-shirts, etc. These can be a powerful means of advertising if indeed current and potential members see the novelties. This condition often implies additional costs to mail novelties, print T-shirts, etc.

Presentations. You’re probably an expert at something. Find ways to give even short presentations; for example, at local seminars, chamber of commerce meetings, trade shows, conventions, seminars, etc.

Relationships with key legal professional groups. Identify at least one representative from each major professional organization, and take them to lunch once a year. What may seem to be short, informal exchanges can cultivate powerful relationships of interest and concern.

Special events. These tend to attract attention and can include, for example, an open house for students, granting of special awards or scholarships or announcing anniversaries, installations, or seminars.

Special offers. These include, for example, coupons, and/or discounts.

Drawing the Advertising Blueprint

• What are your organization’s overall goals?• Which marketing tools will help you achieve them?• What is the purpose of your advertising program? (Be

specific.)• What is your advertising budget?• What are the most important features and benefits of

your product/service?• Who is your target audience? (Create a profile of your

members.)• Who is your competition?

• How are you perceived relative to your competition?• What identity or personality do you want to project?• What is the single most important benefit you want to

convey about your product/service?• What other benefits set you apart from the

competition?• What advertising tools will you use? • Billboards• Direct Mail• Magazines• Newspapers• Radio/TV• Signage• Telemarketing• Yellow Pages• How will you measure the effectiveness of your

advertising program?

Steps in the Sales ProcessUnderstanding the basics of the actual sales process, and customizing them for your association are critical in building member relationships. The following steps are the ones you should use.

1. Know NALS. Before you even have a preliminary conversation with a prospective member, it is essential that you clearly understand what attributes make NALS unique and desirable and why people should want what you have to offer.

2. Make initial contact. The actual sales conversations with people in your target market begin when you start letting them get to know you and vice versa.

3. Exchange information. This step consists of meeting with your prospective members, asking them questions, uncovering their needs, giving them information about NALS, and determining how NALS might fill their needs. Don’t be afraid to acknowledge gaps in your knowledge or understanding; such sincerity comes through in a positive way.

4. Propose a solution. Once you have ascertained that there is a good fit between you and the prospective member, you can propose how NALS would specifically solve a problem or handle a need. By understanding the features and benefits of competing organizations, you can also prove at this point how what NALS offers is better.

5. Confirm the sale. Rather than focusing on “closing the sale,” a term that indicates the end of the process, “confirming the sale” means you are reviewing the prospective member’s willingness and ability to make a commitment to join.

6. Follow up. This is the time to find out how the new member likes your association and what it offers. This step provides an ideal chance to get referrals to new prospects. And if there is a problem, you have an opportunity to correct it.


Now that you have a better idea of marketing, it is time to take the first step and develop a marketing plan. The following is a sample and/or guideline for you to use to prepare the marketing plan. Each box represents a separate page.

[NAME OF YOUR ORGANIZATION]

MARKETING AND PROMOTIONS PLAN

[date]

TABLE OF CONTENTS

1. Specific product2. Goals of the plan

3. Budget

[This can be arranged in any order that fits the marketing plan.]


Product or Service: [name of product or service](This section of the plan is completed for each product or service.)

Product Description_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Target Markets_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Competitive Analysis_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Collaborative Analysis_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Pricing_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Promotion (advertising, sales, and customer service)_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Production_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Distribution_________________________________________________________________________________________________________

_________________________________________________________________________________________________________


Goals, Responsibilities, Timelines, and Comments/Status

The goals, outcomes, strategies and objectives are a major portion of the program plan. This plan usually also includes de-scription of resources needed to achieve the goals and objectives, and the funding necessary to obtain and use the resources. Required resources usually include human resources, which are often described in terms of necessary skills and capabilities. The necessary funding is often depicted in the form of a program budget.

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Budget for Marketing and Promotions

[The budget should be prepared with as much detail as possible regardless if any items or services have been donated. There may be circumstances that prevent a donation and it would be wise to be prepared to have the expense covered.]

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Service Description, Including Features and Benefits to Clients

[The description should be written as if your members are the readers. In the description, include the specific groups of legal support professionals served by the service, nature of the method(s) in the service, outcomes for prospective members and any other benefits to them, and where they should go next if they are interested in using the service. Be careful to describe the services in terms of benefits to the prospective member, not to you. For example, address pricing, convenience, location, qual-ity, service, atmosphere, etc.]

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________


Preferred Target Markets(specific groups of clients for product/service)

Top-Ranked Target Market Group

_________________________________________________________________________________________________________

Primary Benefits of Our Product/Service to Them

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Estimated Number of Clients to Get

_________________________________________________________________________________________________________

Second-Ranked Target Market Group

_________________________________________________________________________________________________________


_________________________________________________________________________________________________________

_________________________________________________________________________________________________________


_________________________________________________________________________________________________________

Other Target Market Group

_________________________________________________________________________________________________________


_________________________________________________________________________________________________________

_________________________________________________________________________________________________________


_________________________________________________________________________________________________________

Additional Thoughts

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

[Actions in this area should be worded as specific goals and organized into the section “Goals, Responsibilities…” later in this plan.]


Competitor Analysis

Name of Competitor’s Organization

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Name of Their Product/Service

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Common Market(s) That We Serve

_________________________________________________________________________________________________________

Benefits of Their Product/Service

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Pricing of Their Product/Service

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Strengths and Weaknesses of Their Product/Service

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

How Our Product/Service Compares to Theirs

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Resulting Actions We Should Take

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

[Actions in this area should be worded as specific goals and organized into the section “Goals, Responsibilities ...” later in this plan]


Collaborator Analysis

Name of Potential Collaborator’s Organization

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Name of Their Product/Service

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Common Market(s) That We Serve

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Similarities Between Their Product/Service and Ours

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Advantages of Collaboration

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Disadvantages of Collaboration

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Resulting Actions We Should Take

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

[Actions in this area should be worded as specific goals and organized into the section “Goals, Responsibilities ...” later in this plan.]


Pricing

What’s the Current Fee for Clients to Use?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

How Much Is It Costing Us to Provide This Product/Service?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Are We Recovering Our Costs (is the price enough to cover costs to produce and provide it)?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Would Any Other Forms of Pricing Be Better (for example, sliding-fee scale, deferred payments, installment payments, etc.)?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Is the Current Fee Affordable to Clients?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Is Our Pricing Competitive?

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Additional Comments

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________



Promotion: Advertising

Top-Ranked Target Market Group _________________________________________________________________________________________________________

Primary Benefits of Our Product/ Service to Them__________________________________________________________________________________________________________________________________________________________________________________________________________________

Preferred Means of Advertising to Reach This Group__________________________________________________________________________________________________________________________________________________________________________________________________________________

Estimated Costs for Advertising__________________________________________________________________________________________________________________________________________________________________________________________________________________

Second-Ranked Target Market Group _________________________________________________________________________________________________________



Estimated Costs for Advertising__________________________________________________________________________________________________________________________________________________________________________________________________________________

Other Target Market Group _________________________________________________________________________________________________________



Estimated Costs for Advertising

____________________________________________________________________________________________________________

______________________________________________________________________________________________________

Additional Thoughts/Comments

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________



Sales Planning

Top-Ranked Target Market Group _________________________________________________________________________________________________________

Best Methods for Generating Leads, Follow-Ups, Presentations and Closing Sales____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Second-Ranked Target Market Group _________________________________________________________________________________________________________

Best Methods for Generating Leads, Follow-Ups, Presentations and Closing Sales

______________________________________________________________________________________________________

______________________________________________________________________________________________________

____________________________________________________________________________________________________________

____________________________________________________________________________________________________________

Other Target Market Group _________________________________________________________________________________________________________

Best Methods for Generating Leads, Follow-Ups, Presentations and Closing Sales

______________________________________________________________________________________________________

______________________________________________________________________________________________________

____________________________________________________________________________________________________________

____________________________________________________________________________________________________________

Additional Thoughts/Comments ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________________________________________________________________________________________________



Member ServicesHow Do We Make Member Experiences as Pleasurable and Effective as Possible?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What Feedback Are We Getting From Program Evaluation Activities (for example, what are members indicating in conversa-tions with board members, or in responses to surveys, etc.)?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What Should We Be Doing to Improve Member Services?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Additional Comments ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

[Actions in this area should be worded as specific goals and organized into the section “Goals, Responsibilities ...” later in this plan].

Production

What Resources Are Needed Now to Continue to Build the Product/Service?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What Resources Will Be Needed in the Near Future (based on desired new markets, etc.)?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Resulting Actions to Take_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

[Actions in this area should be worded as specific goals and organized into the section “Goals, Responsibilities ...” later in this plan].


Distribution

What Is the Best Means to Distribute Your Product/Service (including the best way to bring your product/service together with the members who use it)?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What Needs to Be Done to Improve Distribution?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Resulting Actions to Take____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Goals, Responsibilities, Timelines, and Comment/Status[The goals, outcomes, strategies and objectives are a major portion of the program plan. This plan usually also includes de-scription of resources needed to achieve the goals and objectives, and the funding necessary to obtain and use the resources. Required resources usually include human resources, which are often described in terms of necessary skills and capabilities. The necessary funding is often depicted in the form of a program budget.]

Goal__________________________________________________________________________________________________________________________________________________________________________________________________________________

Responsibility____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Completion Date_________________________________________________________________________________________________________

Comments/Status___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Budget for Goal_________________________________________________________________________________________________________


Budget for Marketing and Promoting the Overall Organization

The following budget depicts planned expenditures for marketing and promoting the organization’s products/services over the next year.

(The following is a sample budget and should be modified according to the needs and nature of your organization.)

Item_________________________________________________________________________________________________________

Planned_________________________________________________________________________________________________________

Actual_________________________________________________________________________________________________________

Annual meeting_________________________________________________________________________________________________________ Trainer (for board committee, about marketing and promotions)_________________________________________________________________________________________________________ Classified ads_________________________________________________________________________________________________________ Annual report_________________________________________________________________________________________________________

Brochures_________________________________________________________________________________________________________ Postage and materials for direct mail_________________________________________________________________________________________________________

Newsletters (one per month)_________________________________________________________________________________________________________

Posters (6)_________________________________________________________________________________________________________ Program videos (4)_________________________________________________________________________________________________________

Free, Complete, Online Training Programs That Include This Topic!

For Nonprofit Organizations:This topic is also included in the Free Nonprofit Micro-eMBA learning module, Designing and Market-ing Your Programs. This complete, “nuts and bolts,” free training program is geared to leaders, managers, consultants, and volunteers who serve nonprofit organizations.


Writing With Power

Be FirstGet your press release sent early in the day, and get your story to the media before your competitors. Keep in mind when writing the release that it is always best to be first.

Be UniqueYour press release must be unique in order to stand out from hundreds of others. Always look for the unique aspects about your business and write about those first. Ask yourself, “What will catch the readers’ attention?”

Be FocusedIn order to be successful, you must have a clear focus before you start writing. What is the news and how can it benefit the reader and encourage them to take immediate action? The more focused and newsworthy releases are more likely to be published. A press release that contains a clear newsworthy focus or angle stands a much better chance of being read and picked up by the media.

Be PersistentSending just one press release is not very likely to bring you a large amount of publicity. You must approach the press with the concept of providing a solution to their readers’ problems. Let them know that you are the expert on this valuable information. Send that message repeatedly with different stories or news over a period of time, and you will be successful.

Have a Strong HookThe “hook” is the who, what, when, where, how, and why found in the first or opening paragraph. The hook must be a strong and concise summary of what your release is about. The hook is a critical element to your success. You must let the editor or reporter know why your news is important to their readers.

Have an Unforgettable HeadlineIt is essential that your headline be attention grabbing and unforgettable. The editor must know that what you have to say is important to their readers by reading the headline. Start your search for a good headline by reading news headlines similar to yours found in newspapers and magazines.

Powerful headlines have the following characteristics:• They arouse curiosity. • They pull you into the story. • They create emotional appeal. • They make the reader stop what they’re doing to read more. • They promise answers to a question or solutions to a problem. • They promise to reveal a secret or hard to find information


Essential TipsIt is the reporter’s job to look for newsworthy items. By providing a good press release, you are helping the press do their job while making money for your own chapter. The media needs your press releases just as much as you need publicity.

Top Eleven Tips for a Successful Submission

1. Keep the length a maximum of one page or 400 words.

2. Always write your press release in third person. Any first person commentary, such as testimonials or product reviews should only be in a quote with the source listed.

3. Begin your press release with a short description of the news and then provide the details about the company who announced the news. Do not do this the other way around.

4. Be careful to base your press release on facts. Report the facts about your product or service without fluff or hype. Let the reporter decide from the facts that your business is special and newsworthy.

5. Use timely and new information related to current events. Do not write about something old or well known.

6. When writing, remember who your audience is. Your audience is not your customers. Your audience is the journalists and editors.

7. Make your release new, different, and interesting.

8. Do not tell everything. Your purpose should be to provide enough information to generate interest and a follow-up from a reporter.

9. Provide as much contact information as possible: contact name, address, phone, fax, e-mail, Web site address, etc.

10. Proofread your press release over and over. Do not trust your spell check software to do this for you. Have several individuals check your release before submitting it.

11. You should have a link to your press releases at your Web site. Media may often come to your Web site and pick up an old story rather than the new story that drew them there in the first place. Also, the text helps with search engine placement because it provides good food for the search engine spiders.


Preparing a Press ReleaseWriting a press release is not too different from writing any other document, but certain rules must be followed to ensure that you are including all the necessary information.

What is my story?In order to write a press release, you must determine the subject of your story. It can be about an event that affects the profession, the legal community, or a change in your association that will affect your member base. Whatever you choose to be your story, you must remember to cover the basics. Your press release must always tell who, what, where, when, and why.

Is my story news?A mistake that is often made in the development of a press release is the misunderstanding that a press release is an advertisement for your organization. Even though a press release can assist your association in acquiring members, it should not be your focus. The primary purpose of your press release is to deliver a newsworthy story about the legal-related issues or the profession to the reader.

The layout for your press release.Once you have answered the important questions, it is time to begin writing. Like any other paper, you should always start off with your purpose. Your purpose is why you are writing the press release. Make sure that you express this thought in a manner that is of interest to your prospective reader.

First, open with a strong headline to grab the reader’s attention. Readers are very picky; if they do not see relevance in your press release immediately, they will discard it. The headline, along with your opening paragraph, should tell a gripping story. This is essential to keeping the reader’s interest as they read through the detail section of the release that follows.

Second, stick to the facts. Make it interesting, but avoid embellishments. Also, when giving the details of your press release, be sure to illustrate the story to your reader. Use real life examples that they will be able to relate to or visualize.

Next, select an appropriate angle for your press release, i.e., make it relevant. Keep in mind what’s going on with social issues and current events, and sculpt your press release accordingly. This will make your story even more attractive and worthwhile to potential readers.

Finally, be concise and grammatically correct. Avoid adding extra fluff words that distract from the true meaning of your press release. Don’t include clichés and jargon that may not be understood by the general reader. Make sure that you have permission to use any quotes or inside information. This will prevent there being any conflicts that may result in your press release being pulled. Be sure to check you release for punctuation and grammatical errors. Make sure you follow proper format.


10 Essential Tips to Ensure Your Press Release Makes the News

1. Make sure the information is newsworthy.

2. Tell the audience that the information is intended for them and why they should continue to read it.

3. Start with a brief description of the news, then distinguish who announced it, and not the other way around.

4. Ask yourself, “How are people going to relate to this and will they be able to connect?”

5. Make sure the first 10 words of your release are effective, as they are the most important.

6. Avoid excessive use of adjectives and fancy language.

7. Deal with the facts.

8. Provide as much contact information as possible: individual to contact, address, phone, fax, e-mail, and Web site address.

9. Make sure you wait until you have something with enough substance to issue a release.

10. Make it as easy as possible for media representatives to do their jobs.

Press Release Formatting Suggestions

1. Use 8 _ x 11 paper.

2. Use a minimum of one-inch margins on each side of the page.

3. Use a bold typeface for the headlines to draw attention.

4. Capitalize the first letter of all words in the headline (with the exception of: “a,” “an,” “the,” or prepositions such as: “of,” “to,” or “from”). The combination of upper and lower case makes it easier to read.

5. Complete the paragraph on one page instead of carrying it onto the next page.

6. Use only one side of each sheet of paper.

7. Use the word “more” between two dashes and center it at the bottom of the page to let reporters know that another page follows. ( -- more -- )

8. Use three numbers symbols immediately following the last paragraph to indicate the end of the press release

(# # #).


EXAMPLE #1

FOR IMMEDIATE RELEASE:

Contact:Contact PersonCompany NameTelephone NumberFax NumberE-mail AddressWeb Site AddressHeadlineCity, State, Date—Opening Paragraph (should contain: who, what, when, where, why).

Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique. Also include quotes from staff members, industry experts, or satisfied customers.

If there is more than 1 page use:-more-

(The top of the next page):

Abbreviated headline (page 2)Remainder of text.

(Restate contact information after your last paragraph): For additional information or a sample copy, contact: (all contact information)

Summarize product or service specifications one last time Company History (try to do this in one short paragraph)

# # #(indicates Press Release is finished)


EXAMPLE #2

Date

FOR IMMEDIATE RELEASE

The Chapter will hold their Event on Date.

The two-day event is presented and available to the entire (Name of City) legal community, including judges, lawyers, legal assistants/paralegals, legal secretaries, and law students–one of the most comprehensive meetings of the legal support profession in the state. A diverse selection of continuing legal education seminars in various areas of law will be presented by highly regarded speakers. Events will also include workshops, the board of directors meeting, as well as leadership training. Continuing legal education credits will be available for all registrants attending the sessions. Highlights of the continuing legal education seminars will include:

“Title of Session” scheduled speaker will be Name, Law Firm

“Title of Session” scheduled speaker will be Name, Law Firm

Continue to add information as needed

The Chapter is a nonprofit, nonpartisan, nonunion organization of legal secretaries, legal assistants/paralegals, law office administrators, court clerks, and other legal professionals, affiliated with NALS, Inc. One of the primary purposes of the Association is to encourage and provide continuing legal education and increased professionalism for all legal professionals.

For further information or registration, contact: Name, Address, City, State, Zip Code, Telephone Number, E-mail Address.

[NOTE: This press release form is promoting a state board meeting; however, it can be adapted to your chapter’s needs. The possible revisions have been both bolded and italicized for your convenience. Please also note that the name of the speaker’s law firm is also included. Your speakers will appreciate a “free” opportunity to see their firm name in print. Please remember this press release should be printed on your chapter’s letterhead for a professional appearance.]


It has taken you months to build a strong relationship with the reporter from your local metropolitan newspaper. You’ve e-mailed, talked on the phone, met her twice for lunch, passed along leads and story ideas, and faxed her interesting tidbits about your organization.

Finally it has paid off and the big day has arrived. She is visiting you to do a profile story on you and your organization. You have prepared thoroughly for the interview, and you are braced for any question she could possibly ask, except the first one. When she arrives, she asks, “May I have your media kit?”

Don’t panic. Admit you don’t have one. Ask her if there’s anything specific you can send her after the interview. Then vow that that will never happen again, and get to work creating a media kit that reporters will love.

What It Is and Why You Need ItA press or media kit is a resume for your association. It’s a collection of information and articles put together to inspire interest from media, potential members, schools and employers. The goal is to create a press kit that grabs the reader’s attention, creates a killer impression, helps them remember you, and makes them hunger to know more. A media kit contains information that will help reporters write an accurate story. It should include whatever facts you want them to know. Contents can include, among other things,

• a history of your association• professional profiles of key officers• black and white or color photos• a fact sheet• a business card• recent press releases• a brochure• product sample• small logo item

Media kits help reporters save time and improve accuracy, because everything is included. Sometimes reporters copy entire paragraphs of information found in media kits, particularly when they are on deadline. It is convenient, and they don’t have to spend time calling the source to ask for more information or double-check numerous facts. The traditional press kit is a collection of articles and information packaged in a presentation folder and sent via mail.

Want to be on the cutting edge? Since the advent of e-books, now you can create your press kit as a PDF file that you put on disk and mail out.

Or, get it on the net! If you have a Web site put together an online press kit. This keeps visitors abreast of your company’s latest news and events and accomplishments. An additional advantage of an online press kit is being able to include audio and video clips.

If you don’t have a media kit, you’re on a tight budget or have little time to create one, you can start out small, then add to it as time goes on, building your inventory and then deciding what goes inside the kit depending on how you are going to use it.

Remember to be selective; less is more. Don’t put every article since the beginning of time. This will frustrate your reader. Only put the most recent and most pertinent to your target audience. Busy editors don’t have the time or desire to sort through a one-inch stack of articles, and they probably WON’T! (It may get “filed.”) Instead focus on the product or service you want to highlight.

Here are some ideas for what to include in your media kit:

• Pitch letter. The pitch letter is the first thing your reader will see. It’s important to create a good first impression, or your will lose the reader’s interest. Tell them up front why they should care about what you are telling them. List the items enclosed. Create a call to action. Let them know you are available for interview or if they have questions how they can reach you. Use bold to highlight key points.

• Two Business Cards. They can keep one copy and pass the other to a friend or associate.

• Recent Articles. Keep an ongoing file of your press coverage. This can include print media and e-zines that reprint your articles. An easy way to keep a press file is to hire a clipping service. But you can search for articles yourself by doing a link check in the search engines.

• Type Link:http://www.yourdomain.com in the search box.

• You can also search in Google or Dogpile by article title, author, and company name.

• Press Releases

• Audio and video files of radio/television interviews, speeches, and performances. You can include a write up of the interview, an audio tape, or even a link to where readers can listen to it online.

Making a Media Kit


• List of Testimonials. Limit to one sheet.

• Sample News Story. Frequently reporters will print this verbatim. Editors see ready-to-print-stories as an easy way to fill up space with little effort on their part.

• Sample or actual product/service/performance review. This will let editors see what others are saying about you or help the editor to write his own review.

• Association Brochure

• Association Publication or Newsletter

• Member News

• Community Involvement Projects

• Recent Awards

• List of Events

• Photographs (if appropriate)

• Biographical Sheet (if appropriate)

• List of Frequently Asked Questions (This helps the editor to think of questions to ask you in an interview or include in their article.)

It’s crucial to follow up to make sure they received your press kit. Follow up calls provide the perfect opportunity for editors to ask questions, or schedule an interview. Take this opportunity to network and get to know the editors. By developing a relationship with important members of the media, you will build recognition and rapport and improve their chances of covering you. If you DO get coverage, be sure to send a handwritten thank you note.

A media kit is an important part of your public relations effort. Don’t wait till you NEED one to scramble and put one together. Savvy press kits can be a powerful PR tool to improve your media relations, create media coverage, and act as a sales tool to potential members.


Wow ‘Em With A Web Site

Don’t forget about your online media kit!

Avoid the following:

• Home pages with big, clunky photos that cause sites to load too slowly.

• “Wallpaper” backgrounds usually made up of the company’s logo repeated in row after row. Then type is slapped on top of it. It’s like reading print on top of wallpaper, and often it’s illegible.

• Hard-to-find addresses, phone and fax numbers, and e-mail addresses. I once found a Web site for a public relations company that had the phone number buried three layers into the site. Don’t hide this information under a “Contact Us” key either. Post it right out there on the home page or on every page of the site.

• Information that makes the site look outdated. For example, registration forms for July’s conference shouldn’t appear on the site in November.

• Poor-quality electronic photos. You can post images to the Web in other than the 72dpi format that most Web based image files are set at. However, because of the compression incorporated with the various formats for Web based images, they are not ideal files for print media. If you want to make print-ready images available at your site, you should link to a high-resolution version of the image that will only download to the visitor’s system once they’ve clicked the link.

• Too many things that flash, make noise, move back and forth, and generally distract the reader. It’s annoying.

Once your Web designers have solved all these problems, make sure that your attractive, easy-to-navigate site also includes a downloadable media kit.

Other sources of informationVisit your local bookstore or Web site for public relations books such as:

Public Relations Kit For DummiesWhether you’re a Fortune 500 company or a small business owner, publicity affects your frontline image and your bottom line. Public Relations Kit for Dummies® is the resource for learning how to produce positive word-of-mouth that gets results for your organization. While other titles simply show the reader how to maximize PR, Public Relations Kit For Dummies® discusses how to organize and orchestrate PR from budgets, to coordinating various media, to tying into advertising and mar-keting campaigns.


500th AnniversaryN/A: “Mona Lisa” by Leonardo da Vinci is finishedMay 20: Death of Christopher Columbus

300th AnniversaryJanuary 17: Benjamin Franklin’s birth

200th AnniversaryN/A: First publication of the American English dic-

tionary by Noah Webster

100th AnniversaryApril 18: Great San Francisco Earthquake

75th AnniversaryMarch 3: Star-Spangled Banner adopted as national

anthem of United StatesMay 1: Empire State Building officially openedNovember 7: People’s Republic of China is proclaimed

50th AnniversaryFebruary 22: Elvis Presley’s first entrance onto U.S. music

charts (“Heartbreak Hotel”)March 23: Pakistan becoming the world’s first Islamic

RepublicJune 14: The term “under God” being authorized for use

in the Pledge of AllegianceOctober 23: Hungarian RevolutionOctober 29: Suez Crisis

25th AnniversaryJanuary 20: U.S. hostages in Iran are freed after 444 days of

captivityMarch 30: Assassination attempt on President Ronald

ReaganApril 12: The first launch of a Space Shuttle (Columbia)May 13: Assassination attempt on Pope John Paul IIJune 5: First AIDS cases recognized by the Centers for

Disease Control

August 1: Launch of MTVOctober 19: Sandra Day O’Connor, first female Supreme

Court Justice, is appointedDecember 28: Elizabeth Jordan Carr, first test-tube baby, is

born

20th AnniversaryJanuary 28: Space Shuttle Challenger Explodes on TakeoffFebruary 9: Halley’s Comet’s last visitApril 13: Pope John Paul II visit to Synagogue of Rome,

first visit to a synagogue by a modern PopeApril 16: Chernobyl nuclear disaster in UkraineMay 25: Hands Across AmericaOctober 10: Massive earthquake in El SalvadorNovember 3: Iran-Contra Affair first reported by Lebanese

magazine Ash-Shiraa

10th AnniversaryFebruary 1: Communications Decency ActFebruary 10: Telecommunications Reform ActJuly 5: Dolly, a sheep, is the first cloned mammal ever

bornJuly 27: Olympic Park bombing in Atlanta

Fifth AnniversarySeptember 11: Terrorist Attacks on the United StatesOctober 23: First iPod is releasedDecember 2: Enron files for bankruptcy

Use the following links to obtain 2006 information:

Link: http://www.fvap.gov/pubs/electcal.html

Link: http://www.electionguide.org/2006.htm

Creating a Public Relations CalendarDoes your association have a PR calendar? The purpose of the calendar is to ensure that you are aware of important events that may drive the news cycle. The calendar is also a handy planning tool for educational programs and legal tie-ins for articles or speeches.

Your calendar should include all of the normal holidays and observances that are easily obtained. You should also include domestic and international political information, sports, entertainment, and anniversaries. How many ideas for legal-re-lated programs can you generate in the list of 2006 anniversaries listed below?

2006 Anniversaries


At one point or another you, or a member of your crew, will be making an oral presentation to market your chapter and its wonderful benefits. Where do you begin to prepare? What should you say? What materials will you need? Numerous questions immediately come to mind when organizing a presentation. The following are general guidelines you can use or adapt to your own style and technique for an oral presentation.

The presentation will be your chance to persuade others that joining our association is a good thing. Persuasive presentations are to convince the audience to buy your service, support your goals or concepts, or to change their minds or attitudes. Two elements for success in a sales presentation are knowing and understanding your audience, and building rapport.

Before you plan your presentation, you have to define your audience.

1. What is the size of the group? The number of people in your audience will affect your

delivery style, the way you present visuals, the amount and type of handouts, and the level of audience interaction.

2. What is the age distribution of the audience? This is especially important of the audience is primarily

made up of the very young or the very old. Age can make a difference in terms of reference points.

3. Is the audience mostly men, mostly women, or mixed?

There may be nuances that are more suitable for one group or the other.

4. How familiar are audience members with your topic? You would start from a different point of view for a

group of novices from the point you would use for a group in which 90 percent of your audience knew your topic.

Chances are the question on the audience’s mind as they walk into your presentation is “What is in it for me?” (WIIFM) By keeping in kind your audience’s WIIFM needs, you improve your chances of making a winning presentation.

Ask yourself these questions to help you structure your presentation to meet your goals:

1. What does the audience expect to gain?2. What do they already know about the topic?3. What are my key points?4. What one thing do I want them to remember most?5. What materials do I need to prepare and to deliver my

presentation?

Understand what it is you want to accomplish before you can actually do the research, make an outline, gather your slides, prepare your handouts, and write the words you will say. Once you have defined your topic, completed your research, and determined a format, you will need to organize the materials so that it confirms to your purpose.

Know your material.

• Do you have all the facts and figures?• Is your information up to date?• Have there been some recent developments or

changes that are a little sketchy in your mind?

The more time you spend in preparing and practicing your presentation, the more likely you are to succeed. In order to give a good presentation, you have to prepare thoroughly.

Opening:The first few words you utter will set the tone for your entire presentation. It is important that you say something that will capture your audience’s attention and give you rapport with the people. There are a number of ways to begin your presentation. You might start simply with a greeting: “Good morning. Thank you for inviting me to spend a few minutes with you today to discuss how (chapter) is beneficial to both you and your staff.”

If you are good with words, you could create some verbal imagery – paint a picture with words so that your audience can see what it is you are saying. It can be extraordinarily effective.

Middle:The body of your speech where you get your message across, where you cover your key points, and where you “chunk” the bulk of your message.

Presentation Pointers


To motivate an audience, presenters frequently follow a five-step process:

1. Grab the audience’s attention with your opener. (Opening)

2. Establish a need build their need or interest in your product, idea or proposal (Middle)

3. Show them that your plan, idea or proposal will meet their needs (Middle)

4. Help the audience visualize, through descriptive language or with visuals, themselves using your product, idea or proposal to meet their needs (Middle)

5. Encourage the audience to take the action you suggest (Close)

Probably best to limit your key points to three.

Close:You may want the listeners to take action, to accept your message, to buy your product or to change their minds. In your closing remarks, you can do the following:

• Summarize your message• Repeat your key points• Ask for action• Recreate the verbal imagery you used in your opener,

but add your solution• If you began with an anecdote, end with another, but

this time with a play on the words or some kind of memorable twist

• End on a positive note, even when your message is a difficult one

It is a good idea to arrive early for small group presentations. This will give you the necessary time to check the venue as well as the opportunity to greet each person as he or she arrives.

Stage Fright:Stage fright is the fear of the unknown in a situation over which you may have no control. When people experience stage fright, they ask themselves “what if” questions. What if I forget what I was going to say? What if I trip and fall on my way to the podium?

Sure, some of those “what ifs” could possibly happen. However, they most likely won’t, especially if you are thoroughly prepared. You will not forget your message if you

have rehearsed enough. Besides, you have your notes to help cue you if you have a temporary lapse. You are not likely to trip, and if you do, so what? You will catch yourself and go on.

Besides maintaining a positive attitude, there are some tricks for preventing a serious case of stage fright.

• Practice, practice, practice until you can give your presentation in your sleep.

• Check and double-check your equipment.• Breathe deeply but naturally. Hyperventilating may

cause you to pass out.• Loosen your muscles to release tension, especially in

your neck and jaw.• Take your time walking to the podium with your

shoulders back and your chest and head up.• Take a moment to scan the audience and focus on

friendly faces. Smile.

Delivery Details:Keep your notes/speech in a three-ring binder. This helps prevent loose papers flying across the stage.

Use an easy to read font, bold format, and font size no smaller than 12 points. Type the speech in capital letters and triple-space between lines. You may want to type the speech only half or three-quarters of the way down to avoid having to lower your head to read to the bottom of the page.

Underline words or phrases you want to emphasize.

Place each page in a plastic sleeve that fits the binder. This makes turning the pages easier.

Always stand tall. Relax your shoulders and pull them back. Hold your head high and chin up.

Smile naturally.

When you arrive at the podium, pause. Take a breath, but avoid looking like you are gulping for air.

Do not rest your elbows on the podium or lean on it. Stand with your weight evenly distributed on both feet.

Use deliberate pauses, lasting about two to three seconds, to take a deep breath or to add emphasis. Pause for emphasis after making a key point.


People react well to a sincere smile. A genuine, heart-felt smile is reassuring, soothing, friendly, and warm. It makes a positive impact.

You may have a great speaking voice, but if you mumble or slur your words, no one will understand you. Slurred or mumbled words will eventually irritate an audience because they will have to strain to understand you. Poor articulation will also make you appear to be less believable and less authoritative. On the other hand, exaggerated enunciation will often make the audience feel you are patronizing or you are speaking down to them. You should strive to avoid both scenarios.

Visuals:“You’ve got to see it to believe it.” Anonymous

Most people absorb more than 80% of what they learn through the sense of sight. That means if you show something to people, they are far more likely to remember it at least for awhile, than if you tell something to them. Show and tell at the same time, and your audience will remember even more. Visual aids take many forms, for example:

• Flip charts • Handouts• Multimedia• Props• Slides/Power Point • Videos

There is enormous diversity for the potential content of your visual aids. Examples are:

• Charts• Colors• Graphics• Lists • Photographs• Shapes• Symbols/logos

Among the many possibilities and combinations will be your visual aid that will match your objectives, subject matter, delivery style, audience needs, expectations, and very importantly, your budget.

A few tips regarding your visual aids:

Slides/Power Point:1. Limit one “thought” per slide.2. Be consistent with font color on the background

(light font on dark background or dark font on a light background).

3. Fonts need to be readable rather than fancy and large enough to read.

4. Avoid a “crowded” look. Combining graphics with text is more effective.

5. Bullet list of benefits, dark blue background, light blue font, yellow bullet points, cumulative slides on which each new point is added to the one before.

6. Use a laser pointer.7. Dim lights, but do not turn off completely.8. Stand to the side of the screen, not in front of it.9. Look at the audience not at your screen. If you have to

look at screen, do not speak until you are facing the audience.

10. Test equipment before audience arrives.11. Before audience arrives, make sure screen is visible

from every seat.12. Allow “just in case” time for equipment problems.

Using Colors:1. Blue is the favorite color of most people.2. Yellow invokes confidence and optimism.3. Keep colors limited to 2/3 per slide.4. Use bright colors for key points.5. Avoid using red and green together because if

someone is color blind, they will not be able to tell them apart.

6. Be consistent with use of color throughout your presentation.

If you have limited funds, a flip chart can be very effective at a minimal cost. These are low-tech visual aids that are usually easy and inexpensive to prepare.

Smaller desktop or notebook types are often used for sales presentations. Often desktop flip charts fold open like a portfolio and can hold handouts or other materials. Often flip charts are prepared in advance with key points and other relevant information printed on them. Because it is important that the visuals relate specifically to the subject of that moment, leave a blank page between each printed page. Desktop flip charts are also easily portable.

1. Write neatly and large enough for the audience to see and read easily.


2. Fold over bottom corner of each page (on side where you will be standing) to separate pages which makes them easier to turn. You can also attach Post-It sheets to the bottom corner of each page on the back side.

3. When flipping the page over, pull it straight up before you pull it back over the top. The page will be less likely to buckle or fold and it will make less noise.

Be sure visuals you choose are appropriate to your audience and to the venue. Double-check all your visuals for factual errors.

Where/Location:If you have the chance to choose your venue, consider the following:

• What do I want to accomplish?• How many people will participate?• How long will it take?• How much money can I spend?• What kind of technical support will I need?• Where will participants be coming from? (choose

central location)

Assign a Second:Having a second at your presentation is a tremendous benefit to you. What does a second do? Their duties may include:

• Listening to and timing your talk• Providing feedback on content, visuals, your

appearance, and your voice in advance• Go to the presentation• Help you set up• Greet participants• Assist with visuals during your presentation• Dimming the lights• Serve as a gatekeeper (all eyes and ears to

troubleshoot, remains unobtrusive, but is always there when needed, deals with distractions)

Distractions:People are easily distracted. What if George Strait suddenly walked into the room? Distractions can happen and can be unnerving. Examples are:

• Waiter drops tray of dishes when you are making a key

point• Latecomer makes an entrance and talks to five of her

best friends• Someone falls asleep and snores• Equipment failure

When distractions happen, your job as a presenter is to take ownership of the situation, diffuse the distraction, and continue with your presentation. You can plan against distractions by doing the following:

• Assign a gatekeeper• Arrive early to test the equipment• Have spare parts for your equipment

To Serve or Not to Serve Food:If coffee or food is served before a presentation, audience might become sleepy or agitated. Food served during the talk, service and eating will be a distraction. If a meal is served after a presentation, the audience’s participation might distract them from listening. If nothing at all is served, audience may feel cheated.

Serving refreshments before your presentation has the added benefit of giving people something to do while they are settling in.

If you will be making a presentation and a meal is served, put off eating until you have done your part. If that is not possible, eat sparingly and avoid high-fat foods that take a lot of energy to digest. You want to be alert when it is time for you to speak.

When it comes to being late to give a presentation, there are only two acceptable excuses: (1) a death in the family or (2) an extreme sickness or injury.

Remember to add “just in case” time to your schedule.

Steps to Avoid Delays:1. Ask for detailed directions, including a map.2. Ask about parking.3. If it is after business hours, ask about the entrance and

after-hours telephone number.4. Make sure your cell phone is charged.5. Plan alternative transportation.6. If you start feeling lost, immediately call someone at

your destination.


Other Details:1. Check lighting.2. If using slides, make sure room can be darkened

enough.3. Restroom location.

Presenter’s Emergency Kit:1. Toothbrush and toothpaste, dental floss2. Small hand mirror3. Small makeup kit4. Comb/brush5. Spare shirt/blouse6. Extra pantyhose7. Nail file8. Tissues9. Aspirin10. Anti-diarrhea medicine11. Antacids12. Small sewing kit13. Manicure scissors

Equipment:1. Extension cord2. Flashlight3. Batteries4. Scissors5. Small set of screwdrivers6. Extra pens, pencils, and paper7. Business cards

Write for Speaking:Presenters should always strive to use the active voice when they write or prepare their presentations. The active voice is strong, engaging, take-charge, and responsible.

Be concise, direct, and to the point. Streamline your vocabulary in order to eliminate expressions, words, and unnecessary jargon that fill up space and time without adding meaning or information.

Handouts:Primary reasons to give handouts to your audience is to clarify your message, to make it easier to understand, and to reinforce your key points.

Written handouts include: • Lists• Proposal• Outline of the presentation• Suggested reading • Supporting documents• Synopsis of presentation

Presenting Handouts:If you distribute your handouts before you begin speaking, sometimes you will lose audience members because they will be looking at the handouts and not pay attention to you.

Handouts should be high quality. Be sure your visuals/graphics are clear. If you want your audience to take notes, prepare your handout materials with plenty of space for notes.

Speaking Suggestions:Tips for improving your speaking voice:

• Avoid hot or cold liquids just before speaking. Sip cool, not iced, water before your presentation.

• Avoid dairy products before speaking. They can make your throat feel thick.

• Stand up straight. Balance your weight evenly on both feet.

• Breathe normally. Do not hyperventilate.• Speak at a slower rate.• Add enthusiasm to your tone.• Articulate clearly.• Vary your pitch to avoid a monotone.• Prepare thoroughly and practice your talk to avoid

“ums” and “ahs.”• Use a pause instead of an “um.”• Enunciate clearly.• Use proper pronunciation.• Practice often.

Dress just slightly more formally than your audience. Your clothes should never be wrinkled, ripped, soiled, missing buttons or obviously out of date. You shoes should be shined and well heeled. Your stockings should be run free. The lining of your coat or jacket should not hang below the hem. Slips and bra straps should remain out of sight. No matter how qualified you are, ill-fitting, inappropriate clothes make you look insecure, incompetent, unsophisticated, and sloppy. You should have clean, well-manicured hands. If your hands are trembling, hold to the sides of the podium, but do so lightly.

Founded in 1949, Nashville Association for Legal Professionals is a charter chapter of NALS with a rich history of service to the legal community, but—like so many long-lived associations—suffered from a case of stagnation when it came to marketing the chapter. For years they had spent a lot of time and money holding mixers that did not generate a lot of interest, much less new members. In effort to reinvigorate the program, Nanette Green, PLS, newly-elected marketing chair in 2004, turned to NALS.org—the “Architectural Digest” of NALS—for inspiration. Book 10 is replete with ideas for both internal and external marketing, but one sentence leapt off the page for her:

“Have a vendor sponsor a cocktail and hors d’oeuvres event at no cost to the chapter.”

For a chapter with limited operating capital, the idea of a sponsored event was perfect. Nanette knew that there were vendors falling all over themselves trying to “do something” for the association. She reasoned that one of them might jump at the chance to sponsor a Legal Professionals Night Out.

Richards & Richards, a commercial records management company, has been an eager, energetic and enthusiastic partner along with the law firm of Waller Lansden Dortch & Davis PLLC, who offered their conference center with a great nighttime view of the city and donated non-alcoholic beverages.

Richards & Richards marketed the event to all of its clients. No one was left out: receptionists, runners, copy center people, graduates from business/paralegal schools, court clerks, court reporters, word processors, legal secretaries, legal assistants, and paralegals—all were invited to attend.

There was music, a beautiful view of Nashville’s skyline, good food, plenty of door prizes and chair massages … but no formal program or presentation.

Instead, guests were welcomed by Nashville’s president, marketing chair and a representative from Richards & Richards. Board members were required to attend and to work the crowd. All members were encouraged to attend and past presidents received a special invitation.

At the back of the room, a table was set up to display NALS brochures, @Law, local and state publications. A second table displayed the history books of several past presidents. During the evening the guests’ attention was directed toward these tables, but there was no “hard sell.”

On overhead screens a PowerPoint presentation continuously showed chapter activities.

Door prizes donated by local vendors and merchants were given away throughout the evening and there was a special basket raffled off with proceeds benefiting the chapter.

The chapter followed up with each guest in the weeks following the event using the email addresses gathered on both the registration slips and at the registration table. The first year only one new member joined, but eventually seven members of her firm also joined.

The event was successful and the sponsor wants to make this an annual event. Attendance in 2004 was 75. In 2005 that number jumped to 100.

The concept for Nashville’s success was sparked by NALS.org, but the blueprint was drafted by the members to fit the needs of their association and community.

If your budget allows, offer a free registration to an upcoming NALS event or dinner meeting as one of the door prizes. Or give away a Blue Book with a copy of your certification study group schedule or the On-Line Learning Center schedule inside. Be sure your board members—especially new board members—are fully conversant on state, region and national activities and programs of NALS.

As the architect of your own dream, use NALS.org to foster ideas. Draft the blueprint to fit your design. Find sponsors to finance construction. Frame your project with strong supporters. Decorate and embellish as desired. Redecorate as needed and don’t be afraid to remodel when necessary. We look forward to showcasing your dream in future issues of Leading the Way.

Nashville’s Blueprint• Invite everyone!• Obtain email addresses.• Use a caterer to free up members for

socializing.• Display history books.• Solicit door prizes from vendors.• Offer free chair massages.• Display NALS brochures, @Law, state

and local publications.• Run a slideshow (no sound)

showcasing chapter events and activities for the past year

• Follow up with each attendee.


Follow Up!Thank you very much from the entire NALS Nashville Chapter for joining us for Legal Professionals Night Out. Your attendance helped to make this event a huge success and everyone had a great time.

Are you interested in learning more about NALS? It’s an exciting time for NALS in Nashville. We are getting lots of new members and implement-ing new programs, etc. I would love to talk to you more about NALS and for you to be a part of this growth in our organization. Our next meeting is _______. Please contact me if you would like to attend or would like more information.

Planning a Successful “Professionals Night Out”Blueprint for Success: Let NALS.org be Your Architect

by Dee Beardsley, Certified PP, PLS


How to Attract More Exhibitors/Sponsors/Vendors to Your Conferences

Tell them what’s in it for them. Put together a valuable package, offering rooms, registrations, ads, publicity, etc. The profit to you won’t be quite as high, but consider it as a loss leader, because you will get more sponsors and, really, it is not costing you anything in the long run because their sponsorship dollars are covering the actual expenses. The illusion, however, is that they are “getting something” in return for their investment in your association.

Below is an example of what you might offer. Use your imagination and be creative with intangibles that cost you nothing but provide a marketing opportunity for the vendor.

Package What they Get Your Cost Your Profit

Platinum Sponsor $1000 • Hotel accommodations for two nights (one room)• Full registration (all meals) for two people• Full-page ad in Conference Program• Prime booth location in Exhibit Hall• Description of your product/services in the Conference

Program• Prominent signage at all events• Your name prominently featured in all pre-conference

materials and publicity• Registration brochures to mail to your customers

Room rate plus meal cost; lost revenue from booth rental; possible printing of additional brochures

Depending your location and scrip price, and assuming your program printing is being donated … you should net at least $500

Gold Sponsor $750 • Hotel accommodations for one night (one room)• Full registration (all meals) for one person• Half-page ad in conference program• Free booth in Exhibit Hall• Prominent signage at all events• Your name prominently featured in all pre-conference

materials and publicity

Room rate plus meal cost; lost revenue from booth rental

Depending your loca-tion and scrip price, and assuming your program printing is being donated … you should net at least $400

Silver Sponsor $500 • Full registration (all meals) for one person• Half page ad in conference program• Prominent signage at all events• Your name prominently featured at all events

Offer vendors several different ways they can participate in your conference even if they can’t be a Platinum/Gold/Silver sponsor. Attach a dollar value to everything you need and ask for it all!

• Welcome Party• Luncheons• Dinners• Breaks• Continental Breakfast

• Hospitality Suite• Silent Auction• Prize Drawings• Speaker sponsorships (keynote, closing)• Leadership Receptions

For their sponsorship of these functions, they could get signage, publicity, and _______________________________________[be creative!].

And if all else fails … ask for notepads, pens, door prizes, boodle bag items, etc.

At the ConferenceBe sure to introduce your sponsors at each public function. Present a small thank you gift as a token of your appreciation.

After the ConferenceFollow up with a thank you letter and a questionnaire (see sample included in this Tool Kit).


Sample Letter to Vendors

[Date]

Ms. Jane DoeXYZ Attorney Service, Inc.1234 West 8th Street, Suite ALos Angeles, California 90017

Re: NALS Region 8 Conference

Dear Ms. Doe:

Thank you so much for your participation in NALS Region 8 conference. Our members report that they had a terrific time and I hope that you did as well. I have had inquiries from several states regarding an attorney service in California and have been pleased to refer them to XYZ Attorney Service, Inc.

I have enclosed a brief questionnaire regarding your experience with NALS Region 8. We appreci-ate your candid comments in an effort to make next year’s conference better for both members and sponsors/exhibitors.

It was a pleasure to have met you. I am only sorry we didn’t have an opportunity to spend more time together. Perhaps the next time you are in San Diego we can get together for lunch. Again, thank you for all you did to make NALS Region 8 Conference a special event!

Very truly yours,

Dee Beardsley, PLS NALS Region 8 Director

Enclosure

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Maximizing

Your Poten

tial!


Sample Conference Questionnaire

NALS of __________CONFERENCE --- QUESTIONNAIRE

The support of the legal community is very important to us at NALS of _____________. We value your participation at our recent conference and would appreciate your candid comments so that we may improve the way we handle similar events in the future. Please use the back of this form or additional sheets as necessary.

Please indicate how you were involved in the Conference:

⃞ Event sponsor: (circle all applicable) coffee break, hosted bar, entertainment, reception⃞ Exhibitor⃞ Advertiser⃞ Door prizes, give-a-ways

Did the Conference live up to your expectations? If so, what did you particularly like? If not, what could we have done to make your experience better?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Were the Exhibit Hall hours adequate? (Saturday 8 a.m. to 3 p.m.)_________________________________________________________________________________________________________

Was traffic in the Exhibit Hall ________ high ___________ medium __________ low?

Do you have any suggestions for increasing traffic through the Exhibit Hall?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Did you feel you had ample opportunity to network and interact with conference attendees? If not, what type of events would you suggest for next year?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Do you feel your presence was appreciated and acknowledged?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Are you interested in participating in our 2006/2007 conference? If so, please list a contact person:_________________________________________________________________________________________________________

Please mail completed forms to: [Contact Information]


The following article provides you with basic tips and fundamental guidelines for working with the press. It includes pointers on how to prepare for interviews and how to practice “message discipline” when communicating with members of the media.Responding to the PressThere are three simple principles to follow in order to develop a solid working relationship with the press:

1. Answer press inquiries promptly; 2. Be accurate; and 3. Be honest and straightforward.

Although no one would argue with these simple rules, in reality, very few people adhere to them. If followed, they will help you build a more workable and trusting relationship with the press.

Promptness

Because reporters are trying to do their job to produce an accurate story by a set deadline, it is important that you treat them with the same kind of respect as other business associates. If you return reporters’ telephone calls promptly, then they will begin to rely on you for information for future stories. If they know that you delay returning calls, they may look elsewhere for answers to their questions.

Promise the reporter a prompt answer and do everything in your power to keep that promise, whether you personally respond or someone else does.

We want to establish an atmosphere that encourages reporters to come to us, not someone else, when they have a question. In other words, we want to become known as a reliable and accurate resource.

Accuracy

If you are acting as a spokesman, it is your responsibility to keep up with current positions and to accurately reflect that point of view when talking to reporters.

Accuracy, among other things, requires focus. Your comments should be focused on the issue at hand, uncluttered by extraneous matters. Whether you are speaking at a local business luncheon or addressing a press conference via satellite, it is important that you stick to your basic message.

Do not be shy about repeating your message. Develop an effective, concise, clear message, then deliver it over and

over again. It may become old hat to you and those around you, but it will remain brand new to every new audience that hears it.

Once you have delivered your core message a few times, you will find there are ways to fold your basic points into an answer to just about any questions. Do not evade a question, but do come back to the point you want to make at every opportunity during an interview.

Honesty

If you do not have credibility with the media, you’re going to be in for a rough ride sooner or later. In general, reporters are a cynical bunch. That is why it is critical that you let them know right off the bat that you are not trying to mislead them or hide anything.

The point here is that despite their general reputation as ruthless scoundrels who derive immense satisfaction from ruining someone’s life, reporters are only trying to do their jobs. If you gain a reputation as a reliable, honest provider of information who will help them do their job, you can be sure they will cut you some slack. Reporters will always to what they can to protect and encourage a reliable source.

Remember, if you return calls promptly, reporters will come to you with their questions. If you are honest with them, chances are good they will believe you in the crunch.

No Double-Dipping

If a reporter develops a story and comes to you for information, respect the reporter’s right to the information. In other words, do not give one reporter’s “scoop” away to another reporter in order to double the coverage you will receive as a result.

If two reporters seek the same information, it is a good idea to tell each of them that the other is working the same story. This will help avoid conflict and keep you out of the middle.

Do not ask to see a story before it appears in print. You can, however, let the reporter know that you are available to confirm facts and figures at the reporter’s convenience.

Follow Up

Once an article has appeared in print, you may with to let the reporter know you read the story and liked it; of course, you are entitled to point out any factual errors or misrepresentations that may have occurred. If the story

Working With the Press


does not appear, do not make a fuss. Space is limited, and judgments have to made on the basis of news value and timeliness.

Talking to the PressFirst Things First

When a reporter calls you for an interview, establish right away what he or she is looking for. You are perfectly within your rights to ask such questions as: “What is the nature of the story you are working on?” “Is this a daily story or feature length article?” “Who else is being interviewed,” etc.Unless there are special circumstances that prevent you from talking with a reporter, you should not evade the opportunity to be interviewed if you can genuinely contribute to the article. If you feel you have nothing to contribute, say so, but give reasons the reporter can accept. If you respond, you should be able to refer the reporter to someone else within the association who is more qualified to answer his or her questions.

Again, for each and every interview - without exception - it is essential that everyone is reading off the same page and providing reporters with the same message, regardless of the messenger.

Give Them A Story

Reporters are always looking for a story. So if you can convince them that you have got something newsworthy to say, they will cover you – it is as simple as that. If you do not have a good, solid reason to hold a press conference or pay a visit to a newspaper’s editorial board, do not waste your time or theirs.

When you do call a press conference or schedule an editorial board meeting, be prepared. Do not show up with a vague notion of what you want to say - it will only lead to trouble. Depending on the circumstances, you may or may not want to hand out copies of a statement and/or distribute a press release that highlights the salient points of your statement.

Note: Whenever possible, try to include a “visual” aid that illustrates your points, especially if you expect television coverage.

Make It Snappy

Reporters, particularly those who work for radio and television stations, are looking for colorful, clever and succinct statements that summarize your story. Using brief “soundbites” (20-30 seconds long) will help them do their job, and even more important, communicate their message.

In the course of a 20-minute press conference or editorial board meeting, you are bound to say a lot of things, but if the core of your message is conveyed - and repeated - in a few snappy soundbites, chances are those are the quotes reporters will use.

Be Consistent

This is a fairly obvious one: If you tell the local business club that our judicial system is the only forum in which injured parties can be compensated for their losses, do not tell a newspaper editor that jurors cannot always be trusted to award reasonable or appropriate verdicts. If a reporter does not catch you in a “flip-flop,” someone else will.

Keep Your Sense Of Humor

Again, most reporters are skeptical, even cynical people. But if you show them you see some humor in what you are doing, that you have not forgotten how to laugh (especially at yourself ), they just might see you as a real person - not just someone who is trying to manipulate them for the sake of a good story. Besides, humor communicates self-confidence and shows that you are comfortable with who you are and what you are doing.

Meeting the PressBasically, the idea here is to establish contacts in the media and maintain them. This means developing a complete list of names and telephone numbers for “beat” reporters on local newspapers and the major wire services. The same goes for radio and television stations - and for those, it is a good idea to also include assignment editors and news directors.

Once you have established initial contact, pick up the telephone and call these people on a regular basis. Then, once you have gotten a chance to know them a little, you can pick and choose to which ones you want to “leak” tips and stories.

Note: In these instances, it is important to tell reporters up front what the ground rules are, i.e., whether your conversation is on or off the record, whether they can record your visit, use your name and what, if any, issues are off limits.

Don’t Answer If You Don’t Know

If you do not know the answer to a reporter’s question:• Say so and offer to find the answer for them; or • Provide them with the name of an outside source or

industry expert who can give them the answer and support your story.


If you cannot respond to a question, explain why:• “It’s in litigation.” • “It’s still undecided.” • “It’s proprietary because that’s a competitive issue.”

If you can, offer the reporter an indication of when you might be able to respond more specifically - and then follow up on your promise.

Take Control

Realize that if you have a story to tell - if you view your message as a mission - then it is not unreasonable for you to take control and begin to tell your story. Take the initiative.

Emphasize the points that must be understood or taken into account. Use interesting examples that help tell your story. As you answer questions that move away from your story, make transitions that move the conversation back to what is most important.

If you are interrupted, graciously acknowledge the interruption, but finish your point. Stay tuned to why the reporter is interrupting - because he or she is excited (and therefore you may want to elaborate more) or bored (therefore shorten and focus your thoughts).

If you are asked negative questions, answer with positives. To stop the negative impression, you may simply need to say “No” or “That’s not true,” but do not dwell on it. Move to your positive story and stick to your message.

Broadcast Media

While it is important to approach each interview as an opportunity to tell your story, it is easy to feel wary about a broadcast experience. Normally, you will not be expected to do a television or radio interview. However, if an unexpected need should arise, the following are a few pointers as to how to handle them.

Television

First, the environment of a television studio is unfamiliar; the lights, cameras and activity can be distracting. Second, the realization that you are addressing a large audience may produce anxiety. Finally, you want to retain some control, but you may be out of your environment, and you may not have any say in the final, edited product.

Get used to the environment quickly. Arrive early and look around to get your bearings. Get accustomed to the chaos and the number of technicians walking around so that you are not distracted during the interview. Let your host or the show’s staff get you situated, fasten your microphone, etc.

It is important to “be yourself.” Trying on different personalities for the interview will appear disingenuous. You will always be your best when you are yourself.

Of course, you will want to exercise personal control and poise (television often magnifies quirks and mannerisms), but do so without unduly restricting yourself. Remember that you are likely to be filmed from a variety of angles, so you should always look interested and comfortable.

Look at the interviewer. You are, after all, having a conversation with him or her; your audience is simply looking in on it. Think of your television audience as a “small family” including the reporter and the viewer. Listening and speaking intently, with strong eye contact, will convey your interest and concern. Poor eye contact (failure to look at the reporter or audience, casing eyes toward the ceiling) signals discomfort, disinterest, and guilt.

Look your best. Dress conservatively and comfortably. Avoid wearing all black (your head may appear to float above a dark mass), all white (you will reflect too much light on your fact), or small prints (strobe effect).

For men, dark gray or blue suits (no vests) with light blue or other pastel, solid color shirts look good. With advancing technology, white shirts look fine on camera, too. Ties with red accents work well. Women have more flexibility in wardrobe selection than do men. Select a flattering style and color.

Do not wear light-sensitive glasses. Remove bulky items and pens from your pockets. Keep any jewelry that is flashy at home.

During the interview, sit forward in your chair, leaning slightly forward (do not slouch, but do not be stiff, either). This will help you project energy and enthusiasm. Remain seated after the interview is over, to make sure your awkward exit is not what the viewers see behind the credits that roll across the screen when the show concludes.

Do not be afraid to gesture naturally, using your hands to help you get your point across. Avoid fussy or nervous movements; the camera films these too, and the audience perceives a tense, nervous person. Be careful not to play with pens, eyeglasses, water glasses, microphones or buttons. Do not hold your own hand too tightly or swing your legs or shift in your chair.

Remember the multitude of ways we send messages without saying a word: through posture, gestures, distance, body orientation, clothing, etc. Gather input from objective colleagues about your body language to make certain these messages are consistent with your verbal ones.


Prepare your messages so that you always have something interesting and useful to say. Remember that “uhs” and “ums” make you sound inarticulate on camera. Replace this clutter with a pause; you will give yourself a second or two to figure out what you want to say, and you will give the audience a chance to synthesize what they have heard, without being distracted. Speak clearly and distinctly, modulating your voice - inflection, volume speaking pace - to keep your voice active and interesting.

Radio

While the makeup of a television interview is that of a “small family,” you should treat your radio interview as if you were addressing an individual.

Again, sound your best. Remember that the way you use words is especially critical on the radio. You will be able to direct the listener’s imagination because he or she will not have a visual image. Use words to create vivid imagery. Active verbs and anecdotes are crucial because they provide listeners with a visual image.

Be ready to respond and know what you want to say. Because there is no visual stimulus, lengthy pauses (four seconds or more) are especially noticeable and may distract the radio audience.

Documents

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