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INCITER

Marketing and Public Relations E-newsletter

JANUARY/FEBRUARY 2009

Kiwanis is a global organization of volunteers
dedicated to changing the world one child and one community at a time.

Marketing Headlines

I pick out Merrill Lynch because it is an easy and illustrative target. But the same thing has happened to countless other companies and organizations. To bring the example closer to home for many nonprofits, look what happened to Fannie Mae and Freddie Mac, which once aggressively marketed themselves as helping low and moderate-income people purchase their first homes, when money became more important than mission.

Organizations of all stripes and colors need to understand that their long-term survivability is rooted not in logos, taglines, marketing, advertising and public relations, but rather in the trust the public places in their good name-or brand.

What does it take to win brand trust?

Quality leadership

It all starts with quality leadership. And I’m not talking about a "bully management" or leadership style that can whip people into action. I’m talking about leaders at all levels of an organization who value, respect and recognize their staff for the good work that they do; who create work environments that are healthy, open and productive; and who serve as role models for the positive core cultural values they want their workforce to embrace.

Leaders must especially create a work atmosphere in which employees feel free to speak truth to authority without fear of punishment or reprisal.

This kind of leadership produces quality staff who understand the value of their organization’s brand and good name—and know what it takes to maintain them.

Accountable and ethical behavior

If your decision makers are unclear about the difference between what’s ethical and what’s legal, that’s not a good omen for your organization’s long-term health and viability.

We live in an era of increased consumer knowledge and awareness, where organizational and corporate accountability and ethical behavior, especially in light of the potential high-profile bailout of our financial sector, are coming under increasingly intensified scrutiny.

The lesson we all need to learn is that it’s a lot easier—and cheaper—to maintain a good brand name than it is to try to rehabilitate one that has been tarnished by neglect, or worse. Log on to www.accountability-central.com for more information on corporate accountability.

The willingness, ability and commitment to live up to what you say about your organization

As a professional communicator who specializes in branding, I’m often asked by clients to "help us look better." My reply is always the same: A brand is not a cosmetic you apply to make your organization look pretty; rather it’s your DNA, meaning it’s a true reflection of who you are and what you do.

A brand screams out "Trust me!" A good brand quietly—and always—fulfills that commitment.

A recent Hyundai automobile ad, I believe, says it best: "Truth is, logos don’t really do much of anything.... They don’t make you cooler. They don’t make the product better. In fact, a logo means nothing. Unless, of course, the company behind it means something."

So, if you are new to branding and are worried about where you’re going to get the resources to create a logo and tagline, plus the funds to orchestrate a marketing campaign to elevate the visibility of your organization’s name, relax. First, focus on your leadership and ethics, as well as make good on all your commitments, and over time your brand will do just fine.

And that’s no bull!

PR CORNER

Storytelling and PR—from All About Public Relations with Steven R. Van Hook
A novel way of telling your tale.

Once upon a time, a former CBS reporter devised a new strategy for telling a company's story: classic storytelling. Robbie Vorhaus founded his own public relations firm based on this principle. He shares the story of how it works in this interview with About Public Relations.

APR: Exactly how does storytelling relate to PR?

Robbie Vorhaus: Public relations is a form of classic storytelling, but for business. It is pure non-fiction—truth told in the exact same context as any other story form, such as movies, novels, advertising and journalism. Essentially, storytelling, and that includes PR, is having a point of view or theme, focusing on one person or thing (the hero) and taking your audience on that hero's journey through trials and tribulations to arrive at some new point, but now changed. It doesn't matter if you're promoting a country, company, product, person or cause; if you tell the story with the same structure, elements, archetypes and path of all great stories, your message will be heard and acted upon. And, in business, whoever tells the best story wins.

APR: What are the components of an effective story?

RV: First, you need a strong beginning, which is always the hero's ordinary, believable world. Then, add the middle, which is the hero's journey into some extraordinary world. And the end is the hero's return to his ordinary world, but changed, very changed. Other components of an effective story are a compelling point of view or theme, such as "nothing takes the place of persistence," or "true love never dies," or "it's all in the delivery."

APR: What is an example of storytelling done well?

RV: In fictional storytelling, Titanic, Ghost, Romeo & Juliet and West Side Story are exactly the same story: true love never dies. In classic storytelling for business, I immediately think of Domino's Pizza: A young man who grows up in an orphanage goes into the Marines, returns and buys a small pizza store in Ypsilanti, Michigan, thinking he can make more money delivering pizza than waiting for customers to come to him. He opens other stores, buys out his brother for the price of a VW, and builds the company into a $3.3-billion global enterprise. He sells it for $1.1 billion and is quoted as saying, "I want to give all my money away and die broke." The theme here is: nothing takes the place of persistence.

APR: What is an example of storytelling done poorly?

RV: Walk with me through any news organization's assignment area and pick up any of the hundreds of recently faxed press releases. I visit my friends at newspapers, network and local news organizations, and radio stations, and I'm stunned at the poor grammar, spelling errors and complete lack of any apparent writing skills. There is a huge disconnect between journalists and public relations practitioners because of the lack of writing skills and storytelling ability. Imagine some unkempt person walking up to you at a party and saying in a sloppy voice, "Hi, my name is Bob. Let's talk about me."

APR: How does one develop storytelling skills?

RV: First, stop trying to sell. Learn how to engage an audience, not manipulate it. Second, read some books on writing non-fiction and journalism. My favorites are still "On Writing Well," by William Zinsser, and "The Elements of Style," by Strunk and White. Finally, practice. Find someone who has no vested interest in your story and tell it. Be prepared for what that person has to say. In comedy, the saying is "if they don't laugh, it's not funny." In public relations, the same is true. If your audience doesn't get it, they won't buy it.

APR: Are clients receptive to the storytelling approach?

RV: Our clients, yes. Companies that didn't hire us, no. Usually, CEOs who understand the importance of telling their brand story to myriad audiences, such as customers, media, employees, analysts, the trade, government and even competitors, find our approach exactly in line with their goals. For example, Buick, the company that started the world's largest corporation, General Motors; Bertolli, a 100 percent agricultural product, the world's leading olive oil; and Lipton, founded by Sir Thomas Lipton, the world's leading tea brand, all have magnificent stories that deserve to be told well.

APR: How do the media respond?

RV: Both the media and our clients are happy. The media get a good, compelling story; our client gets incredible coverage. It's win-win.

APR: What's your best storytelling tip?

RV: Know your story, know your audience, and tell your story better than anyone else. And don't forget to smile.

Robbie Vorhaus, president and CEO, Vorhaus & Company Inc., founded the New York City-based public relations firm in 1989 when he left CBS-TV to create a new model for public relations: classic storytelling for business. He can be contacted at vorhaus@vorhaus.com, or visit the firm's Web site at www.vorhaus.com.

Merchandise Sidelines

Denim Shirt—Men’s And Women's Styles

With sturdy construction, a generous cut and soft garment washing, our Value Denim shirt won't stretch your budget.

• 6.5-ounce, 100 percent cotton
• Double-needle stitching
• Button-down collar
• Patch pocket
• Horn-tone buttons
• Tuck-in tail
• Button-through sleeve plackets and adjustable cuffs

SKU 15292	SKU 15291
Pricing: SM-XL $22; 2XL $24; 3X-4X $25

Order online at http://store.kiwanis.org/ or call Member Services: 1-800-KIWANIS, ext 411 (US and Canada) or 1-317-875-8755, ext. 411.

Plan Ahead

To assist program directors in scheduling timely speakers, please take note of these dates:

March 1-31

• Colorectal Cancer Education and Awareness Month – This month educates consumers, patients, and professionals regarding the need for early diagnosis and treatment of colorectal cancer. For information, contact Frederic S. Mayer, president, Pharmacists Planning Service Inc., 101 Lucas Valley Road, #210, San Rafael, California 94903; phone, 415-479-8628; e-mail, ppsi@aol.com; Web site, www.ppsinc.org.
• Mental Retardation Month – This month educates the public about the needs of this nation’s more than 7 million citizens with mental retardation and about ways to prevent retardation. For information, contact The Arc, 1010 Wayne Avenue, Suite 650, Silver Spring, Maryland 20910; phone, 301-565-3842; Web site, www.thearc.org.
• Music in our Schools Month – The goal is to increase public awareness of the importance of music education as part of a balanced curriculum. Additional information and awareness items are available. For information, contact Deidre Healy, manager of Special Programs, Music Educators National Conference, 1806 Robert Fulton Drive, Reston, Virginia 20191; phone, 800-336-3768; Web site, www.menc.org.
• National Craft Month – This month promotes the fun and creativity of hobbies and crafts. For information, contact Hobby Industry Association, National Craft Month, Richartz and Fliss, 400 Morris Avenue, Denville, New Jersey 07834; phone, 973-627-8180; Web site, www.i-craft.com.
• National Nutrition Month – This month educates consumers about the importance of good nutrition by providing the latest practical information on how simple it can be to eat healthfully. For information, contact the American Dietetic Association, 216 W. Jackson Blvd, Chicago, Illinois 60606; phone, 312-899-0040; e-mail, nnm@eatright.org; Web site, www.eatright.org.
• Red Cross Month – Learn about American Red Cross service in the community. There are some 1,300 Red Cross offices nationwide. For information on activities in your area, contact your local Red Cross office. For general information, contact the American Red Cross National Headquarters, Office of Public Inquiry, Arc, 1621 North Kent Street, 11th Floor, Arlington, Virginia 22209; phone, 703-248-4222; e-mail, info@usa.redcross.org; Web site, www.redcross.org.

March 1-8

• National Sleep Awareness Week – All Americans are urged to recognize the importance of proper sleep to their health, safety, and productivity and the dangers of untreated sleep disorders. For information, contact National Sleep Foundation, 1522 K Street NW, Suite 500, Washington, DC 20005; Web site, www.sleepfoundation.org.

March 8-14

• National Chocolate Chip Cookie Week – The Famous Amos cookie recipe was created on March 5, 1975, by Wally’s Aunt Della. For information, contact Rosica, Mulhern Inc. Strategic Public Relations, 95 Route 17 South, Suite 109, Paramus, New Jersey 07652; phone, 201-843-5600; e-mail, folks@rosica.com.

March 20

• Great American Meatout – America’s foremost celebration of meatless eating asks consumers to “kick the meat habit, at least for the day” at 2,000 events across the country. For information, contact the Farm Animal Reform Movement, Box 30654, Bethesda, Maryland 20824; phone, 301-530-1737 or 800-MEATOUT; e-mail, farm@farmusa.org.

April 1-30

• International Customer Loyalty Month – We highlight this month to celebrate and generate customer loyalty. Though building customer loyalty should be a year-round thing, use this month to plan on how you can improve on relationships with your customers through better service, higher quality, etc. For information, contact Shep Hyken, Shepard Presentations, 711 Old Ballas Road, #215, St. Louis, Missouri 63141; phone, 314-696-2200; e-mail, shep@hyken.com; Web site, www.hyken.com.
• Keep America Beautiful Month – This month is set aside to educate Americans about their personal responsibility for litter prevention, proper waste disposal, and environmental improvement through various community projects. For information, contact the director of communications, Keep America Beautiful Inc., Washington Square, 1010 Washington Blvd., Stamford, Connecticut 06901; phone, 203-323-8987; e-mail, info@kab.org; Web site, www.kab.org.
• National Grilled Cheese Sandwich Month – This month is dedicated to one of America’s favorite foods, the gooey, oozy, melted grilled cheese sandwich. With more than 200 varieties of domestic cheese available, grilled cheese sandwich options are endless! For information, contact Dairy Management Inc., 10255 West Higgins Road, Suite 900, Rosemont, Illinois.
• National Pecan Month – This month celebrates the great taste, health benefits, and versatility of pecans. This delicious tree nut adds unmistakable flavor, crunch, and texture to just about any meal or snack. Pecans have proven cholesterol-lowering properties and contain more than 19 important vitamins and minerals. For information, contact National Pecan Shellers Association, 5775 Peachtree-Dunwoody Road, Suite 500, Building G, Atlanta, Georgia 30342; phone, 404-252-3663; e-mail, npsa@assnhq.com; Web site, www.ilovepecans.org.

April 4

• Kiwanis One Day – The objective of Kiwanis One Day is to unite all Kiwanis-family members around the globe with hands-on service projects. Follow the step-by-step game plan found online at www.kiwanis.org/service/oneday.asp.

April 19-25

• National Volunteer Week – National Volunteer Week honors those who reach out to others through volunteer community service and calls attention to the need for more community services for individuals, groups, and families to help solve serious social problems that affect our communities. For information, contact the Points of Light Foundation, 1400 I Street NW, Suite 800, Washington, DC 20005; phone, 202-729-8168; e-mail, volunteerweek@pointsoflight.org; Web site, www.pointsoflight.org.
• Skip-a-Meal Week – Kiwanis-family members and nonmembers who send the cost equivalent of just one meal help fund numerous programs that directly benefit children. The program benefits the Kiwanis Children’s Fund, sponsored by the Kiwanis International Foundation. For information, contact the Kiwanis International Foundation, 3636 Woodview Trace, Indianapolis, IN 46268; phone, 317-875-8755, x157 or 800-KIWANIS, x157; Web site, www.kiwanis.org/kif.

Kiwanis Kudos

Your Club Here – Send us your marketing, public relations, or merchandise
success stories–and especially photos–that have made it into your local newspaper.

New Online Club

Here’s an article that appeared in the Ventura County Star newspaper regarding the new Kiwanis of Simi Valley Online club.

Read the online article.

Contacts

Send us your news clips. We’re looking for club news!

Hundreds of Kiwanis clubs make the news each month. Newspaper clippings,
TV tapes, and radio transcripts or tapes of Kiwanis-related news items will greatly
assist the staff in discovering public relations and marketing success stories. Please
send your club’s news clips, photos, or proven marketing ideas and any comments or
suggestions for this e-newsletter to Kiwanis International, Alison Stilwell, Marketing
Department, 3636 Woodview Trace, Indianapolis, Indiana 46268 or e-mail
inciter@kiwanis.org.

From the Archives

Welcome to Kiwanis: Minneapolis 1940

Downtown Minneapolis, Minnesota prepares to welcome the 24th annual convention of Kiwanis International, June 16-20, 1940. On January 21, 1940, Kiwanis marked its silver anniversary–25 years since the organization’s beginning in 1915, in Detroit, Michigan.

Read the current issue of Kiwanis Magazine.

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