STB-JA81
MASONIC PUBLIC RELATIONS
There was a time when the multitude made
paths to the door of the man who made the best
mouse-trap. Those were days when a product
or a service was its best advertisement. In keeping with this general state of affairs,
Freemasonry's greatest salesman was and still is
the proper living standards of its individual
members. In those early days, communities
were small, activities were limited in number
and variety, and everyone knew his neighbor
and what was going on in the area. The number
of distractions were few and there were not the
many groups that we have today all competing
for attention. With the passing years there have
been many changes. As a result there is a need
for expanding our point of view to fit into the
current scene. There is an apparent need for
engaging in dignified public relations activities.
We are all familiar with the work of the early
publicity artists and their creation of "incidents" that were sometimes grotesque and
shocking, merely to attract public attention.
These things can be defined as "publicity" and
the methods used certainly were neither suitable
nor advocated for use by Freemasonry. With
the multiplication of consumer products,
advertising came into existence. The need to
tout the product and proclaim its merits became
an established business practice. This manner
of advertising is not suitable and is not advocated for use by the Craft.
From time to time there have been voices
within the Craft urging that the Fraternity
change its method of operation and adopt some
of the practices of the service groups and the
tactics of the market place to attract attention
to increase membership. These well-meaning
members have always failed to recognize that
Freemasonry is a unique organization which is
selective in its membership and is neither
suitable nor intended to be an association of all
men. To adopt the programs suggested would
change the basic characteristics of
Freemasonry. It would lose its unique position,
and would no longer be recognized as
Freemasonry. It is clear that we must not
engage in acts of publicity or advertise what we
have. The concept of "public relations" is,
however, of a different nature. Public relations
activities may be defined as doing things which
advise the public of the nature of our organization
who are our members; and what we are doing in
making this a better world in which to live.
These programs will tell the world where we
stand insofar as our loyalty to our government
is concerned and inform our neighbors of some
aspects of our Fraternity that are unknown to
them.
In a sense, Masonic public relations is an
educational process. It should inform the
members of our families, our friends and our
neighbors of the nature of Freemasonry and
what activities it is engaging in. Any other
benefits would be purely coincidental.
A reading of Masonic history discloses that
the Craft for many years enjoyed an enviable
prestige; its members were the leaders of the
community; its work was known and recognized by all; and the leadership of our Fraternity
was undisputed. Some of this has eroded as a
result of the fast pace of modern day living and
the many forces competing everywhere for
one's time, one's attention, and one's support.
We must not forget that there are groups that
are opposed to Freemasonry. The members of
these opposition groups are easily led into
believing the many unfounded accusations
about the Craft solely because the listening
members are ignorant of the true nature of our
gentle Craft. Since we have been keeping our
light under a bushel for much too long, the
charges that we are a "secret society," that we
have secret aims, and that we are engaged in
conspiracy against all religion and established
government are accepted by the members of
these opposition groups as well as by others. An
informed public will be less likely to take the
charges made against us seriously and will
recognize them for what they are, accusations
made to serve the selfish purpose of the group
making the accusations. The established practice of the Craft not to engage in debate with its
opponents has proved beneficial over the years;
but it does sometimes leave our neutral friends
and neighbors wondering about the silence.
Good public relations will indirectly ease these
kinds of thoughts.
The purpose of public relations activities is
not intended to be a means of advertising for
new members. This would be a violation
against our well-established rule against
soliciting non-members to join the Craft. What
cannot be done directly should not be done indirectly. Good public relations may stimulate
the idea in some men that what we represent
and what we are doing is what they have been
seeking. This would be a periphery benefit. In
all likelihood, these same persons would sooner
or later have been attracted in some way if we
happen to have that which they are seeking.
It is emphasized and re-emphasized that we
do not engage in publicity stunts, bizarre activities to secure attention, or do anything
which is undignified, contrary to Masonic law
or custom or which would tend to bring
discredit to the Craft.
We recognize that in the world today,
newspapers, magazines, radio stations, television stations, and news commentators are
always on the alert to report events that are taking place and the activities of persons and
groups. These are the instruments used in
public relations activities. When we decide to
engage in Masonic public relations, these tools
must be understood so that they can be used.
When we supply these sources with information, we are helping them; we are helping the
general public receiving information; and we
are taking our place in today's world. Since
there is much competition in this field, we
would like to discuss some of the things that
make such activities successful.
At the outset, a decision must be made
whether the Masonic Public Relations work
shall be done on the lodge level, at the District
level, or on a community level. This will depend
a great deal on local conditions. It will depend
on the size of the community, the areas covered
by the newspapers, radio and television stations
in the area. It will also depend on the nature of
the project or programs.
After the scope has been decided, a public
relations officer or committee should be appointed by the Worshipful Master or other
governing officers, depending on the nature of
the effort.
The Masonic Public Relations officer or
committee should be selected with care. The officer should be well qualified in the use of the
English language; have a pleasant personality;
know how to talk with people; have an adequate educational background; be a person of
sound judgment; and have some knowledge of
the communications field.
The first matter the Masonic Public Relations officer should study and consider is if the
objective of the Craft in the area is being served. He must be completely informed as to the
projects and programs planned with other community groups so that all these efforts will be
blended properly.
We will next need to study what tools are
available in Masonic Public Relations, making
a list of all the general and Masonic newspapers
and magazines in the area, as well as the radio
and television stations. One must not forget
that there may be industries or business houses
in the area that have what are known as "house
organs" which welcome news about what is going on in the community along the lines of
patriotic activities. There may be trade journals
circulating in the area. One must not overlook
that there are business places, school bulletin
boards, grocery store bulletin boards, and factory bulletin boards that welcome short news
items relating to the area.
A study must be made of each item on the
list. The format of the publication, the nature
of the coverage, the style used must all be considered. They must also be given specific attention to the person involved in each item under
consideration. For example, the radio station's
news commentator's style should be studied
and an interview with him might be in order. If
the local television station has "interview style
programs," these should be given careful consideration. If the local newspaper has a column
that deals with society news, club news, and
related subjects, this columnist should be interviewed as well as the style used in his column.
There is no substitute for personal contact.
Each editor, etc., should be contacted with the
view of getting acquainted, telling him of your
objectives, and listening carefully to his point
of view and his requirements such as "deadline
dates," format, policy, etc.
PREPARING THE MATERIAL
When you start actual work, you will find
that your material will fall into three general
categories: l) News releases of things to come;
2) news reports of past events; 3) past or present
reports relating to persons.
It is essential that such news item covers the
following well-established areas in the first
paragraph: Who is this about?; what has happened or is about to happen?; when did it happen?; why did it happen?; how did it take place
or is about to take place?
Here are some general rules that should be
observed in preparing the material.
1. The material should always be submitted
in writing. There may be exceptions, of course.
For example, if a prominent member of the
Craft has passed away, you might want to call
the editor of the local newspaper to advise him
of the fact at once, so that it may be mentioned
by him when he writes the news item.
2. The manuscript should be typed, doubledspaced, on one side of the paper, and with wide
margins. This makes easier reading and the
margins will enable the editor to make additions and changes on the face of the document
rather than having it re-typed for the printer.
The easier you make it for the editor and the
less changes he must make, the more likely he is
going to accept and use the item . 8 1/2 x 11 "
paper is customary.
3 . All names must be spelled correctly. This is
not only necessary for correct identification of
the person, .but it is bad public relations for the
person who reads his misspelled name in a
publication. If the editor gets too many complaints about the material, he will be inclined to
throw all the material he receives from you in
the waste paper basket.
4. All dates, addresses, and description of
places should be correct. This is especially true
in reporting coming events. There is nothing
more frustrating than to hear of a coming
event, make a note of it, and then make an effort to attend, to find that you have been given
the wrong date or the wrong address.
5. The announcement of future events should
be sent in time to give the editor ample time to
include it at the proper time. Bear in mind that
editors prepare most material far in advance of
the date of publication.
6. Reports of past events should be sent in as
soon as possible irrespective of the deadline
dates of the publication. Material that arrives
after all space has been allocated sometimes
never appears in print.
7. If the manuscript is sent to a large
newspaper or organization it should be addressed to a specific person or department in order
to receive prompt attention and to insure that it
will not be lost by being transmitted from
department to department.
8. The manuscript should clearly contain the
name, address, and telephone number of the
person who is sending the manuscript, as well
as the information of the person who is to be
contacted if additional information is desired
or there is need for clarification of some of the
material. (This information is usually placed in
the upper left-hand corner of the first page.)
9. Whenever possible, it is advisable to send
pictures of persons or events. These make the
article more attractive and more likely to be accepted. For example, if the article deals with a
colonial play, a picture of one of the actors
dressed in colonial attire will make it more likely that the item will be accepted and used. Black
and white glossy pictures are best.
10. Never apologize for sending the
manuscript. If this is necessary, it is best that
the manuscript not be presented at all.
11. Keep a copy of every manuscript that is
sent to anyone. Should a dispute arise later as
to any mistake having been made, it will help
determine who made the mistake.
12. Be co-operative at all times with those
who are sent material. Never get angry if the
material is not used; you never know the actual
circumstances at the time the manuscript was
received. Bear in mind that you have a great
deal of competition for the space. If after a few
tries without success, it might be well to drop
over for a friendly visit with the editor. You
might diplomatically inquire about the material
sent and ascertain if there was something wrong
with it. Bear in mind that the editor wants
material, he needs material, he needs help to
operate, and that you are not asking for any
favor but merely to learn in what way you have
failed to fit into his requirements.
13. In sending items to radio and television
stations, brevity is of the essence. You may
have to write and re-write the item so that there
is not one unnecessary word in the statement.
The shorter it is the better and the more likely it
will be accepted and used.
14. Prepare the manuscript in a form that it
can be used "as is" or with very few corrections. Rarely will a manuscript be accepted if it
needs a major overhauling.
15. For example, if you send a manuscript
advising the editor of a program with a speaker,
be sure you cover at least: the name of the
group sponsoring the meeting; the address of
the organization or of its officers; the specific
place where the meeting is to take place; the
specific date and hour of the meeting; the name
of the speaker; the identity of the speaker; the
title or subject of his talk.
BIBLIOGRAPHY
Cutlip and Center, Effective Public Relations.
(1952; Prentice-Hall, Inc. Englewood Cliff,
New Jersey.)
Alexander B. Adams, Apollo Handbook of
Practical Public Relations. ( 1970 soft-bound
edition; Thomas Y. Crowell Co., Apollo Editions, 201 Park Avenue South, New York, New
York 10003.)
Ralph Stoody, A Handbook of Church Public
Relations. (1939; Abingdon Press, New York
and Nashville, Tenn.)
Bicentennial Handbook for Illinois Lodges,
1976. Grand Lodge A.F.&A.M. of the State of
Illinois.
Free JavaScripts provided
by The JavaScript Source