Public Relations

We love that our volunteers and members tell others about our program, but each person seems to describe it differently. How can we get out a consistent (and compelling) message about our multifaceted program?

Julie puts this issue into perspective. "Building continuity in the organization's overall image requires that staff, volunteers, advisory board, and media learn how to talk about what you do—and talk about it in the same way. Give them the right tools to ensure the right communication outcome." Because volunteers are often a program's best promoters, Julie suggests "equipping them with three to five strategic communication points about the organization. If they work on a specific project, give them three to five points about that one project, too."

Our panel agrees, and they've offered the following ideas to help tutors spread the word about their work consistently and intelligently.

• "Create a sound-bite that answers the questions they might stumble over—So what do you do? and What is the program? Use layperson's terms (not programmatic jargon) and be brief, otherwise volunteers and members won't use it, and the public won't understand it."—Nora

• "Give them the terminology. Keep the description short and to the point, then print it on everything! Use it when answering the phone, during orientation, on brochures, and in meetings. Make the speech available to members and sites by using it as often as possible."—Jeri

• "Create something special so that volunteers identify with a unique initiative. Pretend the project is starting from scratch, and give it a catchy name. Use that name all the time. And make sure volunteers know the program's goals and their role in them."—Gail

The LEARNS editors have learned a great deal from this exchange with program directors around the nation. We hope you have as well, and we also encourage you to enter into the program development dialogue that is generating around the Epicenter, newly launched through the Corporation's Web site at: www.nationalservice.org/resources/epicenter.