This presentation from a Toastmasters Leadership Institute training in Boca Raton emphasizes the web and social media possibilities of do-it-yourself publishing, with a secondary focus on the more traditional PR role of seeking publicity in the traditional media. This was partly a pitch for WordPress for Toastmasters. The video referenced in the slides is here: http://youtu.be/u5h2Uk6GfJE

1. VP Public Relations Officer Training
+ Club Web/Social Media Tactics
David F. Carr

2. How to Excel as VP Public Relations
 Speak with predecessor, other club leaders about
expectations, past successes
 Lead media relations, marketing, public outreach,
and web/social media efforts
 Does not mean you can or should do it all!
 Work with VP Membership to bring people into
meetings, convert them to members
 Develop a media list, know contacts, schedules
 Get meetings listed on any possible calendar of events
 Seek feature coverage
 Announce major accomplishments such as DTM

3. Try Many Modes of Outreach
 Obtain flyers and other
promotional materials from
toastmasters.org or create
your own using materials from
the brand portal
 Distribute at the public library,
businesses, other high traffic
venues
 Speak or arrange for other
officers to speak to community
or professional groups
The marketing funnel:
awareness to action
(joining the club), advocacy
(recruiting others)

4. Reasons To Go Beyond the Press Release
 Media is changing, so PR must change, too
 Blogging, social media mean everyone can be a
publisher
 Traditional media placement is still important
 If you get it, magnify it through social media!
 Social media friends, connections a more powerful
endorsement of Toastmasters than anonymous PR
 Go beyond text with video, images

5. Video: An Awesome Website …

6. Elements of An Online Strategy
 Engage potential members, build community
 Strong website content, current and updated frequently
 Showcase the personality of your club
 Make web content easy to share on social media
 Link back to website from social media
 Mix of media: articles, video, photos
 Recognize member achievements
 Boost productivity for officers and members
 Online meeting signup
 Email prompts and reminders to sign up, confirm
 Track and analyze member activity

7. About Me
 David F. Carr david@carrcommunications.com
 Area Governor, former President, VPE, Sgt. At Arms
 InformationWeek Editor at Large
 Author, Social Collaboration for Dummies
 Web consultant and social media consultant.
 Developer of WordPress plugins, including
RSVPMaker and Facebook Tab Manager
 Creator of WP4Toastmasters.com

8. WP4Toastmasters.com Origin Story
 ClubAwesome VP of Education, frustrated with
FreeToastHost (particularly version 2.0)
 Already operated community oriented websites using
RSVPMaker event scheduling
 Added Toastmasters-specific features such as
meeting role signup
 Took advantage of WordPress for easier website
updates, blogging, social media integration
 Now offer free websites at WP4Toastmasters.com
(seeking advertising/donors/sponsors)
 Free software download at wordpress.org

9. A Better Website
 Capitalize on (and respect) the Toastmasters brand
 Distinguish yourself: share what makes your club
special
 Content with a distinct web address is easier to
share on social media
 Test the preview display of key pages on social
media
 Add social sharing buttons
 Communicate the basics:
Meeting date, time, location

10. Boost Your Social Content
 Video and images: make your posts stand out
 #Hashtags – informal categorization, supported on
Twitter, Facebook, Google+
 @username – tag users to give credit or get
attention
 Share / retweet generously
 Power tools: HootSuite, Buffer, others
 Post to multiple networks at once
 Schedule or auto-schedule posts
 Use thoughtfully, selectively

11. 2 Ways To Use Video
 Education
 Post to YouTube as private or unlisted
 Let members see videos of their own speeches
 Contest practice – see improvement
 Let members see speeches they missed (icebreakers!)
 Publicity
 Share outstanding speeches publicly
 Celebrate winning contest speeches
 Give non-members a better idea of what we do in
Toastmasters

12. Video for Shy Toastmasters

13. Blog/e-Newsletter Material
 New member inductions (with photos!)
 Educational award achievements (more photos!)
 VP of Education tutorials -> publish as articles or
videos
 Videos of outstanding speeches (with the member’s
permission)
 President’s message
 Report on board actions, club business, priorities
 Upcoming event announcements, including contests,
district conference

14.  The Club Meeting
 Outside the Club Meeting
 The Executive Committee
VPPR Responsibilities

15.  Verify that information on website and social media
is correct.
 Order promotional materials.
Before Club Meetings

16.  Distribute promotional materials.
 Report results of public relations efforts.
 Announce public relations campaigns.
 Solicit volunteers.
During Club Meetings

17.  Publicize the Toastmasters brand.
 Promote the club.
 Maintain the club website.
 Join a Toastmasters-moderated social networking
website.
 Produce and distribute a club newsletter.
Outside the Club Meeting

18.  Promote membership programs.
 Attend club executive committee meetings.
 Attend other Toastmasters events.
 Arrange your replacement or assistance.
 Prepare your successor for office.
Outside the Club Meeting

19.  Provide a public relations report.
 Propose new promotion ideas.
Executive Committee - Your Responsibility

20. Additional Resources

21. Follow up
 WP4Toastmasters.com
 david@carrcommunications.com
 www.carrcommunications.com
 twitter.com/davidfcarr
 facebook.com/davidfcarr