The Leadership Academy is a professional leadership development program to develop individual organizational skills needed in a not for profit environment. Skill session modules are developed and led by expert mentors.
The Leadership Academy skill sessions modules include:
Public relations training/ written and speaking
Presentation skills
Issues Management
Event planning skills
Public policy/advocacy skills
Financial management/not for profit accounting
Governance
Working in coalitions
Strategic planning
The Leadership Academy offers flexibility! Attend all of the skill sessions or only those that interest you.
The Leadership Academy skill sessions offer CEC’s
Winter 2012 Module
Public Relations
Date/Time
February 7, 2012
Session 1 9:30am to 1:00pm
Session 2 1:30pm to 4:30pm
Session 1
Public Relations 101: The Care and Feeding of the Media
Publicity can be a powerful marketing tool, increasing credibility and interest in summer camps. But today – more than ever – the American Camp Association (ACA) and other organizations have to earn that coverage. This session will outline the major techniques to get ACA mentioned favorably in articles or reports in newspapers and magazines, and on TV and radio. Although the focus will be on promoting ACA in general, the techniques will be transferable to individual camps or other organizations.
The session will include the following:
• Understanding the media
• How to use the media
• How to develop a media list
• How and when to contact the media
• Do's and don'ts in dealing with the media
• When, why and how to send out a news release
• How to write a news release
• How to take compelling photos that tell a message
• How to work with a PR consultant
The session will also include an overview of the national and local ACA PR programs, and introduce participants to the variety of media resources available from ACA.
Session 2
Handling the Media Interview
This class will outline techniques to help you convey a clear, consistent and compelling message that will help the media report correctly about ACA and individual camps and other organizations. Techniques will be transferable to individual camps or other organizations.
Topics include:
• What are messages and how to develop them
• Preparing for media interviews
• Researching the reporter before the interview
• Do’s and don’ts for media interviews
• Techniques for interviewing with different types of media
• How to handle the impromptu interview
• Tips for handling difficult questions.
The interactive class will primarily consist of mock interviews. Participants are encouraged to come with 5 to 10 questions a reporter might ask.
Session Mentor
Kay Paumier has more than 25 years of PR experience, and has worked with ACA Northern California for more than a decade. She has won 17 professional awards, 5 for her work for ACA. Kay has earned the Accredited in Public Relations (APR) certification from the Public Relations Society of America (PRSA), the closest thing the PR profession has to a license. She has taught PR for San Jose State Professional Development, UC Extension Berkeley, UC Extension Santa Cruz and the San Jose Cisco Entrepreneur Center. Kay has been trained in accelerated learning techniques, which emphasize participation
and interaction.
Location
Boy Scouts of America
San Francisco Bay Area Council
1001 Davis Street, San Leandro, CA
Cost |
ACA-Member | Non-Member |
| Session 1 & 2 | $50 | $65 |
| Session 1 only | $30 | $45 |
| Session 2 only | $25 | $40 |
| Lunch option | $12 | $12 |
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