Chapter Communications/Public
Affairs
EFFECTIVE COMMUNICATIONS are essential to the success of a chapter's efforts to carry out the AFA mission locally and nationally, and in keeping the chapter's members informed on both the issues and the chapter's activities. With tight defense budgets and a smaller Air Force, AFA's role in promoting greater understanding of aerospace and national defense issues is critically important. An effective chapter communications/public affairs program is one that "markets" AFA and its beliefs to key constituencies who are vital to the chapter's and AFA's future.
Although the scope and focus of each chapter's efforts will vary according to its resources and specific focus, this section is designed to provide a thorough background in all aspects of the communications/public affairs task. Chapters will want to apply as many of the ideas and recommendations which follow as they can within their capabilities.
PUT SOMEONE -- OR TWO -- IN CHARGE
It is essential that a chapter president appoint a communications vice president, rather than assuming the position as an additional task. While it can be difficult to find an individual who will serve, the time and thought given to this selection will pay off for the chapter and AFA in many ways. Since there are skills that go with this job, finding an individual who has a public affairs background or related communications skills is a definite plus. One approach is to use this position as a recruiting device. In other words, seek out individuals with communications skills who may not be involved in your chapter, but who might be willing to serve in this position if asked. It is important that chapter leaders who take this position understand the requirements and have the time to do them. Some chapters have solved the time demands by dividing up the communications/public affairs job into several positions.
These may include:
Newsletter Editor/Writer
Public Relations/Media Outreach
Community Relations
Be Clear about the Basic Duties
Chapter Communications Vice Presidents should:
1. Develop and maintain a solid knowledge of Air Force issues, general national security topics, and AFA/Air Force-related legislative issues by studying substantive materials distributed by AFA headquarters, including Air Force Magazine, Legislative Update, AFA's Statement of Policy and Issues Papers, Foundation Forum reports, periodic speeches and other studies and reports.
2. Ensure broadest possible distribution of communications from AFA Headquarters, most notably Crossfeed, select items from Newsline, Legislative Update and other materials in regular and special mailings.
3. Distribute Crossfeed to all chapter officers and committee chairmen. Reproduce and distribute other pertinent materials to appropriate chapter leaders.
4. Initiate contact and establish a rapport with the aviation or military writer on your local newspaper(s), with the editors of weekly newspapers in your area, and the news directors and producers of local radio and TV news programs. Provide them with editorials and/or magazine articles from Air Force Magazine, AFA's Statement of Policy and Issues Papers, Foundation Forum reports, and other materials, and make sure they are notified about chapter-sponsored events that feature key speakers.
5. Keep the state and regional communications vice presidents advised of your communications activities and report innovative chapter programs to the AFA Communications Department so that these items may be considered for publication in Crossfeed and Air Force Magazine.
6. Maintain a close working relationship with the chapter president to ensure that his/her goals and objectives are made known to chapter members via a "President's Letter" or newsletter.
7. Ensure that chapter programs are announced well in advance to members, community leaders, and the general public (when appropriate) via a meeting or program notice in the local media or other means.
8. Ensure the broadest possible audience for chapter-sponsored programs that feature key speakers and plan in advance to have the speaker interviewed by local media in coordination with the military speaker's command or base public affairs (or a civilian speaker's communications or public relations) representative. Contact the aviation or military editor in the case of a daily newspaper, the editor of a suburban weekly and the program or news director of your local radio/TV stations.
9. Maintain the chapter video library and order videotapes from the AFA Communications Department's video lending library to help inform chapter members and for use before local community groups, schools and at other AFA gatherings.
10. Order 10 complimentary copies of Air Force Magazine (through Volunteer & Regional Activities) and make them available to community leaders, legislators and media representatives.
11. Encourage the chapter to purchase discount subscriptions to Air Force Magazine for local public and school libraries.
12. Assist the chapter president in sending AFA's Statement of Policy and Issues Papers, Foundation Forum reports, pertinent Air Force Magazine articles, and other materials with a personal note to the district offices of your congressmen and senators; and assist in letting these officials know periodically his/her and the chapter membership's concern about the issues outlined in AFA's publications.
13. Collect clippings of print media coverage generated by your chapter activities and forward copies (including name of publication and date article appeared) of the articles to the AFA Communications Department. In the case of radio or TV coverage, provide a brief summary, including the name of the station and date the news item or program aired. [This material will supplement the Communications Department's own database tracking and help us gauge the effectiveness of our grass-roots communications efforts. Success stories will also be highlighted in Crossfeed's "Making Headlines" column.]
Newsletter Editor/Writer. Gathers and assembles the news, photos, ads, and other material for each issue from fellow officers, members, the Chamber of Commerce, local government leaders, educational leaders, the local base commander (if you're near a base), AFA headquarters, and so on. Writes the chapter newsletter and distributes it. Many chapter newsletter editors simply cut and paste material taken directly from Crossfeed, Legislative Update, Newsline, and the AEF Newsletter for use in their publications. This is encouraged. Some chapters have "editorial committees" that help with the demanding tasks. Someone in the group should be a good writer and (please) a good speller. A poorly-done newsletter is worse for your image than no newsletter at all. Another key person on the committee should be someone who owns a computer and is familiar with desktop publishing software. Someone on the committee should also have a basic knowledge of printing and production processes and of dealing with commercial printers. Others have provided pizza, snacks and loud music for AFJROTC cadets and Arnold Air Society/Angel Flight members who help out with the monthly mailing. For still others, it's the spouses who are tapped to spend an evening getting the newsletter out. This can be a fun task, but it is definitely more than a one-person job.
(See the listing of what has become a family of AFA/AEF newsletters, the difference between them, and publishing guidelines for Crossfeed and Air Force Magazine under "Communications Tips" at the end of the Chapter Communications/Public Affairs section.)
Public Relations/Media Outreach. Responsible for promoting chapter activities and AFA positions and policies with the media and to Crossfeed and Air Force Magazine. Initiate contact and establish a rapport with the aviation or military writer on your local newspaper(s), with the editors of weekly newspapers in your area, and the news directors and producers of local radio and TV news programs. Provide them with editorials and/or magazine articles from Air ForceMagazine, AFA's Statement of Policy and Issues Papers, Foundation Forum reports, and other materials, and make sure they are notified about chapter-sponsored events that feature key speakers. Many chapters are sponsoring booths and concession stands at large community celebrations, air shows, open houses and welcome home celebrations that provide visibility and exposure for the chapter. AFA's Communications Department can provide handouts and videotapes that can help chapters gain attention at these events.
Community Relations. This person serves as liaison with community organizations, and seeks to develop opportunities for joint programs with these groups to enhance chapter visibility and outreach. This includes civic groups, business organizations, the local Chamber of Commerce, military-oriented organizations and charitable concerns. Where applicable, this job should also involve regular contact with the local base commander, recruiting squadron, etc.
MEMBERS.
Members are your lifeblood. They are not automatically loyal or active. You have to compete for their attention and involvement along with everything else that crowds their personal lives. If your chapter does not communicate on a regular basis with members, the old adage, "out of sight, out of mind" pertains. Members cannot be expected to drop everything just because a flyer from your chapter comes in the mail out of the blue. In fact, that flyer will have a much better chance of enticing a member to show up if it was preceded by other chapter communications. In other words, give members a chance to plan their lives to include your events. That takes advance warning of the event (advance planning) and repetitive communications (tell them more than once).For example, send out a postcard schedule of chapter activities for the year as soon as they are planned. Then announce the event in your newsletter well in advance, but with as much detail as you have. As the event approaches, send out a postcard reminder (nonprofit, bulk rate) with a phone number for reservations. Too much work, you say, and too expensive. Well, for chapters that sponsor events every month, consistency promotes itself. Members begin to count on the third Wednesday of every month as being "the AFA dinner or luncheon or program." Quarterly events are more challenging. Too much time has elapsed for members to fit AFA automatically into their schedules. It does take more effort and money to get a crowd out to a quarterly event, particularly those less-than-active members who may have missed the last few chapter functions.
The world has changed considerably in terms of the time and effort people are willing to devote to "outside interests." Your chapter is one of many clamoring for support, involvement and attention. The degree to which your chapter can break through the barriers that impede involvement, you'll gain a more active membership. Don't give up on members. Give them a chance to decide for themselves whether they'll attend an event. It could be your events aren't as appealing to some categories of members. Holding more events more often and targeted to specific member categories/interests is a way for everyone to benefit. Including an event survey in your newsletter is one way to gauge members' interests. One of AFA's top chapters sponsored five to six functions a month -- from a radar symposium, a dinner dance cruise, a Golf Day for enlisted personnel and a baseball outing, to community donations, scholarship presentations and personal time volunteered and donations provided at homeless shelters and the VA hospital in the community. Now that's variety! And it pays off in terms of attracting different age groups, ranks and types of members to different kinds of chapter-sponsored events.
Until all your members are networked via their own personal computers, the only cost-effective way to communicate is the chapter newsletter. With today's personal computers, developing an attractive newsletter is not as difficult as it used to be. The key to newsletter effectiveness is a regular publishing cycle. Members need to be able to count on the publication coming at regular intervals. When they can, that in itself enhances readership of your product. The good news is that people read newsletters more than they do newspapers, magazines
or other types of written materials. The point here is that your chapter newsletter is worth every ounce of effort it takes to get it out on a regular basis.
Your Tool: The Chapter Newsletter. In the end, someone has to grind out the copy. Some people love to do this while others don't. How careful you are in appointing the right person will pay off later in meeting the demands of a regular publishing schedule. If you cannot find a willing volunteer, another possibility may be at your local high school or college. In today's competitive job market, writing your newsletter might prove the extra advantage for the budding journalist enrolled at the nearby high school or college. This candidate might be in Arnold Air Society or Angel Flight. If you are having difficulty finding a chapter leader to take the job, why not scout around your community for a good candidate. In truth, many chapter newsletters are done by chapter officers. Some chapters have a publication committee whose members are assigned responsibility to furnish copy in specific areas for final compilation by the newsletter editor. For other chapters, the editor does the whole job. If the task is too big for one person at your chapter (and it typically is), break it down so that more people can be involved in sharing the burden. And don't overlook spouses who may be quite good at producing copy and meeting deadlines.
Content. Your newsletter is a sales tool to sell your chapter to your members. Yes, you need to tell them what they need to know about your chapter activities and the people that make these events happen. Giving credit where due is an essential publishing objective. But look at it this way. Every time you publish, you have an opportunity to make members feel good about their chapter and AFA, thus cementing member loyalty, and possibly motivating greater involvement. Everyone loves a winner, as they say. What can you tell members about the chapter and its leaders that would make them proud of being a chapter member? Public relations has been defined as "doing good things and letting people know about them." The bottom line is you can't fabricate an impressive record. But you can seize opportunities in order to write about them later. Making your congressman a member by picking up the tab and then staging a presentation at the local district office is an event that doesn't involve the entire membership, but it's a dynamite story (hopefully with photo) for your newsletter to show chapter clout. A newsletter cannot be divorced from the officers running the chapter. It is, truly, a management sales tool and should be thought of that way.
It is also a vehicle for explaining AFA and what we believe in a broader sense. Material for chapter newsletters can be "lifted" from Crossfeed, Legislative Update, Newsline, and the AEF Newsletter or from materials distributed each month. If fact, newsletter editors are encouraged to help "spread the word" on issues of mutual concern.
AFA's Communications Department has camera-ready logos (AFA, Community Partner, Life Member, AEF, etc.) in varying sizes that can be used in your newsletters. Contact the Department to obtain them. There are three sheets to a set.
Distribution. AFA's nonprofit status means that chapters may apply for a nonprofit bulk mailing permit. Basically, the post office requires a minimum of 200 pieces for a bulk mail permit, be it nonprofit or regular bulk. On October 1, 1995, a final rule on nonprofit third-class mail eligibility restrictions went into effect. The rule restricts advertising for products and services that are not substantially related to the organizations mission unless the mail piece qualifies as a periodical. Under the October 1 eligibility rule a third-class nonprofit publication must:
There will be no monitoring or sanctions for publications not meeting the frequency stated in the publication. Existing prohibitions on certain ads for travel, insurance, and financial offers continue to apply.
To apply for a nonprofit special third-class bulk rate permit, complete Form 3624 at your post office. The form requires documentation such as an IRS Letter of Tax Exemption. Other requirements may include:
The Air Force Association was incorporated in the District of Columbia, as a nonprofit veterans' organization, on February 4, 1946. We function under IRS code 501(c)(19) Veterans' Organization.
Copies of the Articles of Incorporation, IRS Tax Exempt ruling and National Constitution which includes the dissolution clause are available from AFA's Volunteer and Regional Activities office. Numerous chapters throughout the country have used these documents to obtain a bulk rate mailing permit from the U.S. Postal Service and encountered no difficulties. However, it is a good idea to check with your post office for these requirements as well as for the nonprofit rates.
Who should receive your newsletter? Beyond your members and Community Partners, think of your newsletter again as a sales tool. Who do you want in your corner? Depending on finances, your newsletter could be distributed to local community and civic group program chairmen, AFJROTC and AFROTC detachments, Arnold Air Society/Angel Flight Squadrons that are local, public officials -- municipal, state and national, the district and Washington office of your Member of Congress, local Air Force officials, reporters covering the military beat, etc. It should also go to your state president and the regional vice president. And don't leave off AFA's Communications Department and Volunteer and Regional Activities Department at AFA headquarters.
Finances. Some chapters use chapter incentive payments to cover the newsletter. Others depend on Community Partner and other local advertising to support the newsletter. If your newsletter will be distributed to your entire membership, that may be a fairly attractive market for any advertiser to reach. Know your membership so you can "sell" your newsletter to potential advertisers or sponsors. Some chapters are able to get business sponsorship for a year's worth of publishing. Others have secured different businesses to sponsor each issue. In difficult economic times, businesses are looking for double-duty for their advertising dollar. AFA chapters that provide numerous avenues for promoting the company and its products will cement an ongoing relationship of mutual benefit. Effective promotional avenues include AFA's Community Partner program, the chapter newsletter, announcements at meetings, business appreciation nights, etc. (Remember, the October 1 rule on nonprofit third-class mail eligibility restricts advertising for products and services that are not substantially related to the organization's mission unless the mail piece qualifies as a periodical. Also the third-class nonprofit publication must consist of at least 25 percent non advertising matter.)
Production. Some chapter newsletter editors still sit behind a portable typewriter and type the chapter newsletter themselves. They are the exception, however. Today, quick-print shops can take your handwritten notes and turn-around the final published product fast and relatively inexpensively. Some design shops will take the whole job out of your hands and are also competitive. Today's high-tech, high-speed photocopiers (such as the Xerox Docutech machine) offer high-quality alternatives to offset printing for a fraction of the cost. On the other hand, some chapters have talked the local printer into becoming a chapter Community Partner while giving the printer the chapter business. Prices vary according to geographic location and the layout and printing the chapter needs done. If you have never published a newsletter before, call around and find out what's available locally. Contact other community organizations and find out their recommendations for printing. Some chapters have arranged to have a Community Partner member's firm produce the newsletter as part of the firm's contribution to the community.
Should you publish? Yes. Without a newsletter, members are isolated from the very organization they joined. Air Force Magazine isn't enough to motivate chapter involvement. Only your chapter can sell itself to its own constituency. An indicator of a dying or dormant chapter is one that has no newsletter. The educator's lament of "publish or perish" applies to AFA as well. Information motivates. It can even inspire. Lack of information has the opposite effect. It kills involvement, zaps interest and ultimately cancels out members from AFA.
AFA's Communications Department has designed a basic newsletter template. To get a copy call toll-free at 1-800-727-3337, ext. 5850. (Also see Communications Tips on Producing A Newsletter at the end of the Chapter Communications/Public Affairs section.)
Taking Advantage of Video to Communicate
Video images are a key element to solid communications. They aren't the only answer to good communications, but they do enhance the effectiveness of the spoken and printed word. The AFA Video Lending Library is designed to provide chapters with video to communicate not only with its membership, but also with that all important potential membership.
Field organizations are and should continue to use video as one element of the communications equation. Internal and external audiences can be reached quickly and effectively with a few showings of a video promoting the issues and direction of AFA.
The AFA Video Lending Library has some videos designed to do just that. A short membership video that provides an overview of AFA, "crowd pleasers" that work well in attracting people to an AFA booth, and historical and Air Force-related videos are among the library collection.
Many useful videos are available from the video lending library. The listing is updated frequently, so it is a good idea to call for a listing or to find out what is available.
When ordering a video from the AFA Video Lending Library, remember to build in enough time for mailing. Orders are filled on a first-come, first-served basis. Call 1-800-727-3337, ext. 5818 to request a listing or video. If requesting a video, remember to specify the format -- normal VHS or other.
Remember, the video library is designed to complement all AFA communication efforts.
MEDIA.
AFA wasn't set up to "talk Air Force to the Air Force." AFA was established to promote greater understanding of aerospace and national defense issues. Throughout this century and the next, this basic mission will be more important than ever. The chapter role in this effort is key. One vehicle for accomplishing this task is working with the media to promote chapter functions so that more Americans have an opportunity to learn more about Air Force needs. Your Communications Vice President must first develop a good working list of local contacts at newspapers (daily and weekly), radio, TV and cable stations as well as their requirements and deadlines. AFA's Communications Department can help with this. As is obvious, newspapers have different sections with different requirements. For example, if your community is affected by defense budget cuts or a base closing and your chapter has arranged for an Air Force speaker to discuss the impact of defense budget trends, call the business editor and arrange for a one-on-one interview prior to the chapter event. The story will generate interest in the topic and the event in advance so that more people can attend.The calendar sections of newspapers and the community events bulletin board that runs on the local cable channel should carry your chapter meeting so that people in your community know about it and can attend. The program chairmen for other civic and community groups should be kept informed of chapter functions so they can spread the word through their newsletters and meeting notices. Sponsoring joint programs with other groups is a good way to get beyond the choir while sharing the burden.
Marketing the Mission. Despite popular belief, reporters don't purposely try to get the story wrong. They are under great pressure and depend heavily on sources and contacts to develop their stories. A majority of newspapers and radio/TV stations do not have a regular military beat. That means that when defense stories surface because of the local impact, a reporter is confronted with a genuine lack of knowledge about the military-related topic. Your chapter can provide a unique service to local reporters by virtue of your members' personal Air Force or military experience and knowledge. By developing a list of "chapter sources" -- individuals who have some knowledge about specific areas and would be willing to talk on background or for quotation with local reporters -- and providing that list with telephone numbers to local editors, your chapter can become a unique media resource while accomplishing what AFA was set up to do.
As the 50th anniversary dates for AFA and the United States Air Force approach, there will be many opportunities for chapters to plan programs to commemorate these significant events. Additionally, the 50th Anniversary celebration of the United States Air Force in Las Vegas in 1997 will provide great media opportunities. It will be a once-in-a-lifetime golden anniversary celebration, and reporters will want to talk to someone who was there. Find out who in your chapter membership -- a USAF leader, pilot, veteran, reunion group member, etc. -- has personal Air Force or military experience and knowledge and see if he would be willing to talk to local reporters.
If there was one lesson from Desert Storm, it was this: The media are not well-informed about the nation's defense structure, weaponry or mission. AFA chapters have an opportunity to help local reporters while marketing themselves and AFA's mission at the same time.
Products. Readership surveys have shown that "opinion leaders" read the local newspaper's editorial page and the letters column. The page is an important avenue for promoting AFA's policies and positions. As issues surface in the news, your Communications Vice President should be prepared to send a letter explaining AFA's stand on the issue. AFA's Communications Department can help by providing up-to-date material on AFA positions and on current issues. Your job entails monitoring what's being written or stated in the media and responding with AFA's position. Those positions are in a working booklet form and are mailed to all the state and chapter Communications Vice Presidents each year. Copies are also available from AFA's National Defense Issues Department. Other products, Issue Summaries and Fact Sheets that are available to you are promoted in Crossfeed and Legislative Update on a regular basis. It's a good idea to get in the habit of requesting copies for forwarding to local editorial page editors and other media contacts.
Speeches. AFA's Communications Department writes speeches for senior AFA leaders and provides a periodically updated stock speech that emphasizes AFA policy positions and underscores the critical role airpower plays in our nation's defense. It is provided in two forms: a summary outline for those who are more comfortable speaking from notes; and a full-fledged script, designed to run about 15-20 minutes. The Department can also provide some Air Force speeches and Fact Sheets. Contact the Communications Department for more information.
News Releases. You are AFA's voice in your community. What you say counts. But does anyone hear you?
Your activities are important. Does anyone know about them? Hard work deserves recognition. People should know. But how? It's not that difficult, if you know the rules.
One Staple: The News Release The best way to let people know about your activities is for you to tell them yourself. You can keep chapter members informed through your newsletter or through a personal letter from the chapter or state president on a regular basis. But to reach beyond your membership, you need to work through the media.
State and chapter communications vice presidents should have a list of all media in their areas, including newspapers, periodicals, and radio and television stations, with points of contact, normally editors (newspapers), program directors or news directors (broadcast outlets).
The accepted format for getting information to an editor is the news release. Most editors receive more news releases than they can ever use. Competition is tough, even in small weeklies. But take heart. Many of the releases editors receive ignore basic rules and are automatically tossed.
You can avoid that fate by following the rules. Remember, though, following the rules does not guarantee publication. Other events may crowd out your news. But an editor will have a better opinion of you (and AFA) if you go by the rules.
Radio and television stations are set up differently. They prefer program ideas, interviews and talk show participation rather than news releases. In the event that you have a public service announcement or short news item suitable for radio or TV, make sure you put it in a broadcast format.
Four most important rules are: timeliness, clarity, local impact and content.
Timeliness: They say old news cannot be sold or given away. You must plan your news release the same time you plan your event. That doesn't mean you'll send it then, but you must make sure someone is assigned to write it. Newspaper deadlines differ, so it's important to find out what they are ahead of time. Large circulation newspapers prefer to send reporters to cover events, while weeklies may depend entirely on your news release. Your first step should be to contact the editor, tell him or her about your chapter activities and find out the newspaper's requirements and deadlines.
Clarity:
Write clearly. The Air Force and the aerospace industry have languages of their own. If your speaker has a title that would take up a paragraph, don't use it. Instead, describe his or her duties briefly. Your sentences should be limited to one thought only. Try to make each word count.
Local impact: If you want your release printed, it must have some effect on your community. Are you presenting an award to a local Air Force Junior ROTC cadet? Is your speaker a "big name?" Will the speech be interesting to John Q Public? Is the Chapter sponsoring "Visions" classrooms? People are interested in news that affects their lives.
Content:
Here are a few guidelines about content: You should always answer these basic questions -- Who? What? When? Where? Why? and How?
Which is the most important? If it's a big name, "who" is the most important. If you're giving an award, "why" is most important. Find out the most important element, then put it in your opening paragraph (or lead) with the rest of the information following in the order of its importance. Editors cut from the bottom of the release, so make sure the five "W's and H" are in the beginning of the release.
AFA Story ideas: What warrants a news release?
Election of officers
Chapter appointments
Meetings, workshops, seminars
Award presentations
AFA policy positions, especially on topical issues of interest locally
Donations to charity, scholarships, etc.
Distinguished speakers
Community projects, volunteers at VA hospitals
Educational Outreach -- "Visions," Work with ROTC
Membership drives -- before and after
Human interest stories about AFA members (promotions, awards, etc.)
News Pegs: The angle, feature or twist that makes a story interesting is known as the news peg. Make sure you have a local angle.
Use AFA national releases to create a local release when appropriate. If there is no local angle, drop a copy of the national release to your editor or the reporter who covers the beat with a short personal note: "Thought you might be interested . . ."
Try to make "the same old stuff" interesting. Study good leads in your own newspapers. Pay attention to style and the type of coverage your targeted papers focus on. Don't be afraid to imitate.
Get it there: Pay attention to those deadlines! Get your release in the right hands before and after your event has taken place. If you have a personal relationship with the reporter, editor, or news director, take it by personally.
COMMUNICATIONS TIPS
WHY NEWSLETTERS?
Newsletters are the primary means of keeping members informed about AFA activities in their local communities. This form of communication is at the heart of our grass roots organization. Newsletters also save time by taking the place of phone calls and letters, and they are a very effective and efficient method of communication.
AFA newsletters primarily serve to:
PRODUCING A NEWSLETTER
The key to success in AFA activities is communication -- letting members, supporters and the surrounding community know you're there, and what you're all about.
One effective tool is the newsletter, which can serve a chapter, a state or even an entire region. Some newsletters appear monthly, but most are produced quarterly, which complies with the national guidelines. The newsletter can be plain, fancy or in-between. Just keep in mind that its main purpose is to provide national and local information about AFA activities and programs to all members in the chapter or state.
Some newsletter tips:
Start out slowly. Keep the newsletter short, interesting, informative -- and make sure it comes out on a regular basis. Let readers know it is one of the benefits they get from being a member of AFA. Give your newsletter a name, design a logo, and you're ready to go.
Put someone in charge. Have one person, the editor, responsible for gathering and assembling the news, photos, ads, and other material for each issue. Create a committee to help the editor as well. Someone in the group should be a good writer and (please) a good speller. A poorly-done newsletter is worse for your image than no newsletter at all. Another key person on the committee should be someone who owns a computer and is familiar with desktop publishing software. Someone on the committee should also have a basic knowledge of printing and production processes and of dealing with commercial printers.
Get your news from a variety of sources. Don't let the newsletter become just one person's opinion column. Ask your state president, regional VP, membership chairperson, and others who oversee key programs to make contributions. If you're near a base, consider a column from the local base commander. If your activities do not revolve around a base, you might want to establish ties with the Chamber of Commerce, local government leaders, educational leaders, and so on. Use bylines -- people love to see their name in print above an article they've authored. And don't forget, material in all AFA national newsletters -- Crossfeed, Legislative Update, and Newsline -- is fair game (no attribution is necessary).
Determine what you can afford and your actual costs. Given the advances in desktop publishing software, there are few, if any, costs associated with typesetting any more. Most of your costs will be in photocopying/printing and mailing (see below).
Photocopying is the least expensive approach for reproduction. This works best if the newsletter is mostly text with a few line drawings and graphics to enhance the layout.
Next on the cost ladder is a process using a Docutech machine, similar to photocopying but more advanced. The Docutech is capable of incorporating black-and-white photographs. While Docutech reproduction offers good quality, it is not up to the standards of offset printing. Many local quick-turnaround copying/printing shops have Docutech machines. Call around. Crossfeed and other AFA national newsletters are done on a Docutech at a fraction of the cost of offset printing.
The most costly process is offset printing. If you choose this route, be sure someone on your committee knows how to prepare camera-ready boards (with instructions for photo placement, use of color, screens, etc.) or knows how to provide a printer with a compatible computer file on disk or by modem.
If costs exceed the budget set by chapter leaders, try seeking some local advertisers. Community Partners, local banks, insurance companies, realtors and local businesses are usually willing to place an ad if rates are reasonable. If a Community Partner places an ad with you, be sure to note somewhere on the ad that this advertiser supports AFA as a Community Partner. Good for them, and for you, too. Remember, the October 1, 1995 rule on nonprofit third-class mail eligibility restricts advertising for products and services that are not substantially related to the organizations mission unless the mail piece qualifies as a periodical. Also the third-class nonprofit publication must consist of at least 25 percent non advertising matter.
Check with your local post office about getting a bulk mailing permit (200 copies minimum) to cut down on mailing costs. Then, assemble a group of local JROTC cadets or other volunteers, use self-stick labels you can get from AFA Headquarters and sit down together to get them ready to mail. Make it a monthly or quarterly breakfast get-together, or just share doughnuts and coffee while you work.
Always include a calendar of upcoming AFA events, a word about members who have received awards, a pat on the back for those who support you, and information about how readers can contact you and/or join AFA (a pre-printed application already filled in with your chapter affiliation is a good idea). Invite comments and letters to the editor, ask for input, and be willing to accept criticism and constructive advice about your product, because it will come.
Newsletters can be, and for many chapters already are, a successful way to stay in touch with members who may be separated by long distances. It need not be an overwhelming job, but it is an important one, and requires the cooperation and assistance of people who are responsible and reliable. Deadlines HAVE to be set and adhered to, and someone has to set a limit on the length and content of articles submitted.
Newsletters can be a great recruiting and retention tool and a way of recognizing and saying thanks to the many volunteers who support AFA and your activities.
HOW TO CUT NEWSLETTER COSTS
Negotiate long-term contracts with vendors. Save through long-range planning and quantity buying.
AFA NATIONAL NEWSLETTERS
What follows is a listing of what has become a family of AFA/AEF newsletters and the difference between them. (Note: All the newsletters are produced entirely in house -- saving time and money.) Also following are guidelines on how to get published in Crossfeed and Air ForceMagazine.
Crossfeed GUIDELINES
No form is necessary to provide information on chapter activities to Crossfeed. When submitting articles or information for consideration to AFA's Director of Communications, simply keep in mind the following questions:
If you have any questions, feel free to call AFA's Director of Communications at 1-800-727-3337, ext. 5850.
Air Force MAGAZINE GUIDELINES
Air Force Magazine's "AFA/AEF Report" always welcomes chapter news. So it puzzles us: Why don't we hear from you? We know your chapter is involved in interesting activities, but for us to report on them, you need to tell the magazine that they've taken place.
Keep in mind that "AFA/AEF Report" publishes the following kinds of items:
In sending in written material, be sure you have gathered accurate information:
Is writer's block a problem? Don't worry about writing something down or rounding up someone to do a professional writing job describing your event. Just phone the assistant managing editor of Air Force Magazine, and you can be interviewed right over the phone.
Please submit the news tip promptly. Air Force Magazine is a monthly publication, which means any delay on your end means a delay in getting your news item into print.
We use every submission we receive, one way or another. If it's not suitable for "AFA/AEF Report," we will forward it to the correct department.
On the other hand, don't assume that forms or other items that you submit to AFA for other purposes will be passed on to the magazine. Also don't assume that if you hand off your news release to someone at the AFA state level, it will wend its way to us. Simply put, if you want the material to appear in the magazine, send it to the magazine.
Contact us at: "AFA/AEF Report," Air Force Magazine, 1501 Lee Highway, Arlington, VA 22209-1198. Phone: (703) 247-5828 Assistant Managing Editor, Air Force Magazine). Fax: (703) 247-5855. E-mail: FMcKenney@afa.org.
GETTING INTO PRINT
Ever pick up a great mystery novel and become thoroughly engrossed in the suspenseful plot only to get to the end of the book and find that someone had torn out the last page?If you're a dedicated mystery reader, you'll do anything to get another copy of that book just to see what happens in the end.
Well, it's a mystery to us why all these great events that are part of AFA chapter activities never reach the pages of your local newspaper or the AFA Communications Department for inclusion in Crossfeed. Just like the frustrated mystery reader at the end of the book, we're dying to find out what happened at your last chapter event.
Every good reader knows that the best mysteries are full of details and clues which build suspense in a story and lead to an exciting conclusion. Okay, so you're not related to Agatha Christie, but here are some tips that will assist you in developing your chapter communications program and help you make headlines in your local paper.
Media coverage of local Air Force Association activities is one of the best ways to get AFA's message to your community and to raise the visibility of the Air Force Association around the country.
At a time when our national defense budget is being cut, educating the public on the need for a strong military and a strong Air Force is as important as ever.
Publicizing chapter activities also boosts the effectiveness of chapter programs and heightens public awareness of the Air Force's place in the community. Regular media coverage can also increase the appeal of becoming a Community Partner, bring in new funding sources, and create the visibility needed to increase membership and retain current AFA members. In short, it's a great way to further the aims of the Air Force Association.
AFA chapters across the nation can successfully use the drawing power of local lecturers/speakers to help spread the Air Force Association message within their communities. Local media coverage of AFA-sponsored speakers has included topics ranging from World War II female pilots serving as instructors and ferry pilots to the impact of the military's drawdown on local Air Force bases.
RESPONDING TO THE MEDIA
Remember: The less work an editor has to do, the more likely he or she is to publish your piece.
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