Public Relations in a Postmodern World
Chapter 5: The Boy Scouts of America
The Boy Scouts of America
On the home web page for the Boy Scouts of America (BSA), there exists this description of public relations, embedded under the article header “Making the Most of Your Public Relations Efforts”:
Public relations is a low-cost, high-impact way to promote the Boy Scouts of America’s story. What return are you getting on your public relations efforts? The best way to secure positive attention from the media is by regularly cultivating and maintaining relationships. Traditional media channels are newspapers (daily, weekly, ethnic), magazines (niche local magazines such as local kids or parenting magazines), broadcast television (including local cable systems), and radio. Growing in influence are local bloggers. Provide outgoing information to keep each of these outlets connected—not just when you want them to cover an event. (www.bsa.org)
This passage is one of a large number of what we might call public relations resources on the BSA website, available to any and all interested in accessing them. These resources include but are not limited to descriptions of public relations, marketing, and social media; downloads of logos, PowerPoint and pdf files (all providing insight into proper marketing and PR strategies), artwork, recruiting “toolboxes,” webinars, strategic plans, and of course the usual fact sheets, news releases, etc. This represents an enormous cache of material related to marketing and public relations.
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