IPRA Communications & Marketing Committee Enters Its 12th Year...

Still Striving for Clear Communication

by Barbara Eaton

While the design of Get the Message, the CAMC newsletter, has changed over the years, its focus is still on "practical ideas in communications, marketing and public relations."

Born in 1982, in days which were definitely less complicated and in many ways less competitive, IPRA's Communications and Marketing Committee (CAMC) has evolved with the times — but in one way at least its emphasis has remained the same. We are still working to encourage clearer understanding and better communication within the park and recreation field and in service to our customers, and to strengthen the link between public relations and marketing. According to Kay Forest, Executive Director of the Illinois Park and Recreation Association, the Communications & Marketing Committee was bom out of practicality. "In 1982 a few park and recreation agencies in the state were beginning to hire experts in the public relations field," she said. "Since all agencies could not afford this type of expertise, we at IPRA thought a committee with the emphasis on communications could provide a vehicle to share the wealth."

Cathy Puchalski.Administrative Assistant for the Arlington Heights Park District, was the first to chair the Communications & Marketing Committee in 1982 and 1983. The four original subcommittees were involved with cable TV, potpourri sessions, educational sessions/workshops and outreach.

Puchalski remembers, "While park and recreation agencies always felt there was a need for public relations (PR), they did not yet understand the link between marketing and PR. In 1985 the National Recreation and Park Association sponsored a Marketing Forum in Cincinnati which was attended primarily by upper management. In the years that followed, however, communication specialists also attended the training, and we all began to understand more clearly how the process of marketing is relevant for us."

The 1994 committee chair is Teena Mackey, Manager of Special Facilities for the Skokie Park District. Today's subcommittees work on producing the newsletter Get the Message; enlarging the IPRA video library; offering workshops with emphasis on communications, marketing and public relations; and keeping up with the developments and uses of cable TV.

As with other IPRA volunteer committees, the Communications and Marketing Committee exists as a service to the membership and to provide an avenue in which members can work together in a mutually rewarding experience. Brenda Segal, Public Information Coordinator for the Deerfield Park District, says the committee "...has enabled me to meet some very talented and knowledgeable people who do what I do. They serve as an excellent resource for me personally."

Across the years, dozens of IPRA members have been involved on the Communications and Marketing Committee. Here are some highlights which mark the evolution of this "working" committee:

22 • Illinois Parks & Recreation • July/August 1994

� 1983: The first CAMC workshop was offered for the IPRA membership. Called simply "Editing and Layout," it was offered twice, and provided hands-on training in the tasks which almost everyone in parks and recreation has performed at one time or another — the creation of brochures and flyers.

�1984: A workshop called "Putting Your Best Foot Forward" stressed customer service and satisfaction. The membership also was surveyed about the use of cable tv, videotapes and slide presentations, resulting in a double session called "Hands On Video" at the IPR state conference.

� 1984: The committee offered the highly successful workshop "Building the Manager/Secretary Team," which brought together directors and secretaries in a team seminar designed to improve internal communications and implement more efficient officer procedures. The workshop was such a hit that it was offered again the next year.

� 1986-87: Production of the video called "Images" made available a visual medium with which to instruct staff in how to project a positive image.

�1987: The first issues of "Get the Message" a newsletter devoted to practical ideas in communications, marketing and public relations, were produced by the committee. Press runs during the first two years were 500, and only one copy of each issue went to an agency, with instructions to the director to "pass it on." Articles in GTM have examined paid versus unpaid advertising; employee communications; target marketing; attitude and interest surveys; "to desktop or not to desktop"; marketing ideas; photography; meeting the press; working with printers; "taming the written word"; do-it-yourself surveys; satisfaction guaranteed; pricing; crisis PR; and tax cap implications.

� 1988: The survey subcommittee was created to compile and share a list of technical resources related to user surveys, as a basis for market research.

� 1989: The committee assisted in the production of a video about the parks and recreation profession called "Follow Our Lead." Employing footage from agencies around the state, the video provided a strong public relations tool which could be used by park districts for local publicity.

� 1989: "Get The Message" increased its press run to 1,800 and began to go out to all IPRA members four times a year.

� 1989: The video library subcommittee produced a new brochure listing the latest in videos available for rental from IPRA.

� 1989: CAMC members volunteered to help the Joint Public Awareness Committee (JPAC) get the new Take Time For Fun! campaign off the ground.

� 1990-91: Continuing education workshops were offered in desktop publishing, writing, and photography.

� 1992-94: Volunteers from CAMC assisted JPAC in implementing the "Mike Singletary Take Time For Fun!" campaign across the state by producing printed materials, video, radio spots, and movie trailers.

� 1993-1994: CAMC developed educational sessions for the IPR state conferences covering "Design & Printing Trends," "Getting it to Print," and "Marketing Leisure Services."

Perhaps one of the strongest draws for members of CAMC is the fact that there seems to be a real need within the IPRA membership for what the committee produces. Chris Sommerdyke, head of the Public Information Department for the Park District of Highland Park, commented that she is "...currently investigating registration by phone options, and the article in the last issue of Get the Message has helped me to obtain research and software information."

Elizabeth Steams, Public Information Coordinator for the Skokie Park District, added, "Marketing ideas generated from meetings and articles (in the newsletter) aided in developing the five- year marketing plan for the Skokie Park District"

Kay Forest of IPRA has the last word. "Communication is vitally important to anyone in the field of parks and recreation, and at IPRA we hope that each individual makes this a high priority. The Communications and Marketing Committee has provided valuable assistance to IPRA on a variety of projects, and is a continuing source of vital information for IPRA members and agencies across the state."

Barbara Eaton is the Public Information Coordinator for the Wheaton Park District and member of the IPRA Communications and Marketing Committee.*

Communication is vitally important to anyone in the field of parks and recreation. The Communications and Marketing Committee has provided valuable assistance and is a continuing source of vital information for IPRA members and agencies across the state.

Illinois Parks & Recreation * July/August 1994* 23