Proper use of media can promote Freemasonry in your community.

One of the most enlightening and inspiring seminars I have ever attended was the 2002 Scottish Rite Leadership Conference in Reno, Nevada, April 26-27. Not only were the lecture and discussion sessions intelligently delivered or conducted but also the Scottish Rite Fellows meeting between Grand Commander Kleinknecht and the future leaders of our Fraternity provided valuable insights into the challenges facing Freemasonry in the years to come.

The conference was aptly titled "It's All About Membership!" Every aspect of how to keep and attract new members to Freemasonry and the Rite was discussed, debated, and digested by the several hundred Brothers in attendance. Suffice to say there was a myriad of opinions on the best ways to solve our dwindling membership. However, the topic which generated more questions than answers was how to utilize mass media to help reverse our declining role in American society.

There was a time when the Masonic Hall or Lodge was the center of community activity in most American cities. Following World War II, our Lodges were filled with good men from all walks of life-truck drivers, prominent politicians, factory workers, business leaders, clergymen, physicians, craftsmen and attorneys. And, although our numbers have been diminishing in the past 30 years, Freemasonry continues to represent the best America has to offer. This begs the question of how, in a world where cynicism has overtaken idealism, can an altruistic notion of "making a good man better" compete?

One of the constant messages conveyed at the recent Leadership Conference was to challenge the attendees "to think outside the box." Valley leaders were encouraged to create new ways to attract good men to Freemasonry and, at the same time, to keep the ones we have. It's not enough for Scottish Rite to recruit Master Masons from the Blue Lodges; they are in the same boat of declining membership. We must attract new men to Freemasonry, and we need to reach them by the thousands.

In recent years, Masonry and media have generally avoided one another. The press is wary of Freemasonry because it perceives a closed, secretive society. Consequently, Masons are suspicious of media because we've become vulnerable to its outdated preconceptions. If we are to thrive again, we must reach out to men who are looking for something bigger and better than themselves. To achieve this public awareness, we must embrace the media as any other business would. From coast to coast, we have thousands of stories to tell. Our product is Masonry; it's time to start marketing it in innovative and dynamic ways.

Let's start with some of the tips and tools of the media trade.

The basic information delivery device in both print and broadcast media is called a press release. A press release is always typed and can be sent snail mail, or electronically, and is composed in a time-honored format, or protocol. If you have an upcoming fund-raiser in your Lodge or Valley and the public is invited, you will want to send a press release to both the calendar editor and the city editor of your local paper(s). Also send a copy to the features editor. If there is a community edition, send your release to that editor, too. You will need to send out your release at least two weeks prior to the event. If you have enough lead time, send your release to the regional monthly magazines for their community calendars.

If you have a good success story about your Masonic charity or any other interesting story, send a release to the features editor of the paper. You should also send a copy of the release to all the assignment editors at the local television stations. Find out who all these media editors are and create a mailing list with addresses and direct phone and fax numbers. Keep it current. In every case, a week before your event, follow up with a phone call to remind the editor of your upcoming event or of your story. Simply ask if he/she received your release and if you can count on the calendar listing. If you're looking for a feature story, call the editor and ask if there might be any interest. Regardless of the outcome, you have just initiated a relationship with these editors. Thank them for their time; next time you call, they'll remember you.

The format of a press release is simple. If you have a straightforward, well-written release, you will impress the editor, which is more than half the battle. Editors get dozens of junk releases every day. If he/she has to work to make your release printable, it will more than likely end up in the trash. One page is generally sufficient, two pages is maximum. Always use your best letterhead stationery.

The Format
Start with the date in the upper left-hand margin. Directly underneath the date, type in capital letters FOR IMMEDIATE RELEASE. This lets the editor know the information is ready to publish. Skip two lines and type the name of the person the reporter or editor will contact for more information. The format is Contact: name and phone number.

The Headline
You will want to write a one-line headline that sums up your event. Don't use hyperbole, just the facts. Examine how headlines are written for news stories in the paper. Do the same for your story.

Spacing
All press releases are double-spaced. This gives the editor room to edit or write between the lines. The basic journalist style (abbreviations, dates, times, first and second references, etc.) for all newspapers is dictated by the Associated Press. The term is called AP Style. Chances are, your release won't be written according to strict AP Style; the editor will need room to make those changes. Double spacing makes it easier to edit. (Note: editors would rather receive e-mail releases because they do not require inputting into the computer.) If you really want to learn about how news copy is written, pick up a copy of the AP Stylebook in any college bookstore. You will be amazed at how much journalists need to know.

Who, What, Where, When, How
A media release should provide the who, what, where, when, and how of the matter. If you provide a date, make sure you include the day of the week, i.e. Sunday, May 5, at 5:30 pm. Stick to the facts and stay away from self-serving hyperbole. Hype won't make it into the paper. Ideally, your release should quote someone who's involved in the event. Keep your quotation short and try to include some of the color of the event itself. If you need a little hype, here's where to do it. People can expound, press releases can't.

Spelling, Spelling, Spelling.
Spelling is important because it gives your press release credibility. Æ Check and double-check your spelling. And never, ever misspell anybody's name. Again, check and recheck to make sure your Brothers' names are spelled correctly. Nobody likes to see his name misspelled in the local paper.

These are the basics of creating and distributing a press release. There are thousands of stories about Masons and the good they do in America. Trouble is, nobody knows about them. It's up to us to get the word out, and that can only be done at the local level. Every Lodge or Masonic Center should have a publicity director who is responsible for media relations. The cornerstone of that responsibility is the press release.

Generating publicity is hard work, but it all starts with programming. We must open our buildings to the public during appropriate events so they can see we have nothing to hide. We need to create events that are both exciting and appealing to men who are looking for something meaningful in their lives. They need to know Masonry is not just sitting around a Lodge at Stated Meetings. We need fishing tournaments, skeet matches, dog shows, bike rallies, car clubs, golf outings, wild game dinners, swap meets, chocolate festivals, gourmet clubs-nearly anything that enables Masons and the general public to come together within a community structure. People have to see us for what we are, the finest group of men in the world.
"Think outside the box!"

Harold W. "Woody" Wilson, Jr. has spent more than 25 years working in mass media. During his career, he has been a reporter, features writer, columnist, public relations consultant, and magazine publisher, but his first love has always been comic strips. In 1982, while working as a journalist with the Phoenix Gazette, he began to collaborate with Dr. Nicholas Dallis, creator of the classic syndicated comic strips Rex Morgan, M.D. and Judge Parker. Nearly eight years later, he succeeded Dr. Dallis as the head writer and art director for both features. Currently, Rex Morgan, M.D. and Judge Parker have an estimated daily readership of 30 million people in North America and 15 foreign countries. Bro. Woody lives with his wife, Carol, in Tempe, Arizona, and is a third generation Master Mason. He is a member of Oriental Lodge No. 20 in Mesa, Arizona, and of the Scottish Rite Bodies of Phoenix, Arizona.