A Community of Volunteers Serving Veterans, Military, and their Families

Public Relations

Department of Alaska
Public Relations - 2021-2022
Beverly Eads, Chairman Email: winkie28@hotmail.com
Lisa Williamson, Electronic Media Chairman Email: williamsonlisad@gmail.com

2019-2021 American Legion Auxiliary Public Relations

PUBLIC RELATIONS BY DEFINITION – Promotes who we are, what we do and why we matter.

What can you do?

1. Promote a positive image of the American Legion Auxiliary by supporting and promoting the efforts of Goal 5 of the ALA Centennial Strategic Plan (With The American Legion, Build Brand Loyalty) and the use of the variety of public relations materials and resources available online.



  • Give an Auxiliary magazine gift subscription to your local library and doctors’ offices.
  • Distribute ALA brochures and posters in the community at libraries, job fairs, medical facilities, and post homes. Print brochures online from the PR/Marketing Resources section at www.ALAforVeterans.org, or order them from your department secretary.
  • Wear your officially branded ALA apparel and “Honor Their Service” button when out and about. Button order forms are available at www.ALAforVeterans.org.
  • Be prepared to answer when asked who the Auxiliary is, what we do in your community, and why we matter.


2. Build brand loyalty of the American Legion Auxiliary through the utilization and promotion of websites, social media, and other electronic communications.




  • Create or improve and actively maintain a unit website that adheres to brand standards (for tips, see ALA Branding Guide, available in the Members Only section at www.ALAforVeterans.org).
  • Create and maintain an active social media presence for your unit on one or more


Mid-Year Reports -- Due December 5, 2020. Each Unit is required to submit a narrative report by December 5, 2020 to the Department Public Relations Chairman.

Year-End Reports -- Due April 15, 2021. Each Unit is required to submit a narrative report by April 15, 2021 to the Department Pubic Relations Chairman.

As part of your Narrative Report, please include the answers to the following questions:

  • How has your department website and/or social media page(s) inspired units to develop social media at the local level?
  • Have units in your department been mentioned in local media promotion of mission related activities? What type of promotions have they received?
  • Were PSAs distributed in your department and what type of response did you receive?
  • How does your department keep an active and updated media contact list? How has this list impacted units?
  • Have there been specific social media events coordinated by either a unit or department that broadly spread the ALA brand?
  • What specific activities have you done to help build brand loyalty?


A. Member Award: ALA Brand Ambassador

Award: Lapel Pin

Presented to: One member in each department who achieves excellence in promotion of the American Legion Auxiliary with her use of social media, her appearance in public wearing ALA-branded apparel, and other activities that showcase the Auxiliary’s unique branding through visual identity

Materials and guidelines:

  • Entries must include the award cover sheet.
  • Document with action photographs, screen shots, and other evidence of brand promotion activities o Activity must occur between May 1 prior to the start of the current admin year and May 1 before the end of the current admin year
  • Units should submit their entry to the Department PR Chairman by May 1, 2021.

B. Unit Award: New Website or Social Media Account Launch

Award: Personalized mouse pad and congrats letter

Presented to: All units developing a properly branded website or social media account during the current ALA administrative year

Materials and guidelines:

  • Entries must include the award cover sheet.
  • Web address/URL, webmaster/administer name and contact info, or name and contact info for ALA coordinator if webmaster/ administrator is a third party vendor
  • Site/Account must have been created after September 1 of the current ALA admin year o Website/Facebook page must conform to “Website and Social Media Guidelines” in the ALA Branding Guide
  • Units should submit their entry to the Department PR Chairman by May 1, 2021.

C. Unit Award: Most Outstanding Unit Public Relations Program

Award: Citation Plaque

Presented to: One unit in each division (5)

Materials and guidelines:

  • Entries must include the award cover sheet.
  • Include three different media placements/coverage highlighting different ALA programs, featured in three different months (September 1 – May 1 of the current ALA administrative year)
  • Acceptable media publications must support the Auxiliary’s mission and goals
  • Each entry must be typewritten in narrative form
  • Include pictures and newspaper articles.
  • Units should submit their entry to the Department PR Chairman by May 1, 2021.

Additional Resources

  1. American Legion Auxiliary Branding Guide, available under PR/Marketing Resources in the Members Only area at www.ALAforVeterans.org
  2. “Photography Guidelines,” see ALA Branding Guide pages 20 and 21, available at www.ALAforVeterans.org
  3. ALA Public Relations Guide and Tips for Volunteer Recruitment toolkit: www.ALAforVeterans.org
  4. ALA Style Guide: Available by emailing publicrelations@ALAforVeterans.org; and the AP Stylebook: www.apstylebook.com/
  5. www.ALAforVeterans.org: For submissions to national ALA media; templates for posters, flyers, news releases, and others; marketing materials; and much more
  6. The national Public Relations Committee Facebook group at https://www.facebook.com/groups/537512876301895/


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