NALPA NEWSLETTER The Official Newsletter of the National American Legion Press Association
Fall 2018 Issue
What’s Coming Veterans Day Engage your local community early and often by placing announcements in your local media on the events your post is participating in or hosting. On the day of the event and afterward, share what’s happening on your social media and web pages.
Blood donor drive
NALPA President Michael Hjelmstad, center, takes the oath of office with new Executive Director Stephen Shuga, left, and Finance Officer Terri Clinton at the organization's annual meeting in August. Photo by Jared Morgan
DO THINGS, AND TELL STORIES By Michael Hjelmstad, NALPA president
I
t’s an honor to lead the National American Legion Press Association as president, and I am excited to work with this year’s dynamic new team. The 2018-2019 year is distinctive because it is the centennial celebration of The American Legion, and we are an integral part of telling the story of the Legion Family. Not just the story of our history but that The American Legion is in position to support veterans for the next 100 years. I’m happy with the direction NALPA has been going over the past few years, and I look forward to building on the success of the previous presidents. NALPA has helped to build back the relevance of The American Legion, but in some ways we still have an image problem. We can improve and clarify our image by telling more stories about the great things The American Legion is doing, and I want NALPA to lead the way in sharing information by engaging the community. How are you engaging your community? It is now easier than ever to put information out to a massive audience like the membership of The
American Legion, potential new members and the general public. In The American Legion there are several communities to engage. Within our internal community it’s important to share information among ourselves about what is working well, what is coming up and what we should be doing. Examples include sharing the date and time for the next district meeting; how posts can prepare for department meetings and convention; and significant dates that should be celebrated or recognized. Keeping our members informed and interested is a big part of retention. Another important community to engage is potential new members. Our image is best promoted by communicating the significant things The American Legion is doing at every level now and in the past to support veterans, as well as our future areas of growth. As a NALPA member, I encourage you to highlight things that are being done. New members bring new ideas, a fresh perspective, and they want to be a part of something. I don’t want to break the hearts of See Do things, and tell stories on Page 2
Thanksgiving kicks off the annual Blood Donor Drive, this year from Nov. 22-24. Share how your post is participating on social media.
Holiday happenings Many posts sponsor toy drives, welcome local servicemembers or reservists into their buildings or do other charity work around the holidays. Let us know how your post is making sprits bright this holiday season by submitting a story at www.legiontown.org.
American Education Week This is an opportunity to honor a patriotic teacher, or a veteran who is now an educator. Honoring them with a certificate and promoting it via social media will go a long way in your community.
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A MESSAGE FROM THE EXECUTIVE DIRECTOR
Hello to all social media specialists! By Stephen Shuga
To keep the National American Legion Press Association moving forward into the future and beyond, a new team was elected and appointed in Minneapolis during the 100th National Convention of The American Legion. We are off to the races and doing our best to keep the transition as seamless as possible. Immediate past NALPA Executive Director Patrick Rourk is still assisting behind the scenes and providing the necessary guidance and support to ensure that things run smoothly, while I, as your new executive director, learn all the moving parts. Please be patient as I now have the bulk of the equipment received and am online shaking and moving so you can be our frontline social media ambassadors. The American Legion centennial celebration is underway. And NALPA is preparing to engage all eligible veterans and their families by using social media channels to draw them in to learn about who we are, what we do and why it’s important to become a member of The American Legion. As we close out our first century of service to veterans, we are prepared to merge into the next. And we need your help to achieve this exciting task. For the past 95 years, NALPA has shared stories and articles with veterans, their families and community to keep them aware of information that educates our changing society. Do things, and tell stories from cover
any traditionalists, but no one is coming to a meeting just for the sake of the meeting. They want to do something. The next group that may have been largely overlooked is the community surrounding your American Legion post. In the post commander’s handbook the question is asked, “If your post were
Our members have received awards or recognition for their specific media interest. Some of our departments have created their own American Legion Press Associations and I encourage those that have not to strongly consider doing so. NALPA can provide information to establish your association. The new NALPA leadership is gearing up for a centennial blast using a variety of social media tools that will deliver information to keep you informed. You can be part of this unique professional family activity by joining NALPA to report newsworthy items, stories, activities and events through editorial, newsletters, websites, social media channels, YouTube and documentaries that educate. Membership in NALPA is not limited to The American Legion. Departments, Sons of The American Legion (SAL) detachments, posts, Auxiliary units, SAL squadrons and Legion Riders chapters can join as well. Once you become a member, you can use the NALPA logo on your websites, newsletters and published articles. Membership is annually and the cost is $15. Go to www.legion.org/nalpa/join and follow the instructions to complete the form with payment. I look forward to another opportunity to provide an honored and faithful service to our American Legion Family, our veterans and their families, and our communities. For God and Country.
to go away, would the community notice?” The answer to this should be yes. If it’s not, get to work encouraging and highlighting posts across your areas that have a story to tell. Last but not least is the American Legion Family –Legionnaires, Sons of The American Legion, Auxiliary and Legion Riders. Inclusivity makes us stronger. All of us have a
similar mission and we need to work together to accomplish it. I want NALPA to lead the way in promoting the many stories The American Legion has to tell as a tool to engage the community and be effective communicators. I look forward to working with all of you toward a more productive, prosperous NALPA. Keep doing good things and tell stories.
The National American Legion Press Association (NALPA) is a nonprofit organization made up of members interested in furthering the aims of The American Legion. Copyright © 2018 All rights reserved. No part of this publication may be reproduced without the express written permission of the Editor. You are encouraged to contact us if you wish to utilize materials contained herein for other non-profit organization publication. Opinions expressed by authors are their own and do not necessarily represent those of either the Publisher or Editor. Correspondence and letters to the editor: NALPA c/o Stephen Shuga 3355 Bellingham Drive Orlando, FL 32825-7168 Email: nalpaed@gmail.com Online: www.legion.org/nalpa Membership information and applications: NALPA c/o Media & Communications P.O. Box 1055 Indianapolis, IN 46206 Telephone: (317) 630-1298 Email: magazine@legion.org NALPA Newsletter is published quarterly by The National American Legion Press Association. Periodicals postage paid at Indianapolis, IN-Permit # 719. POSTMASTER: Send address changes to: NALPA, c/o Media & Communications, The American Legion, PO Box 1055, Indianapolis IN 46206 PRESIDENT Michael Hjelmstad EXECUTIVE DIRECTOR Stephen Shuga VICE PRESIDENTS Kevin Harrington, Area 1 Jane McKnight, Area 2 Susan Knapp, Area 3 Micheal Patty, Area 4 DIRECTORS Robert G. Stronach, Area 1 Staci King, Area 2 Dolly Zitur, Area 3 Tony DuMosch, Area 4 JUDGE ADVOCATE Charles G. Mills
HISTORIAN Dolly Zitur CHAPLAIN Maudi L. Price FINANCE Terri Clinton SERGEANT-AT-ARMS Kenneth George COUNCIL TO THE PRESIDENT Parvin R. Gibbs, John E. Thompson, James T. Higuera, David Wallace, Patrick Rourk
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CENTENNIAL
Share new PSA on Team 100, convention opener video To celebrate 100 years of serving the community, state and nation, and to lead the organization into its second century, American Legion National Commander Brett Reistad chose Team 100 to be the Legion’s centennial membership theme. And The American Legion has a new “Team 100” public service announcement (PSA) to support it. To view the PSA, visit The American Legion’s Vimeo channel at https://vimeo.com/ americanlegion. Also available on the Legion’s Vimeo channel is a video of opening ceremonies from the 100th National Convention in Minneapolis, which was a musical, theatrical journey back to the origins of The American Legion. The
journey through time features World War I era music, dance and a dramatic monologue by Troupe America, which featured a re-enactor who portrayed Theodore Roosevelt Jr., a pivotal founder of the organization. The PSAs and videos housed on the Legion’s Vimeo channel can be shared via mobile devices or downloaded onto a computer hard drive and shared without the need for Internet connection. They too can be shared with media outlets and movie cinemas to promote what The American Legion does locally and nationally. Visit The American Legion’s Vimeo channel to help tell the story of America’s largest veterans service organization.
CENTENNIAL CELEBRATION
How to promote the centennial year The American Legion is celebrating its centennial from now through November 2019. That’s 100 years of planning coming to a head over the next year! The American Legion National Headquarters makes celebrating and promoting the centennial year as easy as possible for all levels of the organization through available resources online. The centennial year is an opportunity for posts to celebrate their legacy, enhance The American Legion brand, and foster a new era of growth and resonance within communities. By forming post, district and department Centennial Committees, Legionnaires can plan special events and initiatives that will fulfill these missions. The American Legion’s Centennial Celebration website, www.legion.org/ centennial, offers many tools that will help facilitate such efforts and help NALPA members tell the organization’s story during the centennial year and beyond.
Resources available on the Centennial website include: ■■ Legion history ■■ Post history portals ■■ Vision Forum ■■ Post History Workbook ■■ Media kit/PR tools ■■ Centennial-themed Emblem Sales merchandise To promote The American Legion’s centennial, start with the following: ■■ Set up and maintain a post history page on www.legion.org/centennial. ■■ Work with local libraries, museums and historical societies to discover post history, as well as offer special exhibits to celebrate post legacies in the community. ■■ Form a Centennial Committee and assign responsibilities. The committee and its functions are at the post’s discretion. The “Legacy & Vision” booklet at www.legion.org/centen-
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nial/legacy is a good resource for committee organization ideas. Plan and execute centennial community events. Promote centennial events and initiatives to local media. As NALPA members, access American Legion Centennial-branded material, message points, event ideas and media templates through the Centennial website. Familiarize yourself with the available tools and promote the centennial year in every way possible.
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AWARDS
www.nalpa.org
2018 NALPA Media Contest Winners
George W. Hooten Publication Awards Category 1 - A: Departments over 40,000 members 1st
Department of Minnesota
Minnesota Legionnaire
Al Zdon
2nd
Department of Michigan
MI Legionnaire
Mark Sutton
3rd
Department of Nebraska
Nebraska Legionnaire
Amanda Washburn
Category 1 - B: Departments under 40,000 members 1st
Department of Maine
The Maine Legionnaire
Paul A. L’Heureux
2nd
American Legion Auxiliary - Indiana
Hoosier Auxiliary News
Maria Gottlieb
3rd
Detachment of California
The California SONs Adventure
John “Durk” Durkin
Emerson O. Mann Publication Awards (District, County and Regional) Category 2 - A (Includes all Legion, SAL and Auxiliary ) No entrants in 2018
Al Weinburg Publication Award (Larger Posts) Category 3 - A (Larger post - Over 750 members) 1st
American Legion Post 160
The Smyrna Legionnaire
Linda Hecrick
2nd
American Legion Post 527
Reveille
Paul Steward
Category 3 - B (Posts with 250 - 750 members) 1st
Cathay Post 384
Cathay Dispatch
Clara Pon
2nd
Dyer-Gunnell Post 180
The Post Times
David Wallace
3rd
Albert E. Schwab Post 556
The Marauder
Kokoe Estrada- Dusina
R.C. Cann Award (Smaller Posts, Units and Squadrons) Category 4 - A 1st
American Legion Post 1244
Greenlawn Bugle
Robert Santo
2nd
Lt. John Farnkopf Post 401
Post 401 News
Gary Cooper
3rd
The University of Akron Post 808
The University of Akron Post 808
Jason Graven
Mary B. Howard Awards Category 5 A: Department websites 1st
www.kylegion.org
Department of Kentucky
Mike Moses
2nd
www.salcalifornia.com
Newport Harbor Squadron 291
John “Durk” Durkin
3rd
www.galegion.org
Department of Georgia
Tommy Hatton
Category 5 B: All other websites 1st
www.kyboysstate.org
Kentucky Boys State
Dr. Peter Trzop
2nd
www.legion180.org
Dyer-Gunnell Post 180
Jason Feimster
3rd
https://sites.google.com/site/7thdistrictialegion/
7th District, Department of Iowa
Alan E. Schenck
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NALPA NEWSLETTER
2018 NALPA Media Contest Winners William E. Rominger Editorial Awards Category 6 - A: Editor 1st
Editorial: Let’s put the issue to rest
Herman Granados Post 739
Dr. John Ellis, Ed.D
2nd
Editorial: Reigning national color guard
Cathay Post 384
Clara Pon
3rd
Editorial: National Commander Rohan in California
Cathay Post 384
Clara Pon
Category 6 - B: Guest Editorial 1st
Long Term Care Insurance
Cathay Post 384
Roger Dong
2nd
First person: A California American Legion College journey
Santa Monica Post 123
Jared Morgan
3rd
Moving up! Are you ready for the challenge?
Department of Kentucky
Mike Moses
Category 6 - C: External Editorial 1st
Helping veterans is not a one person job
The Kentucky Standard
Dr. Peter Trzop
2nd
Walz Bill sends message to VA
Department of Minnesota
Star Tribune
Robert L. Morrill Award (Department-Level Social Networking) Category 7 - A: Facebook 1st
Department of Minnesota
www.facebook.com/MNLegion
Jennifer Havlick
2nd
Horace Orr Post 29
www.facebook.com/POWMIAHonorGuardGA/
Thomas F. Cannon
3rd
Department of Georgia
www.facebook.com/legion.bloodonors
Charlie Dowick
Category 7 - B: Facebook (All other social media sites) 1st
District 6 American legion Auxiliary of Nebraska
www.facebook.com/NELegionD6
Vicki L. Cyboron
2nd
American Legion Post 1244
www.facebook.com/ AmericanLegionGreenlawnPost1244
Robert Santo
3rd
Fort Campbell Unit 233
www.facebook.com/groups/466549250073341/
Jane McKnight
Category 7 - A: Twitter 1st
Dyer-Gunnell Post 180
@Post_180
Jason Feimster
Category 8 - Visual Media Awards Category 8 - A: Photographs 1st
Cross Bayou American Legion Post 252
Korean War vet comes home
Edward Lewis
2nd
Department of Minnesota
Color picture in paper
Al Zdon
3rd
Cross Bayou American Legion Post 252
The hands of “stand down”
Edward Lewis
Category 8 - B: Videos/Movies 1st
Dyer-Gunnell Post 180
YouTube: Service project: Honor Flight
Jeremy Wallace
2nd
American Legion Detachment of California
YouTube: We Are the Sons of The American Legion
John “Durk” Durkin
3rd
American Legion Post 252
Trooper Anson
John Gray, news anchor, WTEN ABC
Category 8 - C: Graphic Designs 1st
Rochelle Park American Legion Post 170
Graphic art posters - Post 170
William J. Pfaff
2nd
American Legion Detachment of California
Graphic designs
John “Durk” Durkin
3rd
Kentucky Monthly
Media ad - Bourbon, patriots and veterans
Dr. Peter Trzop
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SOCIAL MEDIA
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MEMBERSHIP TOOLS
NALPA resource digital media guide The American Legion’s one-page digital media resource guide features website links to access the organization’s e-newsletters, social media channels, brochures, smartphone apps, videos and more. Download the Legion’s Digital Resource Guide under Media & Communications at www.legion.org/publications.
Resource guide for American Legion digital media Websites The primary American Legion website can be found at www.legion.org. From there, visitors can learn more about the organization, its programs, become a member and visit our online store. Here are some other notable links:
Hashtags help promote your activities
MEMBERSHIP: Information for members, prospective members and recruiters. www.legion.org/membership NALPA: The National American Legion Press Association is a group of communicators at the post level. Resources and other information, www.legion.org/nalpa GET PUBLISHED! Share military stories, post histories and more, www.legiontown.org CENTENNIAL: Get updated on our 100th anniversary celebration, centennial.legion.org MEMORIALS: We are building a digital archive of war memorials. Visit or add to the database here, www.legion.org/memorials
Oftentimes social media users search for hashtags of a particular topic of interest.
E-newsletters
Hashtags are always one word and begin with the pound or number sign.
Social media
In upcoming months, there are events that social media managers may want to use when posting information about what their post is doing. Here are some that will be used and/or monitored by the National Headquarters team:
The American Legion produces and distributes a dozen free e-newsletters with news and information for veterans, servicemembers and others. Sign up for which ones you would like to receive, www.legion.org/newsletters
The American Legion is active on the primary social media platforms, including: FACEBOOK: The Legion’s main Facebook page has an active news feed and can be found here, www.facebook.com/americanlegionhq. Other sanctioned Facebook pages can be found here, www.legion.org/socialmedia.
MEMBERSHIP APPLICATION
TWITTER: Timely news updates from the Legion and other sources for military and veterans news. twitter.com/AmericanLegion
Full Name
LINKEDIN: Resource information, career advice and tips, and links to job fairs for veterans. First MI Last www.linkedin.com/company/the-american-legion/
Home Address INSTAGRAM: Photos from American Legion staffers. www.instagram.com/theamericanlegion/
Publications
#ElectionDay #VeteransDay #AmericanEducationWeek #NationalFamilyWeek #Thanksgiving #PearlHarborDay #Christmas #Hanukkah #HappyNewYear #MLKDay
Download and print CityAmerican Legion brochures. www.legion.org/publications State
ZIP
Apps
Download American Legion apps on your mobile devices, www.legion.org/mobileapps Legion/Auxiliary/SAL Membership #
Videos
Department/Post/Detachment Our videos are published on the Legion website and YouTube (search for AmericanLegionHQ to subscribe). Additionally, downloadable videos and PSAs are available on our Vimeo channel, vimeo.com/americanlegion
I AM A MEMBER OF THE FOLLOWING:
Text alerts
The American Legion
American Legion Auxiliary
Sons of The American Legion
To receive a text alert when the president orders flags to be lowered, text the word ‘flag’ to 35893.
THIS IS FOR: New Membership: $15
Renew Membership: $15
NALPA Pin $5 in person $7.50 by mail
TOTAL:________________ Make Check Payable To: NALPA MAIL TO: The NALPA membership year is from September 1 through August 31
NALPA The American Legion C/O Debra Murrell, National Media & Communications PO Box 1055 Indianapolis, IN 46206 PLEASE ENTER Membership Year: 20________
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SPOTLIGHT
NALPA Area 2 vice president Jane McKnight, a 15-year NALPA member, is serving in her third year as NALPA’s Area 2 vice president. Born and raised in the small northern Wisconsin town of Phillips, McKnight now lives in Oak Grove, Ky., home of U.S. Army base Fort Campbell and is a member of American Legion Auxiliary Fort Campbell Unit 233. She’s eligible for the Auxiliary through the honorable service of her late father, who served in the U.S. Army Air Corp in World War II, and through her husband, James. He served in the Old Guard at Fort Myer alongside American Legion National Commander Brett Reistad in the late 1970s, and retired in 1998 after 21 years in the Army with the 5th Group Special Forces. A 25-year member of the Auxiliary, McKnight has held several leadership positions at the Auxiliary Department of Kentucky level, including president, first and second vice president, chaplain, historian, and on the Auxiliary National Executive Committee. At the unit level she has worked every program of the Auxiliary and served as a secretary, treasurer, and chairman for membership, Americanism, Constitution and Bylaws, education, Girls State, public relations, poppy and Veterans Affairs and Rehabilitation committees. Currently, she is the
vice president and secretary of her district and is on the Auxiliary National Legislative Team. “Yes, I’m a very busy lady,” McKnight admits. Mike Hjelmstad: What’s something unique about your post? Jane McKnight: Our Fort Campbell Post 233 had two charters. The post originally chartered as Camp Campbell in 1946, and then changed to Fort Campbell in 1953. Hjelmstad: What do you like most about being an Auxiliary member? McKnight: I love serving our veterans, the military and their families, and lobbying for their continued needs. Hjelmstad: What inspires you to continue serving? McKnight: Love of our country and what the American Legion Family represents. Hjelmstad: What is your goal for NALPA this year? McKnight: To reach out to the entire American Legion Family to be members and to inform them of all the public relation resources that we have available for them to have successful programs. Hjelmstad: Do you have any ideas for NALPA going into the future? McKnight: Keep on moving forward strongly like we are doing now. Over the past three years I’ve witnessed positive changes, plus the wonderful working
Jane McKnight, NALPA Area 2 vice president
relationship we have with The American Legion’s Media & Communications staff. Still, some members of the American Legion Family aren’t clear of what NALPA does. All members of NALPA, not just the national leaders, need to promote our organization and what NALPA can do for your post, unit, district and all levels of the American Legion Family. Hjelmstad: What words of advice do you have for the Legion Family? McKnight: Don’t give up, we are celebrating 100 years of service. Let’s move forward into a second century being positive, kind and proud of all the wonderful things our American Legion Family promotes. Preserve our legacy, service, not self. For God and Country.
HOLIDAY SEASON
The six P’s of American Legion event planning The holiday season is approaching. When you see stores put out Christmas decorations in October do you think to yourself, “Who the heck is thinking about Christmas in October?” Well, they might be on to something. A well-executed event takes about two months of advanced thought and action. The Internet has countless event checklists to fit all needs so it’s a good idea to look at several and customize a plan for your specific needs. This is useful for the holiday season and throughout the year for any events your post is planning. When planning an event, regardless of size, follow the six P’s — Proper Prior Planning Prevents Poor Performance.
Proper. Identify what kind of holiday event you want to conduct and what’s appropriate and realistic for your group. Do you want to provide gifts and a meal to children and families in your community, or host a black tie fundraising dinner? If it’s fun and celebratory, and agreed upon, then that is proper. Prior. Ninety days is the ideal amount of time to adequately put an event together. Consider logistics, who will do what, when and how. Think ahead about every physical action that needs to occur and write the name of who’s going to check that box. Every event needs to have a before, during and after plan. It takes a team so work together and delegate.
Before the event, consider how you will get the word out. Will it be in your post newsletter and on social media, as well as in the local newspaper and over the radio? Identify who will make announcements leading up to the event. And during the event, create a schedule and identify who will take ownership of each step, who will clean up, and who will follow up with those in attendance. Planning. Being early in the planning process will help you Prevent things that could have been avoided and promote the best event. Overall, think things through with enough lead time to avoid Poor Performance. And start planning your holiday events now.
The American Legion
NEWSLETTER
P.O. BOX 1055 • INDIANAPOLIS, IN 46206
Non-Profit Organization U.S. POSTAGE PAID THE AMERICAN LEGION
TRAINING
Digital Media Workshop materials online During The American Legion’s 100th national convention in Minneapolis, staff members held a daylong Digital Media Workshop. For those who were unable to attend, the training videos and accompanying PowerPoint presentations have been added to the NALPA resources page. The material covers topics including using social media to promote your post, e-newsletter campaigns, website tips and tricks, and how to best leverage and engage your local media. Download the materials at www.legion.org/nalpa/resources.
The American Legion
Developing a Communications Strategy
Six steps to engaging your local media Henry Howard - Deputy Director of Media & Communications