Once the audience is defined, a PR program can be tailored to maintain or change that public's opinion. However, the particular audience and its needs must be identified completely. An audience's perception is unstable and can be changed b y exposure to new information. Also, our peer groups influence our perceptions. If a member is actively involved in Civitan, then his peers are more likely to become involved.
Celebrities also influence perceptions.
How we present information about Civitan is a critical factor in persuading our public's opinion of us. PR people have the power to control the flow of information. Members Your members are probably your most important and most overlooked public. Through well organized orientation programs, good newsletters, informative Civitan programs, and other direct means of communication, your members will appreciate being involved in and knowledgeable about their club and its activities. Potential Members Attracting and recruiting potential members also requires personal, direct communication.