STB-MR88
LET'S COMMUNICATE FREEMASONRY!
Excerpts from remarks by Most Worshipful Robert C. Singer,
Grand Master
of Masons in the State of
Before I
begin, I want to say something! The bedrock of effective
Masonic communications is the everyday practical living of
a life that
is guided by religious, moral and
ethical prinicples. These is no
replacement for this triune
approach--no public relations program, no
slick media campaign, no
four-color print matter can be substituted.
However,
there is something more that is needed, especially in this
modern era. A great communicator
once told me that the best definition
of public relations is 90 percent
performance and 10 percent telling
about it. Or, doing a good job
and getting credit for it. It is to that
second part that we in
time, money and skill in this
time period.
We are all
familiar with the problems our Fraternity has faced over
the past 30 years-declining
membership, poor attendance, loss of
interest, sloppy ritual work,
etc. In
about these problems (I even
issued a verbal "edict" to that effect!)
and have been concentrating, for
the past two years, on a different
approach--external or public
communication, reaching out to the
non-Masonic public.
This was not
our first step in this coordinated effort--far from it.
My immediate predecessors conducted campaigns to improve
Lodge pro-
grams and candidate instruction,
to develop community service, to
increase widow's recognition, to
initiate greater efforts to serve our
veterans, and to revamp internal
communications with our present
members. Only then did we "go
public". I might add that our recent Grand
Masters have worked closely as a team, realizing that
continuity of
effort was vital to the success
of such a program.
Our
external communications program involved Masons at the Grand
Lodge, district, and Lodge levels, particuallary the last. It is the
local locge
in a community that is the focal point. And, of course, it
is the individual Freemason who
is on the front line.
We began nearly two
years ago. Our four-point goal:
ù To develop increased and improved recognition of
Freemasonry where
recognition does not now exist.
ù To expand that awareness where it does exist.
ù To generate interest among potential new members without
direct
solicitation.
ù To renew interest on the part of inactive Freemasons.
In
introducing this program, I said at the time, "There is a need to
gain
greater public awareness of Freemasonry. Let me stress, however,
that
this is not a membership program or an attempt to directly solicit
prospective
members."
Note
that I have twice (now thrice) mentioned "solicitation". Even if
that were our goal, which it is
not, you would still have to solicit
them for something, a "something"
about which the general public today
knows little or nothing. Our
purpose, then, is to tell, explain,
inform about the "something"
called Freemasonry, and to spark an
interest in learning more about
the world's oldest, largest and most
unique fraternity.
Our
multi-media program was put together by a small team of
professionals, and utilized tried
and true communications techniques.
Here are the main
elements in this effort:
ù A series of eight advertisements carried in 27 major daily
newspapers (including
the New York Times) in
e.g., "Who are the Masons? "
ù Local Lodges were encouraged to run their
own versions of these ads in
weekly newspapers, which offer
inexpensive but well-read space.
ù Two 60-second radio spots were aired
on 33 radio stations blanketing
the State and for concentrated periods.
ù A new, colorful Q & A folder was prepared, and some 300,000
copies
were requested by local Lodges and Freemasons. Price: one
cent per
copy.
ù A Several 30 second public service television parspots were
produced, one featuring Right Worshipful and Reverend Norman
Vincent
Peale, a 60-year Freemason.
ù A one-time full-page advertisement was placed in the
regional edition of TIME magazine. Its theme was the major
participation in the creation of the U.S. Constitution, whose
Bicentennial
was celebrated in September, 1987. The issue was mailed
to 400,000 subscribers' homes.
ù A new, 15 minute sound-slide show, "Brotherhood and
Service--The Free-
masons", was produced, and copies were sent to the Worshipful
Masters
of our 800 Lodges with instructions to show them to local
service
clubs, church groups and community organizations. see ed. note pg. 7
ù The DeWitt Clinton Masonic Community Service Award was
created for
local Lodges to present at public meetings to nonMasonic groups and
individuals as a recognition of their community service.
ù An attractive red, white and blue bumper sticker has just
been issued.
It says very
simply "Freemasonry--Friendship. Morality and Brotherly
Love."
ù Lodges were
urged to hold public Masonic Information Nights, and
invite potential members and their wives to these affairs. No
"hard
sell" permitted.
ù We encouraged
greater contact with the media (by qualified spokesmen
only) to improve understanding of our Fraternity and to
dispel the
false concept that we are a "secret society". However, there
were to
be no debates with critics or negative commentary. We simply
tell
our positive story.
ù Individual Freemasons are asked to identify themselves as
such by
wearing Masonic pinsThey are also enCouraged to carry Q & A folder
and Lodge petitions. In other
t words, to be ready for the
time when a prospect shows interest. It does not hurt to talk
about
Freemasonry at appropriate times with non Masons!
Inevitably, there is a spill-over into internal Communications. We
completely revised the format and content of our quarterly
Empire
State
Mason magazine (circ. 135,000), an action which has met with very
favorable comment We also began publication of a four-page
monthly
NeWsletter for 2,200 key leaders, including all Worshipful
Masters and
Secretaries
By now,
you are probably wondering about the cost of all this
activity No secret, it is about
$250,000, spread over two years and with
several one-time large
expenditures e.g. the sound-slide show, which
will be used over the next
several years. Naturally, you do not have to
spend at this level to accomplish
some good, but we felt that an all-out
effort was dictated at this time.
Your second
question, how effective? That is tough to measure, but we
know that some l000 inquiries
were generated by the newspaper ads alone
(they were sent a Q & A folder
and there was local Lodge follow-up) and
the reaction among our membership
has been very positive That, to me, is
the critical factor. We wanted to
turn around our members pessimistic or
negative attitude toward the
Craft's prospects today and for the future.
From regional meetings and extensive sampling of opinion
across the
a stepped-up interest, a greater
desire to rebuild.
Well, say the
skeptics out there, is your membership increasing? We do
not know yet, and it is probably
doubtful that we will see a dramatic
change in the near term. Remember
it is very hard to offset the annual
5,000-member losses, in recent years,
from deaths. I will be satisfied
if there is even a tiny,
tell-tale indication of a turnaround.
One must remember
that this type of program does not work miracles or
bring about instant results, and
it must be continued, even if on a
reduced scale (as it will be in
placed on other stones to comple the building.
We have been
pleased to share our material with other Masonic bodies,
particularly a number of Grand
Lodges, and several have adapted the
various parts of this program to
their particular needs-
Let me conclude by
restating my opening thought The most effective
Masonic com munication is the
individual Freemason's good daily
behavior, with his family, in his
business, in his community. The New
the non-Masonic public how the
Freemasons' involvement in his Fraternity
can help to develop the moral and
ethical basis for this exemplary
behavior.
We believe that a
modern Masonic communications program is needed
today, because of the fast-paced,
high-speed environment in which we
find ourselves The values
espoused by Freemasonry--Friendship, Morality,
Brotherly Love--have not changed, but is it not time that
we utilized
the modern means of communication
to help get our important message
across to the public? This
Freemason thinks so!
ED NOTE
Brotherhood and Service--The Freemasons has also been
produced in VHS
tape format. It is available for
rental (fee $10.00) from The Masonic
Service Association-