Do you have your elevator pitch ready?

It's great to ask friends and family who don't know the Eagles to join your aerie. One of the best ways to get them interested is to invite them to a special function at the aerie, so they'll see the Eagles at its best.

But somewhere along the line, they'll ask "what is the Eagles all about? Why should I join?"

You might answer, or someone in the aerie might. If you leave it to chance, your guest will most likely find a barfly - someone who's had a few beers, who's got lots of free time (because he never volunteers for anything), who's always looking for someone to talk to (because the other members have tired of him). Is that the spokesperson you want? Your guests will get responses like "cheap beer", "I live around the corner", or "they wouldn't accept me in the Elks".

You might lose a new member that way, or worse, the barfly's reasons might appeal and you've signed up another barfly. Big deal.

Where the lack of a brief, compelling explanation really hurts is when it's an aerie officer speaking to someone from the news media. The unprepared officer sends the wrong message to thousands of people all at once that way.

An elevator pitch is an explanation of your organization you might give to someone you meet in an elevator. You really want the person to join, and you've only got a few seconds to take them to the next step. If you really want to sign up new members, you might try making a few notes, asking a few questions, and practicing that elevator pitch. If you're an officer, you especially should have one ready, and you should try it out whenever someone brings in a nonmember guest. One day, if you're lucky, a community events reporter from a local newspaper, radio or TV station will ask you about the Eagles, and you'll be ready.

Sales people, evangelists and politicians rehearse their elevator pitches all the time, because they know it's important.

The Grand Aerie Marketing Department is more than willing to help you with media support, to help you promote an event, fundraiser or open house. If it's newsworthy, they'll draft a press release with you and distribute it to your local media. If you think you've got something that might get coverage, email marketing@foe.com and they'll get back to you.

There's also an excellent local publicity guide available for download from the members only section of the Grand Aerie website under Media Support. Everyone should read it carefully.

If you want more local advice email me (I worked 20 years in public relations). I'll be delighted to help any way I can.

But at the end of the day, what'll make the difference is your elevator pitch. Blow it and you might lose some very valuable news coverage.

The idea is actually centuries old. A couple of years BC, a Jewish cleric called Rabbi Hillel was asked by a non-Jew to explain his religion "while standing on one leg" (meaning as briefly as possible).

Rabbi Hillel replied, “That which is hateful to you, do not unto another: this is the whole Torah (scripture). The rest is commentary — now go study.”

You don't have to be a media star to make your pitch work, but you do have to be prepared. Take a look at the YouTube video posted on Mar 27. Indiana State President Bill Dickey and State Trustee Dan Frick are being interviewed by local community affairs host Bill Potter about a fundraising event. You might have said different things, you might have been more concise. But there's no denying the fact they're prepared. Very prepared. https://www.youtube.com/watch?v=pol9wH8AO-w