Strengthening Our Story: A Public Relations Plan for the American Legion Auxiliary

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• The American Legion Auxiliary (ALA) has long stood as a powerful force for good—uplifting veterans, supporting families, educating youth, and strengthening communities. Yet despite our remarkable legacy, many outside our doors still don’t know who we are or what we do. That’s where public relations becomes our most vital tool—not just for promotion, but for invitation, inspiration, and impact.

  • Our Mission, Amplified

• As Public Relations Chairman, I believe our visibility should match the depth of our impact. Every program—Girls State, Poppy Days, Scholarships, Veteran Support Services—deserves to be seen, understood, and celebrated. Every volunteer opportunity, from unit projects to statewide initiatives, is a chance to invite new voices into the fold.

• Visibility is Belonging 

  • Strategic Goals​

• When people see what we do, they realize they can be part of it. When stories are shared widely, doors open—to new members, new supporters, and new opportunities.​​

• We will focus our efforts on the following key areas:​

  • Youth Engagement: Increase awareness among younger audiences (teens to early 30s)

  • Leadership Development: Showcase youth involvement and leadership opportunities

  • Membership Growth: Drive engagement and grow Junior membership and volunteers

• Community Collaborations​

  • Engaging with schools and civic groups helps amplify our mission and attract new allies.

  • Offer free ALA presentations for classrooms, youth groups, and service clubs

  • Host student contests (essays, art) themed around veterans and community service

  • Co-sponsor awareness events with local organizations—many will promote on our behalf

  • “Mission Minute” at Every Gathering - A simple but powerful tool to reinforce our message:

    • Dedicate 60 seconds at meetings/events for a quick impact story, update, or veteran fact​

    • Reinforce key messages like “Service, Not Self” and “For God and Country”

    • Promote ALA Academy courses, Girls State, and scholarships as leadership-building tools

    • Create connection moments members can share with their circles

• Building Bridges: Empowering Juniors & Honoring Our Legacy

  • Our Junior members aren’t just tomorrow’s leaders—they’re today’s teammates. To help them thrive:​

    • Creating Welcoming Spaces​

    • Invite Juniors to participate in meetings, planning committees, and events

    • Recognize Juniors in newsletters, awards ceremonies, and social media

    • Listen and encourage—mentorship begins with being approachable

    • Embracing Fresh Ideas

    • Say “yes” to innovation: TikTok campaigns, digital outreach, youth-led initiatives

    • Ask “What can we learn?” to foster growth over tradition

    • Assign real roles: Let Juniors lead projects with guidance, not control

  • Mentorship is more than passing the baton—it’s running side by side.​

    • Let’s challenge ourselves to lean in, lift up, and learn. The future of the ALA isn’t waiting in the wings—it’s already here.

• Key Strategies for Promotion​​

  • Visibility: Make our mission and tagline prominent in all communications​

  • Multi-Channel Outreach: Use newsletters, websites, press releases, social media, and post displays

  • Community Engagement: Host open houses and events to showcase ALA work

  • Highlight Impact: Share stories of care packages, scholarships, and volunteer efforts

  • Personal Connection: Use thank-you notes and calls to foster belonging and retention

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ALA Mission & Vision

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Mission Statement
In the spirit of Service, Not Self, the mission of the American Legion Auxiliary is to support The American Legion and to honor the sacrifice of those who serve by enhancing the lives of our veterans, military, and their families, both at home and abroad. For God and Country, we advocate for veterans, educate our citizens, mentor youth, and promote patriotism, good citizenship, peace and security.

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Vision Statement
To support The American Legion while becoming the premier service organization and foundation of every community—providing support for our veterans, our military, and their families by shaping a positive future in an atmosphere of fellowship, patriotism, peace and security.

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Call to Action

Encourage each unit to:

• Identify 1–2 outreach goals for the next quarter

• Use provided templates for their next event or campaign

• Submit stories and photos for statewide sharing