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I think that at any time people are aware you are an XYZ, you have the ability to affect XYZ's image. For example, let's say I post on GC that I am just a total slut and all the GC men can come watch me play with my friends on my webcam. (Don't worry, ain't gonna happen!) I know you'd be thinking, "Gee, what a ho ... glad she isn't my sister!" At times when people are simply aware you are an XYZ, I believe your obligation is simply not to embarrass your organization. Of course this isn't as easy as it sounds, none of us being perfect, but on the whole the balance should come out positive.
That's very different than speaking on behalf of your GLO. That would be a press release, or a chapter philanthropic activity, etc. Ordinarily, wearing your letters or something would not count - the big exception being if you are aware of media presence. (Hence the national GLOs not wearing their letters when Sorority Life is filming nearby.)
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