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I agree that the best PR is positive PR.
May I also recommend that maybe try to think outside the box. You might have a great chapter that participates in the philanthopy events of every other GLO on campus, but that doesn't always help the PR outside of greek row. Maybe have a social event with a non-GLO (for example my sorority had a social with the hockey club).
Or do something to get the faculty on your side. Invite the faculty and thier children to a halloween party or haunted house or have a greek trick or treat where the various houses hand out candy to the local kids.
My final suggestion is to make sure that members are involved not only in your organization, but others on campus. And they can then wear thier letters, or lavalier, or even badge to those organizations events as well.
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