2025 Topic #025 Create a Professional Press Kit

Topic #025/2025 Create a Professional Press Kit

What do you want Conference to do?

That the General Service Conference approve the development and ongoing maintenance of a national, standardised press kit, to be created, managed, and updated by the General Service Office (GSO). The press kit should have an official sponsor within GSO and be made accessible through the AA Members’ website. It must comply with AA’s legal, branding, and communication standards and reflect the organisation’s core values.

What issue does this proposal address?

AA currently lacks a nationally coordinated press kit or formal oversight of public-facing communication materials. As a result, inconsistent, unprofessional, and legally questionable resources are often shared externally — including unauthorised use of AA branding, amateur presentation, and messaging that misrepresents AA’s purpose.

This lack of structure undermines public trust, risks reputational damage, and can expose AA to legal and compliance issues. A centralised, professionally managed press kit will ensure that external communications are accurate, consistent, and aligned with AA’s Traditions, Concepts, and public responsibility.

Background information that supports this proposal

In the absence of national oversight, many external communications, including media resources and press kits, are created informally by members or groups without clear guidelines or accountability. For example, a large WhatsApp group has produced and circulated public-facing materials without proper attention to branding, legal compliance, or professional standards.

This decentralised approach often results in poor-quality materials that can misrepresent AA and create public confusion. By contrast, a professionally developed and centrally maintained press kit would:

• Uphold AA’s reputation and integrity;
• Ensure materials meet legal and branding standards; and
• Provide a reliable resource for media, professionals, and members engaging with the public.

Embedding the responsibility for this resource within GSO would ensure continuity, quality control, and alignment with AA’s long-term public information goals.

How will this proposal benefit the fellowship or the still suffering alcoholic? 

A standardised, accessible, and professional press kit will:

• Protect AA’s public image by ensuring all materials is accurate, compliant, and aligned with AA principles;
• Enhance public and media engagement, increasing the likelihood that those in need will find AA;
• Promote consistency in how AA presents itself nationally, reinforcing credibility with professionals and the wider community;
• Support members with clear, approved resources for PI/CPC work; and
• Safeguard AA’s message through centralised oversight and sustainable management, avoiding the pitfalls of ad hoc volunteer efforts.

Ultimately, this helps AA remain a trusted organisation for the still-suffering alcoholic seeking recovery.

What are the estimated costs of implementing this suggestion?

Initial costs would include professional design, legal consultation, and internal GSO staffing to develop the press kit. Ongoing costs would cover maintenance, periodic updates, and administrative oversight.

Exact costs cannot be confirmed without further scoping but are considered reasonable operational expenses in light of the benefits to AA’s public engagement and integrity.

At what level of group conscience (if any) was this topic discussed?

This topic has been discussed at a strategic level by members of the X Working Group (X). It has not yet been presented to a broader group, district, or area group conscience. The discussion has focused on identifying the risks associated with the current approach to public materials and the need for a centralised, professional solution.