Issues & Challenges in Enhancing Rotary ’ s Public Image with Measurable Results Pauline Leung Assistant General Coordinator RI Public Image Resource Group

Public Image Reflection of the perception of an entity Reflection of the perception of an entity Must cultivate a favorable environment Must cultivate a favorable environment Sustainability of any organization depends on public image Sustainability of any organization depends on public image

Rotary is No Exception General public is more sophisticated General public is more sophisticated Close examinations on organizations on corporate responsibility expectations Close examinations on organizations on corporate responsibility expectations

Communications of Today Information travels fast Information travels fast So does bad news So does bad news Rotary is not immune to crisis Rotary is not immune to crisis Good public image brings credibility Good public image brings credibility

Challenges Rotary Faces Understand who to communicate with Understand who to communicate with Know the effective channels Know the effective channels Learn to communicate with skills Learn to communicate with skills

Who To Communicate With Our existing members Our existing members Potential members Potential members People in the Community we serve People in the Community we serve (The Public) (The Public) Other NGOs we work with Other NGOs we work with Media Media Opinion Leaders Opinion Leaders Government Government

Internal Audience Communicate our goals, plans and achievements Communicate our goals, plans and achievements Improving relationship internally Improving relationship internally

External Audience Who we are? Who we are? What we do? What we do? How our work concerns them? How our work concerns them?

Create favorable environment Inform (Educate) Inform (Educate) Understand Understand Support Support

Effective Communications Visibility vs. Credibility Visibility vs. Credibility

Building Visibility Advertisements Advertisements Billboards Billboards Posters and flyers Posters and flyers Literature and publication Literature and publication Banners and flags Banners and flags Conferences Conferences

Building of Credibility Corporate Values Corporate Values ( Service Above Self, Four Way Tests ) ( Service Above Self, Four Way Tests ) Vision of Future World Vision of Future World ( Polio Free, Water Management, Elimination ( Polio Free, Water Management, Elimination of poverty ) of poverty )

Building Credibility Behavioral Identity Behavioral Identity Our community involvement Our community involvement Helping the World Community Helping the World Community Obtaining Third Party Endorsement Obtaining Third Party Endorsement Our Messages Our Messages Perceived Ethics Perceived Ethics Code of Conduct Code of Conduct

Most Important Crisis Preparedness Crisis Preparedness

Visual Identity

Building the Desired Image Training of Rotary Clubs Training of Rotary Clubs Knowing the right concept of public image Knowing the right concept of public image Developing effective messages Developing effective messages

Thank you Thank you