Slide 1 Rotary Leadership Institute Part III Public Image And Public Relations

Slide 2 Rotary Leadership Institute – Part III Public Image and Public Relations Public relations efforts are vital to Rotary’s continued growth and service. Creating a positive image for Rotary is the responsibility of every Rotarian, both locally and globally

Slide 3 Rotary Leadership Institute – Part III Public Image and Public Relations "In the promotion of understanding, it is important to reach large numbers, non- Rotarians as well as Rotarians, and you cannot reach large numbers privately.“ - Paul Harris in 1935 (Peregrinations, vol II)

Slide 4 Rotary Leadership Institute – Part III Public Image and Public Relations WHY PUBLIC IMAGE AND PUBLIC RELATIONS? From the PR Committee Manual: –Having strong public relations ensures that communities around the world know that Rotary is a credible organization that meets real needs.

Slide 5 Rotary Leadership Institute – Part III Public Image and Public Relations From the PR Committee Manual: –The role of your club’s PR committee is: to inform the public about Rotary and to promote your club’s service projects and activities

Slide 6 Rotary Leadership Institute – Part III Public Image and Public Relations When your Rotary Club has a positive public image: –your current members are motivated to be active AND – prospective members are eager to join your club.

Slide 7 Rotary Leadership Institute – Part III Public Image and Public Relations As we go through this session, here is what I hope we can accomplish, together –Discuss Public Image and Publicity as it relates to Rotary and to your Rotary club –Explore how your club can benefit from having a PR Strategy –Identify your club’s target audiences and how you can effectively reach them and discover what resources are available to you

Slide 8 Rotary Leadership Institute – Part III Public Image and Public Relations This powerpoint presentation can be seen on the District websitewww.rotary7070.org –Go to the “PR” tab at the top of the page –Scroll down and click on the tab “2014 Presentation – Rotary’s Public Image and PR”

Slide 9 Rotary Leadership Institute – Part III Public Image and Public Relations Before we get started, I want to show you some of the resource materials that I really want you to look at when you go home. These resources really are the “nuts and bolts” of creating a positive Public Image for Rotary, and your Rotary Club. All available online, there are 5 Rotary resources that will help your club carry out EFFECTIVE Public Relations practices

Slide 10 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN Downloadable from the rotary.org website. –google “rotary 257 en”

Slide 11 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN All Rotary clubs have audiences with whom they should communicate: –media, –local government officials, –the business community, –civic leaders, –prospective members, –& people directly affected by Rotary service projects (those on the giving and receiving end)

Slide 12 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN Developing a message for these audiences and finding the “right” way to deliver it is: Public Relations In Action

Slide 13 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN The guide helps you: Develop and use traditional and non- traditional PR materials and methods Work with the media

Slide 14 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN The guide helps you: Develop cooperative relationships with non-Rotary organizations Evaluate and measure the success of your PR efforts

Slide 15 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN The guide helps you : understand what PR entails »and helps break it down into separate components:

Slide 16 RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN PR components: Understanding What Is “News” PR Writing Media Relations External Relations Nontraditional Media

Slide 17 RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN Downloadable from the rotary.org website. New Aug 2013 and already updated in January 2014 and reprinted May 2014 and again in July 2015 –Or google : –rotary voice and visual identity guide

Slide 18 RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN

Slide 19 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN We have a powerful story to tell –It’s up to all of us to protect, promote, and deliver our message in all of our interactions. –By speaking, writing, and designing in a unified voice and look, we ensure that our communications are unmistakably Rotary.

Slide 20 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN Applying a consistent and clear Rotary style in all of our communications is vital to: –strengthening our image –and enhancing our reputation as a world-class organization. These downloadable resources and guidelines allow each club and district to work independently while maintaining a consistent identity throughout the organization.

Slide 21 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN –Who we are –Our “look” –A visual toolkit: logos, masterbrand, imagery, icons, graphics –And ideas on where we can use our new identity

Slide 22 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN WHY –Despite over 100 years of impact on our communities, –Rotary does not get the recognition it deserves

Slide 23 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN WHY –Worldwide, more than 2 million nonprofits compete for limited volunteer hours, donor money, and other resources. –Rotary has a great story to tell, but we need to tell it more simply and consistently.

Slide 24 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN WHY –Our research has taught us better ways to frame our strengths and bring our core values to life. –By providing a clear, consistent image of Rotary what we stand for and how we differ from other charitable organizations –we offer prospective members, donors, and volunteers a strong vision of what it means to engage with us.

Slide 25 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN In 2011, Rotary started a multi year initiative to: –Strengthen our image –Expand public understanding of What Rotary does –Motivate, engage, and inspire current and prospective members, donors, partners and staff

Slide 26 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN What we have done: –Based on global research: We defined our essence Brought our values to life Established our voice Clarified how we present Refreshed our visual identity

Slide 27 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN What we needed to do: bring our story to life –We are Rotary, and we have a great story to tell it is up to all of us to protect, promote, and deliver on that story in all of our interactions Be sure to get a copy and learn first hand how to tell Rotary’s story

Slide 28 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN For many years, our Rotary wheel stood alone as our logo on signage and communications materials. Although the words Rotary International were embedded in the wheel, they were hard to read from a distance. As a result, the general public did not always recognize Rotary’s involvement in a project or activity.

Slide 29 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN That’s why we decided to expand our official logo to include the word “Rotary” next to the wheel. This is our official logo and our masterbrand signature, which should be used whenever possible. Our logo has recently evolved to include our wordmark, which is one word “Rotary” and our emblem, the Rotary Wheel

Slide 30 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN Our logo has recently evolved to include our wordmark, which is one word “Rotary” and our emblem, the Rotary Wheel

Slide 31 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN The word “Rotary” always appears before our emblem in all of our signatures This official logo is our masterbrand signature, which should be used wherever possible. The mark of excellence (the Rotary wheel) should not appear alone

Slide 32 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN It is crucial to maintain the consistency of our signatures Poisitioning and proportional relationships of all components within the signature are fixed and should never be altered

Slide 33 RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN Rotary has created a special signature system to allow you to identify each club, district or zone

Slide 34 RESOURCE 2A: The Rotary Brand Center WELCOME TO THE BRAND CENTER Strengthen Rotary’s image by delivering a clear and compelling message that conveys what we do and how people can engage with us

Slide 35 RESOURCE 2A: The Rotary Brand Center It’s now easier than ever to strengthen Rotary’s image in your community with the materials and resources available in the Rotary Brand Center.Rotary Brand Center Google: rotary brand center and sign in to My Rotary Page One says: “Welcome to The Brand Center: Strengthen Rotary’s image by delivering a clear and compelling message that conveys what we do and how people can engage with us”

Slide 36 RESOURCE 2A: The Rotary Brand Center The Rotary Brand Center: –offers a simple and intuitive way to customize your club logo, –create a marketing brochure, –or give your newsletter a fresh look. You’ll also find guidelines and answers to frequently asked questions as well as information about why telling our story is important.

Slide 37 RESOURCE 2A: The Rotary Brand Center Here are five reasons you should use the Brand Center: 1.You can create your own club and district logos featuring Rotary’s Masterbrand signature and see your edits in real time. 2. You can develop professional-looking PowerPoint presentations, press releases, and newsletters that incorporate Rotary’s visual identity. Templates can be customized as much -- or as little -- as you want.

Slide 38 RESOURCE 2A: The Rotary Brand Center Here are five reasons you should use the Brand Center: 3. You can find guidelines for using Rotary’s logos and answers to frequently asked questions about our new visual identity. For instance, did you know that your member pin remains unchanged? Or that free fonts are available along with the commercially licensed options?

Slide 39 RESOURCE 2A: The Rotary Brand Center Here are five reasons you should use the Brand Center: 4. You can upload and store the materials and logos you create for future use by creating a basket and share your new materials with members. 5. You can download broadcast-quality public service announcements, videos, and images to help tell Rotary’s story. Choose from a variety of topics to illustrate including Join Leaders, Exchange Ideas, and Take Action -- our three organizing principles.

Slide 40 RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN Downloadable from the rotary.org –Just type in 515-EN into the search box and press enter

Slide 41 RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN An effective media crisis plan is based, first and foremost, on the principles of truth, transparency, and sincerity Nothing in your club’s media crisis plan should compromise, or appear to compromise these key principles

Slide 42 RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN It is a “How To” guide of what to do: –What to Do When Reporters Call –What to Do If A Crisis Develops –What To Do When the Media Contact You

Slide 43 RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN –How to Maintain The Proper Attitude During Interviews –What Mistakes To Avoid –How Actions Speak Volumes –How To Obtain Media Assistance From RI’s PR & Media Relations Staff

Slide 44 Resource 4: Rotary Media Centre Go to The Rotary Media Centre on the rotary.org website and take a look

Slide 45 RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE Viewable on the rotary.org website. –Go to Rotary Media Centre »Or –just google: rotary media center

Slide 46 RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE MEDIA CENTER Press Releases, Rotary In The News, Video, Facts Sheets, Brand Center, Media Inquiries, Member News, Images for the Media & Rotary Images, Tweets, Rotary Club Headlines

Slide 47 RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE Great Background material for you -Press releases -Fact Sheets -Rotary at a glance -Rotary and Polio -Media resources (stories, photos, video) -Rotary Public Service Announcements

Slide 48 RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE log in to “My Rotary” on the rotary.org website Go to the Learning & Reference materials Hit: Public Relations

Slide 49 RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE Promoting Rotary to the general public can be as simple as wearing your Rotary pin or as elaborate as organizing an integrated marketing campaign. By increasing the public's understanding of Rotary, we're strengthening our ability to make an impact in communities around the world.

Slide 50 RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE Including a public relations component in your project plan will help ensure your club’s projects and events get the attention and support they deserve. The following ideas can help you create a successful campaign.

Slide 51 RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE Know your local media Write a press release that journalists want to read More ideas for promoting Rotary Resources and references Tools

Slide 52 Publicity, Public Relations, and Public Image What is the difference? PUBLICITY –the act of creating a good opinion among people about your Rotary Club »OR –creating information that make people notice your Rotary Club

Slide 53 Publicity, Public Relations, and Public Image What is the difference? PUBLIC RELATIONS – the relationship between your Rotary Club and the public

Slide 54 Publicity, Public Relations, and Public Image What is the difference? PUBLIC IMAGE –is the concept that the ideas and the opinions that the public have about your Rotary Club may or may not be what they really are

Slide 55 What is the image of Rotary in your community? –Focus on “Rotary” - not on your club and not on your particular members –If you asked someone on the street IN YOUR COMMUNITY: –What would they say Rotary is? –What would they say Rotary does? –Any thoughts? –Let’s Discuss

Slide 56 What is the image of Rotary in your community? –Focus on “Your Rotary Club” and not on your particular members –If you asked someone on the street: –Would they know there is a Rotary Club in your community? –Would they know what your Rotary Club does in your community and beyond? –Let’s Discuss

Slide 57 Who Knows What About Rotary – From Jan 2012 The Rotarian Magazine – page 53 –Every 4 years, RI surveys 1,000 people in each of 6 countries –In 2010: Argentina, Australia, Germany, Japan, South Africa, USA: To gauge the general public’s awareness and perception of Rotary The results are consistent with those found in 2006

Slide 58 Who Knows What About Rotary – From Jan 2012 The Rotarian Magazine – page 53 –62% of the non-Rotarians recognize the Rotary name, –but of those, only 37% have some familiarity with WHAT ROTARY DOES –In other words, while respondents had heard of Rotary, they knew little about its activities

Slide 59 Who Knows What About Rotary – From Jan 2012 The Rotarian When asked to describe Rotarians, 65% answered “charitable, respected, and caring” But only 26% described them as women and men and 50% described them as men only

Slide 60 Who Knows What About Rotary – From Jan 2012 The Rotarian The public’s interest in joining a Rotary Club is low –16% of the respondents said they would likely join a Rotary Club –60% said they would be unlikely to join

Slide 61 Who Knows What About Rotary – From Jan 2012 The Rotarian The survey included a cross section of each country's population by: –age, –gender, –income level, –and education level.

Slide 62 Who Knows What About Rotary – From Jan 2012 The Rotarian In Japan, –67 percent of respondents, age 40 or older, said they had heard of Rotary, –compared to only 38 percent of those younger than 40. –

Slide 63 Who Knows What About Rotary – From Jan 2012 The Rotarian In Argentina, –63 percent of the highest income bracket had heard of Rotary, –while only 20 percent of the lowest income bracket had heard of Rotary.

Slide 64 Who Knows What About Rotary – From Jan 2012 The Rotarian CONCLUSION: –Clubs may need to gain a better understanding of what would increase interest among younger professionals.

Slide 65 Who Knows What About Rotary – From Jan 2012 The Rotarian Pauline Leung, Rotary’s Public Image general coordinator says: Building familiarity is not easy We must have consistency when promoting the image of Rotary. Rotarians should receive training so they can clearly express our position, our vision, our values, and our areas of focus.

Slide 66 Who Knows What About Rotary – From Jan 2012 The Rotarian Boosting awareness alone will not be enough: – to get the public to readily associate Rotary with good works OR –to generate greater community involvement.

Slide 67 What were the results? New Rotary.org website NewRotary Brand Centre New Logo New Rotary Voice and Visual Identity Guide New Rotary Media Centre Has your club changed? Have you changed?

Slide 68 How can our clubs do better at Public Relations? In many communities, very few people even know a Rotary Club exists.

Slide 69 How can our clubs do better at Public Relations? –Visibie, sustainable hallmark projects –Promoting club activities and programs in the press –Signage

Slide 70 How can our clubs do better at Public Relations? –Web presence –Individual Rotarians keeping Rotary in the forefront of their personal & business life

Slide 71 Common Misconceptions 1. Everyone has heard of Rotary. – “No they have not!” 2. Everyone knows what Rotary involves. – “They think we are a charity organization!” 3. Just because YOU know you’re in Rotary, YOU assume everyone else does too! “wear that pin!” 4. If someone really wanted to be in Rotary, they’d ask you about joining your club. “Really - is it that simple”?

Slide 72 Common Misconceptions 5. Service Clubs are no longer dominant forces.-True! 6. NGO’s, Business, Social networks, and Charities are all getting into philanthropy. – True! 7. Do we think: “We have always done it like this!” 8. TIME TO CHANGE! – TRUE!

Slide 73 Your Club’s PR Checklist Check your PR Checklist Do your members realize the importance of getting Rotary's positive image out to the public. Does your club have a Public Relations Chair and Committee?

Slide 74 Your Club’s PR Checklist Check your PR Checklist Do you know the media in your area? –Editors, reporters names, phone numbers, addresses and deadlines ? Radio, TV, newspapers, magazines,etc Do you send out press releases? How often? –Rotary Theme Months, Rotary Theme Days

Slide 75 Your Club’s PR Checklist Are there News media as members of your club? Do you have a “News Media” Theme Week –at a weekly Rotary meeting? –Ask a news media member to be your speaker?

Slide 76 Your Club’s PR Checklist Who are your publics? Who are your audiences? Tools of the trade

Slide 77 Who Are Your Publics? Who are your publics? Who are your audiences?

Slide 78 Public Relations In Action – Role of your Rotary Club All Rotary clubs have audiences with whom they should communicate: –the media –local government officials –the business community –civic leaders and other organizations –qualified prospective members –Your current members –people directly affected by Rotary service projects.

Slide 79 Public Relations In Action – Role of your Rotary Club Public Relations in Action is : Developing a message for these audiences finding an appropriate way to deliver it

Slide 80 Tools of The Trade  News Releases and Club Bulletins  Your District Newsletter  Websites:  Rotary International  District Website  Your Club’s website

Slide 81 Tools of The Trade  Electronic Media:  Does Your Club have a Twitter Account, Blogs, a Facebook Page  Do you send videos to You Tube  Is your Rotary Club LinkedIn?

Slide 82 Public Image Grant and Humanity In Motion Humanity In Motion Television Public Service Announcements Radio TV Billboards Do you use them? Take a look in the Rotary Brand Center

Slide 83 Public Image Grant and Humanity In Motion Humanity In Motion Television Public Service Announcement entitled “The Missing Piece”…. It was used on TV for our 2012, 2103 and 2014Rotary Public Image Grants

Slide 84 Public Image Grant and Humanity In Motion It goes like this ….. “Making the world a better place is an intricate puzzle and piece by piece, the women and men of Rotary have worked hard to fight hunger, promote literacy, and move the world toward peace. But there is still much to be done, still some missing pieces, and one of those missing pieces is you. Learn how you can help Rotary put together a better world at Rotary.org…Rotary… Humanity in Motion.”

Slide 85 Public Image Grant and Humanity In Motion Be sure to go to the rotary.org website. Click on Humanity In Motion and look at the television public service announcements, and see the one called “The Missing Piece” The PSA asks the viewer to: –go to rotary.org to learn more about Rotary –Our last public image grant asked the viewer to go to –challenges them to join Rotary.

Slide 86 Humanity In Motion Does your club use the “Humanity In Motion” and “This Close” Public Service Announcements?: ARE YOU USING THE ADS: –ON YOUR WEBSITE, –ON YOUR FACEBOOK PAGE –IN YOUR BULLETIN –IN THE LOCAL PAPER, –ON RADIO, –ON TV?

Slide 87 Your club media plan It’s November 7, Has your club put together Your Club’s MEDIA Plan for this Rotary year? Consider the following factors: –Newspaper –Internet –TV –Radio –Billboards –Other Media –Club Brochure –Fundraisers –Feature Articles in your local media

Slide 88 Public Relations Writing The ability to write easily, logically, and succinctly is vital in public relations. The object of most PR writing is to grab the reader’s attention.

Slide 89 Public Relations Writing – PIPR-2 Most press releases and other written communications for the media use an inverted-pyramid style: –the most important and relevant information at the top (THE LEAD) followed by gradually less important information. Lead Most Important Information Additional Facts Background

Slide 90 Public Relations Writing The headline and the first sentence are the two most important parts of a press release. Make sure they are compelling enough to draw the editor or reporter in. Use active verbs in headlines, making them brief and to the point.

Slide 91 Public Relations Writing LEAD PARAGRAPH: –Include the five Ws in your first paragraph, ideally in the first sentence: Who? The main focus of your story — a person or group of people that is the essential element of the story What? The event or project with which your club is involved Where? The location of the event, including a street address When? The time, day, and date of an event or the time period involved for a person or project Why? The reason this event, person, or project is significant to the general public

Slide 92 Public Relations Writing SOME TIPS ON NEW RELEASES: –Develop a well-thought-out “news hook,” a persuasive reason for the news media to pursue a story. The news hook provides direction to the rest of the release. –Always define Rotary as “a global network of community volunteers” in the release. –Determine who will be the contact person for media inquiries, and place that person’s name, address and phone number in the upper-left corner. –If your club Web site is current, also include the Web address.

Slide 93 Public Relations Writing SOME TIPS ON NEW RELEASES: –Keep your release concise. State opinions in quotes from club leaders, project beneficiaries, or person being featured or honored. –Decide what information is necessary and then focus on one or two main points. –Limit the release to one page.

Slide 94 Public Relations Writing The Last Paragraph : –Rotary Fact Sheet: –A fact sheet provides details about Rotary programs to ensure journalists have accurate background information. –You can download Rotary fact sheets, on many Rotary topics and themes, from the Public Relations section at

Slide 95 Public Relations Writing The Last Paragraph : Here is one that I used last month: Rotary is a worldwide network of inspired individuals who translate their passions into relevant social causes to change lives in communities. There are more than 1.2 million Rotary club members in over 200 countries, providing humanitarian service, building goodwill and peace in the world. The Rotary Club of Oshawa-Parkwood is one such club which has been serving the Durham Region for 39 years. If you would like to learn more about Rotary or become a member, check out our website and call Rotarian Lennis Trotter at

Slide 96 Public Relations Writing Let’s go to PIPR-2 and let’s do a Headline and The Lead paragraph for the Oshawa This Week newspaper, Here are the facts: –Rotary Club of Oshawa is holding the Oshawa Rotary Ribfest 2016 on August 12 to 14 at Lakeview Park in Oshawa –Lots of entertainment, food, drinks, etc –Lots of Free parking –Proceeds go to various Rotary projects in the community and world wide 10 minutes, in groups, select one spokesperson to read your paragraph

Slide 97 Rotary Leadership Institute – Part III Public Image and Public Relations We have just skimmed the surface of Public Image and Public Relations If you would like a copy of this presentation, look on the District website under the PR tab.